A

SUMMER TRAINING
REPORT ON
“SALES AND DISTRIBUTION”
FOR TATA MOTORS

Submitted in Partial Fulfillment for the Award of

Degree of Bachelor of Business Administration
Academic Session: 2020-23

SUBMITTED TO, SUBMITTED BY,

MISS.RAJNI VILASRA SANJANA HALDAR
ASSISTANT PROFESSOR B.B.A. 5th Sem
Roll NO.201335250019

DROAN COLLEGE OF EDUCATION AND TECHNOLOGY RUDRAPUR (U.S.NAGER)

Affilliated to kumaun University, Nainital. uttrakhand

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 STUDENT CERTIFICATE
(FROM FACULTY GUIDE)

This is to certify that Sanjana Haldar, Roll No. 201335250019 a

Student of B.B.A in Droan College of Education And Technology,
Rudrapur has completed her project report on “SALES AND
DISTRIBUTION, At Tata Motors For the awards of Bachelor of
Business Administration (DCET) for the academic Batch 2020-23
under my guidance.

SIGNATURE OF PROJECT GUIDE

(MISS. RAJNI VILASRA)

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 DECLARATION

I Sanjana Haldar do hereby declare that the summer internship

programmed titled “SALES AND DISTRIBUTION, At Tata Motors”
submitted by me in partial fulfillment of the requirement of the
degree of “Bachelor of Business Administration” of “Droan college
of Education and Technology” is an original price of work done by
me and has not been published elsewhere or submitted for any
degree in full or in part.

Place: SANJANA HALDAR’

Date: B.B.A Vth sem
Roll no. 201335250019

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 ACKNOWLEDGEMENT

I express my sincere gratitude to my industry guide Mr. Abhishek

Grover, DIRECTOR, Grover Motors for his able guidance,
continuous support and cooperation throughout my project, without
which the present work would not have been possible.

I would also like to thank the entire team of Grover Motors, for the
constant support and help in the successful completion of my project.

Also, I am thankful to my faculty guide MISS. RAJNI VILASRA of

my institute, for her continued guidance and invaluable
encouragement.

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 CONTENTS
Chapter 1. INTRODUCTION
Objectives
Industry Profile
Company Profile

Chapter 2. Distribution of Tata Motors

Chapter 3. Research Methodology

Types of Research

Data Collection Procedures Used in my Research

Data Collection Techniques

Chapter 4. Findings and

Analysis Chapter 5. Conclusion

o Conclusion and Recommendations

o Learning from the Internship

o References

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 EXECUTIVE SUMMARY
My Study will be limited to speedometers with reference to Sales and Distribution for Tata
Motors in India. To analyze the sales and distribution of TATA motors, I had taken a

dealership as a case study. By working in a dealership I came to know about the distribution
channel of the company.

The main purpose of pursuing my Summer Internship at Tata Motors was to get a better
understanding of the Indian Automobile Industry. Also, I wanted to specifically get an
overview of Tata Motor’s business group- the kind of customers it caters to, the attributes
which influence the sales of cars; and the strategies which may improve the sales of the same.
The research started by conducting a small pilot study on a few respondents- this process
easily detects the errors in the questionnaire which may otherwise be overlooked. I applied
the tool of Questionnaires to collect data. I conducted the survey on the existing customers of
the company towards the sales and service of the vehicles. Consumers, from eclectic age
groups, were also surveyed to get a broader picture of their preferences.

Objectives.

1) To study the distribution channel of Tata motors.

2) To conduct sales of cars of Tata Motors.

3) To analyze the customer's satisfaction by conducting a research.

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INDUSTRY PROFILE

AUTOMOBILE INDUSTRY IN INDIA

In the fast moving world with the biggest countries with huge economies India has managed
to be the eleventh in the world for annual production of 2 million units approximately. This
sector in India is growing at a very fast rate and it has crossed China in terms of selling the
Units. In the matter of population India is the second largest country in the world with a
population of 1.1 billion. In this respect it is just next to China. But it has a very small land
mass as compared to China. India has become an attraction for car manufacturers around the
Globe as a graph of its ownership of car i.e. 7 per 1000 people.
Automobile industry in India comprises of 13 million direct and indirect employees. It
contributes 3.1% of India’s GDP (nominal) and the valuation of the industry is about US$ 34
billion. India's motorcycle market with an annual sale of 5 million units is the second largest
around the globe. India has Fourth largest commercial vehicle market, Eleventh largest
passenger car market, Fifth largest bus & truck market (by volume) around the globe. With
this growing pace India by 2016 is expected to be the seventh largest automobile market and
by 2030 world’s 3rd largest behind US & China.
Late 1890‟s is the time when Automobile was introduced in India but it came into existence
only after the independence in 1947. Until 1980‟s Hindustan Motors and some small
manufacturers Premier Automobiles, Tata Motors, Bajaj Auto, Ashok and Standard Motors
held an oligopoly till the time when Maruti Udyog Suzuki came into existence after the death
of the great Indian politician Sanjay Gandhi who championed the need for a "people's car". It
quickly gained over 50% of the market share. The Maruti 800 became popular because of its
low price, high fuel efficiency, reliability and modern features relative to its competition at
the time.

From the decades in the Indian automotive industry there were only few vehicle models

but then also there is a good lead time to get a car after the booking. So with changing

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Economy, competition, and urge to grow big we are here with more than 100 Models and
every month with a new model to offer. Keeping in mind the comfort of the people and their
choice the models are prepared. Performance of vehicle is increasing day by day, its fuel
efficiency and reliability has no match with others around the globe.
Inspite of having manufacturing of major foreign automakers based in India our Indian
Domestic Automobile Companies are leading in the Market. Tata Motors is the largest
commercial vehicle company, Maruti Suzuki is the largest passenger vehicle company &
Hero Honda is the largest motorcycle company in India. Mahindra & Mahindra, Ashok
Leyland and Bajaj Auto are some more leading automobile manufacturers.

Automobile Domestic Sales Trends (Number of Vehicles)

Category 2017-18 2018-19 % change

Passenger Car 882208 1076408 22.01

Total Passenger Vehicles 1143076 1379698 20.7

Total Commercial Vehicles 351041 467882 33.28

Three Wheelers 359920 403909 12.22

Total Two Wheelers 7052391 7857548 11.41

Grand Total 8906428 10109037 13.5

Source: Society of Indian Automobiles Manufacturers.

Maruti Udyog Ltd, the biggest car maker of the country, selling 2, 93,536 vehicles as
against 2,43,211 in the corresponding year last year. having a growth rate of about 20.7
per cent during April-August,2009

Mahindra & Mahindra Ltd's (M&M) cumulative sales with exports were 1,06,094 units
compared to 78,144 units in the corresponding period last fiscal during the April-
September having a growth rate of about 35.8 per cent

Honda Siel Cars India Ltd. (HSCI), leading manufacturer of premium cars in India, selling
41,638 units against 35,853 units. having a growth of 16.1 % in cumulative sales for the
period January to August, 200

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DaimlerChrysler sold 1,681 units in India from January to August, growth of over 22 per
cent from a year ago.

