Declaration By Learner

I, the undersigned Miss. Ashwini Eknath Dalvi here by declare that the work embodied
in this project work title “A Research On TATA Motors Manufacturing plant”,
forms my own contribution to the research work carried out under the guidance of
Prof.parui santu is a result of my own research work and has not been previous
submitted to any other Degree/diploma to this university or any other university.

Whatever reference has been made to previous work of other, it was been clearly
indicated as such and included in bibliography.

I, here by further declare that all information of this document has been obtained and
presented in accordance with academic rules and ethical conduct.

Name and signature of the learner

Certified by

Name and signature of the guiding Teacher

1
 Acknowledgement

To list who all have help me in difficult because they are so numerous and the depth is so
enormous.

I would like to acknowledge the following as being idealistic channels and fresh dimensions
in the completion of this project.

I like to this opportunity to thank the University Of Mumbai for giving me a Chance to do
this Project.

I would like to thank my Principal, Dr. Poonam Singh for providing the necessary facilities
required for completion of this project.

I take this opportunity to Thank our coordinator Dr. Anita Jadhav , for her moral support and
guidance.

I would also like to express my sincere gratitude towards my project guide

Prof. Parui santu whose guidance and care made this project successful.

I Would like to thank you my College Library, for having provided various reference books
and magazines related to my project.

Lastly I would like to thank each and every person who directly or indirectly helped me in the
completion especially my Parents and peers who supported me throughout My Project.

2
 ICLES Motilal Jhunjunwala College of Arts, Science and
Commerce,Vashi, Navi Mumbai

Certificate

This is to certify that Ms. Dalvi Ashwini Eknath has worked and duly completed her project
work for the degree of Master in commerce under the faculty of commerce in the subject of
Advance Cost Accounting and her project is entitled. “A Research On Tata Motors
Manufacturing Plant” under my supervision. I further certify that the entire work has been
done by the learner under mu guidance and that no part of it has been previously for any
Degree or Diploma of any University.

It is her own Work and facts reported by her personal finding by her personal and
investigation

Name and signature of guiding Teacher

Date of Submission

3
INDEX

Chapter Title of the Chapter Page No

No
1 Introduction 5
Tata Motors Ltd Overview 8
Tata Motors Company Proflie 10
History 11
Defence Vehicles History 13
Tata Motors In Defence 14
2 Research Methodology
Objectives 15
Scope of the study of Tata Motors 19
Significance of the study 19
Limitation 20
3 Literature Review 21
Covid -19 Impact on Tata Motors 22
Organisation capabilities 23
Advance Vehicles and drivetrain development 24
Market Research 24
Market Information 25
Growth Organisation 25
Tata Motors Problem in marketing Survey 26
Marketing Strategies Of Tata Motor 28
SWOT analysis of the organisation 34
4 Date Analysis, Interpretation and 35
Presentation
Source of data collection
Pie Charts and interpretation 48
5 Conclusions And Suggestions 49 -50
Conclusion and Recommendation 51

6 Bibliography 52
7 Appendix

4
 RESEARCH ON TATA MOTORS MANUFACTURING PLANT

INTRODUCTION

Tata Motors is a $35 billion global automobile manufacturing company. Its diverse
portfolio includes an extensive range of cars, sports utility vehicles, trucks, buses, and
defence vehicles. Tata Motors is one of India's largest OEMs offering an extensive range of
integrated, smart, and e-mobility solutions
Tata Motors believes in ‘Connecting aspirations’, by offering innovative mobility
solutions that are in line with customers' aspirations. India's largest automobile manufacturer,
Tata Motors continues to take the lead in shaping the Indian commercial vehicle landscape,
with the introduction of leading-edge powertrains and electric solutions packaged for power
performances and user comfort at the lowest life-cycle costs. The new passenger cars and
utility vehicles are based on Impact Design and offer a superior blend of performance,
driveability and connectivity.
The focus on connecting aspirations and a pipeline of tech-enabled products keep Tata
Motors at the forefront of the market. Six key mobility drivers will lead Tata Motors into the
future – modular architecture, complexity reduction in manufacturing, connected &
autonomous vehicles, clean drivelines, shared mobility, and low total cost of ownership.
The sub-brand TAMO is an incubating centre of innovation that sparks new mobility
solutions through new technologies, business models and partnerships.
The Tata Motors mission - across its globally dispersed organisation – is to be
passionate in anticipating and providing the best vehicles and experiences that excite global
customers.
Part of the USD110 billion Tata group founded by Jamsetji Tata in 1868, Tata Motors
is among the world’s leading manufacturers of automobiles. We believe in ‘Connecting
aspirations’, by offering innovative mobility solutions that are in line with customers'
aspirations. We are India's largest automobile manufacturer, and we continue to take the lead
in shaping the Indian commercial vehicle landscape, with the introduction of leading-edge
powertrains and electric solutions packaged for power performances and user comfort at the
lowest life-cycle costs. Our new passenger cars and utility vehicles are based on Impact
Design and offer a superior blend of performance, driveability and connectivity.
Our focus on connecting aspirations and our pipeline of tech-enabled products keeps
us at the forefront of the market. We have identified six key mobility drivers that will lead us
into the future – modular architecture, complexity reduction in manufacturing, connected &
autonomous vehicles, clean drivelines, shared mobility, and low total cost of ownership. Our
sub-brand TAMO is an incubating centre of innovation that will spark new mobility solutions
through new technologies, business models and partnerships.

5
Our mission – We Innovate mobility solution with passion to enhance the quality of life.
Vision - By FY 2024 we will become the most aspirational Indian auto brand
consistently wining by
 Delivering superior financial returns
 Driving sustainable mobility solutions
 Exceeding Customer Expectation And
 Creating a highly engaged work Force

Tata Motors has a remarkable portfolio of both passenger and commercial vehicles and have
been leading India’s commercial vehicles space for several years. The Company operates six
principal automotive manufacturing facilities in India at Jamshedpur in the state of
Jharkhand, at Pune in the state of Maharashtra, at Lucknow in the state of Uttar Pradesh, at
Pantnagar in the state of Uttarakhand, at Sanand in the state of Gujarat and at Dharwad in the
state of Karnataka. Tata Motor’s Operating Philosophy is reflected in its Vision, Mission and
Values.
Tata Daewoo Commercial Vehicle Company is South Korea’s second largest
manufacturer of medium and heavy-duty trucks. Formerly part of the Daewoo Group, the
Company was acquired by Tata Motors in March 2004. TDCV is actively pioneering
overseas markets by exporting products to about 60 countries.Second Largest Manufacturer
of Medium and Heavy duty Trucks in South Korea.

Tata Group’s Association with the Defence Sector

The Tata Group's history with the Defence sector goes back to the 1940s when the
Group supplied armoured steel to support the World War II effort. The Tata Group also
developed a Wheeled Armoured Carrier - Indian Pattern or ACV-IP, better known as the
Tatanagar. From India's independence in 1947 till 2005, the Group has contributed to serving
India's defence needs in the mobility segment through Tata Motors.
With a wide range of products operating across the entire military spectrum – from
Logistics to front-line Combat, Tata Motors today is the largest private sector mobility player
in the Defence space in India. Our mobility solutions portfolio has grown from strength to
strength to include all classes of vehicles - from light to heavy and across the entire Defence,
Paramilitary and Police mobility segment.
Tata Motors has supplied over 100,000+ vehicles to various Paramilitary & State
Police forces and is the only OEM having the widest range of vehicles available in over 10

6
DGS&D Rate Contracts. Tata Motors is proud of its association with the Paramilitary &
Police forces and keeps continually improving & innovating products that cater to the forces
specific mission requirements.
In addition to being a leading supplier of mobility solutions to the Indian Army, Navy,
Air Force and various Paramilitary forces, the company also exports its range of specialized
Defence vehicles to SAARC, ASEAN, African nations and the UN peacekeeping forces in
conflict zones in Africa.
In recent years, Tata Motors has made a strategic shift from the Logistic vehicles
space to the Combat vehicle space by focusing on development of contemporary state-of-the-
art combat vehicle platforms with the dual purpose of empowering India’s Defence Forces
with breakthrough technologies and increasing the nation’s self-reliance in this critical area.
The idea is to ensure high mobility, fire power and protection to the forces for their various
missions by developing world-class armored fighting vehicles.
Tata Motors is the first private sector OEM in India which has developed Wheeled
Armored Amphibious Platform, an Infantry Combat Vehicle, designed for optimised
survivability, all-terrain performance and increased lethality jointly with the Indian Defence
Research and Development Organisation

