TATA Motors - Starbuses Strategic Analysis - MBA Summer Training Project Report PDF Download

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SUMMER TRAINING PROJECT REPORT

On
STARBUSES
At
TATA MOTORS LIMITED
Submitted in fulfillment for the

Award of the degree of
Master of Business Administration
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INDEX
CONTENTS PAGE NO.
 EXECUTIVE SUMMARY……………………………………………..
CHAPTER-1 INTRODUCTION......................................
INDIAN COMMERCIAL VEHICLE INDUSTRY …………………….
 INTRODUCTION
 STRUCTURE OF COMMERCIAL INDUSTRY
 MAJOR COMPANIES OF INDIAN COMMERCIAL INDUSTRY
 COMMERCIAL VEHICLE PRODUCTION AND EXPORT TRENDS
PROFILE OF TATA MOTORS …………………………………………….
 INTRODUCTION
 JOINT VENTURES
 IMPORTANT
 DEVELOPMENTS
 BUSINESS UNITS
 COMPETITORS
 VALUES OF TATA GROUP

STRUCTURE OF PROJECT ……………………………………………….
STARBUSES …………………………………………………………………
 STARBUS RANGE
 AESTHETIC AND TECHNICAL FEATURES OF STARBUSES
 STARBUSES FOR BRTS
 CHARACTERISTICS OF STARBUSES FOR BRTS
 ADVANTAGES AND DISADVANTAGES OF STARBUSES
STARBUSES AND COMPETITION …………………………………...
 MAJOR COMPETITORS OF TATA MOTORS

 COMPETITIVE SPECIFICATION OF STARBUS
 COMPETITIVE SALES REPORT (NORTH INDIA)
 SALES OF (LP909/49) STARBUS
MARKET SHARE ……………………………………………………….
 DOMESTIC AND GLOBAL MARKET SHARE AND POSITION

 TATA AUTHORISED SERVICE STATIONS (TASSes)
 NETWORK OF STARBUSES IN DELHI AND NCR
 TATA MOTORS NETWORK OF STARBUSES IN INDIA
TATA MOTORS FINANCE …………………………………...............
MARKET POTENTIAL ASSESMENT OF STARBUSES………….

 CUSTOMER’S OF STARBUSES
 BRT SYSTEM WHERE STARBUSES ARE IN USE
SWOT ANALYSIS ………………………………………………………
 STRENGTH
 WEAKNESS
 OPPORTUNITY
 THREATS
CHAPTER-2 RESEARCH METHODOLOGY…..
 OBIECTIVE OF STUDY
 SIGNIFICANCE
 DATA COLLECTION
 SCOPE OF STUDY
 LIMITATIONS OF STUDY
CHAPTER-3 DATA ANALYSIS………………….
AND INTERPRETATION
CHAPTER-4 FINDINGS AND CONCLUSIONS...
 CUSTOMER NEED ANALYSIS

 CONCLUSIONS

CHAPTER-5 RECOMMENDATIONS……………
ANNEXURE…………………………………………..
REFERENCES………………………………………..
LIST OF TABLES
CONTENTS
1. COMERCIAL VEHICLE PRODUCTION TRENDS……………………

2. COMMERCIAL VEHICLE EXPORT TRENDS………………………...
3. TECHNICAL SPECIFICATION OF STANDARD STARBUS…………
4. TECHNICAL SPECIFICATION OF DELUXE STARBUS…………….
5. TECHNICAL SPECIFICATION OF STARBUS LOW FLOOR……….

AND ULTRA LOW FLOOR CNG
6. TECHNICAL SPECIFICATIONS OF STARBUS SCHOOL…………..

7. COMPETITIVE TECHNICAL COMPARISON OF STARBUS……….
8. COMPETITIVE SALES REPORT..............................................................
9. DOMESTIC AND GLOBAL MARKET SHARE POSITION OF ……..

TATA MOTORS
10. BRT SYSTEM WHERE STARBUSES ARE IN USE...............................
11. COMPETITIVE SALES REPORT……………………………………....
12. GLOBAL AND DOMESTIC MARKET SHARE AND POSITION......

OF TATA MOTORS
13. RANKING OF PRODUCT ON THE BASIS OF FEATURES………...
14. PARAMETERS THAT PEOPLE CONSIDER BEFORE BUYING.....

A COMMERCIAL VEHICLE
LIST OF FIGURES
CONTENTS
1. STRUCTURE OF THE PROJECT …………………………………….

2. GRAPH OF MCV (PVT.) NORTH INDIA…………………………….
3. GRAPH OF MCV (STU.) NORTH INDIA…………………………….
4. MAP OF TATA MOTORS NETWORK OF STARBUSES IN……...

DELHI AND NCR
5. MAP OF TATA MOTORS NETWORK OF STARBUSES…………

IN INDIA
6. DIAGRAM OF CONVENTIONAL CUSTOMERS…….…………...

OF STARBUSES
7. DIAGRAM OF SWOT ANALYSIS……………………………..........
8. GRAPH OF SALES OF LP909/49……………………………………..
9. EGG DIAGRAM OF CUSTOMER NEED ANALYSIS………….....
EXECUTIVE SUMMARY

This project has been completed in Tata Motors Limited. The project is on
“STARBUSES”. The objective of the project is “TO COMPARE THE PRODUCT WITH
COMPETITORS, COLLECT CUSTOMER FEEDBACK AND SUGGEST
IMPROVEMENTS TO THE COMPANY.” This project starts with the introduction of
Indian commercial vehicle industry. It includes various topics:
 PROFILE OF TATA MOTORS: It covers the introduction of company, joint

ventures, company’s developments and values.
 STARBUSES: Explanation of specification of various ranges of Starbuses, their
advantages and disadvantages.
 COMPETITORS OF TATA MOTORS: Technical comparison of Starbus with

competitors, competitive sales report.
 MARKET SHARE: It is the analysis of domestic and global market share and
position of Tata Motors.
 ANALYSIS OF CUSTOMER’S NEED: Analysis of the primary, secondary

needs and the peripheral needs of the customers.
 POTENTIAL CUSTOMERS: Customers of Starbuses and STU where Starbuses

are in use.
 SWOT ANALYSIS: Swot analysis explains the strength, weakness, threats and
opportunity available to the company. Swot analysis is based on the study of
market and competitors of Tata Motors.
 RECOMMENDATIONS: In the end a comprehensive list of recommendations

and suggestions is included. Such recommendations are drafted with the purpose
of bringing to light the issues which push the sales of and act as a tool in the hand
of salesman.

