MANAGERIAL COMMUNICATION-II

TERM-II PROJECT

DIRECTION REPORT

INDUSTRY:
Automotive (Electric Vehicles)

THEME:
Crisis Communication and Financial performance

SUBMITTED TO:
Dr. Niva Bhandari

SUBMITTED BY:
22P257 Akshita Goel
22P283 Palak Mendiratta
Companies Selected:
The Electric Vehicle companies selected for this study are:
1. Tata Motors
2. Ather Energy
3. Hero Electric
4. Mahindra Electric
5. Ola Electric

Introduction to Electric Vehicles Industry

The Indian electric vehicle market is expected to grow by 47.09% between 2022 and
2027. This growth is largely due to the increasing demand for electric vehicles in the
country and government initiatives such as the National Electric Mobility Policy 2025.
One of the biggest challenges facing the Indian electric vehicle market is infrastructure.
Currently, there is only a handful of charging stations available in the country, and these
tend to be located in major cities. This is likely to change in the future, as new
companies emerge that are willing to invest in expanding the network of charging
stations.

Introduction to Crisis Communication

Today, all institutions face a variety of potential crises, such as significant accounting
and financial frauds, criminality, allegations of sexual abuse, cyberattacks, product
recalls, corporate misconduct, and PR mishaps. Threats to enterprises of all sizes and
sectors are increasing, and they must be anticipated by organizations to function
adequately. Because of the instantaneous nature of online news media, it is even more
essential for businesses to be able to respond promptly and decisively when a crisis
emerges.

Objectives
The objective of this report is to study the impact of these crises and related
communication on the financial performance of the selected organizations by studying
and understanding its impact in this area. The aim of this study is to elaborate the issue
of crisis management and its direct and indirect impact on financial performance;
Assess the impact of crisis communication on various stakeholders; Study the effect of
communication on financial performance.
Research Methodology

For the purpose of this report, we aim to identify the major crises that have happened
and impacted the automotive industry specifically pertaining to 2-wheeler electric
vehicles.
 We will begin with understanding the pre-crisis situation of the industry, then shift
towards an in-depth analysis of the crisis and its impact on 5 companies.
 Post-understanding the crises we would delve-deep into the financial performance
of the selected companies pre, during, and post-the-crisis and find out how the
crises have affected the respective companies financially.
 We would also deep-dive into what the reaction of the companies was towards
these crises and how they handled the communication with their target customers
to maintain good public relations with internal and external stakeholders of the
company and the way companies fixed the causes behind the crises.
 Lastly, we will be looking at the current scenario of the industry.