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ACKNOWLEDGEMENT

I Vinay khola, the student of Business management have done this project
work as a partial fulfillment of BBA program in Govt. Degree College
Udhampur

I started this Project with great excitement, as I knew that there would be a
definite increase in my knowledge.This would not have been completed
successfully by me without the assistance and guidance of the concerned
persons involved in this project.Words are inadequate to express my gratitude
to Mr.Deepak Abrol ( Branch Manager) and Mr.Chander katoch (Sales
Manager),for giving me an opportunity to carry out study and prepare this
project at Tata National Garage Udhampur. & provide valuable guidance
throughout the project.

I must also express my sincere gratitude to my college Professors Mr.Sahil


khanna (H.O.D of BBA Department) Mr.Yogesh,Mr.Sarbjeet, Mr.Anil
for their constant cooperation and support.Last but not the least; I would like
to say thanks to my Parents and Friends for their moral support in the
completion of Project.

In the absence of above mentioned people, this project would not have been
in the present format.
Chapter 1
Introduction

HISTORY
The beginnings of the Tata Group can be traced back to 1868, when Jamsetji
Nusserwanji Tata established a trading company dealing in Opium in Bombay
present it is calling as Mumbai. This was followed by the installation of Empress
Mills in Nagpur in 1877. Taj Mahal Hotel in Bombay was opened for business in
1903. Sir Dorab Tata, the eldest son of Jamsetji became the chairman of the
group after his fathers death in 1904. Under him, the group ventured into steel
production (1905) and hydroelectric power generation(1910). After the death of
Dorab Tata in 1934, Nowroji Saklatwala headed the group till 1938. He was
succeeded by JRD Tata. The group expanded significantly under him with the
establishment of Tata Chemicals (1939), Tata Motors and Tata Industries (both
1945), Voltas (1954), Tata Tea (1962), Tata Consultancy Services (1968) and
Titan Industries (1984). Ratan Tata, the incumbent chairman of the group
succeeded JRD Tata in 1991.

TATA GROUP
LEADERSHIP WITH TRUST

The Tata Group is a multinational conglomerate based in Mumbai , India. In terms of


market capitalization and revenues, Tata Group is the largest private corporate group in
India and has been recognized as one of the most respected companies in the world. The
total revenue of Tata companies, taken together, was $70.8 billion (around Rs325,334
crore) in 2008-09, with 64.7 per cent of this coming from business outside India, and they
employ around 357,000 people worldwide. The Tata name has been respected in India for
140 years for its adherence to strong values and business ethics. It has interests in steel,
automobiles, information technology, communication, power, tea and hospitality. The
Tata Group has operations in more than 85 countries across six continents and its
companies export products and services to 80 nations. The Tata Group comprises 114
companies and subsidiaries in seven business sectors, 27 of which are publicly listed.
65.8% of the ownership of Tata Group is held in charitable trusts. Companies which form
a major part of the group include Tata Steel, Corus Steel, Tata Motors, Tata Consultancy
Services, Tata Technologies, Tata Tea, Titan Industries, Tata Power, Tata
Communications, Tata Teleservices and the Taj Hotels.
The group takes the name of its founder, Jamsetji Tata, a member of whose family has
almost invariably been the chairman of the group. The current chairman of the Tata group
is Ratan Tata, who took over from J. R. D. Tata in 1991 and is currently one of the major
international business figures in the age of globality. The company is currently in its fifth
generation of family stewardship.

The 2009 annual survey by the Reputation Institute ranked Tata Group as the 11th most
reputable company in the world. The survey included 600 global companies

THE TATA LOGO

The Tata logo was designed by the Wolff Olins consultancy. The logo is meant to signify
fluidity; it may also be seen as a fountain of knowledge; maybe a tree of trust under which
people can take refuge.

CORE VALUES OF TATA


VALUES AND PURPOSE

Purpose
Attain leadership through business excellence in the sectors we operate in, while
upholding our values and integrity, to improve the quality of life of the communities we
serve.

Core values
Tata has always been values-driven. These values continue to direct the growth and
business of Tata companies. The five core Tata values underpinning the way we do
business are:

• Integrity: We must conduct our business fairly, with honesty and transparency.
Everything we do must stand the test of public scrutiny.

• Understanding: We must be caring, show respect, compassion and humanity for


our colleagues and customers around the world, and always work for the benefit of
the communities we serve.
• Excellence: We must constantly strive to achieve the highest possible standards in
our day-to-day work and in the quality of the goods and services we provide.

• Unity: We must work cohesively with our colleagues across the group and with
our customers and partners around the world, building strong relationships based
on tolerance, understanding and mutual cooperation.

Responsibility: We must continue to be responsible, sensitive to the countries,


communities and environments in which we work, always ensuring that what comes from
the people goes back to the people many times over

BUSINESS SECTORS
This subsection details the Tata group's operations according to the seven business sectors
that its companies function in :-

INFORMATION TECHNOLOGY AND COMMUNICATIONS :

The Tata group has well-established enterprises in the fields of software and other
information systems, telecommunications and industrial automation.

COMPANIES IN THIS SECTOR

• Computational Research Laboratories

• INCAT

• Nelco

• Nelito Systems
• Tata Business Support Services .

• Tata Consultancy Services Ltd.

• Tata Elxsi.

• Tata Interactive Systems

• Tata Technologies Limited

• Tata Teleservices

• Tatanet

• Tata Communications.

• CMC Limited

ENGINEERING PRODUCTS AND SERVICES:

The Tata group has a robust presence in engineering, with operations in automobiles and
auto components and a variety of other engineering products and services

.
COMPANIES IN THIS SECTOR

• TAL Manufacturing Solutions.

• Tata AutoComp Systems Limited (TACO) .

• Tata Motors .

• Jaguar and Land Rover

• Tata Projects

• Tata Consulting Engineers Limited

• Telco Construction Equipment Company


• TRF Bulk Material Handling Equipment & Systems and Port & Yard Equipments.

• Voltas, consumer electronics company

• Voltas Global Engineering Centre

MATERIALS:

The Tata group is among the global leaders in this business sector, with operations in
steel and composites.

COMPANIES IN THIS SECTOR

Corus

Jamshedpur Utilities and Services Company

Nat steel Holdings

Tata Blue Scopesteel

Tata metaliks

Tata steel

Tayo Rolls

TM International Logistics

Services: The Tata group has widespread interests in the hospitality business, as also in
insurance, realty and financial and other services.
COMPANIES IN THIS SECTOR

• The Indian Hotels Company

• Tata Housing Development Company Ltd. (THDC)

• Tata-AIG General Insurance

• Tata-AIG Life Insurance.

• Tata Advanced Systems Limited

• Tata Asset Management

• Tata Financial Services

• Tata Capital

• Tata Investment Corporation

• Tata Quality Management Services

• Tata Share Registry

• Tata Strategic Management Group (TSMG) .

• Tata Services

ENERGY:

The Tata group is a significant player in power generation and is also


involved in the oil and gas segment. Tata Power is one of the largest private
sector power companies. It supplies power to Mumbai, the commercial
capital of India and parts of New Delhi.
COMPANIES IN THIS SECTOR

North Delhi Power

Powerlinks Transmission

Tata BP solar

Tata Petrodyne

Tata Power

Tata Power Trading

CONSUMER PRODUCTS:

The Tata group has a strong and longstanding business in watches and jewellery, and a
growing presence in the retail industry

.
COMPANIES IN THIS SECTOR

• Tata salt
Tata Ceramics

• Infiniti Retail

• Tata Tea Limited .

• Titan Industries

• Sonata Watches

• Trent (Westside)

• Tata Sky

• Tata International Ltd - Leather Products Division


• Tanishq jewellery

• Star Bazaar

CHEMICALS:

The Tata group is one of the largest producers of soda ash in the world. Additionally, it
has interests in fertilisers and in the pharmaceuticals business.

COMPANIES IN THIS SECTOR

• Rallis India

• Tata Pigments

• Tata Chemicals.

• Advinus Therapeutics.

Milestones
The Tata group is one of India's oldest, largest and most respected business
conglomerates. The group's businesses are spread over seven business sectors
The seeds of what would mature and become today's Tata group were laid long years
before India became independent
1868
Jamsetji Nusserwanji Tata starts a private trading firm, laying the foundation of the
Tata group.

1874
The Central India Spinning, Weaving and Manufacturing Company is set up, marking
the group's entry into textiles and its first large-scale industrial venture.

1902
The Indian Hotels Company is incorporated to set up the Taj Mahal Palace and Tower,
India's first luxury hotel, which opened in 1903.

1907
The Tata Iron and Steel Company (now Tata Steel) is established to set up India's first
iron and steel plant in Jamshedpur. The plant started production in 1912.
Sets up its first office overseas, Tata Limited in London.

1910
The first of the three Tata Electric Companies, The Tata Hydro-Electric Power Supply
Company is set up. The second, Andhra Valley Power Supply Company was
established in 1917 and Tata Power in 1919. The first two companies were merged
with Tata Power in 2000 to form a single entity.

1911
The Indian Institute of Science is established in Bangalore to serve
as a centre for advanced learning.

1912
Tata Steel introduces eight-hour working days, well before such a system was
implemented by law in much of the West.

1917
The Tatas enter the consumer goods industry, with the Tata Oil Mills Company being
established to make soaps, detergents and cooking oils. The company was sold to
Hindustan Lever (now Unilever) in 1984.
The Tata group ventured into new areas and built on the foundations, in spite of the
restraints imposed by a controlled economy

1932
Tata Airlines, a division of Tata Sons, is established, opening up the aviation sector in
India. Air India was nationalised in 1953.

1939
Tata Chemicals, now the largest producer of soda ash in the country, is established.

1945
Tata Engineering and Locomotive Company (renamed Tata Motors in 2003) is
established to manufacture locomotive and engineering products.
Tata Industries is created for the promotion and development of hi-tech industries.