CHAPTER-1
INTRODUCTION

INDIAN COMMERCIAL VEHICLE INDUSTRY
The Indian commercial vehicle industry is cyclical in nature with periods of volume
growth leading to investments in fleet capacity and subsequently to periods of correction.
The Indian Commercial Vehicle (CV) Industry is the lifeline of the economy.
Approximately 66% of the goods and 87% of the passenger traffic in
the country moves via road. Past trends have shown that CV demand is
closely correlated with GDP growth rate (more strongly with the Index
of Industrial Production, IIP) of the country and therefore, it is believed
that a growth or slowdown in CV demand is harbinger of an upturn or
down turn in the economy respectively.
STUCTURE OF INDIAN COMMERCIAL INDUSTY
The Indian commercial vehicle market is segmented on the basis of gross vehicle
weight(GVW) .Vehicle less than 7.5 ton are classified as LCVs, while the heavier ones
are termed as M/HCVs.
 HCVs – heavy commercial vehicle
 MCVs- medium commercial vehicle
 LCVs- light commercial vehicle
In terms of usage commercial vehicle may be termed as good carriers and

passenger carrier. Among the passenger carriers in the less 7.5 ton GVW segment, those
with seating capacity up to 13 are categorized as utility vehicle(Uvs and not part of
LCVs) while those with sitting capacity over 13 passengers are grouped as LCVs. The
overall commercial industry is split between the LCVs and M/HCVs segment roughly in
the ratio of 45:55. The Indian four wheeler industry is duopolic in nature. M&M and Tata

Motors holding a major share in LCV segment (90.8%). Ashok Leyland and Tata Motors
hold a major share in M/HCV (88.6%).
THE MAJOR COMPANIES OF INDIAN COMMERCIAL VEHICLE INDUSTRY
 EICHER MOTORS LIMITED

 FORCE MOTORS LIMITED
 TATA MOTORS LIMITED
 SWARAJ MAZDA LIMITED
 MAHINDRA & MAHINDRA LIMITED
 ASHOK LEYLAND
 VEHICLE FACTORY GOVERNMENT
 VOLVO
COMMERCIAL VEHICLE PRODUCTION TRENDS (NO. OF VEHICLES)
Category 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09

Commercial 275,040 353,703 391,083 519,982 549,006 417,126
Vehicles
Growth 35.02% 28.60% 10.57% 32.96% 5.58% -24.02%
COMMERCIAL VEHICLE EXPORTS TRENDS (NO. OF VEHICLES)
Category 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09

Commercial 17,432 29,940 40,600 49,537 58,994 42673
Vehicles
Growth 42.24% 71.75% 35.60% 22.01% 19.09% -27.67%

The production figures of Indian commercial industry shows that the Industry growth
continued to be very strong till 06-07 with annual growth range of 35% to -24.02%. For
the last two fiscal years the industry has stagnated particularly due to pressure on
commercial vehicle segments. This industry has suffered due to two reasons (a) very high
rate of interest (b) slowdown in the economy. The bottom line of the manufacturers too
came under pressure especially in Q4 FY08 and Q1 FY09 due to the increase in input
cost. The average steel prices remained high in FY08 and in Q1 FY09 and the rubber
prices too started creeping up in Q1 FY09. To recover costs, the manufacturers resorted
to a series of vehicle price hikes from beginning of FY09 onwards. This led to a tricky
situation where manufacturers increased vehicle prices when demand was actually
falling.Now with the banks easing the interest rates again and improvement in the
economic outlook, will improve the sales of commercial vehicle.

COMPANY PROFILE
TATA MOTORS
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 23,000 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."
Tata Motors is a part of the Tata and Sons Group, founded by Jamshedji Nusserwanji
Tata and J. Baker.. The company was established in 1945 as a locomotive manufacturing
unit and later expanded its operations to commercial vehicle sector in 1954 after forming
a joint venture with Dailmer-Benz AG of Germany. Tata Motors launches its first truck
in collaboration with Mercedes-Benz

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 power trains. 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.
Tata Motors has several joint venture, subsidiary and associate companies.
A Few of them are mentioned below:
 Jaguar Land Rover.

 Tata Technologies Ltd. (TTL) and its subsidiaries.
 Telco Construction Equipment Co. Ltd. (Telcon).
 HV Axles Ltd. (HVAL).
 HV Transmissions Ltd. (HVTL).
 TAL Manufacturing Solutions Ltd. (TAL).
 Sheba Properties Ltd. (Sheba)

 Tata Daewoo Commercial Vehicle Company Ltd (TDWC).
 Concorde Motors (India) Ltd. (Concorde).
 Hispano Carrocera S. A. (HC).
 Tata Motors Insurance Broking & Advisory Services Ltd (TMIBASL).
 Tata Motors European Technical Centre.
 Tata Motors Finance Limited.
 Tata Motors Thailand.
 Tata Marcopolo Motors Ltd (TMML)
 Tata Motors(SA) Proprietary Ltd (TMSA)
 TML Distribution Company Ltd (TDCL)
 NOVA IAI
ACQUISITIONS AND JOINT VENTURES
 TATA DAEWOO COMMERCIAL VEHICLE
Tata Motors aimed to increase its presence worldwide. In 2004, it acquired the Daewoo
Commercial Vehicle Company of South Korea.

 Tata Novus is one of the best selling commercial trucks in South Korea.
Tata remains India's largest heavy commercial vehicle manufacturer and Tata Daewoo is
the 2nd largest heavy commercial vehicle manufacturer in South Korea. Tata Motors has
jointly worked with Tata Daewoo to develop trucks such as Novus and World Truck.
 HISPANO CARROCERA
Hispano Carrocera
In 2005, sensing the huge opportunity in the fully built bus segment, Tata Motors
became acquired 21% stake in Hispano Carrocera SA, Aragonese bus manufacturing
company giving it controlling rights of the company.

 TATA XENON
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.
 TMML(TATA MARCOPOLO MOTORS LIMITED)
In 2006, it 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. TATA Motors has formed a 51:49
joint venture in bus body building with Marcopolo of Brazil. This joint venture is to
manufacture and assemble fully-built buses and coaches targeted at developing mass
rapid transportation systems. The joint venture will absorb technology and expertise in
chassis and aggregates from TATA Motors, and Marcopolo will provide know-how in
processes and systems for bodybuilding and bus body design.

Tata’s Marcopolo Buses in the Delhi BRT

Tata Starbuses are result of joint venture of Tata Motors and Marcopolo of Brazil. Tata
low floor buses are also used as public transportation buses in Delhi, Mumbai, Pune,
Udaipur and Indore.
 JAGUAR CARS AND LAND ROVER
Jaguar car

Land Rover
After the acquisition of British (JLR) business, which also includes the Rover, Dailmer
and Lanchester brand names Tata Motors became a major player in the international
automobile market. On 27 March 2008, Tata Motors reached an agreement with Ford to
purchase their Jaguar and Land Rover operations for US$2 billion. The sale was
completed on 2 June 2008 Tata has gained the rights to the Daimler, Lanchester, and
Rover brand names.
In addition to the brands, Tata Motors has also gained access to 2 design centers
and 3 plants in UK. The key acquisition would be of the intellectual property rights
related to the technologies.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 and Senegal.
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 2,000 engineers
and scientists, the company's Engineering Research Centre, established in 1966, has
enabled pioneering technologies and products. The company today has R&D centre in
Pune, Jamshedpur, Lucknow, in India, and in South Korea, Spain, and the UK.

