CONTENT

CHAPTER NO TITLE PAGE NO

INTRODUCTION TO THE TOPIC

➢ Scope of the study

CHAPTER- I ➢ Need of the study
➢ Objectives of the study 1-11
➢ Research methodology
➢ Limitations of the study
➢ Chapterization scheme

CHAPTER-II COMPANY PROFILE 12-34

CHAPTER-III THEROTICAL FRAMEWORK 35-53

DATA ANALYSIS &

CHAPTER-IV 54-69
INTERPRETATION

CHAPTER-V FINDINGS & SUGGESTIONS

70-72

QUESTIONNAIRE
ANNEXURE 73-78
BIBLIOGRAPHY

0
 CHAPTER-I
INTRODUCTION

INTRODUCTION

1
Distribution (business)

Physical distribution (or place) is one of the four elements of

the marketing mix. An organization or set of organizations (go -
betweens) involved in the process of making a product or service
available for use or consumption by a consumer or busine ss user.

The other three parts of the marketing mix are product, pricing,
and promotion.

The distribution channel

Chain of intermediaries, each passing the product down the chain

to the next organization, before it finally reaches the consumer
or end-user.... This process is known as the 'distribution chain'
or the 'channel.' Each of the elements in these chains will have
their own specific needs, which the producer must take into
account, along with those of the all -important end-user.

Channels

A number of alternate 'channels' of distribution may be available:

• Distributor, who sells to retailers

• Retailer (also called dealer or reseller), who sells to end
customers
• Advertisement typically used for consumption goods

Distribution channels may not be restricted to physical products

alone. They may be just as important for moving a service from

2
producer to consumer in certain sectors, since both direct and
indirect channels may be used. Hotels, for example, may sell their
services (typically rooms) directly or through travel agents, tour
operators, airlines, tourist boards, centralized reservation
systems, etc.

There have also been some innovations in the distribution of

services. For example, there has been an increase in franchising
and in rental services - the latter offering anything from
televisions through tools. There has also been some evidence of
service integration, with services linking together, particularly in
the travel and tourism sectors. For example, links now exist
between airlines, hotels and car rental services. In addition, there
has been a significant increase in retail outlets for the service
sector. Outlets such as estate agencies and building society
offices are crowding out traditional grocers from major sho pping
areas.

Channel decisions

• Channel strategy
o Gravity
o Push and Pull strategy
• Product (or service)<>Cost<>Consumer location

Managerial concerns

The channel decision is very important. In theory at least, there

is a form of trade-off: the cost of using intermediaries to achieve

3
wider distribution is supposedly lower. Indeed, most consumer
goods manufacturers could never justify the cost of selling direct
to their consumers, except by mail order. Many suppliers seem to
assume that once their product has bee n sold into the channel,
into the beginning of the distribution chain, their job is finished.
Yet that distribution chain is merely assuming a part of the
supplier's responsibility; and, if they have any aspirations to be
market-oriented, their job should really be extended to managing
all the processes involved in that chain, until the product or
service arrives with the end -user. This may involve a number of
decisions on the part of the supplier:

• Channel membership
• Channel motivation
• Monitoring and managing channels

Type of marketing channel

1. Intensive distribution - Where the majority of resellers stock

the 'product' (with convenience products, for example, and
particularly the brand leaders in consumer goods markets)
price competition may be evident .
2. Selective distribution - This is the normal pattern (in both
consumer and industrial markets) where 'suitable' resellers
stock the product.
3. Exclusive distribution - Only specially selected resellers or
authorized dealers (typically only one per geographical area)
are allowed to sell the 'product'.

4
Channel motivation

It is difficult enough to motivate direct emplo yees to provide the

necessary sales and service support. Motivating the owners and
employees of the independent organizations in a distribution
chain requires even greater effort. There are many devices for
achieving such motivation. Perhaps the most usual is `incentive':
the supplier offers a better margin, to tempt the owners in the
channel to push the product rather than its competitors; or
compensation is offered to the distributors' sales personnel, so
that they are tempted to push the product. Dent defines this
incentive as a Channel Value Proposition or business case, with
which the supplier sells the channel member on the commercial
merits of doing business together. He describ es this as selling
business models not products.

Monitoring and managing channels

In much the same way that the organization's own sales and
distribution activities need to be monitored and managed, so will
those of the distribution chain.

In practice, many organizations use a mix of different channels;

in particular, they may complement a direct sales force, calling
on the larger accounts, with agents, covering the smaller

5
customers and prospects. These channels show marketing
strategies of an organization. Effective management of
distribution channel requires making and implementing decision
in these areas. 1-Recruiting 2-Training 3-Motivating 4-Servicing
5-Compensating 6-Evaluating and replacing channel members.

NEED FOR THE STUDY

Consumer satisfaction is the most important objective for

any manufacturing concern to successfully market its products.
Penna has from gradually and would want to take a stock of the
satisfaction level of consumers and define areas where possible
improvement may be made. The research work has been therefore
selected in this area.

The company which produces products doesn’t give life to

sustain in competition without sales of products. So sales are
important function of the manufacturing company to get profits.
Through sales only wealth maximization if possible.
Distributions are also one of the important functions in
marketing. Through distribution only one company can sell its
products. Here the distribution channels contain the dealers. Who
are very near to the customers and act as middlemen between the
organizations. So there is a need to study sales and distribute on
strategies.

6
 Distribution system includes distribution channels. Which
are sets of independent organizations involves in the process of
making a product (or) a service available for the consumption.
Distribution network is necessary for smooth flow of goods.

OBJECTIVES OF THE STUDY

1. To assess the channel effectiveness in Tata Motors Limited.

2. To find dealers opinion on various issues of the present market

situation and furthering (strengthening) channel effectiveness.
4. To offer suggestion in building effective channel strategy to

5. Tata Motors Limited

SCOPE OF THE STUDY

The study aims to measure satisfaction level of the

dealers regarding Tata Motors Limited. The area within which
the study was conducted regarding the information the primary
data is collected in the form of questionnaire collected from the
dealers in Rangareddy district. To sum up the project had within
the scope of the study in the area of “EFFECTIVENESS of
SALES and DISTRIBUTION CHANNEL” of Tata Motors
Limited dealers in Rangareddy district for a particular time

METHODOLOGY OF STUDY:
7
 In view of the objectives of the study, an exploratory
design has been adopted. Further the researcher also touched t he
descriptive researcher design and causal analysis to relate
between different variables. Exploratory research is one which
largely interprets the avail able information on the study and it
lays emphasis on the analysis and interpretation of the exiting
and available information. This research is generally useful when
we use the information collected from three sources, viz., study
of secondary sources, di scussion with individuals and analyzing
the some specific case.
Sources of Data:
To perform the Research study by Researcher, the sources of data
obtained are:
Primary Data:
This data is obtained by interacting and interviewing the
dealers in Rangareddy district.
Secondary Data:
This data is obtained directly from the company in t he form
of broachers, charts, diagrams, document and other forms.
Data Collection Tool:

Questionnaire:

This is one of the data collection tools. It is quite

popular particularly in case big enquires. It is being adopted by
private individuals, research worker , private and public
organization and even government. In this method, a
8
questionnaire is issued to the persons concerned with a request
to answer the questions and return the questionnaire. A
questionnaire consists of number of questions printed or typed in
a definite order or a form or set of forms.
The researcher used the structured questio nnaire in which the
questions were:
Open-ended questions
Close-ended questions
Dichotomous questions
Multiple choice questions
Sampling Design
Sampling Plan
Sample size: Sample size consists of 100 customers.
Sampling unit: The Sampling unit includes all the dealers of
Tata Motors Limited products present in Rangareddy District.
Sampling method: For collecting information from dealers, non -
probabilistic simple random sampling method is used.