Car-maker General Motors India (GM), totally owned subsidiary of General Motors
Corporation, reported a 114 % increase in domestic sales during August at 5,817 units
against 2,720 units in the same month last year.

Hero Honda crossed the 2 million unit sales mark during the Jan-Aug period.

Motorbike exports from India have grown to 3 to 21 to 321 units in the April- August
period this fiscal from 2 to 37 to 103 units in the same period last year.

CARS BY PRICE RANGE

 Maruti 800, Alto, Omni

 Reva
Under Rs. 3 Lakhs
 Nano
 Ambassador

 Fiat Palio

 Hyundai Santro, Getz

 Chevrolet Opel Corsa

Rs. 3-5 Lakhs
 Maruti Zen, Wagon R, Versa, Esteem, Gypsy

 Ford Icon & Fiesta

 Tata Indica, Indigo XL, Indigo Marina

 Chevrolet Swing, Optra Magnum, Tavera

 Hyundai Accent, Elantra

 Mahindra Scorpio
Rs. 5-10 Lakhs
 Maruti Baleno

 Toyota Innova

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  Tata Safari
 Mitsubishi Lancer, Mitsubishi Cedia

 Honda City ZX

 Mahindra Bolero

 Hyundai Sonata Embera

 Toyota Corolla

 Ford Mondeo & Endeavour

 Chevrolet Forester
Rs. 10-15 Lakhs
 Skoda Octavia & Combi

 Honda Civic

 Honda CR-V

 Maruti Suzuki Grand Vitara

 Terracan & Tucson, Captiva

 Mitsubishi Pajero

Rs. 15-30 Lakh  Audi A4

 Opel Vectra

 Honda Accord

 Mercedes C Class

 Toyota Camry

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Major Companies
List of automobile manufacturers in India Indian companies
Force Motors

Force Motors was formerly known as Bajaj Tempo Ltd. Founded in 1958, it is located in
Akurdi, a Pimpri-Chinchwad neighbourhood of Pune, India. They manufacture three
wheelers, multi utility and cross country vehicles, light commercial vehicles, tractors and
now heavy commercial vehicles.

Gama, Cruiser Trax, Toofan, Challenger

Ashok Leyland

Ashok Leyland is a commercial vehicle manufacturing company based in Chennai, India. In

1948, Ashok Motors was set up in what was then Madras, for the assembly of Austin Cars.
The Company's destiny and name changed soon with equity participation by British Leyland
and Ashok Leyland commenced manufacture of commercial vehicles in 1955. For over five
decades, Ashok Leyland has been the technology leader in India's commercial vehicle
industry, moulding the country's commercial vehicle profile by introducing technologies and
product ideas that have gone on to become industry norms. Ashok Leyland has six
manufacturing plants - the mother plant at Ennore near Chennai, two plants at Hosur (called
Hosur I and Hosur II, along with a Press shop), the assembly plants at Alwar and Bhandara.
From 18 seater to 82 seater double-decker buses, from 7.5 tonne to 49 tonne in haulage
vehicles, from numerous special application vehicles to diesel engines for industrial, marine
and genset applications, Ashok Leyland offers a wide range of products.
Hindustan Motors Hindustan Ambassador
Hindustan Motors is one of the oldest Indian car manufacturers. It is best known for the
Ambassador which has been virtually unchanged for about 30 years. It is still very popular as
a taxi and is widely used by Indian politicians. Many people have come to associate India
with Ambassador and is a prominent part of the Indian landscape.

Trekker (Discontinued)

Landmaster (Discontinued)

Contessa (Discontinued) - 5th Generation Vauxhall Victor

Ambassador - a version of the 1950s Morris Oxford

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Mahindra & Mahindra Limited Mahindra Classic
The automotive section of Mahindra started off when a first batch of seventy five Utility
Vehicles (UVs) was imported in CKD condition from Willys in 1947. It has come a long
way, not just manufacturing Jeeps but also agricultural equipment and light trucks.
Maruti 800 Maruti Gypsy
Maruti Udyog was formed as a partnership between the Government of India and Suzuki of
Japan. It brought India its first "affordable" car, the Maruti 800. It is the biggest car
manufacturer in India and especially dominant in the small car sector. Then it brought out
The Maruti 1000, made by Maruti Udyog was the first ever contemporary sedan-type car
launched in India. The car (which Suzuki sold in other countries as the Cultus/Swift/Geo
Metro with a 1.3 L or 1.6 L engine) was introduced in October, 1990. Sold at Rs. 3.81 lakh, it
was back then the costliest car released in the Indian market. Then the company replaced it
with Esteem and from that days on a line of Suzuki cars rolled out in the Indian market.

800

Omni

1000 (Discontinued)

Maruti Zen (Discontinued, but revived and re-branded as the Zen Estilo)

Alto

Esteem(Discontinued)

Baleno - (Discontinued)

Baleno Altutra - (Discontinued)

Gypsy

Swift

SX4

WagonR

Versa

Zen Estilo - First Generation Suzuki MR Wagon

Grand Vitara - First Generation Suzuki Grand Vitara Eigo

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Multi-national companies BMW
BMW is manufacturer of prestigious sport sedans that are known for their nimble handling.
BMW enjoys good brand recognition in India, thanks to Indian movies and the rich who have
been importing these cars for decades. It has set up a plant in Chennai, Tamil Nadu, to
manufacture cars locally exclusively for the local market with no plans for export. It set up
the plant to circumvent high import duties.

3 Series

5 Series

7 Series

Fiat

Fiat India has struggled in India since its inception. The Fiat Uno was one of the first
products to be introduced. The Fiat Palio was later introduced and was initially a big hit with
its style and ride comfort coupled with solid build but has slowly lost its sheen due to low
fuel efficiency. Other models were introduced such as the Palio Weekend and Siena. Fiat
tried re-branding of the Fiat Siena to Fiat Petra without much success. It roped in Sachin
Tendulkar as one of its brand ambassadors. Even Michael Schumacher appeared in an ad for
the Palio. It has entered now into an alliance with Tata Motors to jointly manufacture cars at
its plant in Ranjangaon, near Pune. The facility will enable the two companies to make about
200,000 cars per annum, and also house an engine manufacturing unit with a capacity of
250,000 units per annum. The alliance will also see

Tata Motors use Fiat's diesel technology - the 1.3 litre multijet diesel engine - for its own
vehicles. The two companies also have a distribution and service partnership.

Uno(Discontinued)

Palio

Palio Stile

Siena(Discontinued)

Siena Weekend (Discontinued)

Petra(Discontinued)

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Adventure , Punto , Linea

Ford Motors

Ford entered India in collaboration with Mahindra & Mahindra in 1995 with a major plant in
Tamil Nadu. The first model was the Escort.