IMPORTANT DEVELOPMENTS
 TATA SAFARI
TATA SAFARI DICOR
It was Tata Motors, which developed the first indigenously developed Light
Commercial Vehicle, India’s first Sports Utility Vehicle and, in 1998. Tata Safari Dicor
is the latest version of Tata Safari.
 THE FIRST GENERATION TATA INDICA
Tata Indica, the India's first fully indigenous passenger car. Within two years of launch,
Tata Indica became India’s largest selling car in its segment.

 TATA ACE
Tata Ace was India's first mini truck
In 2005, Tata Motors created a new segment by launching the Tata Ace, India's first
indigenously developed mini-truck. Tata Ace, India's first indigenously developed sub-
one ton mini-truck was launched in May 2005. The mini-truck 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 (SCV) segment. Ace rapidly emerged as the first
choice for transporters and single truck owners for city and rural transport
 TATA NANO

In January 2008, Tata Motors launched Tata Nano, the least expensive production car in
the world at about Rs. 1,00,000 (USD $2,500). The supermini car was unveiled during
the Auto Expo 2008 exhibition in Pragati Maidan, New Delhi.
Tata Nano Europa has been developed for sale in developed economies and is to hit
Markets in 2010 while the normal Nano should hit markets in South Africa, Kenya and
countries in Asia and Africa by late 2009. A battery version is also planned. Nano has put
Tata on the world automobile map.
WORLD TRUCKS
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. 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.
The years to come will see the introduction of several other innovative
vehicles, all rooted in emerging customer needs. Besides product development, R&D is
also focusing on environment-friendly technologies in emissions and alternative fuels.
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.
BUSINESS UNITS:
Tata Motors Ltd. works as two separate business units:-
a) Commercial Vehicle Business Unit- Tata Motors is a leader in this segment which
caters to the needs of commercial applications with vehicles such as trucks,
tippers, trailers, buses, defence vehicles etc. These vehicles have customers which
are transporters, businessmen, constructors, defence organizations etc and they are
people who are concerned about the performance of the vehicle more than how
the vehicle looks. These people are concerned about the payload, mileage, and
finance options available before going for the vehicle. Tata Motors boasts of
vehicles in the sub 1 tonne to 40 tonne GVW category. The commercial vehicle
unit also boasts of 375 dealerships, more than 1000 sales and service centres. Tata
Motors has come up with new initiatives in the recent past which include
Reconditioning service, AMC and 24 hour customer assistance centre.
b) Passenger Vehicle Business Unit- Tata Motors forayed into this segment a few years
back and since then have taken major strides in the segment. The company is

coming up with new vehicles and is gaining the market share at a fast pace. So
and so that it has become a threat to the already established players within some
years of its arrival.
COMPETITORS OF TATA MOTORS
 ASHOK LEYLAND
 SWARAJ MAZDA LIMITED
 MAHINDRA & MAHINDRA LTD.
 VOLVO
 HINDUSTAN MOTORS
 FORCE MOTORS LIMITED
 EICHER MOTORS LIMITED
TATA GROUP VALUES
True to the tradition of the Tata Group, Tata Motors is committed in letter and spirit to
Corporate Social Responsibility. It is a signatory to the United Nations Global Compact,
and is engaged in community and social initiatives on labor and environment standards
in compliance with the principles of the Global Compact. In accordance with this, it
plays an active role in community development, serving rural communities adjacent to
its manufacturing locations. With the foundation of its rich heritage, Tata Motors today
is etching a refulgent future

STRUCTURE OF THE PROJECT

STAR BUSES
TATA Motors has formed a 51:49 joint venture in bus body building with
Marcopolo of Brazil. This joint venture is to manufacture and assemble fully-built buses
and coaches targeted at developing mass rapid transportation systems. The joint venture
will absorb technology and expertise in chassis and aggregates from TATA Motors, and
Marcopolo will provide know-how in processes and systems for bodybuilding and bus
body design.
It is joint venture has since resulted in superlative offerings in buses

and BRTS (Bus Rapid Transit System) applications. The first Landmark in TMML’s BRTS
foray is the sale of 525 ultra-modern, air conditioned, low entry Starbus CNG buses to the
Delhi Transport Corporation, in 2007. (TMML), manufacture these buses at their plant
Dharwad and Karnataka. Starbuses are available in number of variants with seating
capacity ranging from 16-67 seats. Starbuses are designed on the concept of optimum
functionality and comfort. These ranges of buses also deliver maximum economy to the

operators. Starbus ranges of buses are smart in look and big on space. The star buses are
ideal for all applications like
 Transportation of company staff
 As a school bus
 As transport to tourist destinations
 As a route bus.
THE STARBUSES ARE AVAILABLE IN THE FOLLOWING

RANGES
 Standard
 Deluxe
 Low-floor
 School bus
STANDARD STARBUS
The Starbus Standard is built to accommodate the needs of travelers who wish to
commute long distances quickly, comfortably and affordably. Moreover, the Starbus
Standard also provides maximum economy to the bus operators. Starbus Standard Buses
are available in 16, 18, 20, 32, 54, and 67- seater configurations.
AESTHETICS OF STANDARD STARBUS

Passenger Friendly
The all new Starbus ranges comes with a new chassis and new body ,to gives best
in class rides and passengers comfort. The length and wheelbase of other buses
are significantly more room and more seating capacity. The longer chassis ensures
extra legroom for all passengers including those occupying last row seats.
Moreover, their low NVH levels contribute to smoother rides
Driver Friendly
Drivers friendly features are:-
 Ergonomically designed dashboard
 Seat belt for driver safety
 Driver's partition
 Power steering (32/40-seater)
 Instrument cluster has a simple designed which makes the control
easy to use.
Stylish Look
The external body is round in shape, giving it style and class. The internal
styling, with superior fittings, gives space a new dimension.
TECHNICAL SPECIFICATIONS OF STANDARD STARBUS

Starbus Starbus Starbus std.- Starbus std.- Starbus std.- Starbus
std.-16 std.-18 20 32 54 std.-67
Door Single Door Single Single Door Single Door Single Door Single Door
Type Manually Door Manually Manually Manually Manually
Operated Manually Operated Operated Operated Operated
Operated
Chassis SFC SFC SFC 407/31 SFC 407/31 SFC 407/31 SFC
Platform 407/31 407/31 407/31
Engine 55.2 Kw @ 55.2 Kw @ 55.2 Kw @ 55.2 Kw @ 55.2 Kw @ 55.2 Kw @
Power 2800 RPM 2800 RPM 2800 RPM 2800 RPM 2800 RPM 2800 RPM
(Kw)
Engine 225 Nm @ 225 Nm @ 225 Nm @ 225 Nm @ 225 Nm @ 225 Nm @
Torque 1500 - 1500 - 1500 - 1800 1500 - 1800 1500 - 1800 1500 -