•MrGuenterButschek CEO
and Managing Direct0r
•MrRavindraPisharody
Executive Direct0r
(C0mmercial Vehicles)
• MrSatishB0rwankar
Executive Director (Quality)
• Mr C Ramakrishnan
President and Group Chief
Financial Officer
7
• Dr Timothy Levert0n
President and Head, Advanced
and Product Engineering
•MrMayankPareek President
(Passenger Vehicle Business
Unit) .
TATA MOTORS VEHICLES

Commercial Vehicles
 Tata Ace Gold - Rs. 4.41 - 5.47 Lakh.
 Tata Signa 4825.T - Rs. 43.36 - 49.42 Lakh.
 Prima. 
 M&HCV Construct

 ICV Truck
 Light Truck.
 M&HCV Cargo
 ULTRA.
 Yodha Pick-up.
 Ace Gold

Passenger vehicle

Mumbai based Tata Motors Limited is a part of USD 100 billion Tata Group. Founded in
1945, Tata Motors initially produced locomotives and later forayed in passenger vehicle

8
segment in 1991 with Tata Sierra SUV. Tata Indica is among the initial models launched by
Tata in India and it shares underpinnings with various Tata cars. The company also rolled out
the world’s cheapest car, Nano hatchback in 2008. In the same year, Tata Motors acquired
British premium automotive brand, Jaguar Land Rover from Ford Motors. Tata Motors’
product range comprises of hatchbacks, sedans and utility vehicles. Tata Motors has multiple
manufacturing facilities in India located in Pune, Jamshedpur, Pantnagar, Dharwad, Lucknow
and Sanand.

 Tata Cars
 Tata Tigor EV
 Tata Punch

 Tata Nexon EV
 Tata Tiago
 Tata Nexon
 Tata Tiago NRG
 Tata Tigor
 Tata Safari
 Tata Altroz
 Tata Harrier

Tata Motors Ltd: Overview

Tata Motors Ltd is a manufacturer and distributor of automobiles. The company

manufactures passenger cars, utility vehicles, trucks, buses, and defense vehicles. It also
offers engineering services and automotive solutions, construction equipment manufacturing,
automotive vehicle components manufacturing, and supply chain activities through its
subsidiaries.
Tata Motors produces machine tools and factory automation solutions, high-precision tooling,
plastic and electronic components for automotive and computer applications.
The company also manufactures engines for industrial and marine applications. It caters its
products under Nexon, Harrier, Jaguar, Winger, Signa, Ultra, I-Pace, E-Pace, Evoque, Velar,
and Discovery.

9
The company operates across Europe, the Middle East, North America, Africa, Asia, Russia,
Oceania, Central America, and South America. Tata Motors is headquartered in Mumbai,
Maharashtra, India.

Political is about the condition of politic and security in the domestic market which influence
daily activity, including business. Legal is about the bureaucracy or regulation that should be
fulfilled when we want to open a business. This is also an important factor because without
obeying laws, rules, and regulation in the country, it is almost impossible to establish market
there.
Tata Motors was established in India, so Tata Motors has to concern on laws, rules,
regulation, and political stability in India. But since Tata Motors has many subsidiaries in
many countries, Tata Motors has to obey the host country’s laws also. In 2008, Tata Motors
bought over Land Rover and Jaguar from Ford Motor. Since then, Tata also has to concern on
the UK laws and regulation (Carty, 2008). Moreover, as the first company to be listed in New
York Stock Exchange, Tata Motors also has to concern on US politics.

The condition of economy in recent time or in the future can influence the growth and
strategy of the company. This is very important because Tata Motors is a multinational
company. Tata Motors has to understand the trend of economic growth in every single
country that they do business with. This factor tells about the economical factor that
surrounding the company such as: economy fluctuation, monetary and fiscal policy,
government spending, unemployment level, interest rate, exchange rate, Gross Domestic
Product per capita, etc.
Socio-cultural is focus on the attitude of consumer and employee which also affect the
strategy. Strategy planning must follow the development of educational level and social
assessment in order to see the influence toward the strategy. Some of the factors are: income
distribution, attitude, education, health and wellness, changing life style, and demography.
Tata Motors must realize the type of customers in India as its domestic market. The attitude
and life style of those customers affect the demand for Tata Motors which also influence its
decisional making Tata Motors, 2009. Indian people are careful with their spending. They do
not want to buy thing which is not worth it (Sharma, 2010). They are also usually educated
and easy access to information. So, Tata Motors has to look at local perspective to market
their product 
Technological environment could affect raw material, operation, product, and company
services. The development of technology can give huge opportunity to increase the product
output in the company. Government intervention through tax policy and laws also play
important role in the development of technology. The willingness to do innovation and taking
risk seems to be the important component in this factor. Technological environment such as:
The impact of changes in technology, new invention and development, cost and use of
technology, and information technology development. This factor could give a competitive
advantage to the company

As one of the giant automobile company, Tata Motors has to adapt and develop their product
to the technology. The adaptation is not only in the factory machines but also in the car parts.
Tata Motors allocate 2% of their Sales to Research & Development Department (Tata
Motors, 2010). Now, they are working to make environmental friendly buses such as
hydrogen fuel cell buses and hybrid cars.
Not only in the ‘real world’, but Tata Motors also expand their services through internet. Tata
Motors has on Online Booking Services which allow customers who has problem with their

10
car to book date to send their car to their workshop. Now, customer also can purchase Tata
Nano through internet, Tata Motors expand their business to e-commerce marketing
.
Company Profile

Tata Motors Group is a leading global automobile manufacturer. Part of the illustrious multi-
national conglomerate, the Tata group, we offer to the world a wide and diverse portfolio of
cars, sports utility vehicles, trucks, buses and defence vehicles.
We have operations in India, the UK, South Korea, South Africa, China, Brazil, Austria and
Slovakia through a strong global network of subsidiaries, associate companies and Joint
Ventures , including Jaguar Land Rover in the UK and Tata Daewoo in South Korea.
Tata Motors Limited
Tata Motors Limited is one of India’s largest Original Equipment Manufacturers offering an
extensive range of integrated, smart and e-mobility solutions.
TML’s Commercial Vehicle offerings include sub-1 tonne to 55-tonne Gross Vehicle Weight
trucks and small, medium and large buses and coaches. TML’s Passenger Vehicle offerings
include the NEW FOREVER range that exemplifies the IMPACT 2.0 design language across
cars and utility vehicles and is developed using pioneering technologies that are sustainable.
TML is also playing a leading role in proactively shaping the electric mobility landscape in
the country.
TML has a JV with Fiat Group Automobiles to manufacture passenger cars, engines and
transmissions for the domestic market, and a JV with Cummins Inc. USA for the design and
manufacturing of diesel engines

HISTORY

Tata Motors was established in 1945 as Tata Engineering and Locomotive Co. Ltd. to
manufacture locomotives and other engineering products. It is India's largest automobile
company, with standalone revenues of Rs. 25,660.79 crores (USD 5.5 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 they operate best in the products they deliver and best in their value system and ethics.'

11
Tata Motors' presence indeed cuts across the length and breadth of India. Over 4 million Tata
vehicles ply on Indian roads, since the first rolled out in 1954. The company's manufacturing
base in India is spread across Jamshedpur (Jharkhand), Pune (Maharashtra), Lucknow (Uttar
Pradesh), Pantnagar (Uttarakhand) and Dharwad (Karnataka). Following a strategic alliance
with Fiat in 2005, it has set up an industrial joint venture with Fiat Group Automobiles at
Ranjangaon (Maharashtra) to produce both Fiat and Tata cars and Fiat powertrains. The
company is establishing a new plant at Sanand (Gujarat). The company's dealership, sales,
services and spare parts network comprises over 3500 touch points; Tata Motors also
distributes and markets Fiat branded cars in India.