Escort (Discontinued) - It was offered with a 1.3 Liter petrol termed Alpha and

1.5 Liter Diesel engine termed Orion, and at a time when the car wars in India had just begun.
The diesel version was fancied by many due to the fact that diesel was available at half the
price of petrol(gasoline/gas) in India at that time. Among the famous owners of the Ford
Escort was Azim Premji who drove a black one for almost eight years until he traded it for a
Toyota Corolla. The Ford Escort 1.8 was ranked the highest in the J.D. Power and Associates
1997 Indian Customer Satisfaction Study. It was also voted the Best Quality Car in the J.D.
Power India Initial Quality Study.

Ikon - Was launched to phase out the Escort, known for the Rocam engine, available
with a choice of petrol and diesel version, the car did well. Ford is known for launching
new versions with some minor cosmetic changes every now and then.

Mondeo (Discontinued) - Was Ford's offering to the D segment in India in 2001, was
brought in as a CBU from Belgium with Ghia being the only trim version available. It was
available with both 2.0L Duratorq diesel and 142 bhp 2.0L petrol

Duratec engines. It was the first car to be offered with Xenon HID headlamps in India. It is
alleged that the Mondeo performed better than the 2.3 L Accord available in India at that
time. But buyers stayed away as it was more expensive than the Accord. The diesel version
was phased out in 2003.

Endeavour - Sold as the Ford Everest in other parts of Asia and based on the Ranger
pickup, it was offered in both 4X4 and 4X2 options but with only a 2.5 L,
4 Cylinder In-line, Turbocharged & Inter cooled Diesel Engine and manual transmission.

Fusion - was launched as an Urban Activity Vehicle available with a 1.6 L , 4 cyl 101 bhp
(75 kW/102 PS) engine with 5 speed manual transmission. In 2007 a diesel version was
launched which has the same 1.4 L 68 bhp (51 kW/69 PS) engine as the Fiesta.

Fiesta - Launched in November 2005 and was Ford's fifth model in India, and is
available in 1.6 L petrol and 1.4 L diesel engines. Bill Ford made a personal visit to
launch the car .
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General Motors

Chevrolet has been one of the most recognized brands in India for several decades. They
were made popular as the vehicle of choice of the heroes in Bollywood movies. The model
lineup consists of vehicles from cheaper sister brands like Daewoo. General Motors initially
entered India with the Opel brand, but the Opel brand was dropped in March 2006 because
sales were at an all time low due to high prices and General Motors wanted to focus more on
their Chevrolet brand. Since the Chevrolet brand was introduced in India, there have been no
new Opel products.
GM's Indian operations were originally a JV between Hindustan Motors and GM, with most
of GM's vehicles assembled at Hindustan's plant in Halol, Gujarat. Since then, GM India is
now wholly owned by GM.

Cars from Chevrolet are:

Tavera - Rebadged Isuzu Panther

Forester - (Discontinued) Rebadged First Generation Subaru Forester

Aveo - Second Generation Daewoo Kalos sedan

Aveo UV-A - First Generation Daewoo Kalos hatchback

Optra - Rebadged Daewoo Lacetti

SRV - Rebadged Daewoo Lacetti

Spark - Formerly Daewoo Matiz in India

Cruze

Captiva

Honda

Honda Siel Cars entered India in 1995. It sells 4 cars in India - the City, Civic, Accord, and
CR-V. The manufacturing plant of Honda Siel is located in Greater Noida. The model of
Accord sold in India is the 2003 model. The most inexpensive car from Honda - The City.
The most Expensive - The Honda Accord V6.

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Accord - It was introduced in India in July 2001. It is sold in three versions - Accord VTi-L
M/T, Accord VTi-L A/T and Accord V6 A/T. Both the engines, the standard i-4 and V-6
have be de-tuned which produce less power compared to the American models, the I-4
produces 142 bhp (106 kW/144 PS) while the V6 produces 221 bhp (165 kW/224 PS),
de-tuned for better fuel efficiency.

City - Was launched in India in December 1997 ,initially offered in two options. A 1.3 liter
engine producing 90 bhp (67 kW/91 PS) and a bigger 1.5 liter producing 100 bhp (75
kW/101 PS). Two years later a VTEC option was also offered. All were four cylinder
engines. In October 2003 the City underwent a major revamp and is popularly called as
New Honda City (NHC). Surprisingly Honda gave the new City less powerful engines and
decided to improve the fuel efficiency. The new City features a 1.5 liter engine
producing 77 bhp (57 kW/78 PS). It offered more interior space and with bright and
refreshing interiors. About two years later, a face lifted version - CITY ZX - was
introduced. At the same time, a VTEC engine model too was introduced.

Civic - Was launched in July 2006 in India 6 months after the international debut. The
car is the first in this segment in India to offer unprecedented safety features like ABS,
EBD as standard. It is also the first in its class to feature reverse swing

windshield wipers. The only problem with the car with respect to India is its low
ground clearance.

CR-V - It was introduced in India along with the Accord. It was and is still offered with a
2.4 liter i-VTEC engine producing 152 bhp (113 kW/154 PS).

Hyundai

When Hyundai entered India, the brand was virtually unknown in the Indian market. They
signed up Bollywood actor Shah Rukh Khan and their excellent advertising campaign made
Hyundai a household name and helped it reach the second place behind market leader Maruti
Suzuki.

Santro - second generation Hyundai Atos

Accent - second generation Hyundai Accent sedan

Sonata - sold as the Sonata Embera

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Verna - third generation Hyundai Accent sedan

Getz - sold as the Getz Prime

Elantra - 3rd generation Hyundai Elantra sedan

Terracan (discontinued)

Tucson

i10 - brand new small car, global launch in India in 2007.

I20

Renault-Nissan

Logan In partnership with Mahindra and Mahindra

Mercedes-Benz

M-Class

S-Class

E-Class

C-Class

Mercedes-Benz has had to cater to the ever growning luxury segment in India, in a much
better fashion now, especially after the arrival of the other luxury German manufacturers.

Now, Mercedes-Benz cars are launched in India soon after the worldwide launch and
homologation as opposed to earlier, when Mercedes-Benz had monopolized the niche Indian
market.
Mitsubishi Motors

Lancer - Sixth Generation Mitsubishi Lancer

Cedia - Seventh Generation Mitsubishi Lancer

Pajero - Second Generation Mitsubishi Pajero

Montero - Third Generation Mitsubishi Pajero

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Škoda

Škoda is an important car manufacturer of India. It recently launched the Laura, the Octavia
still continues to exist. Skoda also offers the Superb in India but it's not too popular.

Octavia

Superb

Laura

Fabia

Toyota

Toyota Kirloskar sells 4 car models in India. It stopped producing the Toyota Qualis to make
way for the Toyota Innova, which was launched in India in 2005. The most expensive car
from Toyota is a very powerful SUV - The Land Cruiser Prado. Toyota Kirloskar Motors
LTD is a joint venture between Toyota Motor Corporation and the Kirloskar Group.

Qualis (Discontinued) - 3rd Generation Toyota Kijang

Camry - 6th Generation Toyota Camry

Corolla - 9th Generation Toyota Corolla

Innova

Land Cruiser Prado - 3rd Generation Toyota Prado

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 SWOT ANALYSIS
STRENGTHS

Largest production base about cars per day

Different model exported to different country.