1952
Jawaharlal Nehru, India's first Prime Minister, requests the group to manufacture
cosmetics in India, leading to the setting up of Lakme. The company was sold to
Hindustan Lever (now Unilever) in 1997.

1954
India's major marketing, engineering and manufacturing organisation, Voltas, is
established.

1962
Tata Finlay (now Tata Tea), one of the largest tea producers, is established.
Tata Exports is established. Today the company, renamed Tata International, is one of
the leading export houses in India.
1968
Tata Consultancy Services (TCS), India's first software services company, is
established as a division of Tata Sons.

1971
Tata Precision Industries, the first Tata company in Singapore, is founded to design and
manufacture precision engineering products.

1984
The first 500 MW thermal power unit at the Trombay station of the Tata Electric
Companies is commissioned.

The liberalisation of the Indian economy unleashed a period of remarkable growth for the
Tata group, in India and worldwide

1995
Tata Quality Management Services institutes the JRD QV Award, modelled on the
Malcolm Baldrige National Quality Value Award of the United States, laying the
foundation of the Tata Business Excellence Model.

1996
Tata Teleservices (TTSL) is established to spearhead the group's foray into the telecom
sector.

1998
Tata Indica — India's first indigenously designed and manufactured car — is launched
by Tata Motors, spearheading the group's entry into the passenger car segment.

1999
The new Tata group corporate mark and logo are launched.

2000
Tata Tea acquires the Tetley group, UK. This is the first major acquisition of an
international brand by an Indian business group.

2001
Tata AIG — a joint venture between the Tata group and American International Group
Inc (AIG) — marks the Tata re-entry into insurance. (The group's insurance company,
New India Assurance, set up in 1919, was nationalised in 1956).

2002
Tata Sons acquires a controlling stake in VSNL (renamed Tata Communications in
2008), India's leading international telecommunications service provider.
Tata Consultancy Services (TCS) becomes the first Indian software company to cross
one billion dollars in revenues.
Titan launches Edge, the slimmest watch in the world.

2004
Tata Motors is listed on the world's largest bourse, the New York Stock
Exchange, the second group company to do so after VSNL.
Tata Motors acquires the heavy vehicles unit of Daewoo Motors, South Korea.
TCS goes public in July 2004 in the largest private sector initial public offering (IPO)
in the Indian market, raising nearly $1.2 billlion.

2005
Tata Steel acquires Singapore-based steel company NatSteel by subscribing to 100 per
cent equity of its subsidiary, NatSteel Asia.
VSNL (now Tata Communications) acquired Tyco Global Network, making it one of
the world's largest providers of submarine cable bandwidth.
Tata Sons completes 60 years of Tata operations in the US.
The Taj acquires a hotel run by Starwood, Sydney (renamed Blue) and takes over
management of The Pierre, NY.

2006
Tata Sky satellite television service launched across the country.
Foundation stone for the Tata Medical Centre unveiled in Kolkata.

2007
Tata Steel acquires the Ango-Dutch company Corus, making it the world's fifth-largest
steel producer.
TCS inaugurates TCS China — a joint venture with the Chinese government and other
partners.

The Taj acquires Campton Place Hotel in San Francisco.


Tata Steel celebrates its centenary on August 26, 2007.

2008
Tata Motors unveils Tata Nano, the People’s Car, at the 9th Auto Expo in Delhi on
January 10, 2008.
Tata Motors acquires the Jaguar and Land Rover brands from the Ford Motor
Company.
Tata Chemicals acquires General Chemical Industrial Products Inc.

Chapter-2
Company
Profile
HISTORY

Tata Motors launches its first truck in collaboration with Mercedes-Benz

Tata Motors is a part of the Tata Group manages its share-holding through Tata Sons. 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
Daimler-Benz AG of Germany. Despite the success of its commercial vehicles, Tata
realized his company had to diversify and he began to look at other products. Based on
consumer demand, he decided that building a small car would be the most practical new
venture. So in 1998 it launched Tata Indica, India's first fully indigenous passenger car.
Designed to be inexpensive and simple to build and maintain, the Indica became an instant
hit in the Indian market. It was also exported to Europe namely the UK and Italy. Since
then it has never looked back. In 2004 it acquired Tata Daewoo Commercial Vehicle and
in late 2005 it acquired 21% Aragonese Hispano Carrocera giving it controlling rights of
the company. It has formed a Joint Venture with Marcopolo of Brazil and introduced low-
floor buses in the Indian Market. Recently it had acquired British Jaguar Land Rover
(JLR) business, which also includes Daimler and Lanchester brand names.

EXPANSION

After years of dominating the commercial vehicle market in India, Tata Motors entered
the passenger vehicle market in 1991 by launching the Tata Sierra, a multi utility vehicle.
After the launch of three more vehicles, Tata Estate , Tata Sumo and Tata Safari . Tata
launched the Indica in 1998, the first fully indigenous passenger car of India. Though the
car was initially panned by auto-analysts, the car's excellent fuel economy, powerful
engine and aggressive marketing strategy made it one of the best selling cars in the history
of the Indian automobile industry. A newer version of the car, named Indica V2, was a
major improvement over the previous version and quickly became a mass-favourite. A
badge engineered version of the car was sold in the United Kingdom as the Rover
CityRover. Tata Motors also successfully exported large quantities of the car to South
Africa.The success of Indica in many ways marked the rise of Tata Motors

INTRODUCTION
Tata Motors Limited, is a multinational corporation headquartered in Mumbai, India. Part
of the Tata Group, it was formerly known as TELCO (TATA Engineering and
Locomotive Company).

Tata Motors Limited is India’s largest automobile company, with revenues of


Rs.70,938.85 crores (USD 14 billion) of the financial year 2009-10. 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'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’
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. Tata Motors is a dual-listed
company traded on both the Bombay Stock Exchange, as well as on the New York Stock
Exchange. 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. With the foundation of its rich heritage, Tata Motors today is
etching a refulgent future.
PRODUCTS OF TATA MOTORS
Passenger Cars And Utility Vehicles

• Tata Sierra
• Tata Estate
• Tata Sumo/Spacio
• Tata Safari
• Tata Indica
• Tata Indigo
• Tata Indigo Marina
• Tata Winger
• Tata Magic
• Tata Nano
• Tata Xenon XT
• Tata Aria
Concept Vehicles

• 2000 Aria Roadster


• 2001 Aria Coupe
• 2002 Tata Indiva
• 2004 Tata Indigo Advent
• 2005 Tata Xover
• 2006 Tata Cliffrider
• 2007 Tata Elegante
• 2009 Tata Prima
Commercial Vehicles

• Tata Ace
• Tata TL/Telcoline/207 DI Pickup Truck
• Tata 407 Ex and Ex2
• Tata 709 Ex
• Tata 809 Ex and Ex2
• Tata 1610/1616 (Heavy bus)
• Tata Starbus (Medium Bus)
• Tata Globus (Low Floor Bus)
• Tata 3516 (Heavy truck)
• Tata 4018 (Heavy truck)
• Tata 4923 (Ultra-Heavy truck) (6X4)
• Tata Novus (Heavy truck designed by Tata Daewoo)
• Tata World Truck (Heavy truck designed by Tata Motors and Tata Daewoo
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 TC (4x2)
• Tata Winger Passenger Mini Bu
JOINT VENTURE, SUBSIDIARY AND ASSOCIATE COMPANIES
Tata Motors has several joint venture, subsidiary and associate companies:

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)
Concorde Motors (India) Ltd. (Concorde)
Tata Daewoo Commercial Vehicle Company Ltd (TDWCV)
Hispano Carrocera S. A. (HC)
Tata Motors Insurance Broking & Advisory Services Ltd (TMIBASL)
Tata Motors European Technical Centre plc
Tata Motors Finance Limited
Tata Motors Thailand
Tata Marcopolo Motors Ltd (TMML)
Tata Motors(SA) Proprietary Ltd (TMSA)
TML Distribution Company Ltd (TDCL)
MILESTONES

It has been a long and accelerated journey for Tata Motors, India's leading automobile
manufacturer. Some significant milestones in the company's journey towards excellence
and leadership
1945 • Tata Engineering and Locomotive Co. Ltd. was established to manufacture locomotives and other
engineering products.
1948 • Steam road roller introduced in collaboration with Marshall Sons (UK).
1954 • Collaboration with Daimler Benz AG, West Germany, for manufacture of medium commercial
vehicles. The first vehicle rolled out within 6 months of the contract.
1959 • Research and Development Centre set up at Jamshedpur.
1961 • Exports begin with the first truck being shipped to Ceylon, now Sri Lanka.
1966 • Setting up of the Engineering Research Centre at Pune to provide impetus to automobile Research
and Development.
1971 • Introduction of DI engines.
1977 • First commercial vehicle manufactured in Pune.
1983 • Manufacture of Heavy Commercial Vehicle commences.
1985 • First hydraulic excavator produced with Hitachi collaboration.
1986 • Production of first light commercial vehicle, Tata 407, indigenously designed, followed by Tata 608.
1989 • Introduction of the Tatamobile 206 - 3rd LCV model.
1991 • Launch of the 1st indigenous passenger car Tata Sierra.
• TAC 20 crane produced.

• One millionth vehicle rolled out.


1992 • Launch of the Tata Estate.
1993 • Joint venture agreement signed with Cummins Engine Co. Inc. for the manufacture of high
horsepower and emission friendly diesel engines.
1994 • Launch of Tata Sumo - the multi utility vehicle.
• Launch of LPT 709 - a full forward control, light commercial vehicle.
• Joint venture agreement signed with M/s Daimler - Benz / Mercedes - Benz for manufacture of
Mercedes Benz passenger cars in India.

• Joint venture agreement signed with Tata Holset Ltd., UK for manufacturing turbochargers to be
used on Cummins engines.
1995 • Mercedes Benz car E220 launched.
1996 • Tata Sumo deluxe launched.
1997 • Tata Sierra Turbo launched.

• 100,000th Tata Sumo rolled out.