Tata Motors, the first company from India's engineering sector to be listed in the New
York Stock Exchange (September 2004), has also emerged as an international automobile
company. Through subsidiaries and associate companies, Tata Motors has operations in the
UK, South Korea, Thailand and Spain. Among them is Jaguar Land Rover, a business
comprising the two iconic British brands that was acquired in 2008. In 2004, it acquired the
Daewoo Commercial Vehicles Company, South Korea's second largest truck maker. The
rechristened Tata Daewoo Commercial Vehicles Company has launched several new
products in the Korean market, while also exporting these products to several international
markets. Today two–thirds of heavy commercial vehicle exports out of South Korea are from
Tata Daewoo. In 2005, Tata Motors acquired a 21% stake in Hispano Carrocera, a reputed
Spanish bus and coach manufacturer, with an option to acquire the remaining stake as well.
Hispano's presence is being expanded in other markets. In 2006, it formed a joint venture
with the Brazil–based Marco polo, a global leader in body–building for buses and coaches to
manufacture fully–built buses and coaches for India and select international markets. In 2006,
Tata Motors entered into joint venture with Thonburi Automotive Assembly Plant Company
of Thailand to manufacture and market the company's pickup vehicles in Thailand. The new
plant of Tata Motors (Thailand) has begun production of the Xenon pickup truck, with the
Xenon having been launched in Thailand at the Bangkok Motor Show 2008.

Tata Motors is also expanding its international footprint, established through exports
since 1961. The company's commercial and passenger vehicles are already being marketed in
several countries in Europe, Africa, the Middle East, South East Asia, South Asia and South
America. It has franchisee/joint venture assembly operations in Kenya, Bangladesh, Ukraine,
Russia 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 centres in Pune,
Jamshedpur, Lucknow, in India, and in South Korea, Spain, and the UK. It was Tata Motors,
which developed the first indigenously developed Light Commercial Vehicle, India's first

12
Sports Utility Vehicle and, in 1998, the Tata Indica, India's first fully indigenous passenger
car. Within two years of launch, Tata Indica became India's largest selling car in its segment.
In 2005, Tata Motors created a new segment by launching the Tata Ace, India's first
indigenously developed mini–truck.

In January 2008, Tata Motors unveiled its People's Car, the Tata Nano, which India
and the world have been looking forward to. The Tata Nano has been subsequently launched,
as planned, in India in March 2009. A development, which signifies a first for the global
automobile industry, the Nano brings the comfort and safety of a car within the reach of
thousands of families. The standard version has been priced at Rs.100, 000 (excluding VAT
and transportation cost).

Designed with a family in mind, it has a roomy passenger compartment with generous
leg space and head room. It can comfortably seat four persons. Its mono–volume design will
set a new benchmark among small cars. Its safety performance exceeds regulatory
requirements in India. Its tailpipe emission performance too exceeds regulatory requirements.
In terms of overall pollutants, it has a lower pollution level than two–wheelers being
manufactured in India today. The lean design strategy has helped minimise weight, which
helps maximise performance per unit of energy consumed and delivers high fuel efficiency.
The high fuel efficiency also ensures that the car has low carbon dioxide emissions, thereby
providing the twin benefits of an affordable transportation solution with a low carbon
footprint.

In May 2009, Tata Motors 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 focussing 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.
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 labour 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.

Defence Vehicles History

The Tata Group's history with the Defence sector goes back to the 1940s when the Group
supplied armoured steel to support the World War II effort. The Tata Group also developed a
Wheeled Armoured Carrier - Indian Pattern or ACV-IP, better known as the 'Tatanagar'.

13
  1958 Start of Tata Group's association with the Defence sector
  125,000+ Vehicles supplied to the Indian Armed Forces
  India's 1st Indigenous Armoured Amphibious Wheeled Infantry Combat
vehicle designed & developed jointly with DRDO
  1239 Indian Army’s largest Land System order for High Mobility 6x6
vehicles awarded to Tata Motors

Today, the Tata Group offers solutions in aerospace, land systems and homeland security,
with different Tata entities serving India’s needs in the aerospace and defence manufacturing
value chain. These are backed by the group’s strengths in advanced materials.

Tata Motors in Defence

With a wide range of products operating across the entire military spectrum – from Logistics to front-
line Combat, Tata Motors today is the largest private sector mobility player in the Defence space in
India. Our mobility solutions portfolio has grown from strength to strength to include all classes of
vehicles - from light to heavy and across the entire Defence, Paramilitary and Police mobility
segment.

Tata Motors has supplied over 100,000+ vehicles to various Paramilitary & State Police
forces and is the only OEM having the widest range of vehicles available in over 10 DGS&D
Rate Contracts. Tata Motors is proud of its association with the Paramilitary & Police forces
and keeps continually improving & innovating products that cater to the forces specific
mission requirements

In addition to being a leading supplier of mobility solutions to the Indian Army, Navy, Air Force and
various Paramilitary forces, the company also exports its range of specialized Defence vehicles to
SAARC, ASEAN, African nations and the UN peacekeeping forces in conflict zones in Africa.

Featured here is Tata Motors’ Defence 6×6 combat support truck with a new militarized cab
suitable for up armouring with a tiltable arrangement, coil and armouring. Tata Motors had
won a contract to supply 1239 number of its indigenously developed 6×6 high mobility,
multi-axle vehicles in March 2015 from the Indian Army- the single largest order awarded to
an Indian private OEM in land systems. Tata Motors has named the product as LPTA 2038
6×6.

14
The 6×6 combat support from Tata Motors’ Defence is powered by a Cummins ISLE, 6-
cylinder engine which generates 375 bhp of power and a humongous 1550 Nm of peak
torque, mated to a 9-speed manual transmission. As you must have noticed, it sends power to
all its six wheels and is equipped with differential locks in all the three inter-axle differentials
and the one centre differential. This makes it an all-terrain truck with impeccable off-roading
capabilities as is expected from military combat support vehicles.

It weighs a massive 23 tonnes and has a nominal payload capacity of 8500 kg. Its imposing
figure can intimidate anyone and that is what the design purpose has been, to create
something which looks menacing and badass, which can send shivers down the spine,
especially across the enemy lines

Tata Motors’ mobility solutions portfolio has grown from strength to strength to include all
classes of vehicles – from light to heavy and across the entire Defence, Paramilitary and
Police mobility segment. In addition to being a leading supplier of mobility solutions to the
Indian Army, Navy, Air Force and various Paramilitary forces, the company also exports its
range of specialized Defence vehicles to SAARC, ASEAN, African nations and the UN
peacekeeping forces in conflict zones in Africa.

CHAPTER NO: 2 RESEARCH METHODOLOGY

OBJECTIVES
1. Focus on new product development
2. Expanding international business
3. Mitigating cyclicality
4. Customer focus
5. Organisational efficiency and cost management

15
1.FOCUS ON NEW PRODUCT DEVELOPMENT
a) To develop a range of exciting and contemporary products and services across the PV
and CV segments to match and surpass customer expectations.
b) Producing and delivering vehicles that create experiences, which customers love, for
lifeEmbracing technologies on ACES while delivering products of the highest quality
c) Delivering a fully emissions-compliant portfolio
d) Moving towards Modular Longitudinal Architecture - scalable architecture that is
agnostic to propulsion system and will optimise commonality and reduce complexity,
while managing costs

Key initiatives and actions

 The Company launched a number of models during FY18

 Launched the next-generation Compact Utility Vehicle – Nexon
 Rolled out the first batch of Tigor EV as part of the prestigious EV car tender floated
by EESL
 Enhanced customer experience with exciting design and features
 Introduced a number of new CV models, including the new XL range of small
commercial cargo vehicles and a number of new products on the Prima and Signa
ranges
 Unveiled a number of new products during the Auto Expo 2018, including the new-
generation Tata H5X and 45X concepts, Intra compact truck, Ultra T7 light truck and
the SIGNA 4323, India’s first six-axle rigid truck
 Awarded the World Car Design of the Year award at the 2018 World Car Awards for
Range Rover Velar, a luxury performance SUV
 Continued investment in new models that cater to the technology needs of ACES and
helps the Company remain competitive in the marketplace

Looking ahead

 The Company is introducing contemporary and value-added features and technologies

to increase the product appeal, safety and passenger comfort.
 TML is actively working on alternate propulsion systems, including zero-emission
technology, especially in EVs for certain applications
 From 2020, Jaguar Land Rover vehicles will offer an electric option. These vehicles
will be Mid Hybrids and/or PHEVs or BEVs
 Jaguar Land Rover announced its partnership with Waymo for development of
autonomous cars and for delivering 20,000 Jaguar I-Pace models under this
arrangement

16
2.Expanding international business

The focus of this strategy is identify new international markets based in the demographical
and socio economical features of specific region, which include the aspects of

 Regulatory landscape
 Geopolitical landscape
 Competitive landscape

Key Initiatives And Actions

 Shipments to ASEAN doubled in FY18 as compared to last making it the fasted

growing region.
 Jaguar Land Rover has attained a balance sales profits across North America, China,
Europe the UK and overseas during FY18.
 Plan to increase the investments to 9 billion by FY23

Looking Ahead

 The Company will enhance volume from non SAARC market driven by growth in
ASEAN Africa and the middle east.
 To Expand global market footprint further , will focus on four key areas of
developments suitable products, driving optimal sourcing and manufacturing
enhancing overall customer experience and further establishment the TML Brand
across geographical
 Jaguar land rover also working on further expansion of its manufacturing footprint in
china through its JV
 Jaguar Land Rover to expand in new markets.