(Nm) 1800 RPM 1800 RPM RPM RPM RPM 1800 RPM
Clutch 240 240 240 240 240 240
Diameter
(mm)
Gear Box GBS 18 GBS 18 GBS 18 GBS 18 GBS 18 GBS 18
Type
Rear Axle 35/9 35/9 35/9 35/9 35/9 35/9
Ratio
Steering Mechanical Mechanical Mechanical Mechanical Mechanical Mechanical
No. Of 4+1 4+1 4+1 4+1 4+1 4+1
Tyre
Tyre Size 7.5 X 16, 7.5 X 16, 7.5 X 16, 16 7.5 X 16, 16 7.5 X 16, 16 7.5 X 16,
16 PR 16 PR PR PR PR 16 PR
Fuel Tank 60 60 60 60 60 60
Capacity
(litres)
Gross 5300 5300 5300 5300 5300 5300
Vehicle
Weight
(kg)
Seat Pitch 800 (750 800 (750 800 (750 mm 800 (750 mm 800 (750 mm 800 (750
mm on mm on on codriver on codriver on codriver mm on
codriver codriver side) side) side) codriver
side) side) side)
Gangway 350 350 350 350 350 350
Internal 1880 1880 1880 1880 1880 1880
height
Overall 2615 2615 2615 2615 2615 2615
height (in
laden
condition)
DELUXE STAR BUS

The Starbus Deluxe is an intra-city bus that takes comfort, quality and aesthetics to a
higher level, without compromising on safety.
 These buses are provided with ergonomically designed High Back seats
with foldable side armrests.
 Other features like the use of PVC coated material for body parts and
anti-skid vinyl flooring, add to the overall build quality.
 Tough Built to endure the rig ours of Indian roads,
 The Starbus Deluxe also provides unparalleled operating economy to
bus operators.
Starbus Deluxe buses are available in 18, 20, 28 and 35-seater configurations.
TECHNICAL SPECIFICATIONS OF DELUXE STARBUS

Starbus deluxe- Starbus deluxe- Starbus deluxe-
18 20 28 Starbus deluxe-35
Door Type Single Door Single Door Single Door Single Door
Manually Manually Operated Manually Operated Manually Operated
Operated
Chassis SFC 407/31 SFC 407/31 SFC 407/31 SFC 407/31
Platform
Engine 55.2 Kw @ 2800 55.2 Kw @ 2800 55.2 Kw @ 2800 55.2 Kw @ 2800
Power (Kw) RPM RPM RPM RPM
Engine 225 Nm @ 1500 - 225 Nm @ 1500 – 225 Nm @ 1500 – 225 Nm @ 1500 –
Torque (Nm) 1800 RPM 1800 RPM 1800 RPM 1800 RPM
Clutch 240 240 240 240
Diameter
(mm)
Gear Box GBS 18 GBS 18 GBS 18 GBS 18
Type
Rear Axle 35/9 35/9 35/9 35/9
Ratio
Steering Mechanical Mechanical Mechanical Mechanical
No. of Tyre 4+1 4+1 4+1 4+1
Size
Tyre Size 7.5 X 16, 16 PR 7.5 X 16, 16 PR 7.5 X 16, 16 PR 7.5 X 16, 16 PR
Fuel Tank 60 60 60 60
Capacity
(liters)
Gross 5300 5300 5300 5300
Vehicle
Weight (kg)

Seat Pitch 800 (750 mm on 800 (750 mm on 800 (750 mm on 800 (750 mm on
codriver side) codriver side) codriver side) codriver side)
Gangway 350 350 350 350
Internal 1880 1880 1880 1880
height
Overall 2615 2615 2615 2615
height in
laden
condition
STARBUS LOW FLOOR
The Starbus Low Floor has been designed to transport commuters from point A to point
B in the utmost comfort. The ultra-modern, low floor design and broad doors allow
passengers to board and alight quickly and easily. Ultra Low Floor City Buses has a floor
height of only 380(almost pavement height).
). This feature makes boarding and alighting
convenient even for handicapped passengers. The shorter halts save time and fuel, giving
better run-times and improved economy to the bus operator too.
TECHNICAL SPECIFICATIONS OF STARBUS LOWFLOOR AND ULTRA

LOWFLOOR CNG
Door Type Single Door Manually Operated Single Door Manually Operated
Chassis Platform SFC 407/31 SFC 407/31
Engine Power (Kw) 55.2 Kw @ 2800 RPM 55.2 Kw @ 2800 RPM
Engine Torque (Nm) 225 Nm @ 1500 – 1800 RPM 225 Nm @ 1500 - 1800 RPM
Clutch Diameter (mm) 240 240
Gear Box Type GBS 18 GBS 18
Rear Axle Ratio 35/9 35/9
Steering Mechanical Mechanical

No. of Tyre Size 4+1 4+1
Tyre Size 7.5 X 16, 16 PR 7.5 X 16, 16 PR
Fuel Tank Capacity (litres) 60 60
Gross Vehicle Weight (kg) 5300 5300
Seat Pitch 800 (750 mm on codriver side) 800 (750 mm on codriver side)
Gangway 350 350
Internal height 1880 1880
Overall height (in laden 2615 2615
condition)
SCHOOL STARBUS
Starbus School buses are designed to provide the utmost safety and comfort to these
young minds, on their daily journey of learning. The Starbus School incorporates more
than 19 essential features, from the many other prescribed by the Government. It has a
special 'child-safety' features like:-
 These features include tooth-guards, guardrails, semi-sliding windows, a door
with an alarm, anti-skid floors and much more.
 The bus is also provided with a tubular, swing-type guardrail, a giant one-piece
windscreen and 2-way adjustable, reclining seat with a seat belt, which provide
the driver with a high level of comfort and visibility.
Starbus School is available in a choice of 17-seater, 32-seater and 52-seater options.

TECHNICAL SPECIFICATIONS OF STARBUS SCHOOL
Door Type Single Door Manually Single Door Manually Single Door
Operated Operated Manually Operated
Chassis Platform SFC 407/31 SFC 407/31 SFC 407/31
Engine Power (Kw) 55.2 Kw @ 2800 RPM 55.2 Kw @ 2800 RPM 55.2 Kw @ 2800
RPM
Engine Torque (Nm) 225 Nm @ 1500 - 1800 225 Nm @ 1500 - 225 Nm @ 1500 -
RPM 1800 RPM 1800 RPM
Clutch Diameter (mm) 240 240 240
Gear Box Type GBS 18 GBS 18 GBS 18

Rear Axle Ratio 35/9 35/9 35/9
Steering Mechanical Mechanical Mechanical
No. of Tyre Size 4+1 4+1 4+1
Tyre Size 7.5 X 16, 16 PR 7.5 X 16, 16 PR 7.5 X 16, 16 PR

Fuel Tank Capacity 60 60 60
(litres)
Gross Vehicle Weight 5300 5300 5300

(kg)
Seat Pitch 800 (750 mm on 800 (750 mm on 800 (750 mm on
codriver side) codriver side) codriver side)
Gangway 350 350 350
Internal height 1880 1880 1880
Overall height (in 2615 2615 2615
laden condition)
STAR BUSES FOR BRTS