1998 • Tata Safari - India's first sports utility vehicle launched.
• 2 millionth vehicle rolled out.

• Indica, India's first fully indigenous passenger car launched.


1999 • 115,000 bookings for Indica registered against full payment within a week.
• Commercial production of Indica commences in full swing.
2000 • First consignment of 160 Indicas shipped to Malta.
• Indica with Bharat Stage 2 (Euro II) compliant diesel engine launched.
• Utility vehicles with Bharat 2 (Euro II) compliant engine launched.
• Indica 2000 (Euro II) with multi point fuel injection petrol engine launched.
• Launch of CNG buses.

• Launch of 1109 vehicle - Intermediate commercial vehicle.


2001 • Indica V2 launched - 2nd generation Indica.
• 100,000th Indica wheeled out.
• Launch of CNG Indica.
• Launch of the Tata Safari EX
• Indica V2 becomes India's number one car in its segment.

• Exits joint venture with Daimler Chrysler.


2002 • Petrol version of Indica V2 launched.
• Launch of the EX series in Commercial vehicles.
• Launch of the Tata 207 DI.
• 5,00,000th passenger vehicle rolled out.
• Launch of the Tata Sumo'+' Series
• Launch of the Tata Indigo.

• Tata Engineering signed a product agreement with MG Rover of the UK.


2003 • Launch of the Tata Safari Limited Edition.
• The Tata Indigo Station Wagon unveiled at the Geneva Motor Show.
• On 29th July, J. R. D. Tata's birth anniversary, Tata Engineering becomes Tata Motors Limited.
• 3 millionth vehicle produced.
• First CityRover rolled out
• 135 PS Tata Safari EXi Petrol launched

• Tata SFC 407 EX Turbo launched


2004 • .
• New Tata Indica V2 launched
• Tata Motors and Daewoo Commercial Vehicle Co. Ltd. sign investment agreement
• Indigo Advent unveiled at Geneva Motor Show
• Tata Motors completes acquisition of Daewoo Commercial Vehicle Company
• Tata LPT 909 EX launched
• Tata Daewoo Commercial Vehicle Co. Ltd. (TDCV) launches the heavy duty truck 'NOVUS' , in
Korea
• Sumo Victa launched
• Indigo Marina launched

• Tata Motors lists on the NYSE


2005 • Tata Motors rolls out the 500,000th Passenger Car from its Car Plant Facility in Pune
• Branded buses and coaches - Starbus and Globus - launched
• Tata Ace, India's first mini truck launched
• The power packed Safari Dicor is launched
• Introduction of Indigo SX series - luxury variant of Tata Indigo
• Tata Motors launches Indica V2 Turbo Diesel.
• One millionth passenger car produced and sold
• Inauguration of new factory at Jamshedpur for Novus
• Launch of Tata Novus

• Launch of Novus range of medium trucks in Korea, by Tata Daewoo Commercial


Vehicle Co.
2006 • Indica V2 Xeta launched
• Tata Motors and Marcopolo, Brazil, announce joint venture to manufacture fully built buses &
coaches for India & markets abroad
• Tata Motors first plant for small car to come up in West Bengal
• TDCV develops South Korea's first LNG-Powered Tractor- Trailer
• Tata Motors and Fiat Group announce three additional cooperation agreements

• Tata Motors introduces a new Indigo range


2007 • Construction of Small Car plant at Singur, West Bengal, begins on January 21
• New 2007 Indica V2 range is launched
• Tata Motors launches the longwheel base Indigo XL, India's first stretch limousine
• .
• Launch of Winger, India’s only maxi-van
• Fiat Group and Tata Motors announce establishment of Joint Venture in India
• Launch of the Sumo Victa Turbo DI
• Tata Motors launches Indica V2 Turbo with dual airbags
• Launch of new Safari DICOR 2.2


2008 • .
• Indica Vista – the new generation Indica, is launched.
• Tata Motors' new plant for Nano to come up in Gujarat.
• Latest common rail diesel offering- the Indica V2 DICOR, launched.
• .
• Tata Motors unveils its People's Car, Nano, at the ninth Auto Expo.
• Xenon, 1-tonne pick-up truck, launched in Thailand.
• Tata Motors signs definitive agreement with Ford Motor Company to purchase Jaguar and Land
Rover.
• Tata Motors introduces new Super Milo range of buses.
• Indica Vista – the second generation Indica, is launched.


2009 • Tata Motors begins distribution of Prima World truck
• Tata Motors launches the next generation all-new Indigo MANZA
• FREELANDER 2 launched in India
• Tata Marcopolo Motors' Dharwad plant begins production.
• Tata Motors launches Nano - The People's Car
• Introduction of new world standard truck range.

• Launch of premium luxury vehicles - Jaguar XF, XFR and XKR and Land Rover Discovery 3, Range
Rover Sport and Range Rover from Jaguar and Land Rover in India.

AWARDS
• Car Plant Pune bags 'Gold Category Award in National Productivity Contest'
• Tata Motors Wins the Gold Award in the Reader’s Digest Asia Trusted Brand
Awards 2009
• Tata Motors - Investor Relations ranked first in India
• Tata Motors bags the NDTV Profit Business Leadership Award 2008.
• CVBU Pune wins Rajiv Gandhi National Quality Award for 2007.
• Tata Motors awarded the Top Exporter Trophy by EEPC
• Tata Motors Pune - CVBU has bagged the "Golden Peacock National Quality
Award"
• Tata Motors is 'Commercial Vehicle Manufacturer of the Year'2006
• Tata Motors receives JRD QV awards for Business Excellence...
• 'Car Maker of the Year'2005 Award for Tata Motors
• Jamshedpur bags National Energy Conservation Award for the fourth consecutive
year.
• Tata Motors wins 'Golden Peacock Award' for Corporate Social Responsibility.
• Tata Indica and Tata Safari EXi win awards...
• Tata Motors Receives "India's Best Employer" Award From The Employees
Provident Fund Organisation
• Tata Motors receives all India trophy for Top Exporters...
• Tata Indigo ad campaign wins Effie award...
• Golden Peacock Environment Management Award – 2003
• Advertising Awards
• Tata Indigo - Most Exciting New Car of the Year - ICICI Bank & Overdrive
Awards – 2003
• Tata Engineering was conferred Bharat Gaurav Puraskar.
• National Award for R&D Efforts.
• Regional Top Exporter's Trophy.
• Best Company Award at Workskills Competition.
• EEPC Award for Tata Engineering.

CHAIRMAN’S CHAMBER
Mr Tata holds a B.Sc. (Architecture) degree with structural engineering from Cornell
University, USA and has completed the Advanced Management Program at Harvard
Business School, USA. He joined the Tata Group in 1962.. In 1991, Mr Tata was
appointed Chairman of Tata Sons Limited, the holding company of the Tata Entities and
currently holds the chairmanships of major Tata companies.

The Government of India honored Mr Tata with its second highest civilian award, the
Padma Vibhushan, in 2008. Earlier, in 2000, he had been awarded the Padma Bhushan.
the Company. One of his achievements include designing and developing an indigenous
Indian car - "Indica" which besides creating a record of sorts, is one of the leading
products in its category in the car market.

RATAN TATA SAID

Ratan N Tata is the chairman of Tata companies.

"One hundred years from now, I expect the Tatas to be much bigger than it is now. More
importantly, I hope the group comes to be regarded as being the best in India — best in the
manner in which we operate, best in the products we deliver, and best in our value systems
and ethics. Having said that, I hope that a hundred years from now we will spread our
wings far beyond India..."
— Ratan Tata

MANAGEMENT
BOARD OF DIRECTORS

Mr. Ratan N Tata (Chairman)

Mr. Ravi Kant

Mr. N A Soonawala

Dr. J J Irani

Mr. R Gopalakrishnan

Mr. Nusli N Wadia

Mr. S M Palia

Dr. R A Mashelkar

Mr. Nasser Munjee

Mr. Subodh Bhargava

Mr. V K Jairath

Mr. P M Telang

SENIOR MANAGEMENT

Mr. P M Telang Managing Director - India Operations

Mr. Rajiv Dube President (Passenger Cars)

Mr. C Ramakrishnan Chief Financial Officer

Mr. R Pisharody President (Commercial Vehicles Business Unit)


Mr. S N Ambardekar Head (Manufacturing Operations - CVBU)

Mr. S B Borwankar Head (Jamshedpur - Plant)

Mr. A M Mankad Head (Car Plant)

Mr. B B Parekh Chief (Strategic Sourcing)

Mr. U K Mishra Vice President (ADD and Materials - CVBU)

Mr. S Krishnan Vice President (Commercial - PCBU)

Mr. P Y Gurav Vice President (Corp. Finance - A/c and Taxation)

Mr. A
Vice President (Corp. Finance - Business Planning)
Gajendragadkar

Mr. N Pinge Chief Internal Auditor

Mr. R Bagga Vice President (Legal)

COMPANY SECRETARY

Mr. H K Sethna

CORPORATE COMMUNICATIONS

Mr. Debasis Ray Head - Corporate Communications


Chapter-3
Strategy

MARKET STRATEGY OF TATA MOTORS


A) Introduction of Tata Nano
The introduction of the Nano received media attention due to its targeted low price. The
Financial Times reported[: "If ever there were a symbol of India’s ambitions to become a
modern nation, it would surely be the Nano, the tiny car with the even tinier price-tag. The
car was envisioned by Ratan Tata , Chairman of the Tata Group and Tata Motors, who has
described it as an eco-friendly "people's car". Tata initially targeted the vehicle as "the
least expensive production car in the world"aiming for a starting price of 100,000 rupees.
Tata Group is expected to mass-manufacture the Nano, particularly the electric version,
and, besides selling them in India, to also export them worldwide

b) Modification in tata sumo


New Tata Sumo

The discontinuation of Qualis to launch the Toyota Innova proved advantageous to Tata
Sumo. The Sumo has seen a series of changes in terms of refinement in this decade. It has
been the favourite choice for cab owners, as it is rugged and affordable. The Tata Sumo
has been enjoying its position in the MUV market since 1994. It had stiff competition with
new Sumo Victa has been portrayed as a family lifestyle vehicle, but in fact is a carry over
of the old Sumo, with some cosmetic changes. The Sumo comes in nine Victa variants:-
CX 10/7 Str, DI CX 7/9/10 Str, DI EX 7/9 Str, DI GX 7/9 Str, DI LX 7/9 Str, EX 10/7Str,
GX 7 Str, GX TC 7 Str, and LX 10/7 Str. Tata's latest three variants under the 'Sumo
Grande' category are LX, EX and GX available in 2-seater, 7- seater and 8-seater
configurations. Sumo Grande boasts of a powerful 2.2- direct injection common rail
(DICOR) engine.