3.MITIGATING CYCLICALITY

 To mitigate the impact of cyclicality in the automobile industry the Tata Motors
Groups Plans to continually strengthen Operation while gaining market share across
different products lines and offering a wide range of products in diverse geographies
 The Company also plans to strengthen other business such as financing of vehicles
and spare parts sales, service and maintenance contracts among others.

Key initiatives and action

17
  The company has been actively looking for opportunities to optimise its Operations
with specific focus on improving the supply chain efficiency significant cost
reduction and sales enhancement initiatives.
 The company is also actively pursuing increased penetration of services such as
penetration of annual maintenance contract fleet management services by leveraging
its competencies and the use of technology.
 Expanding the addressable market in PV with Products targeting multiple growth
segments is one of the key focus areas.

LOOKING AHEAD

 Increasing the sales of Tata Ok refurbished vehicles.

 Growing business in the field of fully vehicles such a trailers and tippers
 Continued focus on cost management and production through put to maximise the
overall efficiencies.
 Actively pursuing opportunities in EVs and mobility services as future growth areas
for the business .

4.Customer Focus
 TML Focus is one Strengthening market presence by offering solution that meet and
surpass customers expectation and deliver hassles free sales and services experience
to customers.
 Philosophy of customer first enables personalised and easy to do with experience for
its customers .


Key initiatives and actions

 Introduced sampoornaSeva a holistic value added package

 Increased reach of telematics software for large customers, supporting predictive
maintenance
 Expanded and strengthened its extensive network of service centres, dealerships and
distributors across the country, including specific focus on rural network
 Deployed mobile or container workshops to provide on-site repairs
 Enhanced dealership network coverage, effective resource deployment and focus on product
availability
 Achieved significant gains in quality through the World Class Quality initiative

Looking ahead

18
  Strengthen dealership sales and service network by increasing the number of customer
touchpoints.
 Reinforce customer engagement activities such as Key Account Management and customer
and dealer meets.
 Develop and provide value-added features and services to its ever-increasing customer base
using technologies such as connectivity, data analytics and Internet of Things.
 The Company aims for higher quality, keeping vehicle programmes on track and ensuring
optimum use of resources to deliver an optimal experience to even more customers.
 The Company aims to provide products and services that customers desire, while trying to
exceed customer expectations over time.

5.Organisational efficiency and cost management

 To critically review and right-size the cost structure to deliver best-in-class products at
competitive prices and maximise the returns on a continual basis

Key initiatives and actions

 Extensive benchmarking exercise with systematic deployment of initiatives such as the

‘should-cost’ approach
 Alternate sourcing, and commercial negotiation
 Critical review of internal resources, including the roll out of operational efficiency
initiatives, productivity improvement initiatives and fixedcost reduction measures
 Establishing a clear decision-making matrix and accountability within business units

Looking ahead

 TML will continue to focus on identifying areas of resource optimisation and reducing input
costs.
 Initiatives such as margin improvement projects and cost reduction actions across locations
and functions are continuing in FY19 to strengthen overall financials.

Scope Of Study Of TATA MOTORS

These are some of the scope of

the study:
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There AreSome of the scope of the study:

1. From the research analysis we can find that what is a person first look in a
dream car.
2. The study can be used to know the perception of consumer about Tata motors.
3. The present study can be extended to access the present marketing condition of
Indian automobile sector.
4. The study can be used to design a proper product, price, place and promotional
strategy for the market.
5. From the present study we can know the market share of different products and
accordingly formulated strategy to enhance it.
6. This study can be applied to find out an effective distribution channel to
enhance the sale of various products of TATA Motors.
7. Study is also conducted to find out the preferences of the customers and their
expectation from the products.
8. Study is also conducted to find out the reasons why not all class of the
customers prefer the products of TATA.

Significance of the study

Tata Motors is the largest automobile company in India, with consolidated revenues of $ 20
million in 2009-10. Tata Motors is number one in commercial vehicles and among the best
players in the sector of passenger vehicles. Tata Motors has produced compact cars, segments
of mid-size vehicles and utility.

Today the demand of utility and goods carrying vehicles in increasing day by day mostly
villagers and farmers are its target customers. So company wants to know the right picture of
customers of its different brands.

Tata Motors dominates sales in India’s nascent EV market with its electric SUV Nexon and
Tigor compact EV, and plans to launch 10 new electric models by 2025. Several carmakers
including Maruti Suzuki, India’s largest, have yet to enter the space.

Tata also has the advantage of working with other group companies such as Tata Power, Tata
Chemicals and Tata Autocomp to create an ecosystem for EVs, Chandra said.

In one of the most significant shifts of clout in the auto industry, Ford Motor f is handing the
keys to its high-class British Jaguar and Land Rover brands to an Indian company perhaps
best known for its heavy trucks

Tata Motors is a public company controlled by Mumbai-based Tata Group, a huge, private
conglomerate with 98 operating companies in industries such as power generation, chemicals,
telecommunications and engineering.
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Tata Motors earned $420 million in fiscal 2007, according to filings with the Securities and
Exchange Commission, and sold 588,000 trucks and small cars that year.

LIMITATIONS

 Limited access to Data.

 Formulation of research aims and objectives.
 Implementation of data collection Method.
 The Responses of the consumers may not be genuine.
 Continuous and reliable information was not available.
 Some of the information was confidential so much information was not
revealed.

CHAPTER NO :3 LITERATURE REVIEW

Analysis of literature forms a vital as well as a crucial part of researches. No research study is
taken to be as thorough if a broad literature review is not made by the researcher in his or her
research study. The elementary motive of undertaking this task is to find the research breach
between studies done so far and also to decide exactly the topic of researchand to get a

21
perception into the research theme selected for study. In this sense this implementation
becomes a kind of exploratory research.

While managing a product, managers are usually interested in acquiring as estimates of

the market measurement of an aggregate level. Under sure assumed
enterprise stipulations in particulars sales potential refers to the most feasible income chance
of the product marketed by way of a company. Where utilized to geographical areas .It means
the most income volume, which should be generated by using buyers in the location for the
some mentioned period. Area manageable can be expressed each in absolute terms and as a
proportion of the total market. Generally, the sales forecast is decrease than the market
potential, due to the fact a company might also be constrained by resources or different
locations or priorities. two Since most merchandise are comparable to a no of others,
shoppers frequently interact in giant in the improvement of potentials. The decision on
whether to consist of or cut out closely associated substitutes would often have a
suggested effect on estimated sales potential. For example in considering the relative
income manageable for canned two peas one would have to reflect onconsideration on the
possible sales of concern frozen peas, due to the fact the two can be viewed as close
substitutes for each other.

Covid-19 impact on Tata Motors

The slump in sales was expected in May as most of the states announced lockdown like last
year to tackle the Covid-19 crisis.

Like most other carmakers in India, Tata Motors too failed to avoid the impact of Covid-19
crisis on sales in May. The Indian vehicle manufacturer registered a drop of 40 per cent in
domestic passenger vehicles sales last month, compared to April this year.

Tata Motors has announced that it could sell only 15,181 units of passenger vehicles last
month, compared to 25,095 units it could sell in April.