Tools of analysis:
The data collected trough survey has been carefully and
meaningfully analyzed by using well established statistical tool
and techniques. Important statistical technique is percentage
method.

Limitations of the study:

➢ The selected sample members are conspicuous and inconspicuous in
nature. So, there is chance to arise some errors in the courts of survey.
9
The errors may be as follows:
➢ Respondents may not disclose the right information, because the
researcher is very stranger to them.
➢ Respondents may give pleasing answers to the researchers even
though it is not correct from the prospective.
➢ The perceptional values like status, not-disclosure of the correct
information and difficulty in expressing their personal feeling to an
unknown researcher can bring wrong opinion poll ton filling the
questionnaire.
➢ Since, the sample size is small; a perfect mix of the respondents may
not be available for the researcher to conduct the opinion survey.

Chapterization scheme:

Chapter I includes introduction of the topic ‘Dividend

decision’ and need and importance of the study, scope of the study,
the objectives of the study, data and methodology, limitations of
the study, chapterization scheme.

Chapter-II deals with the profile of the TATA MOTORS

Chapter III includes analysis of the data and interpretations

there of

Chapter IV includes Findings conclusion & suggestio ns

10
 CHAPTER-II
COMPANY PROFILE

11
COMPANY PROFILE

Tata Motors Limited is India's largest automobile company,

with revenues of Rs. 32,426 crores (USD 7.2 billion) in 2006 -07.
It is the leader by far in commercial vehicles in each segment,
and the second largest in the passenger vehicles market with
winning products in the compact, midsize car and utility vehicle
segments. The company is the world's fifth largest medium and
heavy commercial vehicle manufacturer, and the world's second
largest medium and heavy bus manufacturer.
The company's 22,000 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 helps its employees realize their potential through
innovative HR practices. The company's goal is to empower and
12
provide employees with dynamic career paths in congruence with
corporate objectives. All -round potential development and
performance improvement is ensured by regular in-house and
external training. The company has won several awards
recognizing its training programmes.
Established in 1945, 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 is spread across India -
Jamshedpur (Jharkhand) in the east, Pune (Maharashtra) in the
west, and in the north in Lucknow (Uttar Pradesh) and Pantnagar
(Uttarakhand). A new plant is being set up in Singur (close to
Kolkata in West Bengal) to manufacture the company's small car.
The nation-wide dealership, sales, services and spare parts
network comprises over 2,000 touch points. The company also
has a strong auto finance oper ation, TML Financial Services
Limited, supporting customers to purchase Tata Motors vehicles.
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.
In 2004, it acquired the Daewoo Commercial Vehicles Company,
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
13
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 Marcopolo,
a global leader in body -building for buses and coaches to
manufacture fully-built buses and coaches for India and select
international markets. Tata Motors also entered into a joint
venture in 2006 with Thonburi Automotive Assembly Plant
Company of Thailand to manufacture and market the company's
pickup vehicles in Thailand. In 2006, Tata M otors and Fiat Auto
formed an industrial joint venture at Ranjangaon (near Pune in
Maharashtra, India) to produce both Fiat and Tata cars and Fiat
powertrains for the Indian and overseas markets; Tata Motors
already distributes and markets Fiat branded car s in India. In
2007, Tata Motors and Fiat Auto entered into an agreement for a
Tata license to build a pick -up vehicle bearing the Fiat nameplate
at Fiat Group Automobiles' Plant at Córdoba, Argentina. The
pick-up will be sold in South and Central America and select
European markets.
These linkages will further extend Tata Motors'
international footprint, established through exports since 1961.
While currently about 18% of its revenues are from international
business, the company's objective is to expand it s international
business, both through organic and inorganic growth routes. The
company's commercial and passenger vehicles are already being
marketed in several countries in Europe, Africa, the Middle East,
Australia, South East Asia and South Asia. It ha s assembly
14
operations in Malaysia, Kenya, Bangladesh, Ukraine, Russia and
Senegal.
The foundation of the company’s growth 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. The R&D establishment includes a team of
1400 scientists and engineers. The company's Engineering
Research Centre was established in 1966, and has facilities in
Pune, Jamshedpur and Lucknow. The ERC has enabled
pioneering technologies and products. It was Tata Motors, which
developed the first indigenously developed Light Commercial
Vehicle, India's first 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. The ERC in Pune, among whose facilities are India's
only certified crash-test facility and hemi -anechoic chamber for
testing of noise and vibration, has received several awards from
the Government of India. Some of the more prominent amongst
them are the National Award for Research and Development
Efforts in Industry in the Mechanical Engineering Industries
sector in 1999, the National Award for Successful
Commercialization of Indigenous Technology by an Industrial
Concern in 2000, and the CSIR Diamond Jubilee Technology
Award in 2004.
The company set up the Tata Motors European Technical
Centre (TMETC) in 2005 in the UK. TMETC is engaged in design
engineering and development of products, supporting Tata
15
Motors' skill sets. Tata Daewoo Commercial Vehicle Company
and Hispano Carrocera also have R&D establishments at Gunsan
in South Korea and Zaragoza in Spain.
The pace of new product development has quickened
through an organization -wide structured New Product
Introduction (NPI) process. The process with its formal structure
for introducing new vehicles in the market brings in greater
discipline in project execution. The NPI process helped Tata
Motors create a new segment, in 2005, by launching the Tata Ace,
India’s first indigenously developed mini -truck. The years to
come will see the introduction of several other i nnovative
vehicles, all rooted in emerging customer needs. Besides product
development, R&D is also focusing on environment -friendly
technologies in emissions and alternative fuels.
Through its subsidiaries, the company is engaged in
engineering and automotive solutions, construction equipment
manufacturing, automotive vehicle components manufacturing
and supply chain activities, machine tools and factory automation
solutions, high-precision tooling and plastic and electronic
components for automotive and c omputer 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
16
in community development, serving rural communities adjacent
to its manufacturing locations.

With the foundation of its rich heritage, Tata Motors today

is etching a refulgent future.

ABOUT US
Powered by a pioneering spirit and a chain of constant
innovations for over 50 years, Tata Motors Limited (TML) has
redefined the art of building motor vehicles. Today, Tata
Motors Limited is the sixth largest medium and heavy
commercial vehicle manufacturer in the world, with a
significant presence in Asia, Europe, Africa and Latin America.
World-class auto components are the backbone of all
world-class vehicles. Keeping this in mind, Tata Motors
Limited has collaborated with major players in the Auto
Industry. The Joint Venture with Cummins, associations with
companies like Johnson Controls, Toyo Radiators, Chuo
Springs, Ficosa, Yazaki, Yutaka -Giken, Sungwoo Hi-tech,
Owens Coring, Knorr-Bremse, Farurecia and Menzolit Fibron,
reaffirm Tata Motors commitment to delivering higher
productivity and profitability to the transportation industry .