The Government of India and several State Transport Undertakings are making
efforts to modernize mass transport in major cities of India.. Bus Rapid Transport System
(BRTS) is a modern and viable means of mass transport. One of the most important
features expected of BRTS is passenger friendly buses that are clean, efficient and
contemporary in looks. The Tata Starbus range of low floor buses with rear engine is
ideally suited to BRTS. More and more cities prefer star bus as a means of mass
transport. Delhi transport corporation-one of the largest transport undertakings in the
world has shown confidence in star buses. Star buses are trendy and passenger friendly. It
has proved to be very popular with passengers, particularly in Indore City Transport
service ltd. (ICTSL). In fact, Starbus offers citizen a swift, clean and dignified way to
travel within the cities.
STAR BUS RANGE OF BRTS
The BRTS Range of Starbuses, with rear engines and two wide doors, is presently
available in three unique designs:
 Low floor CNG Walk-in bus

 Low floor Walk-in bus
 Semi Low Floor diesel 2-step Entry bus (to be launched).
Star bus offers two unmatched features that make it ideal choice for urban city transport
-two wide doors and low floor for entry. The two doors are each 1.2m wide and the low
floor for entry and exit measures just 380mm in height. These two features enable faster
alighting and boarding of passengers.
STARBUSES FOR BRTS

LOW FLOOR CNG
LOW FLOOR AIR CONDITIONED CNG

CHARACTERISTICS OF STARBUSES FOR BRTS
SAFETY FEATURES
 Grab handles with slip resistant covers.
 Wide jackknife cross doors with a buzzer that must be closed before a bus can
move.
 Cross belt for wheelchair passenger.
 Windows with rubber beading and rounded corners, to ensure that passenger don’t
get hurt.
 An emergency exit doors that open from top to bottom.
PASSENGER FRIENDLY FEATURES

 Bright and spacious interiors.
 Comfortable sitting with smooth edges and enough legroom.
 Ample standing space.
 Wide and spacious window pains that help circulate fresh air.
 Manually operated ramp for easy entry of wheelchairs into the bus.
FLEET MANAGEMENT SYSTEM

 GPRS/GPS System helps in communicating the exact location of a Star bus in a
real-time to bus stations. A central server controls all the information which it
receives through GPRS/GPS.
 An LCD or LED display that provides passenger details of the bus route, next
route, next stop, time of arrival and other relevant information.

DRIVER’S FRIENDLY FEATURES

 Smart card reader and door control with RF TAG-controlled by driver, it keeps an
account of the trip and amount spent, and discards the cards on the last journey.
 Display at the bus stand with back servers- it provides information on bus arrival
and other details like rote availability etc. It is operating on solar and back with
AC.
 Driver’s kit with bus controller and display system on the bus. This is a plug in nit
with cash register loaded with single trip smart card, etc. with flash memory. The
driver can issue tickets for short trip requests or one –time se by the passenger.
 Skill up gradation for star bus drivers. A residential skill up gradation training is
provided to drivers at the Tata Motors state of art training centre at Jamshedpur or
Pune.
ADVANTAGES OF STARBUSES
 Starbuses of low floor and semi low floor buses have floor height of 380-400mm
and 800-850mm respectively. Boarding and deboarding is easy and safe in these
buses.
 It is good for physically challenged and older people.
 Passenger friendly features provide smooth and comfortable journey.
 Bifold doors provide wide area for boarding and deboarding.
 Installation of GPRS/GPS system helps in communicating the exact location of a
Starbus in real time, to bus stations. A central server controls all information
which it receives through GPRS/GPS.
DISADVANTAGES OF STARBUSES

 In ultra low floor buses, there is no space under the floor to accommodate the
engine, fuel tanks and electrical equipments. These will have to be adjusted
behind the bus or else it will take space of 4-8 seats inside the bus.
 Placement of fuel tank or CNG cylinders on the top of the cause refueling
problem. It increases cost structures and require higher specifications for body.
 Maintenance and operating cost is higher than the high floor bus.
 In low floor buses the driveways should be smooth, without interruptions because
it may harm bus floor.

COMPETITORS OF TATA MOTORS

MAJOR COMPANIES OF INDIAN BUS INDUSTRY

India bus industry boasts of the major players in this sector, who are involved in the
production of huge quantities of buses. The names of the prominent players require the
mention of:
 Ashok Leyland
 Volvo
 Hindustan Motors
 Swaraj Enterprise
 Mahindra & Mahindra
 Eicher
 Tata Motors
 Force Motors
VARIOUS MODELS OF BUSES
EICHER
Eicher is producing varieties of buses under the name Skyline Buses - it produces school
buses as well as Cruisers. It has also begun manufacturing CNG buses following the new
pollution control rules and is giving tough competition to its market rivals.
HINDUSTAN MOTORS

Hindustan Motors Ltd. produces RTV buses comprising school buses, custom-made
buses, and passenger buses.
MAHINDRA & MAHINDRA LTD.

Mahindra & Mahindra ltd. has earned substantial popularity in the India bus industry
apart from the heavy duty jeeps and luxury cars produced by it. Mahindra & Mahindra
Ltd. is the sole manufacturer of
 Tourister 15
 Mahindra FJ Minibus
 Mahindra FJ 470.
ASHOK LEYLAND
Ashok Leyland is the most prominent players in the manufacture of public utility as well
as special purpose buses. It fulfills a large chunk of the demand for buses in India bus
industry and the list of its range of buses includes:
 Vestibule Bus
 Cheetah BS-III
 Panther BS-II
 Viking BS-II
 Stag-BS II
 Lynx BS-II
 Viking CNG BS-III
Ashok Leyland is also engaged in the production of some special purpose buses as the
Airport Tarmac Coaches, Double deckers with immense capacity for the accommodation
of passengers. The other categories include 12 M Bus-II, only 12-M Bus and Viking SLF
BS-III and so on.

TATA MOTORS also ranks high among the major players in the India bus industry,
engaged in the production of buses of the category of Starbus as well as Globus buses.
The Starbus range includes
 Starbus Standard,
 Starbus School,
 Starbus Deluxe
 Starbus Low Floor
 SFC 407 Turbo Mini-Bus
 LPO 1616 TC Luxury Bharat Stage-II Bus, LPO 1510 Bharat stage II
Bus
 Globus range variety includes Globus 13, 20 and so on.
TATA AUTHORISED SERVICE STATIONS (TASS)
TASSes or the Tata authorized service stations were established in Delhi by TSS last
year in the month of June so as to promote the sales of the newly launched model ACE
CNG in this region. It was seen that since the demand for this model was exceptionally
high in comparison to the other models therefore it did require greater promotion so as
to maximize upon its potential. At the same time since TSS is located in the NCR region
therefore to make the model more accessible for the customers the TASSes were
formed.
These TASSes act as sub dealers, who are given certain targets every month
which they are required to meet. According to the amount of sale made by these TASSes
certain margin money is given to them per vehicle. This margin money may differ
according to the changing prices etc. the TASSes work independently to the extent of
hiring their own manpower, managing basic expenses like electricity charges, water
charges, incentives given to their FSE’s etc.