The slump in month-on-month sales figures, however, appear as major gains if compared to
May last year, when Tata Motors could sell only 3,152 units due to the nationwide lockdown
enforced to curb spread of Covid-19 virus.
Tata Motors issued a statement today, saying that its overall sales in the domestic market last
month stood at 24,552 units. The figures are around 38 per cent lower than what the carmaker
achieved in April, when it sold 39,530 units.
Exports for Tata Motors fared better in comparison with its overall sales figures. Tata
exported 2,030 units of commercial vehicles in May compared to 2,209 units in the previous
month, which is a drop of about 8 per cent.
If May was bad, April was not any better for Tata Motors in terms of sales. It had recorded a
month-on-month drop of more than 40 per cent in sales.

22
The slump in sales was expected in May as most of the states announced lockdown like last
year to tackle the Covid-19 crisis. Being one of the major bases for the carmaker, lockdown
in Maharashtra showed its impact on Tata Motors' performance last month.

The ongoingCovid crisis has not only harmed sales prospects of all Indian carmakers, it has
also had its impact on production too. Several carmakers had to force shut their facilities
amid lockdown restrictions as they continue to battle shortage of supply, a problem faced by
most carmakers around the world.

Domestic automobile giant Tata Motors on Tuesday announced that the firm will extend the
warranty and free service period for its passenger vehicle owners. This is an attempt by the
firm to offer a hassle-free after sale experience to its customers.

The announcement has been made keeping the current COVID-19 situation in focus. The
country had been dealing with an unprecedented surge in COVID-19 cases for the past
several weeks. Multiple states have announced lockdown and curfews for extended periods in
order to curb the spread of the virus.

As per the Tata Motors announcement, the warranty and free service period of passengers
cars which was expected to expire between April 31, 2021, and May 31, 2021, has now been
extended till June 30, 2021. The announcement states that several vehicle owners are not able
to service their cars in the allotted time period due to COVID-19 related lockdowns and
curfews, this initiative will help these vehicle owners.

Dimple Mehta, Head of Customer Care (Domestic & IB), PVBU, Tata Motors, explained that
due to COVID-19 restrictions the firm's customers are not able to send their vehicles to the
authorised Tata Motors service centres for the scheduled maintenance and repairs.

He adds that this would become a major challenge when warranty and free service periods
expire during the lockdown.

Mehta said, "We are committed to our customers and are offering them utmost support in
these tough times by extending their warranty and free service period till 30th June 2021.

23
Through this initiative, we are enhancing our brand connect with customers and are offering
them a hassle-free ownership experience".

Tata Motors has also announced that the firm has expanded its service network to more than
400 locations. It now has more than 608 service centres across the country.
Organization Capabilities
Research and Development Infrastructure
Over the years, we have devoted significant resources towards our research and development
activitiesOur research and development activities focus on product development,
environmental technologies and vehicle safety.
In India, our Engineering Research Centre, or ERC, established in 1966, is one of the few in-
house automotive research and development centres in India recognized by the Government
of India. The ERC is integrated with all of the Tata Motors Global Automotive Product
Design and Development Centres in South Korea, Italy and the United Kingdom. In addition
to this, we leverage key competencies through various engineering service suppliers and
design teams of its suppliers.
We have a new passenger car electrical and electronics facility for the development of
hardware-in-the-loop systems, labcars and infotainment systems to achieve system and
component integration. We have an advance engineering workshop, with a lithium-ion
battery module, for the development of electric vehicle and hybrid products.
We have a crash test facility for passive safety development in order to meet regulatory and
consumer group test requirements and evaluate occupant safety, which includes a full
vehicle-level crash test facility, a sled test facility for simulating the crash environment on
subsystems, a pedestrian safety testing facility, a high strain rate machine and a pendulum
impact test facility for goods carrier vehicles. This facility is also supported with computer-
aided engineering infrastructure to simulate tests in a digital environment.
Our safety development facilities also incorporate other equipment that we believe will help
improve the safety and design of our vehicles, such as an emission labs engine development
facility, a testing facility for developing vehicles with lower noise and vibration levels, an
engine emission and performance development facility and an eight poster test facility that
helps to assess structural durability of M&HCVs.
In addition, we are installing a new engine noise test facility and transmission control unit
which we expect will aid in powertrain development. Other key facilities include a full
vehicle environmental testing facility, material pair compatibility equipment, corrosion test
facility, heavy duty dynamometers and aggregate endurance test rigs.
Our product design and development centers aim to create a highly scalable digital product
development and virtual testing and validation environment, targeting a reduction in product
development cycle-time, improved quality and the ability to create multiple design options.

24
Global design studios are key part of our product conceptualization strategy. We have aligned
our endto-end digital product development objectives and infrastructure with our business
goals and have made significant investments to enhance our capabilities, especially in the
areas of product development through computer-aided design, computer aided
manufacturing, computer-aided engineering, knowledge-based engineering, product lifecycle
management and manufacturing planning. In specific engineering review processes, such as
digital mock-up and virtual build and validation, we have been able to provide capabilities for
reduced time and increased quality in product designs.

Advanced vehicle & drivetrain development:

TMETC's AE department coordinates cross-department projects to develop advanced drivetrain
technologies to meet future legislative and customer requirements. Significant expertise has been
developed in the following areas and systems

 Advanced transmission and hybrid systems

Focused on technology development and validation o Design, analysis, verification and
validation capabilities
 Drivetrain control system development
Software in the loop through to rapid prototyping
Industry standard CAE capabilities: MATLAB, Simulink, Stateflow
 Dynamic systems modelling and simulation
Physical modelling in support of technology development
 Embedded Systems
Platform & process and tool development o Automatic climate control ECU development
Batter y Management System
Hybrid vehicle management

Marketing Reseach
Market research is for discovering what people want or believe. It can also involve
discovering how they act . Once that research is complete it can be used to determine how to
market your specific product anywhere is a very good platform for market research and
analysis.

For starting up a business there are a few things that are important.

Market information

Supply and the demand information about the market can be Obtained in several Different
varieties and formats.

Examples Of market information Questions are

Who are the customers?

25
Where are they located and how can they be conducted?
Market Segmentation
Market Segmentations is the division of the market or population into subgroups with similar
motivation. Widely used bases for segments include geographic differences, personality ,
Differences, Demographic Differences, use of product differences and psychographic
differences market trends.
The upwards or downwards movements of a market , During a period of time . The market
size is more difficult to estimates if you are starting with something completely new in this
case you will have to derive the figures from the number of potential customers or customer
segments.
But Besides Information about the target market you also need information about your
competitor your customers, products etc. A few technique are
Customer analysis
Choice modelling
Competitor analysis
Risk analysis
Products research
Advertising Research

Growth of Organisation
The Tata Motors Group global sales, comprising of Tata , Daewoo and Hispano Carrocera
range of commercial vehicles. Tata passenger vehicles along with distributed brands in India.
And Jaguar and Land Rover were 101 712 Nos in March 2010 a growth of 39% over march
2009 cumulative sales for the fiscal are 872,951 higher by 19% compared to the
corresponding period in 2008-09.
Sale of all commercial vehicles were 47,936 nos in march 2010 a growth of 53% cumulative
sales for the fiscal are 413,057 nos a growth of 37% sales of all passenger vehicles were 53
776 nos in march 2010, a growth of 28% cumulative sales for the fiscal are 459 894 nos. A
growth of 6% Tata Passenger vehicles sales including those distributed were 30,238 nos for
the month a growth a growth of 18% cumulative sales for the fiscal are 265,912nos a growth
of 24%
Jaguar Land Rover Global sale in March 2010 were 23,538 vehicles higher by 43% Jaguar
sales for the month were 4,642 higher by 8% while Land Rover Sales Were 18 896 hihger by
55% cumulative sales of Jaguar Land Rover for the fiscal are 193 982 nos lower by 11%
cumulative sales of Jaguar are 47 418 nos lower by 24 % while cumulative sales of Land
Rover are 146 564 no Lower by 6%

Tata Motors Problems in Market Literature Survey

26
Tata Motors is facing many problems in the market place and researcher is making different
recommendations to Tata Motors and Indian Auto Industry.

Many automobile companies stated that globalization process has shown major impact on
auto industry which allowed them to face many problems. In order to overcome globalization
impact auto companies should try to improve their company standards in the global markets
through which they can even manage competitive levels in the global markets.

Many participants stated that the buying behavior of the customers change continuously
which is the major reason for the failures of automobile companies. In order to overcome this
problem, companies should try to maintain customer relationship management process
through which they can build a relation with the customers and can easily identify their wants
and needs.

