TATA Motors

Mohd. Ghazi
MBA (International Business)
 Company profile
• Tata Motors Limited is an Indian multinational manufacturing company,
• Headquartered in the city of Mumbai, India
• It is part of Tata Group.
• World's second largest bus manufacturer.
• Tata Motors Limited is currently headed by Ratan N Tata.
• Prakash Telang is the Managing Director - India Operations at Tata
Motors
• Tata Motors Established in 1945. India’s largest automobile
company.
• India's largest commercial vehicle manufacturer.
• First Indian automobile company to list on the New York Stock
Exchange.
• It ranks among the world’s top five manufacturers of medium and
heavy trucks.
• It is the world’s second largest medium and heavy bus manufacturer.
• It is India’s second largest passenger vehicle player.
• Has six R&D centers in India, South Korea, Spain and the UK, with
over 1,400 engineers and scientists.
Branches in Indian
• Tata Motors has 16 plants all over India
Branches in the World
Strategy Adopted by TATA Motors
• Those who pursue a blue ocean strategy attempt to achieve both:
differentiation and a low cost, opening up a new market space
MERGERS AND AQUISITIONS
• In 2004, TATA Motors acquired the Daewoo Commercial Vehicle Company
of South Korea.

• TATA motors acquired Jaguar and Landrovers (UK based) with a value of $
2.3 billion in March 2008.
• In 2005 TATA Motors acquired 21% stake in Hispano

• Tata Hispano Motors Carrocera S.A., (Hispano) became a

subsidiary consequent upon the Company exercising its put option and
increasing its stake from 21% to 100%.
Marketing Strategy & Marketing Mix
Product
• Tata Motors is involved in manufacturing of vehicles in categories that
include cars Hatchback, Sedan and utility vehicles, Trucks, Buses,
Municipal Solutions, and Defence and homeland security.

• The product portfolio in the marketing mix of Tata Motors also covers
brands like Jaguar and Land Rover
Price
• Tata Motors has a diverse portfolio, which means a diverse pricing
strategy.
• In 2008, Tata Motors launched Tata Nano the cheapest passenger car
in the world. It followed penetration-pricing strategy and vehicles
manufactured by Tata Motors are comparatively cheaper than its
competitors.
Place & Distribution Strategy
• Tata Motors has the third largest service and sales network in
India.
• To distribute its vehicles, it has partnered with various distributors
across India.
• Major launches are displayed in showrooms to experience the
product.
Promotion & Advertising Strategy
• Tata Motors has been known to having an aggressive marketing
strategy.
• To endorse its passenger vehicles globally, Tata Motors declared
Lionel Messi as their brand Ambassador.
• It also signed film celebrities as brand ambassador for its commercial
vehicle business.
Operations
• Capital Equipment Manufacturing division – tooling development
capabilities of global standard.
• Apprentice Trainee Course – ensuring stable source of skilled
manpower.
• Kaizen & TPM team – continuous drive to improve efficiencies.
• Automated manufacturing processes.
• Distributed manufacturing – Assembly units at South Africa, Thailand,
Bangladesh, Brazil etc.