TATA MOTORS NETWORK OF STARBUES IN DELHI
AND NCR
NDM TASSES IN DELHI AND NCR

KAPOOR
SHYAMA SHYAM
SANTOSH
Tass -18
SHIVA
Dealer -02
TIKKRI HIGHWAY AUTO

EXPRESS
NIHAL
UNITED,SBD.
S.P GZB.
AO
DV MOTORS
RO
TSS
PLS,NOIDA
SHIVANI,NOIDA
Automobile Sterling
GLOBAL
K C GUPTA
JOHAR

There are primarily 5 TASSes established in Delhi. These are:-

1. D V MOTORS
2. KAPOOR DIESEL
3. GLOBAL MOTORS
4. TIKRI SERVICE STATION
5. SANTOSH MOTORS
TATA MOTORS NETWORK OF STARBUSES IN INDIA

MARKET POTENTIAL ASSESSMENT

Star buses are result of joint venture between Marcopolo and Tata motors. Tata Motors
has a 51:49 joint venture with the Brazilian bus manufacturer, Marcopolo.These
Marcopolo. buses are
widely used as intra-city and inter-city bus .The Starbuses can be used as
 School bus
 Staff bus
 Tourist bus
 City
The major sales come from State Transport Corporations. Hundred buses are already part
of the DTC fleet in Delhi and this number could go up. Tata motors have bagged 50% of
the orders from JNNURM. The good percentage of this would be low floor and semi low
floor buses. Some states which have the orders are Karnataka, Maharashtra, Chandigarh
and Uttar Pradesh. Tata Motors has bagged an order for 1625 low floor buses from
D.T.C. Talks are also underway with state governments of Madhya Pradesh, Rajasthan
and Punjab to include these buses in intra-city travel.

CONVENTIONALCUSTOMER
SWOT ANALYSIS

STRENGTHS
 The internationalization strategy of the company. The global acquisitions and
joint ventures are expanding Tata Motors global market. In 2005, Tata Motors
acquired a 21% stake in Hispano Carrocera, a reputed Spanish bus and coach

manufacturer, giving it controlling rights of the company. Hispano’s presence is
being expanded in other markets. Joint venture of Tata Motors with Marcopolo of
Brazil.
 Tata Motors has expanded its production and assembly operations to several other
countries including South Korea, Thailand, South Africa and Argentina and is
planning to set up plants in Turkey, Indonesia and Eastern Europe.
 Large consumer base in the Indian Subcontinent namely Bangladesh, Bhutan, Sri
Lanka and Nepal. And a growing consumer base in Italy, Spain and South Africa.
 Good service network across the country. Tata motor has a vast network of
service centres known as Tata Authorized Service Stations (TASSes). Tata
authorized service stations, more than 500, present across the company.
 Easy availability of spare parts.

 Large presence of domestic brands in India.
 Broad based presence of Tata Motors in all the segments of commercial vehicle,
especially in H/MCV segments.
WEAKNESS
 Tata has not been able to capitalize on its global presence. Tata itself relies on its
revenues in India and relies of its subsidiaries revenues in the international market.
Tata sells almost 90% of the cars under its brand name in India; on the other hand its
subsidiaries sell about 90% of their automobiles in the international market.
OPPORTUNITIES
 Tata Motors have some distinct advantages in comparison to other multi-national

competitors. There is definite cost advantage as labor cost is 8-9 percent of sales
as against 30-35 percent of sales in developed economies.

 There is huge demand in domestic markets due to infrastructure developments
and Tata Motors is able to leverage its knowledge of the Indian market.
 Tata motors joint ventures with Marcopolo and Hispano Carrocera.
THREATS
 Many foreign companies are entering in domestic markets which are giving
tough competition to Tata Motors. For example Volvo. Chinese company
KING LONG is also planning to enter in Indian market.
 Earlier, a policy required majority-owned subsidiaries of foreign car firms to
invest at least US$50 million in equity if they wished to set up manufacturing
projects in India and mere car assembling operations were not welcomed. An
Indian cabinet panel has since announced a new automobile policy that sets
fresh investment guidelines for foreign firms wishing to manufacture vehicles
in the country. Investments in making auto parts by a foreign vehicle maker
will also be considered a part of the minimum foreign investment made by it
in an auto-making subsidiary in India. The move is aimed at helping India
emerge as a hub for global manufacturing and sourcing for auto parts. The
policies adopted by Government will increase competition in domestic
market, motivate many foreign commercial vehicle manufactures to set up
shops in India, whom will make India as a production hub and export to
nearest market.
 High rate of interest of banks.
 High commodity price

CHAPTER-2
RESEARCH METHODOLOGY

OBJECTIVE OF STUDY
 Study of Starbuses. The study includes the models under Starbuses, their aesthetic
and technical features.
 Competitive analysis – It includes the technical comparison of Starbuses with
competitors and competitive sales report and market position of Tata Motors in
commercial vehicle segment.
 Collection of customer feedback, and proposing improvements and suggestions
based on the study.
SIGNIFICANCE
This project is great means of learning .It gives a valuable knowledge of commercial
vehicle industry, competition, market scenario, companies of commercial vehicle
industry. The study provides the knowledge of fundamental concepts related to this
industry.
The study is based on the observations and data. These observations and study is done by
using primary data and secondary data.
PRIMARY DATA: The primary data is collected by contacting the customers. I received
the data through personal interviews and through questionnaire.
SAMPLE SIZE : The sample size is 20
SECONDARY DATA: The secondary data is the information that I collected from the
Tata Motors. The various sources are:
 Collection of sales data from and collection of technical specification of buses

from marketing department

THE SCOPE OF STUDY
 The prime focus of the project is to “study the Starbuses, competitive analysis and
collect the customer feedback to suggest the improvements to the company.
 Product – Tata Starbus
 All the analysis and study has targeted Starbus and H/MCV segment.
 The information provided by sales officer and marketing people is considered

valid subject to non availability of verification from other sources.
LIMITATIONS OF STUDY
 The details of technical specification of competitors are not complete.
 The sales report includes only north India.
 The survey results were taken from a sample of population therefore will be
susceptible to sampling errors. We have assumed that the survey results depict the
true market situation.
 The customers were reluctant to give their time to trainees.

CHAPTER-3
DATA ANALYSIS AND

INTERPRETATION

COMPETITIVE SALES REPORT
NORTH
MCV BUS PVT.

STATE April May Jun Jul Aug. Sep. Oct. Nov. Dec. Jan. Feb. Mar. TOTAL
TATA 195 234 372 262 348 294 128 59 232 266 316 407 3113
AL 84 56 89 91 88 90 50 31 31 17 2 75 704
EICHER 1 1 1 1 2 6
SWARAJ
M&M
BAJAJ

TIV 280 290 461 354 437 384 178 90 264 283 318 484 3823
COM 85 56 89 92 89 90 50 31 32 17 2 77 710
MSTATA 70% 81% 81% 74% 80% 77% 72% 66% 88% 94% 99% 84% 81%
MS COM 30% 19% 19% 26% 20% 23% 28% 34% 12% 6% 1% 16% 19%
MCV BUS STV.