In the research survey process, many participants stated that Tata Nano has not changed the
history of Indian Auto industry but it gave some competition in the first year to the auto
companies with its huge expectations. Tata Motors should take this particular point into
consideration that auto companies are not thinking Nano as core competence of Tata Motors.
In order to prove its efficiency and improve its competitive levels Tata should make some
new innovations to Nano Car which gives a huge competition to the companies and get
competitive advantages to Tata Motors.

Tata Motors stated that its major competitors are Honda, Maruthi and Toyota but not only
these three companies Tata should try to consider all other auto companies because every
company has its own strategies core competencies and each and every company which exists
in the market can be considered as the competitor for the existing companies. 

The participants from Tata Motors gave a neutral answer that Tata Nano changed the history
and Tata Nano does not change the history of Indian auto industry. Tata it self is not so clear
that Nano is their competitive advantage. In order to make their Nano more successful Tata
should try to improve the features of Nano and turn this car into the core competence of Tata
Motors. Participants from Tata even answered that Indica and Indigo along with Nano are
their most successful products. But Tata is still not clear that Nano is their only successful
product, Tata is trying to manage all their company products in a balanced way. But Tata
should highlight Nano as their competitive advantage because no other company in the world
is offering a car for only one lakh rupees which are equal to that of a two wheeler price. Tata
should try to promote Nano with more advertisements in order to create awareness among the
customers not only in India but even in the global markets.

Participants from Tata Motors answered that price is the major competitive advantage of
Nano Car, but Tata should remember that price is not only the major constraint but many
people even prefer price along with quality and features. Tata should improve the quality of
their Nano car and should develop it with required features.

While introducing Nano car there are huge expectations in the market that Nano car will
change the history of Indian Auto industry and it will even satisfy the low income customer at

27
all ends. But after using Nano many customers were not satisfied with the features and
quality offered in the Nano Car. The customer feedback on Nano was not so impressive
especially there were many technical problems, no proper seating facility, less mileage and
low quality products within the car are the major complaints on Nano. For this reason, Tata
should totally consider customer feedbacks and should innovate Nano car with additional
features. By increasing Nano features Tata can even increase the price on Nano upto 1.5 lakh
or 2 lakhs because no other company in the world is offering cars at the range between 1.5 to
2laksh and for this reason Nano can take this as an advantage and can improve the quality
and all. Even after increasing the prices Nano will be the cheapest car in the world because
other car is available in the market with a price range of 1.5 to 2 lakhs.

Many existing customers of Nano answered that they prefer Nano Car because of its low
price but still they are stating that quality is also important and they are suggesting that Tata
should improve the features and services of Nano car in order to totally satisfy the customers.

Many customers using Nano even stated that they have faced many technical problems with
Nano car and Tata should try to improve the services and should offer the new Nano cars
which do not create technical problems and should even offer free services to the existing
customers who are using Nano car and facing problems with it.

Many participants even answered that the advertisements given by Tata Company and the
marketing staff who were appointed to market Nano cars have initiated them to buy Nano
Car. For this reason, Tata should identify that advertisements and marketing staff are more
helpful to Tata in selling their Nano cars and for this reason they should use new strategies in
advertising and marketing process in order to attract the customers towards its company. 

 The new customers of Tata who are willing to buy Nano car answered that the major reason
behind they interest towards Nano is the low price when compared with the other cars. The
customers are stating that they were just in a dilemma whether to buy Nano or not because of
the existing customer feedback and Nano reviews. In order to satisfy these customers Tata
should innovate Nano car and should promote the car in such a way which directly attracts
the customers towards Nano and improves the sales of Nano.

Tata Motor’s Acquisition of Jaguar and Land Rover

On June 02, 2008, India-based Tata Motors completed the acquisition of the Jaguar and Land
Rover (JLR) units from the US-based auto manufacturer Ford Motor Company (Ford) for
US$ 2.3 billion, on a cash free-debt free basis. JLR was a part of Ford’s Premier Automotive
Group (PAG) and were considered to be British icons. Jaguar was involved in the
manufacture of high-end luxury cars, while Land Rover manufactured high-end SUVs.

28
Forming a part of the purchase consideration were JLR’s manufacturing plants, two advanced
design centers in the UK, national sales companies spanning across the world, and also
licenses of all necessary intellectual property rights. Tata Motors had several major
international acquisitions to its credit. It had acquired Tetley, South Korea-based Daewoo’s
commercial vehicle unit, and Anglo-Dutch Steel maker Corus. Tata Motors long-term
strategy included consolidating its position in the domestic Indian market and expanding its
international footprint by leveraging on in-house capabilities and products and also through
acquisitions and strategic collaborations

Analysts were of the view that the acquisition of Jaguar and Land Rover, which had a global
presence and a repertoire of well established brands, would help Tata Motors become one of
the major players in the global automobile industry.

On acquiring JLR, Rattan Tata, Chairman, Tata Group, said, “We are very pleased at the
prospect of Jaguar and Land Rover being a significant part of our automotive business. We
have enormous respect for the two brands and will endeavor to preserve and build on their
heritage and competitiveness, keeping their identities intact. We aim to support their growth,
while holding true to our principles of allowing the management and employees to bring their
experience and expertise to bear on the growth of the business.” Ford had bought Jaguar for
US$ 2.5 billion in 1989 and Land Rover for US$ 2.7 billion in 2000. However, over the
years, the company found that it was failing to derive the desired benefits from these
acquisitions.

Ford Motors Company (Ford) is a leading automaker and the third largest multinational
corporation in the automobile industry. The company acquired Jaguar from British Leyland
Limited in 1989 for US$ 2.5 billion. After Ford acquired Jaguar, adverse economic
conditions worldwide in the 1990s led to tough market conditions and a decrease in the
demand for luxury cars. The sales of Jaguar in many markets declined, but in some markets
like Japan, Germany, and Italy, it still recorded high sales. In March 1999, Ford established
the PAG with Aston Martin, Jaguar, and Lincoln. During the year, Volvo was acquired for
US$ 6.45 billion, and it also became a part of the PAG

Marketing strategies of Tata motors 

1. Product, Branding, and Advertising :

Every business started from 0, from no one knows it until everyone know it. Advertising
is one of the most common ways to make car buyer or car enthusiast aware of the new car
with special promotion price. Another more important way of advertising is to create an
image or brand image. Take BMW Z3 for example, it was introduced in 1996 and shortly
the car has been used in the famous James Bond movie. This is similar to Nissan 350
Fairlady Z in the recent 2007 Fast and the Furious 3 – Tokyo Drift. Over the years Tata

29
 Motors have been successful in creating their brand image especially they use some
famous stars as their spokesman

Other important marketing strategies are such as the packaging, innovations, and quality
control. Tata Motors provide many innovative features to attract car lover. One of these
innovations is the Tata Safari 4X4Dicor that has “Reverse Guide System”. A
weatherproof camera is fixed to the rear car to help the driver while reversing the car.

2. Pricing Strategy 

There are various factors to determine a price of a car. These factors are such as market
condition (it can’t be too low or too high with the prices of same vehicle from
competitors, it has to be at par), cost incurred to build a car, profit by company, dealer
profit. 

Giving discount every month and special promotion for certain type of vehicle also one of
the strong strategy use by Tata Motors. Discount can be made from Company’s profit or
from dealer’s profit at certain range.

3. Place
Place of dealership does play an important role. The channel of distribution, physical
location, and dealership method of distribution and sales is generally adopted. The
distribution of vehicle must be in a very systematic way, from the plant to dealership and
to end user. This is not only in India itself but also to the world-wide dealership

4. Maintenance and Support

After sales service is also another important marketing strategy for most of the car
buyer to choose for the right car. End user will not want to spend a lot of time to
travel to a far place just to service the car such as change engine oil, oil filter and
some simple checking. Parts and accessories must also easy to access when it is
needed to keep the customer satisfy from buying Tata cars until maintaining the car or
even until they sell the car and change to a newer Tata mode

Marketing Concept And Orientation

It is a fundamental idea of marketing that organisation survive and prosper through meeting
needs and wants of customers. This Important perspectives is commonly knows as the
marketing concept.
The marketing concept is about matching a company’s capability with customer wants. This
matching process takes places in what is called the marketing environment.
Business do not undertake marketing activities alone. They face threats from competitors and
changes in the political, economic social and technological environment. All these Factory

30
have to be taken into account as a business tries to match its capabilities with the needs and
wants of its target customers.
An Organisation that adopts the marketing concept the needs of potential customers as the
basis for its operation success is dependent on satisfying customers needs.
What are customers needs and wants?
A needs is a basic requirement that an individual wishes to satisfy.

