 Started in 1954 in a joint venture of

Germany's Daimler-Benz.

 Founder- J.R.D. TATA

 First car launched in India- TATA Sierra

(1991).

 First passenger car of Tata- Tata Indica

(1998).
 •Acquired Daewoo’s South Korea manufacturing unit
2004

•Acquired 21% of controlling stake of Hispano Carocerra

2005

•Joint venture with Macropolo . ( Brazil based bus and coach

2006 manufacturing company)

•Acquired Jaguar Land rover

2008 •Launched TATA NANO.
 • Stared Tata trucks with TATA Daewoo.
2009

• Acquired 80% stakes of Italian design and

2010 engg.

• Invested with DRDO in development for

2012 futuristic Combat vehicles.

• Introduced first Truck Racing championship

2014 in India.
 First when Tata motor started it started with
passenger car Tata Indigo which targeted taxi
market.
 And the first SUV car they launched was Tata Sierra
which was targeting a totally different class of
population.
 Then they acquired with coach and bus making
companies
 In 2008 Tata took two significant steps first is
launching Tata Nano which targeted the middle
class population of India.
 By manufacturing Buses and vehicles it acquired
public transport,
 By Nano Middle class and by acquiring Jaguar land
rover Higher class.
 After acquiring whole population of all classes Tata
started with truck manufacturing it targeted heavy
utility vehicle's market as well.
 Focused Cost Leadership:
 By launching Tata Nano at most economical price
Tata used cost leadership strategy to gain market
share which was acquired by two wheelers and
public transport.
 And Nano had variants for Middle class to higher
middle class but still Tata acquired quite a
significance in automobile industry.
 Focused differentiation strategy;

 Tata acquired Jaguar land rover and by doing that

it targeted higher class of society
 So as it can be explained this class is very much
concentrated and specific in terms of population.
 As we saw that Tata applied both strategies
Focused cost leadership as well as differentiation
by launching and acquiring two totally different
class products its can be explained as best
example of melding both strategies as one and
getting most out of it so we can sat Tata used
integrated strategy of both focused as well as
differentiation.