STATE April May Jun Jul Aug. Sep. Oct. Nov. Dec. Jan. Feb. Mar. TOTAL
TATA 137 208 138 147 163 206 183 140 85 112 29 94 1642
AL 173 272 85 277 279 323 139 199 93 110 58 181 2189
EICHER
SWARAJ
M&M
BAJAJ

TIV 310 480 223 424 442 529 322 339 178 222 87 275 3831
COM 173 272 85 277 279 323 139 199 93 110 58 181 2189
MS TATA 44% 43% 62% 35% 37% 39% 57% 41% 48% 50% 33% 34% 43%
MS COM 56% 57% 38% 65% 63% 61% 43% 59% 52% 50% 67% 66% 57%

NORTH MCV PVT. NORTH

600 484 120%
461 437
500 94% 31899%407 100%
372 354 348 384 88% 84%
400 81% 81% 80%294 77% 72% 316 80%
IND / TATA
70%234290 262 74% 264 266283
IND / M S
280 66%
300 195 232 60%
178
200 128 40%
5990
100 20%
0 0%
April May Jun Jul Aug. Sep. Oct. Nov. Dec. Jan. Feb. Mar.
08-09
TATA TIV MS TATA
NORTH MCV STU. NORTH
600 484 150%

461 437
372 407
354 348 384 318
IND / TATA
400 290 294 28394%316 99% 84%100%
IND / M S
280 262 26488%
266
234
195 70% 81% 81% 74% 80% 77% 178
72% 66% 232
200 128 50%
5990
0 0%
April May Jun Jul Aug. Sep. Oct. Nov. Dec. Jan. Feb. Mar.
08-09
TATA TIV MS TATA

MCV (Pvt) CONTRIBUTION
MCV (Pvt) Contribution

State H1(08-09)
Punjab 742
Delhi 890
UP & UA 517
Rajasthan 593
JK 146
Haryana 133
HP 92
Avg. sale 230.4
MCV (Pvt) Contribution
Haryana
4% HP
3% Punjab
JK
5% 24%
Rajasthan
19%
UP & UA Delhi
17% 28%
SALES REPORT OF LP909/49

08-09
LP909/49 Aug Sept Oct Nov Dec Jan Feb March

S.No. 6 10 22 23 25 30 40 45
LP909/49
50
40
30
Nos
20
10
0
Aug Sept oct Nov Dec Jan Feb March
Nos 6 10 22 23 25 30 40 45
MARKET SHARE

Domestic and Global Market Share and Position
MARKET/PRODUCT POSITION Market NEARESTCOMPETITOR Market

Share % Share
%
OVERALL FIRST 63.7 M&M 13.4
HCV FIRST 61.7 ASHOK LEYLAND 21.5
LCV FIRST 65.3 M&M 24.3
MINI TRUCKS FIRST 90.9 PIAGGIO 78
HCV(STV) SECOND 44.1 ASHOK 45.8
LCV TRUCK FIRST 64.3 M&M 13.5
LCV BUS FIRST 56.8 M&M 17.5

GLOBAL POSITION
M&HCV TRUCK 4 TH -- SCANIA --
TH
LCV TRUCK 16 -- GM --
BUS(8T&>) 2ND -- HYUNDAI --
DATA ANALYSIS AND INTERPRETATION

As the sales report show Tata Motors is ahead of its competitors in north India. The sale
of MCV in private segment is dominated by Tata Motors. A maximum sale of Tata
Motors was in the month of March and minimum was in the November. Ashok Leyland
is the major competitor in MCV segment. The total sales of Tata Motors (private sector)
at the end of March were 3113 whereas the total sales (private sector) of Ashok Leyland
were 704. Tata Motors is dominant in the private sector with market share of 81% while
total market share of competitors were 19%. But in STV sector Ashok Leyland was
ahead of Tata motors. The total sales of Ashok Leyland at the end of March were
2186. The total sales of Tata Motors at the end of March were 1642. This showed
clear dominance of Ashok Leyland in STV sector. Rajasthan, Delhi contributes the
majority of sales to Tata Motors. Himachal Pradesh is the state where its sale was
very low. Tata Motors lead the sales chart followed by Ashok Leyland.
LP909/49 is the 40 seater Starbus. It is a BS-II complaint. Sales figure of
LP909/49 in the month of August was six. But its sales figure reached to 25 in few
months. LP909/49 showed the regular increase of sale in every month. At the month of
March sales reached to 45 buses. The sales of LP909/49 indicated positive attitude of
customers.
The Tata Motors is the leading company in commercial vehicle sector. The
overall market share of Tata motors is 63.7% followed by M&M OF 13.4%.Tata motors
retained its domestic leadership in commercial vehicle segment due to wide product
offerings. The Ashok Leyland is the close competitor of Tata motors in H/MCV segment.
Tata Motors has offered ‘STARBUSES’ and ‘GLOBUS’ to meet the customer
requirement. Tata Starbuses are widely used as city transport in India. But in HCV
(STV), Ashok Leyland gives tough competition to Tata Motors with 45.8% market share,
while Tata Motors have 44.1% market share. On the whole, Tata Motors leads in the all
segments of commercial vehicle. Tata Motors have a broad based presence across the
country in all segments of CV, LCV, HCV; LCV bus etc. The global position of Tata
Motors is 4th in M/HCV segment. The joint ventures and global acquisitions would make
a good impact on the Tata Motors global position.


CHAPTER-4
FINDINGS AND CONCLUSIONS
FINDINGS OF THE STUDY

CUSTOMER’S NEED ANALYSIS
EGG DIAGRAM OF CUSTOMER NEED

The findings of the study are based upon the study done on the commercial vehicle
sector. The findings are also done by collecting customer feedback from the customers.
The customer need can be categorized as primary needs, secondary needs and peripheral
needs.
PRIMARY NEED: The primary needs consist of following characteristics:
 Maintenance cost
 After sales service

 Reliability
 Initial price
 Seating capacity
SECONDARY NEEDS: The secondary needs consists of following characteristics:

 Seating capacity
 Mileage
 Comfort of driver
 brand
PERIPHERAL NEEDS: The outer cover of the egg shows the peripheral need of the
customer. It includes the following attributes:
 Esteem value
 Environment friendly
 Comfort of driver
CONCLUSIONS
The project is a great means of learning .It gives the deep insight in automobile industry.
There are various strategies which one can make the best of business opportunities.
 Cost leadership strategy: the primary method for such a take is the primary
method of ordering i.e. the tendering process.
 Differentiation strategy: the differentiation strategy is opted to differentiate the
products from competitor’s product.
 Focus strategy: Best efforts are made to arrive at the product best in class.
 Internationalization strategy: The joint ventures and acquisition facilitates the

exchange of technology expands the Tata Motors business in other countries.