c) New version of indigo ,indigo Dicor


Dicor Variants
The DICOR (common rail diesel) version of Tata Indigo is available in two variants which
has already hit the bull's eyes. The beefy & bony structured sedan has the capacity to
deliver maximum torque of 140Nm @ 1800 - 3000 rpm. The Indigo Dicor from Tata
Motors has been made apt for Indian roads especially with its driver & co passengers
oriented positive attributes such as :
· Anti-submarine front seats
· New electronic instrument cluster with engine RPM meter
· Rear Seat with double folding backrest
· Video player with MP3: with headrest mounted LCD screens
· 1.4-litre as rail diesel engine

Indigo LX Dicor
Tata Indigo LX Dicor on the other hand features manually operated with chrome strip
outer rear view window, black dials with chrome rings & star check as the new pattern for
its console&ACfascia.

Indigo LS Dicor
Tata Indigo LS Dicor features manually operated outer rear view mirror, black dials, &
Benz silver as the new pattern for console & AC fascia. It has no mounted LCD screens.

d)Tapping of Rural Markets


According to the National Council for Applied Economic Research, or NCAER, rural
India accounts for 70% of India’s population, 56% of the national income, 64% of the
total expenditure and one-third of the total savings. So, the difficulties faced in cracking
these markets pale before the huge potential they offer a company. Of the total sales (of
consumer goods), around 55% come from rural India, and going ahead, the contribution is
likely to grow. NCAER data suggests that in real terms, at 1999 prices, the size of the
rural economy will be about Rs16 trillion in 2012-13 compared with Rs12 trillion in 2007-
08. The share of non-farm income will be about two-thirds of the rural economy by 2012-
13. Noticing this huge potential Tata motors now plans to tap the rural market, 60 per cent
of which runs on cash. Tata motors ltd. are working on strategies to make inroads into
these markets
UPCOMING PRODUCTS OF TATA MOTORS
PRODUCT LAUNCH DATE PRICE
TATA ARIA It is expected that Tata The compny official
Motors will launch Tata indicates that Tata Aria
Aria in the month of April price will fall in the range of
2010 Rs 12 to 14 lacs.

TATA INDICA VISTA It is expected that Tata It is expected that Tata


ELECTRIC Indica Vista Electric will be Indica Vista Electric price
available in the Indian auto will fall in the range of Rs 6
market by May or June to 7 lacs.
2010

TATA PRIMA
It is expected that Tata
Motors will launch Tata It is expected that Tata
Prima by the end of this Prima price will fall in the
year 2010 range of Rs 12 to 15 lacs
Chapter-4
Product Profile
PRODUCT PROFILE
Product :-

“product is a bundle of physical services and symbolical potentialities for


the benefit and satisfaction of the customer”

Mainly the marketing invoves the four type of activities product their
promotion, their distribution and their price.

Thus the product is the bundle of the physical utility.product is the both but
the producer has to manufacture,seller has to sell and customer has to
buy.product is non-living thing.

According to professor Philip kotler, a product is made up of three parts


“Tangible product –materials and construction, Extended Product part –
Services and Generic product part–the benefits.”

Characteristics of the product

Product is the soul of the company. Following are the main characteristics of
the product :-

1.Product is the central point of all marketing activities.

2.Starting point for Planning.

3.Product is the bundle of physical services.

4.product is non-living thing.


HISTORY

The introduction of the Nano received media attention due to its targeted low price. The
Financial Times reported: "If ever there were a symbol of India’s ambitions to become a
modern nation, it would surely be the Nano, the tiny car with the even tinier price-tag. A
triumph of homegrown engineering, the $2,200 (€1,490, £1,186) Nano encapsulates the
dream of millions of Indians groping for a shot at urban prosperity." The car is expected to
boost the Indian economy, create entrepreneurial-opportunities across India, as well as
expand the Indian car market by 65%. The car was envisioned by Ratan Tata, Chairman of
the Tata Group and Tata Motors, who has described it as an eco-friendly "people's car".
Nano has been greatly appreciated by many sources and the media for its low-cost and
eco-friendly initiatives which include using compressed-air as fuel and an electric-version
(E-Nano). Tata Group is expected to mass-manufacture the Nano, particularly the electric-
version, and, besides selling them in India, to also export them worldwide.

Critics of the car have questioned its safety in India (where reportedly 90,000 people are
killed in road-accidents every year, and have also criticised the pollution that it would
cause. However, Tata Motors has promised that it would definitely release Nano's eco-
friendly models alongside the gasoline-model.

The Nano was originally to have been manufactured at a new factory in Singur, West
Bengal, but increasingly violent protests forced Tata to pull out October2008
Currently, Tata Motors is reportedly manufacturing Nano at its existing Pantnagar
(Uttarakhand) plant and a mother plant has been proposed for Sanand Gujarat. The
company will bank on existing dealer network for Nano initially. The new Nano Plant
could have a capacity of 500,000 units, compared to 300,000 for Singur. Gujarat has also
agreed to match all the incentives offered by West Bengal government.

Tata Nano -Dream of Ratan TATA

Can only Dhirubhai Ambani have "ek soch , Ek sapna, "? Has he and his sons have also
taken a patent on vision ... But jokes apart "Tata Nano" was a dream , a promise which
Ratan Tata, chairman of Tata Group had made 5 years earlier but now have fulfilled it to
the utmost.

Rata Tata is a hero to a nation starved of heroes.

'A promise is a promise', said Ratan Tata unveiling the 'People's Car' on 9th January at the
Auto Expo in New Delhi.
Speaking at the unveiling ceremony at Mr. Ratan N. Tata said, “I observed families riding
on two-wheelers – the father driving the scooter, his young kid standing in front of him,
his wife seated behind him holding a little baby. It led me to wonder whether one could
conceive of a safe, affordable, all-weather form of transport for such a family. Tata
Motors’ engineers and designers gave their all for about four years to realise this goal.
Today, we indeed have a People’s Car, which is affordable and yet built to meet safety
requirements and emission norms, to be fuel efficient and low on emissions. We are happy
to present the People’s Car to India and we hope it brings the joy, pride and utility of
owning a car to many families who need personal mobility.”

But Ratan Tata has undoubtdly made India proud and himself both richer and proud by
inventing the "Tata Nano" popularly known as "Lakhtakia" He has no doubt given
common man an uncommon new year gift.

INTRODUCTION

Tata Nano is a rear-engined, four-passenger city car built by Tata Motors, aimed primarily
at the Indian market. The car has a fuel efficiency of around 26 kilometres per litre on the
highway and around 22 kilometres per litre in the city. It debuted at the 9th annual Auto
Expo on January 10, 2008, at Pragati Maidan in New Delhi, India. The Nano had its
commercial launch on March 23, 2009 and a booking period from April 9 to April 25,
generating more than 200,000 bookings for the car. The cars started to be delivered to
customers after July 17 2009, with a starting price of Rs 100,000, which is approximately
equal to US$2,160 as of December 2009 This is cheaper than the Maruti 800, its main
competitor and next cheapest Indian car priced at Rs 184,641 ($3,988 U.S.). Tata had
sought to produce the least expensive production car in the world — aiming for a starting
price of Rs 100,000 (approximately US$2,000 as of June 2009

"Nano" means "small" in Gujarati, the language of the founders of the Tata Group. "Nano"
from the SI prefix for one-billionth is derived from the Greek νᾶνος, meaning dwarf, and
is sometimes used to mean "small" in colloquial English

DESIGN

Ratan Tata, the Chairman of Tata Motors, began development of the world's cheapest
production car in 2003, inspired by the number of Indian families with two-wheeled rather
than four-wheeled vehicles. The Nano's development has been tempered by the company's
success in producing the low cost 4 wheeled Ace truck in May 2005.

Contrary to speculation that the car might be a simple four-wheeled auto rickshaw, The
Times of India reported the vehicle is "a properly designed and built car". The Chairman is
reported to have said, "It is not a car with plastic curtains or no roof — it's a real car."

To achieve its design goals, Tata refined the manufacturing process, emphasized
innovation and sought new design approaches from suppliers. The man behind the design
and engineering team is Girish Wagh. The car was designed at Italy's Institute of
Development in Automotive Engineering — with Ratan Tata requesting certain changes,
such as the elimination of one of two windscreen wipers. Many components of the Nano
are made in Germany by Bosch, such as fuel injection, brake system, Value Motronic
ECU, ABS and other technologies.
MODEL VERSIONS OF TATA NANO

The Tata Nano offers an incredibly spacious passenger compartment which can
comfortably seat four adults. With a length of just 3.1 metres, width of 1.5 metres and
height of 1.6 metres, the Tata Nano has the smallest exterior footprint for a car in India but
is 21% more spacious than the smallest car available today. A high seating position makes
ingress and egress easy. Its small size coupled with a turning radius of just 4 metres,
makes it extremely manoeuvrable in the smallest of parking slots.