Well established networking and distribution system in 30 countries of the world.

Market share of 30% in the Indian car industry.

Good technical support and service abroad.

Produces the most fuel efficient vehicles.

Highly efficient and technical staff abroad.

Good customer support.

Good infrastructure in Europe.

WEAKNESS

Low emphasis on research and development

Technology in automobile is out dated.

OPPORTUNITIES

Largest market in Europe and also good market in India.

THREATS

Competition from the automobile industry of the world.

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 COMPANY PROFILE
Review of literature on the company

Tata Motors

Tata Motors Limited (formerly known as TELCO (TATA Engineering and Locomotive
Company), (NYSE: TTM) - is India's largest passenger automobile and commercial vehicle
manufacturing company. It is a part of the Tata Group, and has its headquarters in Mumbai,
Maharashtra.
One of the world's largest manufacturers of commercial vehicles and known for its hatchback
passenger vehicle Tata Indica, Tata Motors has its manufacturing base in Jamshedpur,
Lucknow, Pune and Singur. The OICA ranked it as the world's 21st largest vehicle
manufacturer, based on figures for 2006.

Tata Motors was established in 1945, when the company began making trains. Tata Motors
was first listed on the NYSE in 2004. Tata Motors gained Rs. 320 billion during 2001-2006
which was among the top 10 corporate profits in India. In 2004 it also bought Daewoo's truck
manufacturing unit, now known as Tata Daewoo Commercial Vehicle, in

20
South Korea. In March 2005, it acquired a 21% stake in Hispano Carrocera SA, giving it
controlling rights in the company. On 10 January 2008, Tata Motors launched their much
awaited Tata Nano, noted for its Rs 100,000 price-tag, at Auto Expo 2008 in Pragati Maidan,
Delhi.
Tata Motors commences distribution of Fiat Cars across India

Tata Motors and Fiat India Private Limited announced the commencement of the new Tata-
Fiat dealer network to sell both Tata and Fiat branded cars, along with service and sales of
spare parts, in 11 cities across India.
The Tata-Fiat dealer network comprises 25 existing Tata Motors Passenger Vehicles dealers
and 3 existing Fiat India dealers. The 28 Tata-Fiat dealers will sell the Fiat Palio (1.2 EL PS,
1.2 ELX, 1.6 Sports) and the Fiat Adventure (1.6 Sports), and all Tata Motors Passenger
Vehicles - the Tata Indica, the Tata Indigo, the Tata Indigo Marina, the Tata Sumo and the
Tata Safari.
The beginning of operations of the Tata-Fiat dealer network follows the agreement,
announced by the Fiat Group and Tata Motors on January 13, 2006, to cooperate on dealer
network sharing. The execution of the distribution arrangement is the first initiative post the
signature of the Memorandum of Understanding signed between the Fiat Group and Tata
Motors in September 2005. Discussions are on to explore other areas of co-operation, on
which specific announcements can be expected once their feasibility is established.
Commenting on the commencement of the Tata-Fiat dealer network, Mr. Rajiv Dube, Sr.
Vice-President (Manufacturing & Commercial - Passenger Cars Business Unit), Tata Motors,
said, “Tata Motors is delighted to be partnering Fiat India in bringing a larger portfolio of
products under a single roof at our joint dealerships. Between the Tata and Fiat brands, the
company is in a position to offer one of the widest product offerings in the Indian market
with the promise of several exciting options to come.”

Mr. Giovanni de Filippis, Managing Director of Fiat India Private Limited, said, “The
coming together of Tata and Fiat through the dealer network sharing signifies better service,
after sales support and more convenience to Fiat customers. Our customers have always been
delighted with the superior build quality of our cars. The after sales support that comes with
the Tata trust will complement this, and Fiat is confident of serving its customers better.”
Existing Fiat dealers will continue to retail the full range of Fiat offerings, including the Fiat
Petra.

21
About Fiat

One of the pioneer companies in the automobile industry, Fiat has produced more than 85
million passenger cars and light commercial vehicles, including no less than 400 models,
since 1899, when the company was founded in Turin, Italy. Some of them have represented
milestones in the automotive industry. The Fiat Group‟s Automobiles Sector operates world-
wide with the following brands: Fiat, celebrated for value, economy, and innovation and
whose mass produced cars are distributed over almost the entire price class spectrum; Lancia
(acquired in 1969) means prestige cars noted for their elegant styling, and comfort; Alfa
Romeo (acquired in 1986) is famous as a maker of sport and luxury vehicles of style and
distinction; Maserati (acquired in 1992) represents a landmark in the history of the
automobile; Ferrari (acquired in 1969), well renowned for unsurpassed design, performance,
and luxury, is a legendary automobile that imparts special cachet to its owner.

22
a. HISTORICAL analysis
Background

Tata Motors is a company of the Tata and Sons Group, founded by Jamshetji Tata. It is
currently headed by Ratan Tata.
The company has the workforce of 24000 employees working in its four plants and other
regional and zonal offices across the country.
Tata Motors' range of passenger cars is still not comprehensive by international standards. In
commercial vehicles, Tata Motors commands an imposing 65% market share in the domestic
heavy commercial market. The company is trying to modernise its range of commercial
vehicles. Tata Motors hived off its vehicle finance business into a separate subsidiary, TML
Financial Services (TMLFS), in September 2006.
Time line and milestones

Tata Motors launches its first truck in collaboration with Mercedes-Benz

1960-1986

Tata Motors is the 2nd largest commercial vehicle maker in India. World over it is the world's
fifth largest medium and heavy commercial vehicle manufacturer. It started its journey in
1960 with the manufacturing of first commercial vehicle (a copy of a Daimler Benz model) in
Pune. It took five years for the company to begin the commercial production of heavy
commercial Vehicles. Considering the road infrastructure of the country which does not
support heavy vehicles the company adopted a route for light commercial vehicles (LCV). It
came out with its first LCV, Tata 407, in 1986.
1987-1996

Tata mobile introduced in 1989. Post liberalization, in order to expand rapidly, the company
adopted the route to joint ventures. In 1993 it signed with Cummins Engine Co., Inc., for the
manufacture of high horsepower and emission friendly diesel engines. It was an effort made
to reduce the pollution in the existing Tata engines and to produce more environmentally

23
friendly engines. Furthering the trail of JVs it signed a joint venture agreement with Tata
Holset Ltd., UK, for manufacturing turbochargers to be used on Cummins engines.
1997-2006

In 2000, it launched compressed natural gas (CNG) buses and also filled the product line gap
through the introduction of the 1109 vehicle which is an intermediate commercial vehicle and
is useful for medium tonnage loads. Post 2000, the company introduced a variety of new
models. It introduced the Ex- series vehicles with high tonnage capacity and high pick up and
also came out with the entirely new LCV (207 DI) with direct ignition technology to cater to
the customers' requiring one and same vehicle for commercial as well as personal use.
Tata Novus

In 2004, it acquired the Daewoo Commercial Vehicle Company of South Korea. The
reasons behind the acquisition were:

Company‟s global plans to reduce domestic exposure The domestic commercial vehicle
market is highly cyclical in nature and prone to fluctuations in the domestic economy.
Tata Motors has a high domestic exposure of ~94% in the MHCV segment and ~84% in
the light commercial vehicle (LCV) segment. Since the domestic commercial vehicle sales
of the company are at the mercy of the structural economic factors, it is increasingly
looking at the international markets. The company plans to diversify into various
markets across the world in both MHCV as well as LCV segments.