 The up gradation of technology and innovation of new products according to the
changing needs of the market keeps the Tata Motors ahead of its competitors.
Starbuses are the latest product of Tata Motors. These buses are the modern
means of transport in the city. Starbus well suits the changing needs of customers.

CHAPTER- 5
RECOMMENDATIONS

RECOMMENDATIONS
 TIMELY DELIVERY: The delivery of the ordered vehicle should be made in

time as per commitments made by the company. Timely delivery will help in
gaining the confidence of the customers to perform on time. It will make it easier
to get order next time.
 AFTER SALES SERVICE: The services rendered after selling the vehicle
should be quick and up to the mark. This will boost the trust of the customers in
the organization and will surely help in getting further orders from them.
 PERFORMANCE: The vehicle should perform optimally so that customer does

not face any problem while using these vehicles.
 QUALITY: The quality should be up to the standards promised. A good quality

ensures the customer loyalty.
 EASY AVAILABILITY OF SPARE PARTS : Spare parts should be available

easily so that customer do not face any problem during wear and tear of the
vehicle.

ANNEXURE

QUESTIONNAIRE- BUSES
TATA MOTORS
(1)How many Tata buses do you have in your fleet?
(2)Which products of Tata Motors do you have?
(3)When you bought the product?
(4)The products you use are of:-
(a)Eicher (b) Swaraj Mazda (c) Ashok Leyland (d) M&M (e) Others
(6) Why did you prefer Tata buses as compared to others?
------------------------------------------------------------------------------------------------------------------
------------------------------------------------------------------------------------------------------------------
------------------------------------------------------------------------------------------------------------------
--------------------------------------------
(7)How do you rank our product on the basis of following features:-
Features Satisfactory Good Very good Excellent Bad

Engine
Mileage
After sale service
Availability of spares parts
Warranty
Maintenance of the
Vehicle
Over all experience
Comfort features

(8) The most common problem faced by you with the products?
(9) Would you prefer Tata products in future and why?
------ Yes -------- No
(10)What kind of changes are you looking in our product?

Suggest:-
---------------------------------------------------------------------------------------------------------------------
---------------------------------------------------------------------------------------------------------------------
---------------------------------------------------------------------------------------------------------------------
---------------------------------------------------------------------------------------------------------------------
---------------------------------------------------------------------------------------------------------------------
----------------------------------------------------------------------------------------------------------
(11) These are some parameters that people considered before buying a commercial vehicle
.Rank the following parameters from 1-10, 1 being the most important and 10 being the least
important.
Parameters Rank
Initial Price
Reliability
Seating Capacity
Maintenance Cost
Availability of spare parts
Power/speed
Brand of manufacturer
After sale service
Mileage
Comfort of the Driver
Environment friendly
Esteem value

(12) Are you satisfied with the service quality of Tata products?
___ Yes __No
If not, please specify where improvement is needed?
____________________________________________________________________________
____________________________________________________________________________
__.
PERSONAL DETAILS OF CUSTOMER’S
(1) NAME ---------------------------
(2) ADDRESS -----------------------------------------------------------------

------------------------------------------------------------------
------------------------------------------------------------------
(3) TELEPHONE NO. ---------------------------------
(4) AGE -----------
(5) SEX -------- M ---------F
Thanks for your cooperation.

REFERENCES

REFERENCES
SITES
www.Tata Motors .com

www.Motor india.com
wikipedia
BOOKS
Philip Kotler- Marketing Management

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SUMMER TRAINING PROJECT REPORT

TATA MOTORS LIMITED

Submitted in fulfillment for the

Master of Business Administration

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CONTENTS PAGE NO.

INDIAN COMMERCIAL VEHICLE INDUSTRY …………………….

 MAJOR COMPANIES OF INDIAN COMMERCIAL INDUSTRY

 COMMERCIAL VEHICLE PRODUCTION AND EXPORT TRENDS

PROFILE OF TATA MOTORS …………………………………………….

 VALUES OF TATA GROUP

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 STARBUSES FOR BRTS

 CHARACTERISTICS OF STARBUSES FOR BRTS

 ADVANTAGES AND DISADVANTAGES OF STARBUSES

STARBUSES AND COMPETITION …………………………………...

 MAJOR COMPETITORS OF TATA MOTORS

 COMPETITIVE SALES REPORT (NORTH INDIA)

 SALES OF (LP909/49) STARBUS

MARKET SHARE ……………………………………………………….

 DOMESTIC AND GLOBAL MARKET SHARE AND POSITION

 NETWORK OF STARBUSES IN DELHI AND NCR

 TATA MOTORS NETWORK OF STARBUSES IN INDIA

TATA MOTORS FINANCE …………………………………...............

MARKET POTENTIAL ASSESMENT OF STARBUSES………….

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SWOT ANALYSIS ………………………………………………………

CHAPTER-2 RESEARCH METHODOLOGY…..

CHAPTER-3 DATA ANALYSIS………………….

CHAPTER-4 FINDINGS AND CONCLUSIONS...

 CUSTOMER NEED ANALYSIS

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1. COMERCIAL VEHICLE PRODUCTION TRENDS……………………

3. TECHNICAL SPECIFICATION OF STANDARD STARBUS…………

4. TECHNICAL SPECIFICATION OF DELUXE STARBUS…………….

5. TECHNICAL SPECIFICATION OF STARBUS LOW FLOOR……….

6. TECHNICAL SPECIFICATIONS OF STARBUS SCHOOL…………..

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8. COMPETITIVE SALES REPORT..............................................................

9. DOMESTIC AND GLOBAL MARKET SHARE POSITION OF ……..

10. BRT SYSTEM WHERE STARBUSES ARE IN USE...............................

11. COMPETITIVE SALES REPORT……………………………………....

12. GLOBAL AND DOMESTIC MARKET SHARE AND POSITION......

13. RANKING OF PRODUCT ON THE BASIS OF FEATURES………...

14. PARAMETERS THAT PEOPLE CONSIDER BEFORE BUYING.....

1. STRUCTURE OF THE PROJECT …………………………………….

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3. GRAPH OF MCV (STU.) NORTH INDIA…………………………….

4. MAP OF TATA MOTORS NETWORK OF STARBUSES IN……...

5. MAP OF TATA MOTORS NETWORK OF STARBUSES…………

6. DIAGRAM OF CONVENTIONAL CUSTOMERS…….…………...

7. DIAGRAM OF SWOT ANALYSIS……………………………..........

8. GRAPH OF SALES OF LP909/49……………………………………..

9. EGG DIAGRAM OF CUSTOMER NEED ANALYSIS………….....

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 PROFILE OF TATA MOTORS: It covers the introduction of company, joint

 COMPETITORS OF TATA MOTORS: Technical comparison of Starbus with

 ANALYSIS OF CUSTOMER’S NEED: Analysis of the primary, secondary

 POTENTIAL CUSTOMERS: Customers of Starbuses and STU where Starbuses

 RECOMMENDATIONS: In the end a comprehensive list of recommendations

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STUCTURE OF INDIAN COMMERCIAL INDUSTY