Tata Motors Limited marked its emergence as a strong

17
multi-national player with t he acquisition of the Daewoo
Commercial Vehicles Plant in March 2004. The robotized
factory at Gunsan in South Korea, bus -body manufacturing
plants in Ukraine and South Africa and assembly plants in
Bangladesh and Malaysia, are testimony to the strong pres ence
of Tata Motors Limited across the world.

Right from the earliest trucks that helped move goods

around the country, to chassis for buses that virtually form the
backbone of the Indian public transport system today, Tata
vehicles have, quite literally, moved the nation ahead. Tata
Motors is India's only fully integrated automobile manufacturer
with a portfolio that covers trucks, buses, utility vehicles and
passenger cars. With over 3 million .

Green Matters:

Tata Motors, a Company that cares about the future... 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 around its
manufacturing locations.

18
 Tata Motors believes in technology for tomorrow. Our products
stand testimony to this. Our annual expenditure on R&D is approximately
2% of our turnover. We have also set up two in-house Engineering Research
Centers that house India's only Certified Crash Test Facility. We ensure that
our products are environmentally sound in a variety of ways. These include
reducing hazardous materials in vehicle components, developing extended
life lubricants, fluids and using ozone-friendly refrigerants. Tata Motors has
been making conscious effort in the implementation of several
environmentally sensitive technologies in manufacturing processes. The
Company uses some of the world's most advanced equipment for emission
check and control.

Tata Motors concern is manifested by a dual approach -

1) Reduction of environmental pollution and regular pollution control
drives
2) Restoration of ecological balance.

Our endeavors towards environment protection are soil and water

conservation programmers and extensive tree plantation drives. Tata Motors
is committed to restoring and preserving environmental balance, by reducing
waste and pollutants, conserving resources and recycling materials.

Reducing Pollution:

Tata Motors has been at the forefront of the Indian automobile

industry's anti-pollution efforts by introducing cleaner engines. It is the first
Indian Company to introduce vehicles with Euro norms well ahead of the
mandated dates. Tata Motors’ joint venture with Cummins Engine

19
Company, USA, in 1992, was a pioneering effort to introduce emission
control technology for India. Over the years, Tata Motors has also made
investments in setting up of an advanced emission-testing laboratory.

With the intention of protecting the environment, Tata Motors has

upgraded the performance of its entire range of four and six cylinder engines
to meet international emission standards. This has been accomplished with
the help of world-renowned engine consultants like Ricardo and AVL. These
engines are used in Tata Motors vehicles in the Indian market, as well as in
over 70 export markets.

Tata Motors is constantly working towards developing alternative

fuel engine technologies. It has manufactured CNG version of buses and
followed it up with a CNG version of its passenger car, the Indica.

Restoring Ecological Balance:

Tata Motors has set up effluent treatment facilities in its plants,
to avoid release of polluted water into the ecosystem. In Pune, the treated
water is conserved in lakes attracting various species of birds from around
the world thus turning the space into a green belt.

Tree plantation programmers involving villagers and Tata Motors

employees; have turned acres of barren village green. Tata Motors has
planted as many as 80,000 trees in the works and the township and more than
2.4 million trees have been planted in Jamshedpur region. Over half a million
trees have been planted in the Poona region. Tata Motors has directed all its
suppliers to package their products in alternate material instead of wood.

End of Life Vehicle Treatment and Recycling:

20
 India is a recycling society with many people making value out the
recovery of waste materials discarded from products at the end of their useful
life.

However, Europe, and some other export markets, have

recognized that they have become a 'throwaway' society in recent decades,
and are now introducing waste prevention regimes in different industry
sectors to collect and recycle valuable resource rather than it ending up in
landfill.

In the Automotive sector, the European End of Life Vehicle

(ELV) Directive, points responsibility for this issue to vehicle
manufacturers, and the scrap car recovery industry. Similar regulations are
being introduced in Japan and Korea.

Naturally, Tata Motors has already met the 'producer

responsibility' aspects of the ELV Directive, such as compliance to Heavy
metals and other hazardous substance restrictions. Also, material code
marking of plastic parts has been introduced to aid achievement of
demanding European recycling targets.

Central to this European regulation is for manufacturers to

provide free take-back networks for environmentally sound treatment of
Elves. Last owner contacts for access to Tata Motors subscribed take-back
schemes can be found.

Only specially authorized vehicle dismantler and shredder

operators are allowed to treat ELVs in Europe, and they have access to Tata
Motors ELV treatment information by registering on:

21
COMMUNITYDEVELOPMENT:
The Company's Communi ty Service Division works
through various societies to improve the conditions of
neighboring villages - encouraging economic independence
through self-initiated cottage industries and contributing to
community and social forestry, road construction, rural health,
education, water supply and family planning.

Tata Motors has been making numerous well-planned efforts in the

area of rural development, with specific focus on the following:

Health & Sanitation:

Mobile health service staff provides preventive and curative
health services under the "Health for All" programme. They train village
health workers in conducting the same. Safe drinking water facilities are
provided to ensure health of the villagers.

Employment Generation

Tata Motors encourages self-sufficiency with the aim to improving

the confidence, morale and lives of its employees and their dependents. The
Company has worked on some novel ideas around its townships. Employees'
relatives at Pune have been encouraged to form various industrial co-
operatives engaged in activities such as re-cycling of scrap wood into crates
and furniture, welding, steel scrap baling, battery cable assembly etc. The
Tata Motors Grihini Social Welfare Society caters to employees' women
dependents'. The women folk make a variety of products, ranging from
pickles and uniforms to electrical cable harnesses etc.

22
Community Centers:
These centers are situated in various parts of Jamshedpur, Pune and
some of their neighboring towns. The centers regularly organize various
programmers & neighboring populations are encouraged to participate in
these activities.

Some of our Services:

• Comprehensive AC repairs conducted using modern AC

charging machines.
• Comprehensive accidental repairs done by experts in Body
and Paint shop Technology
• Value Added Services - Car Care Treatments, Anti Rust
Applications, 18 + 18 / 18 + 30 extended Warranty benefits,
fuel additives, engine decarburizing, etc.
• Service Packages - Gold club member ship, Annual
Maintenance contract, Annual Scheduled Service contract,
Vehicle Health checkup plan, etc.

Availability of “Value for Money” Reconditioned aggregates like

engines, power steering, AC compressors (Reconditioned by
OEMs)

• workshops
• Qualified and trained Technicians, Service Advisors and
Customer Relationships Officers.
• Use of special tools and quality parameters for repairs.

