Tata Motors Project

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Tata motors project
Bachelor of Business Administration & Bachelor of Legislative Law (Chandigarh

University)
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A
PROJECT REPORT
ON
‘’A STUDY ON SALES AND PROMOTION OF TATA MOTORCARP’’
A REPORT SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENT

FOR THE DEGREE OF
BACHELOR OF BUSSINESS MANAGEMENT (B.B.M. SECOND YEAR)
FROM
ARCADE BUSSINESS COLLEGE, PATNA
(A CONSTITUENT UNIT OF PATLIPUTRA UNIVERSITY PATNA)
UNDER THE GUIDANCE OF SUBMITTED BY R.R PRACHI

MR. PIYUSH DEEP Roll no: 20036
Academic HOD Reg. No: 2043900201
Arcade Business College BBM 2ND YEAR
Arya Kumar Road Patna- 04 Session: 2020- 23

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DECLARATION
R.R Prachi, a student of BBM 2nd year studying at Arcade Business College, Patna solemnly
declare that the project work entitled – ‘’A study on TATA Motors’’. This program was
undertaken as a part of academic curriculum according to the university rules and norms and
by no commercial interest and motives.
I also declare that this project is the result of my effort and has not been submitted to any
other university or institution for the award of any degree, or personal favors whatsoever. All
the details and analysis provided in the report hold true to the best of my knowledge.
Date:
Place:
(R.R Prachi)

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ACKNOWLEDGEMENT
I am extremely grateful to my project guide Mr. Piyush Deep (Academic Head

of Department, BBM, Arcade Business College, Patna) whose insight
encouraged me to go beyond the scope of the project and this broadened me
learning on this project.
I take the opportunity to express our gratitude to all the concerned people who
have directly or indirectly contributed towards completion of this project.
I would also like to thank faculty member of my college for giving me a golden
opportunity and kind help to complete this project work, I would like to express
my profound sense of gratitude for him.
I also want to show my gratitude to my parents and my friends whose insight

helped me to complete this project.
(R.R Prachi)

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CONTENT
S.NO NAME OF CHAPTER PG.NO
1 INTRODUCTION
2 HISTORY
3 OPERATION
3.1 JOINT VENTURES
3.2 INTERNATIONAL MARKETING
3.3 OPPORTUNITIES
3.4 RISK
3.5 OUTLOOK
3.6 INTERNAL CONTROL
4 COMPANY PROFILE

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5 PRODUCTION
5.1 MANUFACTURING
5.2 DESIGN
5.3 ENGINEERING
5.4 DOMESTIC MARKET
6 POLICY
7 VISSION AND MISSION
8 PRODUCT RANGE
9 MARKETING STRATEGIES
9.1 STRATEGIC ANALYSIS
9.2 SWOT ANALYSIS
10 COMPANY OVERVIEW

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TITLE OF THE PROJECT

A STUDY ON TATA MOTORS

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RESEARCH METHODOLOGY
DATA SOURCES
SECONDARY DATA:
Secondary data were collected from
different websites, magazines, company
brochures and agencies.

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1. Tata Motors
Industry Automotive
Founded 1945; 77 years ago
Founder Jehangir Ratan Dadabhoy Tata
Headquarters Mumbai, Maharashtra, India
Area served Worldwide
Key people Natarajan Chandrasekaran (Chairman)
Products
• Automobiles
• Luxury vehicles
• Commercial vehicles
• Automotive parts
• Pickup trucks
• SUVs
Production output - 1.1 MILLION (APPROX) (2021)
Services
• Automotive finance
• Vehicle leasing
• Vehicle service

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Revenue - ₹319,247 crore (US$42 billion) (2021)

Operating income - ₹2,377 crore (US$−310 million) (2021)
Net income - ₹13,016 crore (US$−1.7 billion) (2021)
Total assets - ₹343,125 crore (US$45 billion) (2021)
Total equity - ₹54,480 crore (US$7.1 billion) (2021)
Number of employees - 78,906 (2021)
Parent - Tata Group
Divisions - Tata Motors Cars
Subsidiaries
• Tata Daewoo
• Jaguar Land Rover
• Tata Technologies
• Tata Hispano
• Tata Hitachi Construction Machinery
• Tata Passenger Electric Mobility
Website www.tatamotors.com