The three trim levels and their key features available at launch are:

Tata Nano Standard (BSII* and BSIII*): The standard version, in three colour options,
single-tone seats, and fold-down rear seat;

Tata Nano CX (BSII* and BSIII*): In five colour options, with heating and air-
conditioning (HVAC), two-tone seats, parcel shelf, booster-assisted brakes, fold-down
rear seat with nap rest;

Tata Nano LX: (BSIII*) With the features of CX plus complete fabric seats, central
locking, front power windows, body coloured exteriors in three premium colours, fog
lamps, electronic trip meter, cup holder in front console, mobile charger point, and rear
spoiler. Many of these features are not available on current entry-level small cars in the
country.

TECHNICAL SPECIFICATIONS
DIMENSIONS
Overall Length 3099 mm
Overall Width 1495 mm (& 1620 mm with ORVM)
Overall Height 1652 mm
Wheelbase 2230 mm
Ground clearance 180 mm
Min. Turning 4m
Circle Radius
Seating Capacity 4 persons
Fuel Tank 15 Liters
Capacity
Kerb Weight
Nano 600 kg
Nano CX 615 kg
Nano LX 635 kg
Payload 300 kg

ENGINE & TRANSMISSION


Engine Type 624 cc, 2 cylinder, MPFI
Maximum Engine 35 PS @ 5250 rpm
Output
Maximum Torque 48 NM @ 3000 +/-500 rpm
Maximum Speed 105 kmph
Gradeability 30%
Transmission Synchromesh on all forward gears,? sliding mesh on
reverse gear with overdrive on 4th gear
No. of Gears 4 Forward + 1 Reverse

SUSPENSION
Front Independent, Lower Wishbone, McPherson Strut with gas
filled dampers
Rear Independent, Semi Trailing arm with coil spring & gas
filled shock absorbers
BRAKES

Brake Type Dual Circuit, Vertical Split operated by tandem master


cylinder
Nano CX With Vacuum Booster
Nano LX With Vacuum Booster
Front 180 mm dia. drum brake

Rear 180 mm dia. drum brake

WHEELS & TYRES


Tyre Type Radial & Tubeless
Front Tyre size 135/70 R12
Rear Tyre size 155/65 R12
Spare Tyre size 135/70 R12
Wheels 4 B x 12
OVERALL FEATURES

EXTERIOR
DETAILS NANO NANO CX NANO LX
Colors Ivory Ivory White, Racing Sunshine Yellow,
White, Red, Summer Blue, Champange Gold,
Racing Red, Champange Gold, Lunar Silver
Summer Lunar Silver
Blue
Body Color - - Yes
Bumpers
Body Color Door - - Yes
Handles
ORVM (Driver Black Black Body Colored
Side)
Front Fog Lamps - - Yes
Rear Fog Lamps - - Yes
Wheel Covers Style-in- Style-in-Steel Wheels Half Wheel Covers
Steel
Wheels
Clear lens Yes Yes Yes
Headlamp &
Taillamp
Tinted Glasses - Yes Yes
Aerokit Airdam Airdam Airdam
Front Wiper & 2 speed 2 speed 2 speed + Intermittent
Washer
Front Windshield Plain Tinted Tinted with Top Blue
Band
Roof Beading - - Yes
Spoiler - - Yes

INTERIOR
DETAILS NANO NANO CX NANO LX
Seat Upholstery Single Tone Dual Tone Vinyl Complete Fabric
Vinyl
Door Trim Single Tone Dual Tone Vinyl Vinyl with Fabric insert
Vinyl
Roof Lining Jute Based Polyester Fabric Polyester Fabric
Rear Parcel Shelf - Yes Yes
A & B Pillar Trims - Yes Yes
Electronic Trip - - Yes
Meter
Instrument Cluster Yes Yes Yes
Illumination
Fuel Gauge Digital Digital Digital
Front Room Lamp Yes Yes Yes
Steering Wheel 2 Spoke 2 Spoke 3 Spoke

COMFORT & CONVENIENCE


DETAILS NANO NANO CX NANO LX
AC with Heater - Yes Yes
Front Power - - Yes
Windows
Cup Holders in - - Yes
Front Console
IRVM Plain Plain Antiglare
Gear Shift Console Basic Basic High End Console with
Provision for Mobile
Charger/ Cigarrette
lighter
Magazine and coin - - Moulded Door Trim
Holder on all doors
Map pocket Fabric Fabric pocket Separate plastic trim
Integral with pocket
Driver & Codriver
Seat
Front Seat Integrated Integrated Integrated
Headrests
Rear Seat - Integrated (With Integrated (With Nap
Headrests Nap Rests) Rests)
Sunvisor on Driver Yes Yes Yes
& Passenger side
Driver Seat with Yes Yes (With Recliner) Yes (With Recliner)
Slider
Passenger side Seat - Yes (With Recliner) Yes (With Recliner)
with Slider
Front assist grips Yes Yes Yes
Rear assist grips NA NA NA
Head lamp Integral Integral feature Integral feature
levelling feature through innovative through innovative
through suspension design suspension design
innovative
suspension
design
Low Fuel Warning Yes Yes Yes
Lamp
Rear Seat Folding Yes Yes Yes

SAFETY & SECURITY


DETAILS NANO NANO CX NANO LX
Central Locking - - Yes
Center High Yes Yes Yes
Mount Stop Lamp
Laminated Yes Yes Yes
Windshield
Door Lock on Yes Yes Yes
Driver Side
Door Lock on - - Yes
Passenger Side
Booster assisted - Yes Yes
brakes
Front & Rear Seat Yes Yes Yes
Belts
Additional body Yes Yes Yes
reinforcements
Intrusion beam Integral Integral feature Integral feature
feature through innovative through innovative
through door system design door system design
innovative
door system
design
Radial Tubeless Yes Yes
tyres

STYLISH, COMFORTABLE

The People’s Car, designed with a family in mind, has a roomy passenger compartment
with generous leg space and head room. It can comfortably seat four persons. Four doors
with high seating position make ingress and egress easy.

WHEN LAUNCHED, THE CAR WILL BE AVAILABLE IN BOTH


STANDARD AND DELUXE VERSIONS.
Both versions will offer a wide range of body colours, and other accessories so that the
car can be customised to an individual’s preferences.

FUEL-EFFICIENT ENGINE

The People’s Car has a rear-wheel drive, all-aluminium, two-cylinder, 624 cc, 35PS, multi
point fuel injection petrol engine. This is the first time that a two-cylinder gasoline engine
is being used in a car with single balancer shaft. The lean design strategy has helped
minimise weight, which helps maximise performance per unit of energy consumed and
delivers high fuel efficiency. Performance is controlled by a specially designed electronic
engine management system.

MEETS ALL SAFETY REQUIREMENTS

The People’s Car’s safety performance exceeds current regulatory requirements. With an
all sheet-metal body, it has a strong passenger compartment, with safety features such as
crumple zones, intrusion-resistant doors, seat belts, strong seats and anchorages, and the
rear tailgate glass bonded to the body. Tubeless tyres further enhance safety.

ENVIRONMENT-FRIENDLY

The People’s Car’s tailpipe emission performance exceeds regulatory requirements. In


terms of overall pollutants, it has a lower pollution level than two-wheelers being
manufactured in India today. It follows Euro norms .
COLOURS
View
Color
Front View Rear View

Racing Red

Summer Blue

Champagne Gold

Lunar Silver

Ivory White
Sunshine Yellow

NANO VS NANO
Mileage, Average And Fuel Economy

Tata Nano is available with three variants and its all three variants are available only with
petrol engine option. Tata Nano is equipped with 0.6L, 624cc petrol engine that produces
35PS power and 48Nm torque. This engine delivers excellent mileage so that Tata Nano
said to be the most fuel efficient car in Indian auto market. It offers mileage around 22
kmpl at urban roads while on highway it gives 26kmpl mileage.

Power

As we already mentioned that all three variants of Tata Nano are powered by 0.6L,
624cc, 2-cylinder, MPFI (Multi Point Fuel Injection) petrol engine with four speed manual
gearbox. It is the first time in Indian auto industry when any car is powered by two
cylinder engine. The 624cc power-plant of Tata Nano produces around 35PS power at
5250rpm and 48Nm of maximum torque at 2500~3500rpm. This small engine produces
enough power to cross the mark of 100kmph with excellent fuel efficiency.

Colors

Tata Nano is available with six vibrant colors that are Racing Red, Champagne Gold,
Summer Blue, Lunar Silver, Ivory White and Sunshine Yellow.

Ivory Summer
Racing Red Lunar Silver Champagne Gold Sunshine Yellow
White Blue
Available with Tata Nano Std and Available with Tata Nano Cx and Available with
Tata Nano Cx variants Tata Nano Lx variants Tata Nano Lx

Acceleration And Pick Up

The 0.6L, 624cc, 2-cylinder, MPFI (Multi Point Fuel Injection) petrol engine of Tata
Nano with four speed manual gearbox delivers sufficient power and torque so that the
acceleration of this car is not so bad. This engine makes Tata Nano able to cross
100kmph mark in 29.7 seconds and it can touch the top speed mark of 106kmph.