23
 • Best in industry labour charges.
• 24 hours helpline and a breakdown help line vehicle
• 100% assurance of usage of genuine Tata Motors spare
parts.
• Usage of specially blended lubricants and long lasting
paints
• 1 year warranty on workmanship on all kinds of repairs

Previous news& achieveme nts

2011

• Tata Motors unveils Assembly Plant in South Africa

• Jaguar Land Rover inaugurates new vehicle assembly plant
in Pune India
• Jaguar celebrates 50 years of iconic E -Type
• Jaguar c-x75 scoops Louis Vuitton award in Paris
• Tata Pixel, new city car con cept for Europe, displayed at
the 81st Geneva Motor Show
• Range Rover Evoque wins Car Design of The Year
• Tata Motors introduces the new Tata Indica eV2, the most
fuel efficient car in India with 25 kmpl mileage
• Tata Motors launches the Tata Magic IRIS, a 3-4 seater 4-
wheel passenger carrier for public transportation

• Tata Motors launches the Tata Ace Zip, a 600 -kg micro
truck for deep-penetration goods movement
• Jaguar Land Rover inaugurates new vehicle assembly plant
in Pune India
24
• Tata Nano begins international journey with Sri Lanka, as
Tata Motors celebrates 50th year of its International
Business

2010

• Tata Ace becomes India's first 1 -lakh brand in goods

commercial vehicles.
• Appointment of Mr. Carl -Peter Forster as Managing
Director of Tata Motors.
• Jaguar Land Rover announces opening of its Dealership in
New Delhi.
• Tata Motors to construct heavy truck plant in Myanmar
under Government of India's Line of Credit.
• Tata Motors declared as the Commercial Vehicle Maker of
the Year.
• Tata Motors Passenger Car Division launches ‘Tata
Motors Service Edge' for leading edge customer service.
• Tata Motors displays Tata Nano EV at the 80th Geneva
Motor Show.

• Chief Minister of Punjab inaugurates Tata Motors

supported State Institute
of Automotive and Drivi ng Skills.
• Jaguar Land Rover announces Dr. Ralf Speth as Chief
Executive Officer.
• Tata Motors appoints Mr. Carl -Peter Forster as Group
CEO. Tata Motors Group displays the widest range of

25
 products and environment -friendly technologies at Auto
Expo 2010.
• Tata Motors launches Magic Iris.
• On 26th April 2010, Tata Motors sold its 4 millionth
Commercial Vehicle.

2009

• 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.
• Tata Nano wins the Indian Car of the Year (ICOTY)
Award.
• Tata Motors launches the Sumo Gra nde MK II.
• Tata Motors begins distribution of Prima World truck.
• Tata Motors acquires remaining 79% in Hipo Carrocera.
• Tata Motors launches the next generation all -new Indigo
Manza.

• FREELANDER 2 launched in India.

• Tata Motors introduces the all new Tata 407 Pickup, Tata
Super Ace and Tata Ace EX.
• First Jaguar Land Rover showroom opens in India.
• Mr. Ravi Kant to become Non -executive Vice-Chairman of
Tata Motors on retirement,

26
 Mr.P.M. Telang to become Managing Direct or -India
Operations.
• Tata Nano draws over 2.03 lakh bookings.

Awards-2011

Tata Motors has received the prestigious Golden Peacock Award, for
Excellence in Corporate Governance for 2011. Mr. Hoshang Sethna,
Company Secretary received the award, on behalf of the company, from
Mr. Mark Hoban, Finance Minister, UK, at the 11th International
Conference on Corporate Governance, in London.

TATA Motors Ltd has been selected as the winner of ‘Golden Peacock
Award for Corporate Social Responsibility’ for the year 2011 by the
Awards Jury, under the Chairmanship of Justice P N Bhagwati, former
Chief Justice of India and Member, UN Human Rights Commission.

The Institute of Directors introduced the award, in 1992, to celebrate and

honour best organizations and recognize unique achievements in brand
building. The Golden Peacock award is recognized worldwide, as the
hallmark of corporate excellence.

Jaguar Land Rover displayed its global product leadership and brand
strength by winning two of the most important media awards, from
Autoweek, at the 2011 Frankfurt Motor Show, one for each brand, Jaguar
and Land Rover.

27
 BOARD OF DIRECTORS

Name of the Category Attedence As on march 31 2009 Shar

director at meetings No.of Commite e-
director positions holdi
Boa Gene ships Memb Chai ng
rd ral er rmen
Cyrus P Deputy
Mistry* Chairman
(From 2012)
Ratan N tata Non- 8 Yes 14 - - 5328
Executive 8
Chairman,
NA Non- 8 Yes 6 - 3 0
Soonawala Executive,
Promoter
JJ Irani Non- 7 Yes 11 2 - 1850
Executive,
Pormoter
JK Setna Non- 2 Yes - - - 0
Executive,
Independent
VR mehta Non- 8 Yes 6 2 3 9332
Executive,
Independent

28
R Non- 5 Yes 11 4 - 3750
Gopalakirshn Executive,
an Pormoter
NN Wadia Non- 4 Yes 10 1 - 0
Executive,
Independent
SA Naik Non- 8 Yes 2 1 1 1310
Executive,
Independent
SM Palia Non- 6 Yes 9 2 4 200
Executive,
Independent
Ravi kanth Managing 8 Yes 6 1 - 0
Director
Praveen P Executive 8 Yes 9 7 - 1227
Kadle Director

PRODUCT DETAILS

Four models for Tata Indica V2:-

Indica V2 DLX:

Power steering, Central locking system, four power window. About

convenience of driving, HVAC system provides good cooling effect. Door
handles, body colored bumpers, ORVM and wheel arch flair are few more
advantages.

29
Indica V2 DLG:

This model have body colored bumpers, the wheel arch flairs, internally
adjustable OVRM and central locking system. Front windows are power
windows. To avoid the scorching heat in a summer days, HVAC system of
cooling can soothe anybody inside the car.

Indica V2 DLS:

Power steering and other features like internally adjustable OVRM, sill
valence, body colored bumpers, and the wheel arch flair have made this car
comfortable and secured for driving.

Indica V2 DLE:

Adjustable internally OVRM on the driver's side, sill valence, grey wheel
arch flairs add a new touch in terms of security as well as elegance.

Indica V2 Xeta GLX :

Central locking system, Power steering, four power

windows. HVAC system gives nice cold feelings. Body colored
bumpers, OVRMs, door handles and the wheel arch flairs.

Indica V2 Xeta GLG:

With the different looks and almost with the alike features of

30
the GLX. It has front power window faci lity.

Indica V2 Xeta GLS:

Power steering, Body colored bumpers, Internally adjustable

OVRM, sill valence, wheel arch flairs.

Indica V2 Xeta GLE:

Sill valence, grey wheel arch flairs and internally adjustable

OVRM on the side of the driver.

Four models for Tata Indica V2 Turbo:

Indica V2 Turbo DLG

DLG with its power steering and front power windows is a very
comfortable car with its HVAC system of cooling and, is reliable car with
its central locking system.

Indica V2 Turbo DLX:

DLX is the most advanced version of Indica V2 Turbo for its added
few features along with the features of DLG. Its leathered wrapped steering,
luxurious seats and adjustable headrest provide total comfort of long-driving.