To expand the product portfolio Tata Motors recently introduced the 25MT GVW Tata
Novus from Daewoo‟s (South Korea) (TDCV) platform. Tata plans to leverage on the
strong presence of TDCV in the heavy-tonnage range and introduce products in India at
an appropriate time. This was mainly to cater to the international market and also to
cater to the domestic market where a major improvement in the Road infrastructure was
done through the National Highway Development Project On its journey to make an
international foot print, it continued its expansion through the introduction of new
products into the market range of buses (Starbus & Globus).
Joint ventures

In 2005, sensing the huge opportunity in the fully built bus segment, Tata Motors
acquired 21% stake in Hispano Carrocera SA, Spanish bus manufacturing company and
introduced its high-end inter-city buses in the country.

24
Tata Motors has also formed a 51:49 joint venture with Marcopolo S.A., a Brazil-based
global leader in bus body building. This joint venture is to manufacture and assemble
fully-built buses and coaches targeted at developing mass rapid transportation systems.
The joint venture will absorb technology and expertise in chassis and aggregates from
Tata Motors, and Marcopolo will provide know-how in processes and systems for
bodybuilding and bus body design.
A venture with British carmaker MG Rover saw the launch of the CityRover in 2003.
This car was based on the Tata Indica and built alongside it in India, but sales were not
strong and production finished in April 2005 when MG Rover went bankrupt. MG Rover
was purchased by Nanjing Automobile of China three months later, but when car
production resumed in 2007, the City Rover was not part of the production plans.

Tata Ace

The latest hit of Tata Motors is its mini truck Ace. Ace, India's first indigenously
developed sub-one ton mini-truck, was launched in May 2005. It was an instant hit.
Analysts opined that Ace had changed the dynamics of the light commercial vehicle
(LCV) market in India by creating a new market segment termed the SCV segment. Ace
rapidly emerged as the first choice for transporters and single truck owners for city and
rural transport. By October 2005, since the launch of Ace, LCV sales of Tata Motors had

grown by 36.6 percent to 28,537 units due to the rising demand for Ace. The Ace was
built with a load body produced by Autoline Industries. [3] By 2005, Autoline was
producing 300 load bodies per day for Tata Motors. Autoline
In 2005, Tata Motors became the only major engine manufacturer in the world (aside
from a Briggs & Stratton emissions test) to express any formal interest in the
turbulence- boosting cylinder head grooves invented by Somender Singh (Mysore).

25
2007

Tata Indigo

Tata Motors, through its joint venture with Fiat, gained access to Fiat‟s diesel engine
technology and is likely to gain access to the latter‟s strong overseas distribution network for
its passenger cars. Tata Motors is looking to extend this relationship to other segments like
pick-ups and MHCVs. The company also plans to expand its global footprint with the launch
of „Global Truck‟ and „Global Pick-up‟ in domestic and international markets by 2007-
08. Tata Motors plans to launch the new pick-up in India, Southeast Asia, Europe, South
Africa, Turkey and Saudi Arabia. The launch of the global truck will mark the entry of the
company into developed markets like Europe and the United States. The project was initially
a collaboration between Tata Motors and its subsidiary Tata Daewoo Commercial Vehicles,
but later Tata Motors decided to work with Iveco as Daewoo‟s design was not in sync with
the needs of sophisticated European customers. The company has formed a joint venture with
Thailand‟s Thonburi,( Exhibit-1) an independent auto assembler, in which Tata Motors
will hold a 70% stake. The joint venture will set up a plant with capacity to manufacture pick-
ups a year and will sell them in Thailand, the second largest pick-up market in the world, and
in other regional markets. The joint venture product is likely to be a part of Tata Motors‟
„Global pick-up‟ plans.

2008 onwards

On January 3rd, 2008, The Hindu Business Line reported that Ford Motor Company (US)
named Tata Motors the "preferred bidder for Ford's British marquees Jaguar and Land Rover
... but a final decision for the sale was yet to be taken".
Auto policy of Government of India (GOI) envisions to establish a globally competitive
automotive industry in India and to double its contribution to the economy by 2010. GOI
policy has rightly recognized the need for modernizing of vehicles to arrest degradation of air
quality. The terminal life policy for commercial vehicles and move toward international
taxing policies linked to age of vehicles, are steps in the right direction which will lead to
increased sales for Tata motors Commercial vehicle division.
Effect of Government Policy on Tata Motors CV Division Commercial Vehicles segment
sector has been at the forefront of the strong showing by the automotive industry over the
past few years. Following factors have led to growth in sales:

26
The cut in excise duty that enabled manufacturers like Tata Motors to reduce prices

The attractive financing offers and freebies enabled by low interest rate policies by
Government

the need to transport higher volumes of agricultural and industrial goods

Low interest rates

Tata Xover

New auto policy considered by Government of India last announced an automobile policy in
December 1997. The policy required majority-owned subsidiaries of foreign car firms to
invest at least $50 million in equity if they wished to set up manufacturing projects in India. It
also forced them to take on export obligations to fund their auto part imports and required
them to submit to a schedule for increasing the share of locally made parts in their cars. Mere
car assembling operations were not welcomed.
An Indian cabinet panel will soon consider a new automobile policy that aims to set fresh
investment guidelines for foreign firms wishing to manufacture vehicles in the country.
Investments in making auto parts by a foreign vehicle maker will also be considered a part of
the minimum foreign investment made by it in an auto-making subsidiary in India.

The move is aimed at helping India emerge as a hub for global manufacturing and sourcing
for auto parts. The policy sets an export target of $1 billion by 2005 and $2.7 billion by 2010.
The policies adopted by Government will increase competition in domestic market, motivate
many foreign commercial vehicle manufactures to set up shops in India, whom will make
India as a production hub and export to nearest market. Thus Tata Motors CV will have to
face tough competition in near future, which might affect its growth negatively

Global competition

Tata Motors have some distinct advantages in comparison to other MNC competitors. There
is definite cost advantage as labor cost is 8-9 percent of sales as against 30-35 percent of sales
in developed economies. Tata motors have extensive backward and forward linkages and it is
strongly interwoven with machine tools and metals sectors. India is an excellent source for IT
based engineering solution for products & process Integration. There are strong supporting
industries i.e. auto component industry has world class capabilities. There is huge demand in
domestic markets due to infrastructure developments and Tata Motors is able to leverage its

27
knowledge of Indian market. There are favorable Government polices and regulations to
boost the auto industry i.e. Incentive for R&D.

b. SWOT

SWOT Analysis - Tata Motors Limited

The company began in 1945 and has produced more than 4 million vehicles. Tata Motors
Limited is the largest car producer in India. It manufactures commercial and passenger
vehicles, and employs in excess of 23,000 people.