COMPARISON WITH OTHER CARS

NANO LX VS OTHER CARS

Details Nano Nano Maruti Maruti Alto Alto Alto Santro Santro Santro
CX LX 800 Std 800 AC LX Lxi Non-AC GL GLS
Airconditioner - - -

Heater - - -

Front Power - - - - - - - - - -
Windows

Central - - - - - - - -
Locking

Body Colored - - - - - - - -
Bumpers

Handles & - - - - - - - - -
ORVM

Front & Rear - - - - - - - - -


Fog Lamps

Tinted Glasses - - -

Digital Fuel - - - - - - - -
Gauge*

Tubeless - - - - - - - -
Tyres*
* Features available in all three versions of Nano

OVERALL COMPARISON

Details Nano Maruti 800 Alto Santro


Base Model Nano M800 Std Alto Santro Non-AC

Plus Air Conditioner Nano M800 AC Alto LX/LXi Santro GL/GLS


CX/LX

Plus Heater Nano Feature Not Alto LX/LXi Santro GL/GLS


CX/LX Available

Plus Tinted Glasses Nano M800 AC Alto LX/LXi Santro GL/GLS


CX/LX

Fully Loaded Nano LX M800 AC Alto LXi Santro GLS

Plus Front Power Nano LX Feature Not Feature Not Santro GLS
Windows Available Available

Plus Body Colored Nano LX Feature Not Feature Not Santro GLS (Only
Bumper, Door Handle & Available Available Body Colored Bumper)
ORVM

Plus Central Locking Nano LX Feature Not Feature Not Santro GLS
Available Available

Plus Front & Rear Fog Nano LX Feature Not Feature Not Feature Not Available
Lamp Available Available

DIMENSION COMPARISON

Details Nano Maruti 800 Alto


Overall Length (mm) 3099 mm 3335 mm 3495 mm
1495 mm (1620 mm with
Overall Width (mm) 1440 mm 1475 mm
ORVM)
Overall Height (mm) 1652 mm 1405 mm 1460 mm
Wheelbase (mm) 2230 mm 2175 mm 2360 mm
Ground Clearance (mm) 180 mm 170 mm 160 mm
Min. Turning Radius 4m 4.4 m 4.6 m
Seating capacity 4 persons 4 persons 5 persons
Kerb Weight 600 kg (Nano) 650 kg (Std) 720 kg (Alto)
615 kg (Nano CX) 655 kg (AC) 735 kg (Alto LX/LXi)
635 kg (Nano LX)

ENGINE COMPARISON

Details Nano Maruti 800 Alto


Displacement (cc) 624 cc 796 cc 796 cc
Maximum Power 35 PS @ 5250 +/- 250 rpm 37.3 PS @ 5000 rpm 47 PS @ 6200 rpm
Maximum Torque 48 NM @ 3000 +/- 500 rpm 59 Nm @ 2500 rpm 62 Nm @ 3000 rpm

COST CUTTING FEATURES


• The Nano's car boot does not open. Instead, the rear seats can be folded down to
access the boot.
• It has a single windscreen wiper instead of the usual pair.
• It has no power steering.
• The base model has only three lug nuts on the wheels instead of the usual four.
• The base model has only one side view mirror.
• Some use of plastic and glue in place of welded steel
• Manually operated side windows
• Air conditioning/heating not part of base model
• Airbags not part of base model

PREFERRED FINANCIERS
Tata Motors has entered into agreements with 15 preferred banks for the Tata Nano
booking loan product. The preferred financial institutions are:-
• State Bank of India,
• Tata Motor Finance,
• State Bank of Patiala,
• ICICI Bank,
• State Bank of Travancore,
• State Bank of Mysore,
• State Bank of Hyderabad,
• State Bank of Bikaner and Jaipur,
• State Bank of Indore,
• Axis Bank,
• Punjab National Bank,
• Federal Bank,
• Corporation Bank,
• Indian Bank,
• Central Bank of India

SUPPLIERS OF TATA NANO


Supplier Part/system
Texspin Clutch Bearings
Bosch Gasoline injection system (diesel will follow), starter,
alternator, brake system
Continental AG Gasoline fuel supply system, fuel level sensor
Caparo Inner structural panels
HSI AUTO Static sealing systems (Weather Strips)
Delphi Instrument cluster
Denso Windshield wiper system (single motor and arm)
FAG Kugelfischer Rear-wheel bearing
Ficosa Rear-view mirrors, interior mirrors, manual and CVT shifters,
washer system
Freudenberg Engine sealing
GKN Driveshafts
INA Shifting elements
ITW Deltar Outside and inside door handles
Johnson Controls Seating
Mahle Camshafts, spin-on oil filters, fuel filters and air cleaners
Saint-Gobain Glazing
TRW Brake system
Ceekay Daikin/Valeo Clutch sets
Vibracoustic Engine mounts
Visteon Air induction system
ZF Friedrichshafen Chassis components, including tie rods
AG
Behr HVAC for the luxury version
Dürr Lean Paint Shop

MERCHANDISE AND ACCESSORIES


• The range of merchandise includes a Nano phone,Nanowatch ,T-shirts,etc.
• These are made available online at www.Tatanano.com, All Tata passenger car
dealerships,&westsides &croma outlets.
• Tata Indicom will also market the Nano phone
• Titan the Nano watch

PRICE OF TATA NANO IN JAMMU


MODEL AVERAGE PETROL ENGINE(IN PRICE
(KMPL) CC)
TATA NANO STD
BSII 26 624 1,20,263
TATA NANO STD
BSIII 26 624 1,26,538

TATA NANO CX
BSII 26 624 1,45,263

TATA NANO CX
BSIII 26 624 1,51,537

TATA NANO
HYBRID LAUNCHED ELECTRIC BATTERY -
SOON

TATA NANO LX
BSIII 26 624 1,77,605

AWARDS
• Tata Nano won the Indian Car of the Year 2010 award at Business Standard
Motoring Awards 2010
• Tata Nano won the 'car of the year' of Bloomberg UTV-Autocar awards

POTENTIAL EFFECT ON INDIAN ECONOMY


“Tata Nano’s launch could expand the
Indian car market by 65%. The low price
makes the car affordable for families
with incomes of Rs 1 lakh [100,000] per
annum.. The increase in the market is
expected to push up car sales by 20%
over the previous year. “The unveiling of
Tata Nano, the cheapest car in the world,
triggers an important event in the car
market.It estimates the consumer price
of the car at around Rs 1.3 lakh. This
brings down the cost of ownership of an
entry level car in India by 30%”

EFFECT ON TECHNOLOGY
“Act as a Catalyst of
technology innovation in the
mixture of business
innovation.
Through competition of more
fuel efficient engine with
upgraded technology
like-“Compressed Air
Engine,Advanced fuel Injection
system,Electrical Enginecars
in pipelines”.

EFFECT ON SOCIAL ENVIRONMENT

• It is called Family Car


• Promote the Nuclear Family
• Divide Society into different segment like Cars
ADVERTISING
• Presented a prototype in the Autoexpo(delhi)2007
• Presented at the 78th Geneva motor show on march 2008
• Showdiff and Rediffusion DY&R
• The Tata Nano website recorded an unprecedented 3 crore hits from the date of
launch of the car
• About 14 lakh people walked in to Tata motorshows
• NANO capsule
• NANO break
• Nationwide ad competition
• Blessing for Nano

SINGPUR ISSUE

• Tata Motors announced on May 19, 06 that it will be manufacturing Tata Nano
from Singur.

• Protests were started by a few farmers in the area against the acquisition of their
lands by Tata.

•  The cause was taken up by Mamata Banerjee.

•  The situation escalated with Tata’s threatening to pull out.


•  There was widespread violence in the clashes between the police and the
farmers on December 2, 2006.

•  On December 4,2006 Mamata Banerjee entered into a hunger strike. A 48-hour


strike was later called by her.

•  On the 24th day of her strike, Banerjee was given oxygen support and finally
called off her fast after appeals from the then President Abdul Kalam and Prime
Minister Manmohan Singh.

•  Ratan Tata accused that the competitors had a role in the controversy.

•  The acquisition of land was initially criticised in Feb 2007, but later approved
by the Calcutta High Court (2008).

•  As political unrest and rains hampered the construction, Tata Motors delayed
the launch of Nano to Sept 2008.

•  Tata Motors announced that they have suspended work at Singur.

•  On October 7, 2008, it was announced that the Chief Minister of Gujarat,


Narendra Modi had signed an MoU with Tata Motors for allocating land for Nano
factory in Sanand ( Ahmedabad) district of Gujarat.

EXPECTATIONS
“India as well as other European nations, have great
expectations from the Nano and are keenly awaiting it,
especially the electric version of the Nano, making it in all
probability the "world's cheapest electric car" officially on
record. The car itself is expected to boost the Indian Economy
as well as expand the Indian car market by 65%. The Nano,
already in production, has already been listed in the Guinness
Book of World Records as the world's cheapest car.”
POSITION OF TATA NANO

Tata Nano will position itself as the world cheapest car and yet does not compromise the
quality, safety and environment. This positioning will be achieved by leveraging Tata
Nano’s competitive edge: industries experience from the parent company Tata Motor who
has been in vehicles industries (commercial, passengers & utilities) since 1945. Tata
motor has good suppliermanufacturer relationship with more than 100 components

COMPETITORS
Rival car makers including Bajaj Auto, Fiat, General Motors, Ford Motor, Hyundai
and Toyota Motor have all expressed interest in building small cars in India that
are affordable to more middle-class consumers in emerging markets. The bulk of
demand there is for small cars because people are much more sensitive to fuel
prices.

Honda and Toyota are leading the way on so called cleaner gasoline-electric hybrids,
and some environmentalists argue getting prices down on these technologies is
where efforts should be concentrated. Inexpensive and eco-friendly electric-cars
like Tara Tiny (which has an engine producing 4 hp compared to Nano's 33 hp),
Oreva Super (both reportedly even cheaper than Tata Nano) and REVA pose even
more significant danger to Nano. There are also rumors of Maruti Suzuki
introducing a lower priced version of Alto to counter Tata Nano.

REACTION ABOUT TATA NANO


• "It's a good historic moment for the Indian auto industry and also a proud one indeed that
an Indian company took a step forward on this road. Its an upgradation for an auto wheeler
rider to buy a car now.“
RAJESH JEJURIKAR, MANAGING DIRECTOR, MAHINDRA AND
RENAULT'S.

• "It's good product but it's still too early to say whether it will overtake the 800 because it
caters to a totally new market segment.”

Said Jagdish Khattar, Former MD of Maruti Udyog Limited

"Meeting the proper quality standards and safety is not feasible at all in such a model.

Andreas Prinz, Managing Director (Passenger Cars), Volkswagen Group Sales India.