31
Indica V2 Xeta

The new Indica Xeta. Its extra Efficiency Torque Advantage petrol
engine delivers 12.4 kgm torques, for a smoother and more responsive drive.
With instant pick up and fewer gear changes in stop-start city traffic.

The technologically superior MPFI engine comes with a 32-bit

microprocessor, and sports 12 sensors, including a knock control sensor to
reduce damage from adulterated fuel. The result? Even more enjoyable long
drives, with a frugal fuel consumption at 14 kmpl.

Indica V2

Uniquely styled and innovatively packaged, the Indica is designed and

engineered to meet the highest standards of international quality and also to
stand up to the tough demands of Indian roads and weather conditions. Every
feature of the car reflects a deep understanding of the Indian market and
promises much more than any other car in its category.

The Indica is brought to you by TATA Motors, the people who know India
like no one else does. So when you get behind the wheel of an Indica, you
can feel proud about driving one of the finest cars in the country.

Indica Turbo

The new Indica V2 Turbo is the only car in the B segment to offer a Turbo
charger. The car features a Turbo diesel engine that delivers an improved top
speed and an enhanced output of 68PS @ 4500 rpm. While the increased
torque of 130Nm @ 2500 rpm is the highest in its class. Apart from the

32
changes in the engine, the car also features 14" wheels among other class
leading features.

It is available in 3-colour options including:

• The exclusive Cherry Red color, which is available in the

European market.
• The Indica V2 Turbo is available in DLG and
• DLX models, at an incremental cost to the consumers .

33
 CHAPTER-III
REVIEW OF LITERATURE

34
REVIEW OF LITERATURE

The present day Indian economy is viewed a highly

competitive and market oriented. At this state the success of any
organization is totally depends on customer and his satisfaction
only. So, every business organization shoul d see that the
customer “as sovereign of the market” who decides the fete of it.
Hence, it is the responsibility of any concern to meet the
requirements of customers from time -to-time with greater
dynamism.

Customer satisfaction is totally intangible and its

management is very crucial aspect on the part of the business
entrepreneurs. Making such an intangible property in to tangible
is great challenge among the various organizations. This depends
on customer orientation, customer dynamism, tapping new
avenues by the business unit, quality of the product, price of the
product, proper supply of materials, timely ness in supply,
effective channel of distribution, customer treatment, after sale
service, product chiqueness professionalism in marketing strong
grand image, effective packing system, and continuous
improvement in business and so on.

Market:-
A market, in general, may be described as a place or
geographical area where buyers and sellers meet and function,
goods of services are offered for sale, and transfers of title of
35
ownership occur. From the point of view of economics, a market
is defined as “an aggregate of the potential buyers for a product
or service”. But, in practice, the term market is used to denote
“any body of persons who are in intimate business relation and
carry on any extensive transaction in any commodity”.

Marketing:-

Marketing is the process of planning and executing the

conception, pricing, promotion and distribution of ideas, goods
and services to create exchanges that satisfy individual and
organizational objectives.

The present generation of producers is intelligent in regard

to the application of procedures. They first want to find out what
the consumers want. Then they produce goods according to the
needs of the consumers. They realized that only such products
could be sold to the best satisfaction of the users and at a profit
to the maker. For this arrangement, however, the whole
organization has to be rearranged in a most complex manner.

Marketing starts and ends with the consumer: -

Marketing activity is concerned only with the flow of

goods, from the producer to the consumer.

36
 In other words, to achieve maximum efficiency in
marketing, there must also be a flow of information vis -à-vis the
flow of goods. This information, for practical purpose, has to be
collected even before a product is planned. Subsequent
information would also enable the manufacturer to assess
periodical changes that are required. That is why it is very often
remarked that “marketing starts and ends with the consumer,
“with information flowing form the consumer to the producer and
goods flowing back to the consumer from the producer.
Today they have a full -fledged function added to
marketing, viz, Market information and Marketing Research.
Under consumer oriented marketing, it is highly essential to
know what the consumer really wants. Th is is possible only when
proper information is collected from the consumers
A push strategy means a channel member directs its
promotion primarily at the middle men that are the meant links
forward in distribution channel.
The product is “Pushed” through the channel the producer
will promote heavily to wholesalers which then also use a push
strategy to retailers in turn the retailers promote to consumers.
As market conditions change over time a company they shift
product growth strategies.
A company tries to sell more of its present products to its
present markets. Supporting tactics might include grater
spending on advertising of personal selling. A firm continues to
sell its present products, but to a new market.

37
 This strategy sells for a company to deve lop new products
to sell to its existing markets.
A company develops new products to sell to new markets.
Determining Intensity of distribution:
Distribution intensity ordinarily is thought to be a single
decision. However if the channel was more than on e level of
middlemen the appropriate intensity must be selected for each
level.
Intensive Selective Exclusive

Distribution Distribu tion Distribution

Through every through multiple through a single
whole selling
Product sells its product
Reasonable Bu t not through every available
all reasonable Middlemenoutle
and / t in
Out let in a mark et Out lets in market
a market or
retailein market

Where consumer might reasonable look for it. Ultimate

consumers demand immediate satisfaction from convenience
goods and will not defer purchases to find a particular brand. This
intensive distribution is often used by manufactures of this
category of product.
A product sells its product through multiple but not all possible,
wholesalers and retailers in a market where a consumer might
reasonable look for it. Selective distribution if appropriate for
consumer shopping goods.

38
The supplier agrees to sell its product only to a single
wholesaling middlemen and retailer in a given market producer
it is essential that the retailer carry a large inventers.

Sales and Distribution strategy:

Sales and distribution management constitutes one of th e

most important parts of marketing management. “Exchange” is
the core, aspect of marketing, and it is the sales and distribution
management which facilities it. Sales management has been
defined as the management of a firm personal selling function.
The importance of the sales and distribution function varies
across organizations depending upon its nature and verity of
products, target market. Consumer density and dispersion and the
competitive practices among the other things. Sales and
distribution funct ion is organized internally, externally or
jointly.
Finding and communication with prospective buyer.
Bringing together the markets offering and the prospective buyer.
Reaching an agreement on price and other terms of the offer so
that ownership and posses sion can be transferred.
Of the markets offerings, and his satisfaction generating
potential.
Actual transfer of possession i.e. timely and safe delivery.
Of relevant consumers information and revenue in exchange of
goods of services.

39
Selling:

The basic task of marketing is to bring the buyers and the

sellers together. Regardless of the desire one has to sell and the
other to buy, no exchange can take place until each one knows
the desire of the other. The function of marketing is to ensure
that the right product is made available at the place, in the right
time and under the right impression to the consumer.

Distribution of Consumer Market:

Five channels are widely used in marketing tangible products to

ultimate consumers:
Producer consumer: The shortest, simplest distribution
channel for consumer goods involves no middlemen. The
producer may sell from door to door of by mail. For instance,
south-western company uses college students to market its books
on a house-to-house basis.
Producer retailer consumer: Many large retailers buy
directly from manufactures and agricultural products. To the
chagrin of various wholesaling middlemen. Walmart has
increased its direct dealings with products.
Producer wholesaler retailer consumer: If there
is a traditional channel for consumer goods, this is it, small
retailers and manufactures buy the thousands find this channel
the only economically feasible choice.