Strengths
The internationalization strategy so far has been to keep local managers in new
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 exchange expertise. For example after
the Daewoo acquisition the Indian company leaned work discipline and how to get the
final product 'right first time.'

The company has a strategy in place for the next stage of its expansion. Not only is it
focusing upon new products and acquisitions, but it also has a programme of intensive
management development in place in order to establish its leaders for tomorrow.

The company has had a successful alliance with Italian mass producer Fiat since 2006.
This has enhanced the product portfolio for Tata and Fiat in terms of production and
knowledge exchange. For example, the Fiat Palio Style was launched by Tata in 2007, and
the companies have an agreement to build a pick- up targeted at Central and South
America.

 Weaknesses
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 (see opportunities below); Tat has not
got a foothold in the luxury car segment in its domestic, Indian market. Is the brand

28
associated with commercial vehicles and low-cost passenger cars to the extent that it has
isolated itself from lucrative segments in a more aspiring India?

One weakness which is often not recognised is that in English the word 'tat' means
rubbish. Would the brand sensitive British consumer ever buy into such a brand?
Maybe not, but they would buy into Fiat, Jaguar and Land Rover (see opportunities and
strengths).

 Opportunities
In the summer of 2008 Tata Motor's announced that it had successfully purchased the
Land Rover and Jaguar brands from Ford Motors for UK £2.3 million. Two of the World's
luxury car brand have been added to its portfolio of brands, and will undoubtedly off the
company the chance to market vehicles in the luxury segments.

Tata Motors Limited acquired Daewoo Motor's Commercial vehicle business in 2004 for
around USD $16 million.

Nano is the cheapest car in the World - retailing at little more than a motorbike. Whilst
the World is getting ready for greener alternatives to gas-guzzlers, is the Nano the
answer in terms of concept or brand? Incidentally, the new Land Rover and Jaguar
models will cost up to 85 times more than a standard Nano!

The new global track platform is about to be launched from its Korean (previously
Daewoo) plant. Again, at a time when the World is looking for environmentally friendly
transport alternatives, is now the right time to move into this segment? The answer to
this question (and the one above) is that new and emerging industrial nations such as
India, South Korea and China will have a thirst for low-cost passenger and commercial
vehicles. These are the opportunities. However the company has put in place a very
proactive Corporate Social Responsibility (CSR) committee to address potential
strategies that will make is operations more sustainable.

The range of Super Milo fuel efficient buses are powered by super-efficient, eco- friendly
engines. The bus has optional organic clutch with booster assist and better air intakes
that will reduce fuel consumption by up to 10%.

29
 Threats
Other competing car manufacturers have been in the passenger car business for 40, 50
or more years. 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 globalises
and buys into other brands this problem could be alleviated.

Since the company has focused upon the commercial and small vehicle segments, it has
left itself open to competition from overseas companies for the emerging Indian luxury
segments. For example ICICI bank and DaimlerChrysler have invested in a new Pune-
based plant which will build 5000 new Mercedes-Benz per annum. Other players
developing luxury cars targeted at the Indian market include Ford, Honda and Toyota.
In fact the entire Indian market has become a target for other global competitors
including Maruti Udyog, General Motors, Ford and others.

Rising prices 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 on the
costs of production. Many of Tata's products run on Diesel fuel which is becoming
expensive globally and within its traditional home market.

2 Distribution Strategy/ Channels of the Tata Motors and Fiat in India Distribution of
the product
Distribution Method

Distribution always takes place through a cycle but it is different with the products. There
are several steps which complete the entire cycle. It usually starts with manufacturer then to
distributor and then finally reaches in the hand of consumer. This is the main cycle which is
used globally. Retail may takes place before it reaches to the consumer.

30
 MANUFACTURER – DISTRIBUTOR – CONSUMER

1st distribution channel

In this type of channel the company uses its sales representatives to deal with the dealers
directly. The dealers place the order through the sales representatives who visit them
periodically, and the products are delivered directly from the company.
Some companies appoint Direct Dealers who act as their Franchisee Outlets or their
Exclusive showrooms.

2nd distribution channel

In this channel of distribution the company appoints distributors on the basis of District/
Population /No of Dealers to be handled by one distributor. The area of operation and
its potential is also taken into consideration.
Some of the companies make the distributor totally responsible from appointing the
dealers to providing after sales service.

3rd distribution channel

31
In this channel of distribution the company appoints Distributors as well as Direct

Dealers. The company appoints distributors to deal with small dealers who order small
quantities. With the dealers who have good potential and sales the company deals
directly.
Own sales force

4th distribution channe

In this channel the company appoints a C&F agent who acts on behalf of the company.
The C&F agent is totally responsible for appointment of Distributors and Direct
Dealers. He sells to both the Distributors and the Direct Dealers at the same rates.

32
DISTRIBUTION NETWORK TATA MOTORS

TATA MOTORS

TIER I
VOLUME
RESELL E
TIER I
Distributors

System Integrators

Value
Resellers

Rese lle rs

CUSTOMER

33
CHANNEL STRUCTURE

To save the consumer from paying extra amount in the form of taxes and duties a consumer
can directly place an order with the Tata Motors warehouse is a pictorial representation of the
same, also there maybe a case where all the 4 or any one of the national Dealers have
warehouses in Singapore and consumer places order with these distributor then in that case
these distributors will place the order to Tata Motors which will have direct billing with the
distributors and distributors will have direct billing with the consumer.
How do th e finished produ cts of you r compan y move from your end to consu mer’s
end?

CONSUMER RESELLER

In this distribution network a customer with the small requirement reaches the reseller who
buys the product from the big distributors like Ingram, Redington,Tech pacific and iris.
How the finished p roducts moves from Tata Motors end to consu mer’s end:

CONSUMER RESELLER

In this distribution network a customer with the small requirement reaches the reseller who
buys the product from the big distributors like Ingram, Redington, Tech pacific and
SALES FORCE
Tata
VALUE Motors
BUSINESS RESELLER

iris.

This model is drawn to show that for named accounts or big business opportunities it is the
companies‟ own sales force and system integrators (value resellers), which hunts down the
prospective business.

34
Distribution Channels

Channel Structure

Outside Pune

Tata Motor
Organization

C&F

Distributer

Retailer

35
There are 17 C&F and 50 distributors who directly deal with Tata Motor. Functions
performed by different channel member

The main functions of different channel members are to supply goods, to achieve targets
and to increase sales.

One of the main functions of C&F is to achieve the targets assigned to them. They are
responsible for all the activities of their areas.

The sale of other goods including the sale of its entire outlet is around 150 crores.

 Selection of Channel members: -

Channels members are selected if the following facilities are available:-

Go down Facilities

Experience sale persons.