"I think it is a great thing for India because mobility is giving new opportunities. I hope
Tata drives to great success with the Rs one lakh car, but it is not included in our plan.“

• Thomas Kuehl, Board Member, Skoda Auto India

UPCOMING VARIANTS OF TATA NANO

Nano Europa

Besides the regular and conventional petrol-variant, the following variants are also
expected:

Diesel

It has reported that the Tata Nano might be made available with a 690cc diesel engine by
September 2010. Tata motors have not confirmed this yet have hinted that a diesel version
will be introduced in the future. "As of now the Diesel variant is not offered. It will be
offered only in Petrol now"

Compressed-air engine

Tata Motors is working with a French firm on using compressed air as an energy source.
The company has tied up with Moteur Development International (MDI) for this purpose.

Electric drive train or electric-version

Tata is also believed to be making an electric version of the Nano, called the E-Nano
which might well turn out to be the "world's cheapest electric car" which is more eco-
friendly and has many enthusiasts and media for its support.It's supposed to be as cheap as
the conventional gasoline version. Tata is making the Nano compliant with export market
regulations and plans to export such a car worldwide, particularly to the UK and the rest of
continental Europe, the US, and According to the Hamburg-based newspaper, Auto Bild,
the E-Nano would be built in cooperation with the Norwegian electric car specialist,
Miljøbil Grenland AS.

Hybrid

Leftlanenews reported that "a hybrid version is also likely, although it is not yet known
whether the electric motor will be paired with a gasoline or diesel version."

Nano Europa

Tata Motors unveiled a version of the Nano mini-car called the Nano Europa at the 2009
Geneva Motor Show. The car will be coming to mainland Europe and the UK and will
have a number of improvements over the standard Nano. The Nano Europa has an
increased wheelbase, a new 3-cylinder engine and improved interiors and exteriors. The
Nano Europa will be more expensive, heavier, and less fuel economical than the standard
Nano with prices said to be around the US$ 6000 mark. The Nano Europa was heavily
modified to meet European safety and emission standards.
Chapter-5
Introduction
To Marketing

INTRODUCTION TO MARKETING
CONCEPT OF MARKET AND MARKETING

The concept of markets brings us full circle to the concept of marketing.marketing is


perhaps the most complex and challenging function performed by every business firm.The
term marketing is a very comprehensive one . Marketing starts well before production
commences and ends only after rendering after-sale satisfaction.It is the set of those
activities necessary and incidential to a way that a dose of money put in brings back
maximum return.
The American marketing association has defined marketing as, “the performance of
business activities that direct the flow of goods and services from producer to consumer
and user.”
But this definition has certain limitations.It does not cover all the functions of marketing
in the present society.It merely concentrates on the physical flow of goods from the center
of production to the centre of consumption.Today the consumer is the king of the
market.But the definition given by AMA does not say anythingabout the consumer’s
needs and desire or about consumer satisfaction.
This is thus a product oriented or sales oriented definitions and is fit for a seller’s
market.In the modern marketing concept,marketing has a very important role to
play.Nowdays marketing plays an important role in product planning and demand
forecasting

MARKET POTENTIAL
In estimating the size of a market for a new product we may have the following steps to be
taken in sequence:
1. Define the market population:
The market is defined by laying down regional limits and by demographic features of
buyers ,example–age,sex,income,occupation,etc.in the the consumer goods market.
2. Etimate of consumption units:
In each market segment we have to count the number of buyers.

3.Estimate of purchasing power of buyers:


National income data can give per capita income figures,disposable income
figures,ability to spend assumes great importance in case of durable and costly
consumer goods such as Car,refrigerator,T.V, V.C.R ,A.C, electrical
appliances,microwave,cooking system etc.

4.Estimate of willingness to spend as a function of planned marketing


effort:
Will or inclination to spend is governed by psychological factors of buyers such as
buying motives and preferences as well as the influence of marketing effort made to
stimulate the buyer’s mind in favor of purchase decision.

5.Estimate of the rates of purchase and product usage:


Ability to purchase and expected marketing effort will give us the idea about heavy
and medium or light users as well as big customers who demand special attention.

6.Total market potential:


We can multiply the estimated number of consuming units by the rate of purchase and
product usage and the sum total is the total market potential
MARKET SEGMENTATION
Market segmentation is the process in marketing of dividing a marketinto distinct
subsets(segments) that behave in the same way or have similar needs.Because each
segment is fairly homogeneous in their needs and attitudes,they are likely to respond
similarly to a given marketing strategy.That is,they are likely to have similar feelings and
ideas about a marketing mix comprised of a given product or service,sold at a given
price,distributed in a certain way,and promoted in a certain way.

Improved segmentation can lead to significantly improved marketing effectiveness.With


the right segmentation,the right lists can be purchased,advertising results can be improved
and customer satisfaction can be increased.

The requirements for successful segmentation are :-

Homogeneity within the segment.

Heterogeneity between segments.

Segments are measurable and identifiable.

Segmens are accessible and actionable.

Segments are large enough to be profitable.

THE VARIABLES USED FOR SEGMENTATION


INCLUDE:
GEOGRAPHIC VARIABLES

Region of the world or country,East,West,North,Central,Coastal,Hilly,etc.

Country size/country size: metropolitan cities,small cities,towns,density of area urban

,semi–urban,rural.Climate hot,cold humid,rainy.


DEMOGRAPHIC VARIABLES
Age

Gender male or female

Sexual orientation

Family size

Family life cycle

Education primary,high school,secondary,college,universities

Income

Occupation

Education

Socio economic status

Religion

Nationality/Race

Language

PSYCHOGRAPHIC VARIABLES

Personality

Life cycle

Value

Attitude
INDIAN AUTO- MARKET FOOT PRINT
MARKET FOCUSES FOR DIFFERENT PRODUCTS

Here the firms select a number of segments,each objectively attractive and


appropriate.There may be little or no synergy among the segments,but each segment
promise to be a moneymaker.The multisegment coverage strategy has the advantage of
diversifying the firms risk.It is also known as differentiated strategy.

MARKET:-1 Tata motors Jaguar Land Rover(JLR) Tata motors,which is driving in


Jaguar and Land Rover brands in India on june 28,will setup exclusive showrooms in
smaller towns as part of an Jaguar XF,India-specific marketing and distribution strategy
for its premium cars.
Jaguar Land Rover(JLR) has lined up an array of models,many of them tweaked to be
India-friendly,company officials said.Almost the entire Land Rover range of luxury utility
vechiles,including the Range Rover and Range Rover sport as well as the mid-sized
SUVLR Discovery 3,will make their way to India.

MARKET:-2 INDICA V2 Incorporating the attributes of three best selling cars,Tata


Indica has made its own mark in the fierce market of motor segment.Making of Tata
Indica car with the concept of main distinguishing features of three popular cars.Its fully
foldable rear seat has made this car more accommodating for extra luggage For safe and
secure driving and to give proper comfort,side-impact beams,rigid monochrome frame and
child safety locks are attached to this car

MARKET:- 3 TATA NANO Commonly called as “The Peoples car” The Tata Nano is
the cheapest car of the world.As Mr.Tata also said,addressing the press at the launch of
Nano ,“We have made a promise to made the cheapest car”
Chapter-6
Objectives Of
The
Study
OBJECTIVES OF THE STUDY:-
Main-objective:-

1.To study the Potential of Tata Nano and its market share in jammu region

Sub-objectives:-

1. To find out the number of potential customers of Tata Nano in Jammu and
Udhampur.

2. To see that wheather they are any problem in their Nano

3. To find out those problems and bring them in notice to the company.

To find out the Satisfaction level of customers in its maintenance and services provided by
the company
Chapter-7
Research
Methodology
RESEARCH METHODOLOGY

SCOPE OF THE STUDY:

The study is conducted to provide information regarding Potential of Tata Nano and its
market share in Jammu Region.

TOOLS USED FOR COLLECTING DATA:

Analysis and interpretation of data is based on both the pimary data and secondary data.

(a) Primary Data : Primary data is collected through questionnaire and personal
interviews with different persons.

(b) Secondary Data is collected from various company’s magazines,sites , internet


and from the books of management.

SAMPLE SIZE:

Sample size in the study consists of 50 persons.

SAMPLING:

The sampling was done through simple random


SALES OF TATA NANO IN JAMMU REGION
Market Share of Tata Nano in comparison to other vechiles in Jammu Region

SALES Of Last Six Months 2009-10


COMPANY PRODUCT SEPT OCT NOV DEC JAN FEB TOTAL
TATA NANO 34 18 16 16 27 11 122
TATA SAFARI 13 08 11 10 04 05 51
TATA INDICA 10 08 06 14 08 04 50
TATA INDIGO 11 11 04 14 07 02 49
MARUTI RITZ 06 05 07 04 03 02 27
MARUTI 800 20 24 19 28 20 14 125
MARUTI SWIFT 03 05 07 04 03 02 24
DEZIRE
MARUTI SX4 02 01 04 03 01 07 17
HYUNDAI VERNA 07 09 11 04 05 06 42
HYUNDAI i 20 08 09 07 05 08 11 48
HYUNDAI SANTRO 09 12 06 05 11 09 52
Xing

→ The Market share consists the sales of 6 months,After the sale of first NANO in Jammu
Region
→ The sale consists the Area of Jammu and udhampur ( COMBINED SALES )
Chapter-8
Data
Interpretation
DATA INTERPRETATION
Following data is manipulated by the response of the questionnaire,
distributed amongst various people.It is the reflection of ideas and
experience,the recommendations and suggestions can be scrutinized
to maneuver the policies into much fruit-bearing policies.

GENDERWISE BI-FURCATION

A MALE 82 %
B FEMALE 18 %
The data which is collected contains a sample of 50 persons,out of which
82 % are Males and 18 % are Females.

AGE GROUP
A 18-25 Yrs 9%
B 25-30 Yrs 22%
C 30-35 Yrs 61%
D Above 35 Yrs 8%
The data which is collected contains a sample of 50 persons,out of which 9%
are age of age group of 18-25 years,22% of 25-30 years,61% are of 30-35
years and remaining 8 % are above 35 years.

OCCUPATION

A Business 21%
B Service 39%
C Student 9%
D Housewife 12%
E Retired 19%
As per the above data collected 21% are businessman, 39% are engaged in
service, 9% are students and Housewifes are 12% and remaining 19% are
retired persons.