40
Producer agent retailer cons umer: Instead of
using wholesalers, many producers prefer to use agent middlemen
to reach the retail market, especially large scale retailers. For
example. Clorox uses agent middlemen such as Eisenhart &
wholesaler that distribute a wide range of products to retailers.
In turn, Dierberg’s offers its assortment of products to final
consumers.

Distribution of Business Goods:

A variety of channels are available to reach organizations
that in corporate the products into their manufacturing process of
use them in their operations. In the distribution of business
goods, the terms industrial distributor and merchant wholesaler
are synonymous. The four common channels for business goods:
Producer user: This direct channel accounts for a greater
dollar volume of business products than any other distribution
structure. Manufactured of large installations, such as airplanes,
generators, and heating plants, usually sell directly to users.
Producer industrial distributor use r:
producers of operating supplies and small accessory equipment
frequently use industrial distributors to reach their markets.
Manufactures of building materials and air conditioning
equipment are two examples of firms that make heavy use of
industrial distributors.
Producer agent user: Firm without their own sales
departments’ fid this desirable channel. Also, a company that

41
wants to introduce a new market may prefer to use agents rather
than its own sales force.
Producer agent industrial distributors
user: This channel is similar to the preceding one. It is used
when, for some reason, it is not feasible to sell through agents
directly to the business user. The unit sale may be too small for
direct selling. Of decentralized inventory may be needed to
supply rapidly, in which case the storage services of an industrial
distributor are required.

Sales and Distribution Processing Document Flow

The sales documents you create are individual document s

but they can also form part of a chain of inter -related
documents. For example, you may record a customer’s
telephone inquiry in the system. The customer next requests a
quotation, which you then create by referring to the inquiry.
The customer later pla ces an order on the basis of the quotation
and you create a sales order with reference to the quotation.
You ship the goods and bill the customer. After delivery of the
goods, the customer claims credit for some damaged goods and
you create a free-of-charge delivery with reference to the sales
order. The entire chain of documents – the inquiry, the
quotation, the sales order, the delivery, the invoice, and the
subsequent delivery free of charge – creates a document flow or
history. The flow of data from one document into another
42
reduces manual activity and makes problem resolution easier.
Inquiry and quotation management in the Sales Information
System help you to plan and control your sales.
The following graphic shows how the various types of sales
documents are inter-related and how data subsequently flows into
shipping and billing documents.

Some of the key features include:

• Assigning routes
• Provide Product Information
• Provide Customer Information
• Prepare Sales Order
• Prepare Sales Invoice including Sales Discount
• Print Tickets using Blue Tooth and Infrared technology
• Payment Collection

43
 • Maintain Inventory and Return Goods Information
• Data Transfer to the Central Database

Some of the benefits:

• On-line data availability

• Eliminate duplicate work
• Streamline back office operations
• Process dependant system
• Information on fingertips any time anywhere
• Effective monitoring of Sales and Distribution
• Easy handover and takeover process
• Increase Salesman’s efficiency
• Improve on Inventory Management
• Improve on payment collection and cash flow
• Utilization of resources

Sales & Distribution Module you full control over your Products,
their price and Sales. The functionalities provided in this module
are designed in such a manner that enables you speed up y our
Sales Activities, whether it be Product Pricing, Party
Registration, Order Collection, Dispatch of Orders, Logistics
planning or Invoicing.

44
Product Pricing:

• Product Price Master Setup for preparing any type of Price

List, viz. MRP, Distributor Price, Stock Transfer Price,
Party specific price list etc.
• Exercise full control over Sales permission over a Product,
only Products with a valid price master entry appears for
invoicing.
• Become Futuristic, prepare price master lists in advanc e
with a “valid from” date
• Prepare revised Price Lists instantly with the New “Quick
Pricing” feature, use any other Price List as basis and
prepare a formula based Price List. It’s that easy!!

45
 • Prepare Tax structures for Price lists, with maximum
flexibility while defining a tax component!!
• Prepare Discount schemes for each Party over a Product
subset, or over the entire range. After all, your customers
deserve the best offer!!

Inventory Management:

• Online Order Placement – Warehouses places online

orders for products to refurbish Stock, send order to
Production Unit of choice
• Receive bills online and go paperless, go green!!
• Deliver Warehouse requests instantly on high priority at
Production Unit

Party Registration:

• Register Customers as Sales Parties.

• Categorize Parties into Zone, City and State basis for finer
sales analysis.
• Manage Party registration control through Party visibility
check that controls Invoicing permission to Party.
• Maintain local/global copies of Parties, useful for
warehouses that have their own specific market segment.

Sales Order Collection:

• Easy Ergonomics - Punch all sales order requests easily

and quickly using the Sales Orders screen.

46
 • Better concurrency control enables sales order entries
from multiple locations simultaneously!! Don’t let a single
sales request drop from your hands!!
• Better Decisions - View the inventory status for the item
as you collect order against it, and offer the best to the
Party.
• Keep an eye on the changing invoice amount as you add
items to the Sales Order. Your customer will be delighted
as you keep him informed of the payable amount while
ordering!!

Dispatch Orders:

• Instant Dispatching – View only pending Sales Orders for

quicker action, or view all Sales Orders for analysis
• Watch your stock quantity as you cater the order, it’s just
what Dispatch Manager always wanted!!
• Keep Undeliverable items for later delivery, or remove
them from Order.
• Dispatch on First -In-First-Out(FIFO) Basis and Batch
maturity basis, Older stock must be dispatch ed first.
• Save on time - Printed Dispatch Note gives your Loading
Guy the exact location of the item batch.

47
Logistics Planning:

• Plan you’re loading vehicle on multiple factors, viz.

owned vehicles, contract vehicles, loading capacity, Sales
Orders for Dispatch, Transport Routes and vehicle
permits, vehicle fitness status, Driver availability, and
much more. Read “Transportation Logistics Management”
for details.

Invoicing:

• Generate good-looking Invoice under any of the options

available - pre-printed Stationary, Formatted Printing on
Plain Stationary, save Invoice as PDF and send by e -mail.
• Party name Label Customization enables you to modify
just the printed label, the account remains the same.
• Watch all the components of the invoice as you prepare
taxes, discounts, price and totals.

Sales Analysis:

• Get a complete picture of Sales Orders and Dispatches to

take strategic decisions easily.
• Get a wide range of Reports pertaining to products, prices,
parties, sales, discounts, inventory, etc.
• Generate PDF or MS-Excel friendly outputs of reports
• Get Customized graphical/text reports on demand, made
just for you.

48
Indian Distribution System:
It is also important to assess how the distribution task is
being performed in India. This task can be undertaken by
measuring the number of functionaries in each class, their
organizational structure and their capital structure. The margins
charged by them would be a function of the quantum if goods
moved and the population served by them and services rendered
by them and would also assist in the task if measuring their
performance. Dividing the members involved in each type of
trade we can briefly get an idea about the average productive
capital required in each class of trade. Having assessed the
inputs, structure and si ze their distribution all over India we are
now in la position to assess how the task is being performed in
terms of output.