Van, truck, three-wheelers for transportation.

Registered office.

Proper computer facility of maintaining accounts.

Financially strong.

 Financial terms and conditions

Tata Motor takes the full payment in advance from the distributor and C&F. Most probably it
takes Cheque if it is local payment and Demand Drafts if it is central payment. From some
distributors Tata Motor also take cash also but always try to avoid it. No credit facilities are
given to any distributor or C&F.
Tata Motor keep some blank cheques from some distributor and C&F even before taking the
order and use the cheque after delivering the goods.
Distributor and C&F mostly sale goods on credit basis which varies from one to another. Tata
Motor give 6-7% discount to C&F and distributor. No margin is given to them. But they give
margin of 10-12% to retailers.
Tata Motor is responsible if any goods spoiled or leak on the way in its transport.

36
Tata Motor also give 1-2% discount that takes responsibility of spoiled goods. Mainly these
options are given to those who are very far from Raipur and occurred heavy expense of
transport to return back the goods.
To promote sale Tata Motor give extra discount of 2-3 % where the sale is low.

 Order processing

Sale persons of C&F and distributors go to the retailers of their areas and bring the order
daily. After that they give order in the Corporate Office of Tata Motor in Raipur to the
general manager. From corporate office general manager give order in the factory.
the order is ready to deliver and confirming from the corporate office, the goods are delivered
in the trucks.
Order within Raipur and the places near Raipur delivered within 24 hours.

Order outside Raipur delivered according to the distance. It takes from 24 hours to 72 hours.
Every distributor and C&F has a fixed day in a week to give order.

 Warehousing

Tata Motor has its own warehouse, which is manage by its own staff. The order of Tata
Motor is delivered by truck. Tata Motors pay expenses for transportation from which the Tata
Motor deals directly.

 Sales functioning: -

Factors taken into account while assigning targets and territories

Population of the area.

Income of the consumers in that area.

Sales during festival seasons.

Area cover.

37
  Targets

Targets are decided by the owner of the Tata Motor for every distributor and C&F. Every
year targets are increased by 10-15%. All the Distributor and C&F have to achieve minimum
90 % of its targets monthly and remaining has to adjust with the next month target. There is a
meeting held every month of C&F and distributors with the General Manager of Tata Motor
where they find reasons for not achieving the targets and how they overcome by this problem.
In this meeting extra benefits are also given for achieving the targets.

 Responsibilities of the sales person

To supply goods.

To make new customers.

To bring the order from retailers of their area.

To promote Tata Motor Tata Car.

To report about the sale.

 Performance Appraisal

The manager on the targets basis checks the performance of the sales person. The
performance appraisal is check on monthly basis. It is check as regard to achieve target. The
sales persons give daily report to the manager and on that basis the performance is checked
and new target is assigned.
 Functions performed by different channel member

The main functions of different channel members are to supply goods and give monthly
report in the organization.

The channel members also supply goods in the outlets of the Tata Motor India.

They frequently visit outlet of Tata Motor India within Raipur and outside Raipur to
check the sales and whether the target is achieving or not.

They also promote Tata Motor India Tata Car.

The main role of showroom is to supply goods to the area that are assign to them.

They are responsible for achieving the target assign to them.

38
 Selection of Channel members: -

Channels members are selected if the following facilities are available:-

Financially strong.

Transport facilities.

Registered office.

Godown Facilities.

Selection of channel member for the Franchise

Asked around 1.5 crore for franchise

Space required – 12000 Sq feet

Preference given in Mall

Transport Facilities

Godown available. Financial terms: -

In Raipur the Sales of Tata Motor India is done mainly on credit basis. The credit time is
not same for the entire distributor. The Finance department of the company decides the
credit period of the Distributor after consulting by sale manager.

Outside Raipur the payment is received at the time of delivered of goods. Maximum 15
days allowed paying the payment.

Extra benefit of 1-2% given to distributors who have achieved their annual target.

 Order processing

From the main office the order is passed in the factory where production manager note
down the order and report back to the office when the order is ready.

Order within Raipur and the places delivered within 24 hours.

Order outside Raipur delivered according to the distance. It takes from 24 hours to 72
hours.

39
Warehousing:-

Tata Motor India has its own warehouse, which is manage by its own staff.

Sales Distributions

Factors taken into account while assigning targets and territories

Targets achieve last year.

Area covered by the Distributors.

Sale made during Festivals seasons.

Locations (for outlets).

Targets

The sales manager decides targets of the distributors. There is an increase in target of 5- 10%
annually both for distributor. The targets of both are checked quarterly by the sales manager
and if the target are not seen to be achieve then Tata Motor India sent their own sales person
and try to increase the sales.

40
 Research Methodology

Types of research

Based on the objectives of the study, there are two types of Research:

Exploratory Research- Exploratory research is conducted when one is seeking insights

into the general nature of a situation, the possible decision alternatives, and the relevant
variables that need to be considered. While conducting my study, I used exploratory
research, which was flexible and was aimed at identifying all the attributes that provides
satisfaction to customers before and after buying a vehicle. I undertook an intensive
review of the automobile industry in India, and screened some issues which I as a
researcher felt needed more clarification or study.

Descriptive research- My exploratory research conducted brought out a host of factors

which affect the customer buying attitude. These factors were then filtered to form a set
of the most important alternatives, which might affect a consumer‟s and a retailer‟s
decision regarding the purchase of vehicle and which brand they prefer. The purpose
was to find an accurate snapshot of the market environment of automobiles.

 Data collection techniques

Primary data, Pilot Study, Questionnaire

1. Secondary data

It refers to the already existing data. I collected them by following methods –

I. Internet

II. Books

III. Published Articles

IV. Journals

V. Newspaper Articles

41
VI. FINDINGS AND ANALYSIS

Q 1) which of the following best describes your line of work?

Cumulative
Percent
Frequency Percent Valid Percent
Valid
services 36 22.9 22.9 22.9

business 66 42.0 42.0 65.0

student 27 17.2 17.2 82.2

Taxi services 28 17.8 17.8 100.0

Total 157 100.0 100.0

Interpretation-

From this we interpret that most of the customers in that area are business people followed by
service class. The housewives do not come to the showroom for the service or purchase of
cars.

42
Q2) What parameters do you seek in a car before buying

Cumulative
Percent
Frequency Percent Valid Percent
Valid
brand popularity 19 12.1 12.1 12.1

Performance 69 43.9 43.9 56.1

looks & style 69 43.9 43.9 100.0

Total 157 100.0 100.0

12.10%

43.90% Brand popularity

Performance
looks & style
43.90%

Interpretation-

He customers look for performance and looks& style in a car before purchasing it. Brand
name does not play a vital role in it.

43
Q3) Which company's car do you possess

Frequency Percent Valid Percent Cumulative Percent

Valid
Tata 106 67.5 67.5 67.5

Fiat 51 32.5 32.5 100.0

Total 157 100.0 100.0

Column1

32.50%
Tata
Fiat

67.50%

Interpretation-

Most of the customers prefer buying Tata cars over Fiat.