People have basis needs for food, shelter, affection, esteem and self-development many of
these needs are created from human biology and the nature of social relationships. Customers
needs are therefore very broad. Whilst customer needs are broad customers wants are uaually
quits narrow.

A Wants is a desire for specific Product or service to satisfy the underlying need.

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

For Example Many consumers around the globe want a Mercedes , but relatively few are able
and willing to buy one.

Business therefore have not only to make product that consumers want but they also have to
make them affordable to a sufficient number to create profitable demand. Business do not
create customer needs or the social status in which customers needs are influenced . it is not
Mc Donalds that make people hungry. However business do try influence demand by
designing products and services that are.

 Attractive
 Work well
 Are affordable
 Are available

Business also try to communicate the relevant feature of their products through advertising
and other marketing promotions.

SWOT Analysis Of The Organization

SRENGTH:
 Strong Preview in the Marketplace :Tata Motors in the only company in India with
a broad based presence across the industry in all segments of the commercial vehicles

31
 market heavy and medium commercial vehicles , light commercial ethical, pickups
sub one- tonne, mini-truck and key segments- compact , midsize car and utility
vehicle Segment of the passenger
 Unique Understanding of Customer Need : with 50 year’s presence in the
automotive business, Tata Motors Understands customer needs and develops products
that meet their commercial vehicles , amidst Japanese competition in which it today
strongly leads in the 1990 Anticipating the need for an affordable family car, it
Launched the now famous Tata Indica , which occupies a leading position among
compact cars.
 Skill Base Developed over the last 40 years : Tata Motors is also very well-place on
technology capability . the company had set up its engineering research Centre as
early 1966 With 1400 scientists and engineers and state of the art development ,
testing and validation facilities it is this technology capability which has ‘ allowed
Tata Motors, over the decades, to offer indigenously development products. This
strength has been accentuated with the inclusion of TMETC,TDCV has Hispano
Carrocera in the R & D network, besides several other specialist external agencies.
The company no longer needs to develop every necessity itself. Today it just has to
manage the process of product creation, drawing upon already available R & D and
skilled fom different sources.
 People Strength: The company’s key strength is its people. The over 22,000
employee comprise a very broad talent base with the required skills in every aspect of
the industry. With increasing international initiatives by the company. This talent base
is now getting enriched with necessary competencies to respond to meet world –class
standard of quality and cost. The company will achieve this by developing and
marketing relevant products. On its existing platform and new ones, which delight
consumers in every market they are introduces in.
 Tata Motors Linkages in Europe through subsidiary companies : In Oct 2005
Tata Technologies Ltd. A 100 per cent subsidiary of Tata Motors acquired a 94.3 per
cent stake in INCAT international Limited. INCAT is a supplier of engineering &
design, product lifecycles management and product centric IT services to the
automotive, aerospace and durable goods industries.
 Tata Motors R & D in Europe : Deepening its engagement with the Europeans R &
D space in sep 2005 Tata Motors set up the Tata motors European technical centre a
100 per cent subsidiary in the European UK. It is engaged in design engineering and
development of products for the automotive industry. Working synergistically,
TMETC Provides the company with design engineering support and development
services complementing and strengthening the company’s skill sets and providing
European standards of delivery to the company’s passenger vehicles.
 The internationalization strategy: so far has been to keep local managers in view
acquisitions and to only transplant a couple of senior managers from India into the
new market. The benefit is that Tata has been able to exchanges expertise . For
example after the Daewoo acquisition the Indian company leaned work discipline and
how to get the final product right first time.

32
WEEKNESS :
 The current financial situation of its recently acquired firms like corus and Land
Rover Jaguar is very big headache for the company and it should be back to the track
in the near future.
 The high ratio of debt equity ratio is also weakness of the company.
 The small car segment is still not good for the company due to Maruti Suzuki so it
need to top this section also.
 The CV segments becoming highly competitive ny new player like Volvo, and rival
M&M are coming with new products to cater the TATA in the market as the rural
area has given thumps up to M&M during this year.
 The company’s passenger car products are based upon 3rd and 4th generation platforms
which put Tata motors limited at a disadvantage with competing car manufacturers.
 Despite buying the Jaguar and Land Rover brands Tat has not got a foothold in the
luxury car segment in its domestic ,Indian market is the brand associated with
commercial vehicles and low cost passenger cars to the extent that it has isolated it
self from lucrative segments in a more aspiring India?

OPPORTUNITIES:
 India’s huge geographic spread this is one aspect where the company is looking for
and its diversified range of cars suits very much this area of car or say auto industry in
country.
 Easier finance schemes: The current fiscal stimulus and easy loan will surely guide
the company to post good sales as the current trend shows the cars sales has been
boosted by easy loan norms in the country.
 Replacement of aging four wheelers one of very important reason where the car
industry and commercial vehicle can take advantage in coming days.
 Increasing road Development income of rural sector as we all know the
infrastructure will surely boost the auto industry as it is directly related to the this
industry and the government policy in spending the money ion infrastructure will
create good demand.
 Increasing dispensable income of rural agri sector : Somehow this year the rural
demand was very enthusiastic than urban market which drive the auto industry so the
development of rural infrastructure and condition will create handsome demand form
the rural area.
 Higher GDP Growth : with standing tall during the slowdown our economy have
money had shown the industry that demands will gain momentum in near future very
soon.

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  Increasing disposable income with the service sector – As the consumers have
money in their hand definitely there will be demand form their side os this is also very
good opportunity for this sector.
 Graduating from two wheeler to four wheeler the dream of NANO will boost
demand four wheeler in the auto industry.

THREAT:
 Indian is lacking in proper infrastructure this is slowing the pace of growth of auto
industry.
 Global crisis: This is really hurt the Indian growing industry and not the auto but tyre
industry went to loss.
 High competition from foreign players : as the giants like GM audi MERC etc. Are
trying to capture the high segment market it is one the very effective threat to the
company
 Other competing car manufactures have been in the passenger car business for 40, 50
or more year therefore Tata Motors limited has to catch up in terms of quality and
lean production.
 Sustainability and environmentalism could mean extra costs for this low cost producer
this could impact its underpinning competitive advantage . Obviously as Tata cost
producer this could impact its underpinning completive advantages. Obviously as
Tata globalises and buys into other brands this problem could be alleviated.

 Since the company has focused upon the commercial and small vehicles segments it
has itself open to competition from overseas companies for the emerging Indian
luxury segments. For example ICICI bank and daimlerchrysler have invested in new
pune based plant which will build 5000 new Mercedes-Benz per annum. Other
Players Development Luxury cars target at the Indian market include ford Honda and
Toyota in fact the entire Indian Market Including Mahindra and Mahindra , Maruti
Udyog General Motors Ford and other.

 Rising Process in the Global economy could pose a threat to Tata Motors Limited on
a couple of fronts. The price of steel and aluminium is increasing putting pressure in
the cost of production many of TATA production run on Diesel fuel which is
becoming expensive globally and withi9n its traditional home market.

 One weakness which is often not recognized is that in English the word ‘Tat’ means
nebbish would the brand sensitive british consumer ever buy into such a brand maybe
not but they would buy into fiat Jaguar and Land Rover.

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CHAPTER NO.4 DATA ANALYSIS , INTERPRETATION AND
PRESENTATION

SOURCE OF DATA COLLECTION

Primary:
For my survey primary data have been used as a questionnaire to collect the data.

Secondary:
The secondary data has been collected from the following modes :

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  Magazine
 Data through internet sources

RESEARCH DESIGN
Research design is the arrangement for condition for data collection & analysis of data in a
manner that aims to combined relevance to research purpose with economy inprocedure.

The research conducted by me is a descriptive research This is descriptive in nature because

study is focused on fact investigation in a well structured form and it based on primary data.

TOOL OF COLLECTION
 Questionnaires
 TATA MOTORS Co. Website

ANALYSIS
The Important factors and data’s collected were sequentially analyzed and graphs.