Distribution logistics:

Logistics was a military term referring to complete system

of moving, supplying and quartering troops. Businessmen
broadened logistics to include any type of transportation and
storage. Marketers applied the term to mean the physical handing
of products. They also began employing the term ‘physical
distribution’ in place of logistics. The area of ph ysical
distribution has received considerable attention. The attention
was quite justified for a country such as ours because of its
traditional short supply markets of for the gaps often witnessed
between the demand and available of products. Prices of es sential
49
commodities of daily consumptions are particularly amenable to
any dislocation in physical distribution. If any evidence is
required, we need the concerns and anxieties associated with
news of strike in Rail and road transport.

Role of Distribution:

The major role that distribution pays in any economy is that

it constitutes the process by which goods and services become
available for consumption. Manufacturers of goods and services
specialize in generating structural of form utility for their
products, in the sense that they create a unique set of demand
satisfiers in the form of their offering. The actual mass scale
delivery of these offerings to the consuming public requires a
different kind of specialized effort. This generates time, place
and possession utility. In other words, you cannot obtain and
consume a finalized product unless the product is transported to
a place where you can get access to it; stored till you are ready
to buy it and ultimately exchange for money so that you can gain
possession of it.

Physical Distribution and Channels of Distribution:

If distribution could be treated as a whole function of

marketing, physical distribution and channels of distribution. It
is found that these two terms are used, sometimes,
interchangeably. Channels of distribution refer, primarily, to the
50
middlemen of intermediary marketing instructions which perform
certain marketing functions. More than performing the function,
these institutions try to gain access to the target market. Physical
distribution, on the other hand, concerns with material aspects of
the flow of goods to the consumers. It includes transportation,
storage, warehousing, packaging, etc. it is technical function in
the sense that it ensures availability of products at the right time,
at the right place and in the right form. The term is used often in
aboard sense to include channels of distribution also.
Position of the Wholesalers in modern marketing:
In spite of gloomy forebodings common nowadays, the
wholesaler still manages to hold his position because of the very
real services he renders. But the wholesaler today, as compared
with that of a hundred years ago, is a much less important member
of the business fraternity. The following are the important factors
responsible for reducing his importance:

Growing displeasure of this system of channel in all quarters.

Growth of large retail stores such as chain stores, Departmental
stores, super markets, etc.
Manufacturers desire to establish direct contracts with the
customers.
Development of transport and communication systems.
Frequent and unexpected changes in style and fashion.
Emergence of new and bigger markets.
Growth of consumers co-operative in almost all fields.

51
Transportation:

Transportation is necessar y function of marketing because

most of the markets are geographically separated from the areas
of production. Majority of manufacturing plants are far away
from their most important markets because of various factors.
Holtz Claw vividly puts the importanc e of transportation in the
following liens: “Minerals of other raw materials are to be
transported from the place of extraction of production to the
factory; crops are to be carried from the farm to the local market
or primary market and from there to the places of consumption.
Finished products are to be transported from the warehouse to the
wholesalers’ warehouses, from warehouse to the retail dealer,
and from the dealer to the ultimate consumer. The various modes
of transport fall under the three categor ies:

Road transport
Rail transport
Water transport
Air transport
Pipeline transport

52
 CHAPTER-IV
DATA ANALYSIS
AND
INTERPRETATIONS

53
Table -1

Dealer’s relation with Tata Motors Limited

Business Number of Percentage

experience respondents
<1 year 5 10
Below 3years 11 22
3-6 years 30 60
Above 6 years 4 8
Total 50 100

120
100
Number of
80
respondents
60
Percentage
40
20
0

INTERPRETION
8% of the dealers have more than 6 -years experience. 60% of
the dealers have 3-6 years experience. Followed by 22% of the
dealers having less than 3 years and 10% of the dealers have
one year experience.
Table-2
54
Dealers feeling about Company I mage

Dealers Opinion Number of Percentage

respondents
Highly satisfied 15 30
Satisfied 30 60
Neutral 5 10
Dissatisfied 0 0
Others 0 0
Total 50 100

120
100
80 Number of
respondents
60
Percentage
40
20
0

INTERPRETION
30% of the dealers falling highly satisfied about
companied image and 60%of the dealers were feeling
moderately satisfied, 10% of the dealers were feeling satisfied
about companies image

55
Table-3

To know on which aspects the customer gets more

satisfaction

Dealers opinion Number of Percentage

respondents
Brand name 6 12
Price 2 4
Quality 38 76
Usages 4 8
Others 0 0
Total 50 100

120
100
80 Number of
respondents
60
Percentage
40
20
0

INTERPRETION: - Majority of the respondents are gibing fist

preference to quality, second preference to brand name, then
followed by product, usage and price
Table-4

56
Customers come to Shore-room

Dealers opinion Number of Percentage

respondents
By your influence 8 16
By friends 8 16
By advertising 8 16
By Brand Name 26 52
Other 0 0
Total 50 100

120
100
Number of
80
respondents
60
Percentage
40
20
0

INTERPRETION:
From the above table it is inferred that majority of the
customers come to retail outlets by the influence of brand name
of Tata Motors Limited and followed by advertising, dealers
influence
Table-5

57
 Stock out problems

Dealers opinion Number of Percentage

respondents
Frequently 0 0
Rarely 5 10
No 45 90
Total 50 100

120
100
Number of
80 respondents
60
40 Percentage
20
0

INTERPRETION:: -

90% of the dealers are getting satisfied with the supply of Tata
Motors Limited by expressing that they do not come across
stock out problem.

Table-6

58
Dealer satisfaction on supply of product

Dealers Opinion No. of. Percentage

Respondents
Highly satisfied 12 24
Moderately 12 24
satisfied
Satisfied 24 48
Dissatisfied 2 4
Highly dissatisfied 0 0
Total 50 100

120
100
80 No.Of. respondents
60
40 Percentage
20
0
Satisfied
satisfied

dissatisfied
Highly

Highly

INTERPRETION: -
48% of the dealers are satisfying by the supply and 24%
moderately satisfying, 24% highly satisfied and 2% dissatisfied.

Table-7

59
Dealers’ satisfaction on in time deliveries

Dealers opinion No. Of. Percentage

Respondents
Highly satisfied 2 4
Moderately 16 32
satisfied
Satisfied 32 64
Dissatisfied 0 0
Highly dissatisfied 0 0
Total 50 100

120
100
Series1
80
60 Series2
40
Series3
20
0
Moderately
Dealers opinion

Dissatisfied

Total
satisfied

INTERPRETION:
The majority of the dealers are satisfied with the mode of
dispatch by the company

Table-8

60
Customers’ Awareness’

Dealers opinion No. Of. Percentage

Respondents
Advertisement 19 38
Campaign 4 8
Dealer 27 54
Others 0 0
Total 50 100

120
100 No.Of.
80 Respondents
60
40 Percentage
20
0

INTERPRETION:
The above table shows that 54% respondents are saying
that dealers play majors in customer’s awareness about the
product. And 38% of respondents are stating that advertisement
is second highest promotional activity to create awareness in
the minds of customer.