44
Q 4) If rebuying would you select Tata of Fiat

Valid Frequency Percent Valid Percent Cumulative Percent

Yes 127 80.9 80.9 80.9

No 30 19.1 19.1 100.0

Total 157 100.0 100.0

19.9%

Yes No
80.9%

Interpretation-

The customers are satisfied with their cars. This is the reason they can rebury this company’s
car .

45
Q 5) What parameter important for reburying

Valid Valid Percent

Frequency Percent Cumulative
Percent
post sales service 43 27.4 27.4 27.4

Mileage 68 43.3 43.3 70.7

maintenance cost 46 29.3 29.3 100.0

Total 157 100.0 100.0

29.30%
27.40%
post sales service
Mileage
maintenance cost

43.30%

Interpretation-

All the customers of TATA motors , most of them consider mileage of the car as an important
parameter for reburying decision.

46
Q6) rate tata motors on following parameter knowledgeable sales person

Valid Frequency Percent Valid Percent Cumulative Percent

2 3 1.9 1.9 1.9

3 33 21.0 21.0 22.9

4 108 68.8 68.8 91.7

5 13 8.3 8.3 100.0

Total 157 100.0 100.0

1.90%

8.30%

21%

68.80%

Interpretation-

The salesperson at the company is rated fairly knowledgeable.

47
Q 7) payment procedure preference

Cumulative
Valid Percent
Frequency Percent Valid Percent
cash 30 19.1 19.1 19.1

cheque 27 17.2 17.2 36.3

finance 100 63.7 63.7 100.0

Total 157 100.0 100.0

Sales

19.10%

cash
cheque
17.20%
finance
63.70%

Interpretation-

Most of the customers prefer purchasing a car by the method of finance. So the company
should have links with various finance companies at their respective dealership showroom for
the convenience of customers. The easy the method of financing, more customers is attracted
to the company than their competitors. It gives the company an edge over its competitors.

48
Q 8) Are you aware of following facilities offered :Tata Motors Insurance

Cumulative
Percent
Frequency Percent Valid Percent
Valid
yes 151 96.2 96.2 96.2

no 6 3.8 3.8 100.0

Total 157 100.0 100.0

3.80%

Yes
No

96.20%

Interpretation-
There are various extra facilities that are provided to the customers for extra benefits and
convenience. One of them is Tata Motors Insurance. It is a cashless insurance in which
during the time of claim, the customer does not have to pay cash and latter get it reimbursed.
The majority of the customers were aware of this facility which means that sales force of the
company is efficient.

49
 CONCLUSION & RECOMMENDATIONS

Fiat car is preferred more by females rather than males. Business class also has an
inclination towards Fiat more.

The décor of the waiting lounge is rated less by the customers, the company should
take measures to improve on it.

The availability of spare parts of Fiat cars is less whereas of Tata are readily available.
So the company should pay more attention to it.

Most of the customers purchase the cars by mode of financing. There are many
customers who after purchasing the cars are not able to pay EMI. So they are
considered defaulters. There are many such cases of defaulters. The finance company
has be vigilant as to who to give the consent or not.

There are many enquiries which are cold enquiries. The sales person has to make an
extra effort to convert the cold and warm enquiries to hot enquiries. Due to
negligence of sales man there are many loss of customers

50
5.2 REFLECTIONS ON WHAT HAS BEEN LEARNED DURING THE INTERNSHIP
EXPERIENCE

It was great opportunity for me to do my internship from TATA Motor.

I got a project which gave me the opportunity to meet the various people in the
corporate world. I could understand the working culture of corporate as well as
government offices. Before this I never visited such big organizations.

Making plan for the next day and finding the concern department and person allowed
me to increase my communication ability, written as well as verbal.

My confidence to meet people has tremendously gone up. Today I have that much
confidence that I can meet to any big person in any organization.

My boss also helped me very much to learn about corporate world. How to prepare
the proposals and how to give the company offer all I learnt from my boss.

I also attended the customer demonstration which gave me the knowledge about how
the customer can be convinced, how there queries are handled.

I also learnt very small-small things in the organization which is very necessary in any
flat organization like photocopying; Fax the document which I never know before.

51
 REFERENCES

2005. Implementation of the VM fuel strategy presses ahead. [online] Available on:
http://media.vw.com/article_display.cfm?article_id=9664 [Accessed on 27th March
2006]

2006. Car and Driver. Fighting for street Credit. US: Hachette Filipacchi Media.

BBC publisher, 2005. Top Gear. BBC publisher, 2006. Top Gear. London: BBC publisher.
Available on : http://www.topgear.com/drives/A4/ES/new/ [Accessed on 24th March
2006]

BITD, 2005. European Union. The International Customs Journal, 14(26), pp. 1- 493

BUY USA, 2006. The UK Automotive Parts Aftermarket. A Market Research report,
September, pp. 1-8

Burt, T. (2001), „Tata motors set to expand in Spain‟, Financial Times

CAR BUYERS GUIDE, 2006. There are 20 CBG Partner Tata motors Dealers in India.
[online] Available from: http://www.cbg.ie/dealer_list.asp?Make= Tata motors
[Accessed on 15th May 1006]

CARL R. ANDERSON, CARL P. ZEITHAML, 1984. Academy of Management Journal, 27(1),

pp. 5-24.

CAR WARRANTY DIRECT, 2006. Your free Quote. [online] Available from:
http://www.carwarrantiesdirect.com/ [Accessed on 14th May 2006]

CARZONE.IE, 2006. Find your nearest dealer.[online] Available from:

http://www.carzone.ie/Dealers/ http://www.carzone.ie/Dealers/index.cfm?
fuseaction=Garages&CountyID=10 [Accessed on 14th May 2006]

52
 ANNEXURE

1) Which of the following best describes your line of work ?

a) Service b) Business c) Student d) Housewife

e) Taxi Services

2) What parameters do you seek in a car before buying ?

a) Brand Popularity b) Performance c) Looks & Style

3) How long have you been associated with TATA Motors?

a) 0-1 Year b) 1-3 Year c) 3-5 Year d) More than yrs

4) Which company‟s car do you possess?

a) Tata b) Fiat

5) If you need to buy a new or another car, would you again select the Tata or Fiat Brand?
a) Yes b) No

6) What parameter is important for influencing your re-buying decision?

• Post Sales services rendered by the company

• Mileage of the car

• Maintenance costs incurred

53
 7) How would you rate TATA Motors on the following parameter?

1 2 3 4 5
i) Are the sales person knowledgeable

Do the employees spend enough time

ii)
with you:

8) What type of payment procedure do you prefer?

a) Cash b) Cheque c) Demand Draft d) Finance

9) Are you aware of the following facilities provided by Tata Motors?

FACILITIES Yes No
i) Tata Motors insurance
ii) Extended warranty
iii) True value
iv) Tata finance
v) Auto card

10) Would you recommend Tata Motors to anybody else?

a) Yes b) No

54
 DEMOGRAPHIC INFORMATION –

NAME………………………………………………………..

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