Data Analysis And interpretation

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1. Gender
This pie chart shows That out of the 25 people that completed my Questionnaire, 40%
of These were female and 60 % were Male. This is quit amount so it should not affect
my overall result drastically

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 2. Age

92% who have responded are from the age between 18-45years

4% are below 18years

4% are below 40-60years.

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3. Occupation

60% are students

28% are salaried people

12% are self employed

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 4. Do you Know about TATA MOTORS?

This pie chart shows That , 92 % people know about TATA MOTORS And

8% are unaware.

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 5. Why did you choose this brand?

44% will choose Tata Motors because of brand image, design, availability and good service.

24% will choose because of brand image

16% will choose because of good service

The remaining will choose because of availability

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 6. TATA MOTOR vehicles is more durable in respect to Others ?

52% agree that Tata Motors is more durable than others

20% strongly agree that Tata Motors is more durable than others

12% somewhat agree

12% strongly disagree

The remaining too disagree that it is not very durable

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7.You are satisfied with efficiency of TATA MOTOR Vehicles?

40% are somewhat satisfied

56% are strongly satisfied

4% are not satisfied

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 7. Are aware of all the product that TATA MOTOR offers to the consumer and
the new launches offered by TATA?

80% are aware and 20% are not aware of the offers of Tata Motors to their customers

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 8. Are you satisfied with the performance and product quality of different mOdel?

96% are satisfied with the performance and 4% are not satisfied

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 9. Which Factors do you think would Influence Your Purchasing Decision The
most ?

68% are influenced by price financing and past financial record

20% are influenced by word of mouth, shape and size and technical aspect

And 20% by after sale services

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 10. How do you evaluate TATA vehicles Overall Quality?

For 60% Tata vehicles quality is very good

For 32% it is good

4% it is average and

For 4% it is very bad

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11.What Elements do you think are most important when you are buying TATA
Vehicles?

44% find brand, price, products quality, advertising promotion and design important when
buying Tata vehicles

For 32% the product quality

20% the brand itself

4% the advertising and promotion

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12.To what extend is you possibility to buy TATA vehicles when you are want to Buy?

48% say a definite yes another

48% also say yes

4% won’t buy a Tata motors vehicle ever

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CHAPTER NO.5 CONCLUSION AND SUGGESTION
CONCLUSION

A questionnaire was designed to understand the market and create awareness about TATA
MOTORS. Based on the questionnaire, data was collected and analyzed and it was found that
the customers are willing to buy the Cars. However they are also skeptic about it. Suggestions
are provided based on customer requirements and market situation. A nearest attempt has
been made to make the study realistic and suggestive, but it is not claimed that the findings
and suggestions in the report are perfect
Tata Motors is one of the best cars manufacturing company in India. People feel that Tata
Cars are people's car as it is satisfactory on all parameters.

Tata Motors have knowledgeable sales persons, the employees of TATA Motors spend
enough time before and during sales. The prices are affordable as it is a low cost producer,
attractive discounts are offered, waiting area is pleasing, TATA Motors service station is
excellent.

The Maintenance Cost of Tata Motors is high and resale value is low. These are the only two
main areas in which the customers are dissatisfied. Therefore, Tata Motors has to work in
terms of maintaining quality standards.

All and all With a product line spanning commercial, utility, and passenger vehicles, Tata
Motors is on the road to forging ever stronger relationships with the people who have bet
their money on the company’s products.

Tata Motors Limited is a strong automobile company that has gained a large market share
through acquisition and mergers. However, the company faced challenges such as lack of
proper investment in research and development to enhance the quality of automobiles
produced. Tata successfully acquired JLR due to its strong financial condition which made it
possible to maintain JLR

Tata Motors has touched many milestones. They are the largest automobile manufacturer of
India. In fact, they are also the 2nd largest bus manufacturer, 4th largest truck manufacturer,
and 17th largest motor vehicle company of the world. This automobile behemoth currently
employs over 80,000 employees, making it one of the largest Indian MNCs

The automotive industry is mature and most of the automotive companies are also mature
players. The marketing strategy used by these well-established companies is very different
from that of a startup or a small business.

Tata Motors should not ever feel settled with their innovation but continue because the
competition is always there. They must be aware of what is happening with their competitors
and be quick with their advances. They must know how to utilize their resources and
capabilities to be more competitive in the automotive industry locally as well as globally.
They have the products for different consumers so they must use that to their advantage.Some
of the recommendations for Tata Motors are exploring mass customization options in

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the Small Commercial Vehicle segment, improving brand reputation and technology
appropriation to bring out a world class ultra-HCV segment

Increase demand for automobiles in developing countries.

There are many developing nations where Tata Motors could establish their brand and profit
as the nations continue to build upon eir economy and infrastructure. The problem in many of
these countries is the lack of roads which translates to less demand for automobiles.

Take advantage of resources of Tata Group.

There are a number of ways collaboration between Tata Group and Tata Motors could be
beneficial.

Utilization of Tata Group’s resources could certainly translate to a strong upper hand against
many competitors and much of the collaboration would be attractive for both parties since
they would both be benefitting from the cooperation.

Capitalize on young population

As mentioned before, India has a very large population under the age of 25. These young
people do not want to be living in the last generation, they want what is new and current.
Tata’s lack of modern design is hurting their sales among the next generation.

My suggestion is to hire a new team of designers and engineers to work together and reduce a
new line of products with a focus on sleek design and attracting the younger demographic

The next few years will be decisive for 

Tata Motors
 NSE 1.47 % and the company needs to transform itself to be relevant in the world of future
mobility by forming partnerships, developing new solutions and optimise investme
according to Chairman N Chandrasekaran

Tata Motors to remain sharply focused on high-growth segments of the market

Conclusion and Recommendation

The result reveal that the company has performed very bad almost on all parameters as the
return on capital Employed and net worth to an time low. Also the results also highlight few
areas that needs to be considered like current ratio can be a matter of concern for the
investors as it directly impacts the company such as voluntary retirement scheme and sell off
non core assets has worked well in favor of the company.

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I just recommended dad each and every company should be giving all the benefits to the
employees like medical benefits education facilities Provident funds and all the insurance and
retirement benefits so that employee can secure our future

Through Power analysis of Tata Motors ,we have evaluate that Tata Motors has been
evolving thought out the years but it needs do some improvement. bybeing more efficient
with their product, they have a possibility of increasing their market shares. They have a
possibility of increasing their market shares the most work with their suppliers to improve
and maintain the quality of the materials being used. Also, they should have better
relationship with suppliers to make sure they have table sources of input.

Without search source says they will have a negative impact on their process dare
manufacturing process is currently going through improvements for their companies have
already started such changes. they need to concentrate on their marketing strategies to the
point where people think of the company it automatically comes up with economical.
consumer must be aware of its consumer cost that would attract Someone to by the car.

Order to expert and to be more international, they can hire public figures for advertising and
even have one as an ambassador that would case people to see what company also, if you
were to ask American about Tata Motors they probably have no clue about company is.
Marketing your product correctly will being a good name for the company. Add the moment,
they are doing great in Indian but not necessarily in other countries. By being drivers with its
advertising, they could have higher sale within the those countries. One key point is building
customer relationship. If they were to improve brand loyalty they can have free marketing by
word of mouth.

Sales Tata Motors is a global company, it must be in regulation with its trade policies. If no
done correctly, the company can be find and lost money. They must follow the standards of
each country.

BIBLIOGRAPHY
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https://www.tatamotors.com/about-us/company-profile/

https://investors.tatamotors.com/financials/72-ar-html/pdf/Introducing-Tata-
Motors.pdf

https://www.ndtv.com/business/stock/tata-motors-ltd_tatamotors/reports\

https://investors.tatamotors.com/financials/73-ar-html/pdf/109.pdf

https://www.essay48.com/3078-Tata-Motors-Limited-Mission-Vision

https://pdfcoffee.com/a-project-on-tata-motors-pdf-free.html

http://lrc.acharyainstitutes.in:8080/jspui/bitstream/123456789/977/1/A%20Study%20on
%20Customer%20Satisfaction%20Towards%20Service%20Quality%20at%20Aadya
%20Motors%2C%20Bangalore.pdf

file:///C:/Users/RECEPTION/Downloads/09_chapter2%20(1).pdf

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