61
Table-9
Sales satisfaction

Dealers opinion No. of. Percentage

Respondents
Highly satisfied 9 8
Moderately 11 22
satisfied
Satisfied 30 60
Dissatisfied 0 0
Highly dissatisfied 0 0
Total 50 100

120
100
80
60
40
20
0
dissatisfied
Moderately
Dealers

Total
Satisfied

Dissatisfied
satisfied
opinion

Highly

satisfied

Highly

INTERPRETION:
60% of the dealers are satisfying the sale of Tata Motors
Limited product following 22% if the dealers moderately
satisfied, 18% of the dealers were highly satisfied.

62
Table-10

Demand estimation on various products

Dealers opinion No. of. Percentage

Respondents
Past sales 9 18
Seasonal 13 26
Orders 28 56
Others 0 0
Total 50 100

120
100
No.Of.
80 respondents
60
Percentage
40
20
0

INTERPRETION:
The high percent of dealers are estimating the demand for the
product through orders and 26%of are estimating on seasonal
base.

63
Table-11

Industry to stock point fright expenses percentage

Dealers opinion No. Of. Percentage

Respondents
2% 30 60
3% 10 20
4% 8 16
5% 2 4
Total 50 100

120
100
80 No.Of.
Respondents
60
Percentage
40
20
0
2% 3% 4% 5% total

INTERPRETION -
The dealers are incurs very less fright charges
representing 2%, to receive goods from company to your stock
point.

64
Table-12

Floor space provided for storing &office purpose

Dealers opinion No. Of. Percentage

Respondents
2% 30 60
3% 10 20
4% 8 16
5% 2 4
Total 50 100

120
100
80 No.Of.
Respondents
60
Percentage
40
20
0
2% 3% 4% 5% total

INTERPRETION -
The floor space provided for store and office purpose is
good and satisfactory.

65
Table-13

Customer awareness about the company

Dealers opinion No. Of. Percentage

Respondents
2% 30 60
3% 10 20
4% 8 16
5% 2 4
Total 50 100

120
100
80 No.Of.
Respondents
60
Percentage
40
20
0
2% 3% 4% 5% total

INTERPRETION: -
The customer is well aware of the company and easily
known about the company .

66
Table-14
Difficulty in dealing with the company.

Dealers opinion No. Of. Percentage

Respondents
2% 30 60
3% 10 20
4% 8 16
5% 2 4
Total 50 100

120
100
80 No.Of.
Respondents
60
Percentage
40
20
0
2% 3% 4% 5% total

INTERPRETION
The customer are satisfied with the company and there is
no such difficulties faced by the customers.

67
Table-15
Suggestions for improving the distribution.

Dealers opinion No. Of. Percentage

Respondents
2% 30 60
3% 10 20
4% 8 16
5% 2 4
Total 50 100

120
100
80 No.Of.
Respondents
60
Percentage
40
20
0
2% 3% 4% 5% total

INTERPRETION: -
The customers are not facing any type of problems
regarding the distribution.

68
 CHAPTER-V
FINDINGS & SUGGESTIONS

69
 FINDINGS

1. Majority of the dealers having 3 to 6 years experience, and

less number of dealers having above 6 years experience.
2. Majority of dealers just satisfied about the company’s
image, remaining is neutral, highly satisfied.
3. Majority of the customers satisfying about the quality of
the product next preference given brand name followed by
usages, price.
4. Most of the dealers expr esses customers visit to shop by
brand name only. And followed dealers influence, by
friends, by advertising.
5. The entire dealers were saying they do not face any
difficulties to deal with the customers to selling the
product.
6. Majority of the dealers saying they do no come across
stock out problems.
7. Majority of the dealers satisfying with the supply from the
company and very few members satisfied, dissatisfied.
8. All the dealers were saying the entire floor space were
providing only for goods storing purpose.
9. Majority of the dealers satisfied with the mode of dispatch
by the company. And few members were moderately
satisfied, highly satisfied.

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10. Majority of the dealers they estimate the demand for
various products by the orders and followed by seasonal
base and past sales.

SUGGESTIONS

1. Provide opportunity for new entrants in the business.

2. To create awareness about the company, using of various

ways of promotional activities such as advertisement, to
maintain the better relation with dealers.
3. If possible increase the quality of the product and reduce
the price.
4. Company and dealers should try to maintain customer
good relationship as much as the possible.
5. Try to maintain better supply chain in order to improve the
services. Supply the products with in time to the dealers.
6. Try to provide discounts to dealers and credit facilities.
7. Customers, who purchase the huge amount of products,
provide free home delivery to customers place.

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Questionnaire

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 Questionnaire

Name of the shop : Date :

Name of the proprietor: Ph No :
District : Signature:

1) How long have you been dealing with Tata Motors Limited?
a)<1year b)below 3 years c) 3 to 6 years d) above
6 years

2) How do you feel the companies’ image?

a) Highly satisfied b) Satisfied c) Neutral d) Dissatisfied
e) Others

3) According to you what makes customer more satisfaction in

this field?
a) Brand name b) Price c) Quality d) Usages e) Others

4) How customers came to your shop?

a) By your influence b) By friends c) By advertising
d) By brand name e) Others

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5) Do you face any difficulty in dealing with the customers?
a) Yes b) No
If yes please specify----------

6) Do you face stock out probl ems for Tata Motors Limited?
a) Frequently b) Rarely c) No

7) Are you satisfied with the supply from the company?

a) Highly satisfied b) moderately satisfied c)
Satisfied d) Dissatisfied e) Highly dissatisfied

8) How much floor space you have provided for ----------?

a) Goods storing purpose -------
b) Office purpose------

9) In time delivery is very important for better serving the

market. In this connection are you satisfied with the mode o
dispatch by the company?
a) Highly satisfied b) moderately satisfied c)
Satisfied d) Dissatisfied e) Highly dissatisfied
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10) According to you most of the customers are aware of Tata
Motors Limited through
a) Advertisement b) Campaign c) Dealer
d) Others

11) Do you satisfy with the sales of Tata Motors Limited?

a) Highly satisfied b) moderately satisfied c)
Satisfied d) Dissatisfied e) Highly dissatisfied

12) How do estimate the demand for various products?

a) Past sales b) Seasonal c) Orders
d) Others

13) Do you face any difficult in dealing with the company?

a) Yes b)No
If yes please specify____________________________________

14) What percentage of fright if incurs you to received goods

from company to your store point?
a) 2% b) 3% c) 4% d) 5%

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15) Do you feel like to suggest any thing which improves
distribution effectiveness?
a) yes b) no

BIBLIOGRAPHY

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 BIBLIOGRAPHY

1. Phillipkotler,2003Marketing Mgmt, T.M.H,

New Delhi (9TH EDITION)
2. Schiffman&Kanuk,1997, Consumer behavior, PHI
(6 T H EDITION)
3. Levin & Kirpatric, Quantitative Techniques For M.B.A,
Tata McGraw Hill-1985

Websites:
1. www.marketing.org
2. www.estrategicmarketing.com
3. www.marketingprofs.com
4. www.btobonline.com
5. www.marketingstudies.net
6. www.tatamotors.in

Journals:
1. Economic Times
2. Business Standard

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