MONTHLY INCOME

A Below 10000 57%


B 10000-15000 22%
C 15000-20000 14%
D 20000 and Above 9%
The data analyzed concludes that 57 % earn a monthly income less than Rs
10,000 ,22% earn between Rs 10000-15000,14% earn between Rs 15000-
20000 and 9% earn monthly income of more than Rs 20,000.

Q: Do you have any Vehicle ?

A Yes 82%
B No 18%
82% of respondents have a vechile whereas remaining 18 % are without any
vechile

If Yes than Specify,

A Two-Wheeler 37%
B Four-Wheeler 63%
37% of respondents possesses a two-wheeler whereas remaining 63 % have
four-wheeler.

Q: Are you aware of Tata’s “NANO” car ?

A Yes 100%
B No 0%
All respondents are 100% aware of Tata Nano

Q: What is the First Thing that comes to your mind,when you think
about NANO ?

A Compact 32%
B Affordable 32%
C Choti si(small) 24%
D Economic 12%
From the survey I have calculated that 32 % of respondents feel that Nano is
compact,32 % feel that it is affordable,24 % feel that Nano is choti si (small)
and 12 % feel that it is economic.

Q: Instead of Purchasing a bike,will you prefer to go for NANO ?

A YES 70 %
B NO 30%
The above data shows that 70 % of respondents Prefer Nano and 30 %of
respondents are not prefer Nano instead of purchasing bike.

Q: Which feature of NANO attracts you more, that inpires you to go for
NANO ?

A PRICE 32%
B DESIGN 29%
C MILEAGE 9%
D INTERIOR SPACE 6%
E ALL OF THE ABOVE 24%

The 32 % of respondents are attracted by its price,29% of the respondents are


attracted by its design,9% are attracted by its mileage,6% are attracted by its
interior space and remaining 24% of respondents are attracted by all the
features.

Q: Which colour of NANO would you prefer ?

A RACING RED 15%


B SUMMER BLUE 23%
C CHAMPAGNE GOLD 15%
D LUNAR SILVER 11%
E IVORY WHITE 11%
F SUNSHINE YELLOW 25%
The above data shows that 15% of respondents prefer Nano in racing red
colour,23% prefer summer blue,15% prefer champagne gold,11% prefer
lunar silver,11% prefer ivory white and remaining 25% of respondents prefer
nano in sunshine yellow.
Q: Do you think NANO is the People’s Car ?

A YES 69%
B NO 31%
69% of respondents think Nano is the peoples car and 31 % of respondents
are think Nano is not a peoples car.

Q: Which small car would you prefer to buy ?

A TATA NANO 56%


B MARUTI 800 25%
C OTHERS 19%
From the above data it is clear that 56% persons want to own Tata Nano,25%
want to own Maruti 800 whereas 19 % prefer to buy any other car

Q:. Is it a New Revolution in industry ?

A YES 74%
B NO 26%
Q: If the prices of NANO increases,Would you still purchase it ?

A YES 46%
B NO 54%
The above data shows that if the price of Nano increases 46 % of respondents
are still purchase it and 54 % are not purchase the Nano.

Q: Will you recommend NANO to your friends and relatives ?

A YES 68%
B NO 32%
From the above data 68% of respondents recommend Nano to their friends
and relatives whereas 32 %are not recommend Nano to their friends and
relatives.

Q: For what purpose would you like to use NANO car ?

A Offer it to your 12 %
children
B For shopping and 32%
travel
C As a taxi 12%
D To offer as gift 44 %
The above data shows that 12 % of respondents offer Nano to their
children,32 % is use Nano for shopping and travel,12 % are use as a taxi,and
remaining respondents use Nano to offer as a gift.

Q: Should Nano be used as a Taxi ?

A YES 28%
B NO 72%
28% of respondents feel that Nano should be used as a taxi,while remaining
respondents feel that Nano should not be used as a taxi.

Q: Will there be traffic problem on roads with the introduction of


NANO?

A YES 32 %
B NO 68%
Q: Can you trust NANO for Safety ?

A YES 56%
B NO 44%
The above data shows that 56 % of respondents trust on Nano for safety
whereas 44 % are not trust on Nano for safety.
Chapter-9
Limitations of
Study

LIMITATIONS OF STUDY

• Poor response from respondents.


• People ignore to provide information because of their busy schedules.
• People consider it as unnecessary and wastage of time.
• Can’t find exact information or figures because of fake data provided
by respondents.
Chapter-10
Swot Analysis

SWOT ANALYSIS OF TATA NANO


Strength:-
• Cheapest
• Stylish
• Ecofriendly
• High Fuel efficiency
• Space-Internal-21% more than M-800
• External-8% less than M-800
• Variometric gear system- Magnifies torque
• Tested successfully for crumple zones
• All weather vechile

Weakness:-
• No Ac on std model
• Window wind down by hand
• Manual steering
• No air bag
• 624 cc two cylinder engine gives speed of 70 kmph
• Body work made of sheet metal and plastic
• Plastic and adhesive replaces welding
• Less Boot space
• Not fit for hilly terrain
• Poor traction control
• Poor engine cooling & hence overheating
• Small Tyres
• No passenger side mirror

Opportunity
• Low maintenance
• Worldwide appeal
• Cost control
• Parking space
• Created a Niche market
• Diesel & Electric variant
• Recession
• Royalty
• Developing low price engine oil
• Auto Finance
• Create Employment

Threats:-

♠ Security not sure


♠ Bad impression due to late in market
♠ Cost may be increases in future
♠ Competitors
Chapter-11
Suggestions and
Conclusions

SUGGESTIONS
1. Tata should increase the production of NANO so that customers don’t have to wait
much for their car, as they feel urgency for NANO.
2. As people believes that NANO is people’s car, and will be affordable by common
men which was a dream earlier for them. So the price should be kept stable in
future with the increase in price of raw material. Otherwise it will be out of their
reach and people believe in Mr. Ratan Tata’s statement of- “Promise is a promise”.
3. Tata should give exchange offer against a two/four wheeler so that those
consumers can be easily converted to NANO users.
4. Safety measures can be enhanced, because people consider it as their prime
concern while purchasing.
5. An option for customization should be available.

CONCLUSIONS
MY OPINION

After the study of various aspects I found that

– Nano Car Is Not For :-

♠ Someone looking for better performance

♠ Someone who is looking to impress

♠ Someone who want to speed trial on Sunday

♠ Someone who is looking for long drives

But Nano Car Is For –

♠ Someone who is looking to buy a car but cannot afford


much price.

♠ A students who want to go college, tuition instead of

bike etc.

♠ Someone who depends on second hand car.

♠ For a house wife who can buy a car with her own

♠ savings.

♠ Someone who depends on scooter.

♠ So Nano is not a basically a luxury cars but it

can fulfilled the all capacity for middle class people.


Chapter-12
Annexure

ANNEXURE:-
QUESTIONNAIRE

Respected Mam/Sir,

It’s a Survey conducted to study the potential of Tata Nano


and its market share in Jammu Region.

Q.1:- Name of Respondent ____________________________________

Address____________________________________________________

Q.2:- Sex

Male Female

Q.3:- Age Group

A. 18-25 Yrs B. 25-30 Yrs


C 30-35 Yrs D .Above 35 Yrs

Q.4:-Occupation

A.Business B.Service
C.Student D.Housewife
E.Retired

Q.5:- Monthly Income


A.Below 10000 B.10000-15000
C.15000-20000 D.20000 and Above

Q.6:- Do you have any Vehicle ?

A. Yes B. No

If Yes than Specify,

A. Two Wheeler B. Four Wheeler

Q.7:- Are you aware of Tata’s “NANO” car ?

A. Yes B. No
Q.8:- What is the first thing that comes to your mind, when you think about
NANO?

......................................................................................................................
........
......................................................................................................................
........
......................................................................................................................
........

Q.9:-. Instead of purchasing a bike, will you prefer to go for NANO?

a. Yes
b. No

Q.10:- . Which feature of NANO attracts you more, that inspires you to go for
NANO?

a. Price
b. Design
c. Mileage
d. Interior space
e. All of the above

Q.11:-. Which colour of NANO would you prefer?

a. Summer Blue
b. Racing Red
c. Ivory White
d. Sunshine Yellow
e. Lunar Silver
f. champagne Gold

Q.12:-. Do you think NANO is the people’s car?

a. Yes
b. No

Q.13:-. Which small car would you prefer to buy?

a. Tata NANO
b. Maruti 800
c. Other.........

Q.14:-. Is it a New Revolution in industry ?


a.Yes
b.No

Q.15:-. If the prices of NANO increases, would you still purchase it?

a. Yes
b. No
Q.16:- . Will you recommend NANO to your friends and relatives?

a. Yes
b. No

Q.17:-.For what purpose would you like to use NANO car?

a. Will offer it to your children to use it in place of a two wheeler.


b. Will use as family car for shopping and travel.
c. Will prefer as a taxi.
d. Would like to offer as gift.

18:-. Should Nano be used as a Taxi ?


a.Yes
b.No

Q.19:-. .Will there be traffic problem on the roads with the introduction of NANO?

a. Yes
b. No

Q.20:-. Can you trust NANO for safety?

a. Yes
b. No

Signature

Thanks For Your Cooperation

BIBLIOGRAPHY
 BOOKS AND MAGAZINES

 PHILIP KOTLER (MARKETING MANAGEMENT)

 C.N.SANTOKHI (MARKETING MANAGEMENT)

 BUSINESS MAGAZINES

 MARKET SURVEY

 TATA NATIONAL GARAGE (JAMMU)

 TATA NATIOAL GARAGE (UDHAMPUR)

WEBSITES:
 WWW.GOOGLE.COM

 WWW.TATANANO.INSERVICES.TATAMOTORS.COM

 WWW.TATAMOTORS.COM

 WWW.TATANANO.COM