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Tata Motors Limited

is an Indian multinational automotive manufacturing company, headquartered in
the city of Mumbai, India which is part of Tata Group. The company produces
passenger cars, trucks, vans, coaches, buses, luxury cars, sports cars,
construction equipment.
Formerly known as Tata Engineering and Locomotive Company (TELCO), the
company was founded in 1945 as a manufacturer of locomotives. The company
manufactured its first commercial vehicle in 1954 in a collaboration with
Daimler-Benz AG, which ended in 1969. Tata Motors entered the passenger
vehicle market in 1988 with the launch of the Tata Mobile followed by the Tata
Sierra in 1991, becoming the first Indian manufacturer to achieve the capability
of developing a competitive indigenous automobile. In 1998, Tata launched the
first fully indigenous Indian passenger car, the Indica, and in 2008 launched the
Tata Nano, the world's most affordable car. Tata Motors acquired the South
Korean truck manufacturer Daewoo Commercial Vehicles Company in 2004.
Tata Motors has been the parent company of Jaguar Land Rover since the
company established it for the acquisition of Jaguar Cars and Land Rover from
Ford in 2008.
Tata Motors' principal subsidiaries include British premium car maker Jaguar
Land Rover (the maker of Jaguar and Land Rover cars) and the South Korean
commercial vehicle manufacturer Tata Daewoo. Tata Motors has a
construction-equipment manufacturing joint venture with Hitachi (Tata Hitachi
Construction Machinery), and a joint venture with which manufactures
automotive components and Fiat Chrysler and Tata branded vehicles. On Oct
12, 2021 private equity firm TPG invested $1 billion in Tata Motors' electric
vehicle subsidiary.
Tata Motors has auto manufacturing and vehicle plants in Jamshedpur, Patan
Nagar, Lucknow, Sanand, Dharwad, and Pune in India, as well as in Argentina,
South Africa, the United Kingdom, and Thailand. It has research and
development center in Pune, Jamshedpur, Lucknow, and Dharwad, India and
South Korea, the United Kingdom, and Spain. Tata Motors is listed on the BSE
(Bombay Stock Exchange), where it is a constituent of the BSE SENSEX index,
the National Stock Exchange of India, and the New York Stock Exchange. The
company is ranked 265th on the Fortune Global 500 list of the world's biggest
corporations as of 2019.

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On 17 January 2017, Natarajan Chandrasekaran was appointed chairman of the

company Tata Group. Tata Motors increased its UV market share to over 8% in
FY2019.

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2. HISTORY
Tata Motors was founded in 1945, as a locomotive manufacturer. Tata Group
entered the commercial vehicle sector in 1954 after forming a joint venture with
Daimler-Benz of Germany. After years of dominating the commercial vehicle
market in India, Tata Motors entered the passenger vehicle market in 1991 by
launching the Tata Sierra, a sport utility vehicle based on the Tata Mobile
platform. Tata subsequently launched the Tata Estate (1992; a station wagon
design based on the earlier Tata Mobile), the Tata Sumo (1994, a 5-door SUV)
and the Tata Safari (1998).
Tata Indica (first

generation)
Tata launched the Indica in

1998, a fully indigenous
Indian passenger car tailor-
made to suit Indian
consumer needs though
styled by I.D.E.A, Italy. Although initially criticised by auto analysts,
its excellent fuel economy, powerful engine, and an aggressive
marketing strategy made it one of the best-selling cars in the history
of the Indian automobile industries. A newer version of the car,
named Indica V2, was a major improvement over the previous version
and quickly became a mass favourite. Tata Motors also successfully
exported large numbers of the car to South Africa. The success of the
Indica played a key role in the growth of Tata Motors.
In 2004, Tata Motors acquired Daewoo's South Korea-based truck

manufacturing unit, Daewoo Commercial Vehicles Company, later
renamed Tata Daewoo.
On 27 September 2004, Ratan Tata, the Chairman of Tata Motors,

rang the opening bell at the New York Stock Exchange to mark the
listing of Tata Motors.
In 2005, Tata Motors acquired a 21% controlling stake in the Spanish

bus and coach manufacturer. Tata Motors continued its market area

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expansion through the introduction of new products such as buses

(STAR BUS and Globus, jointly developed with subsidiary Hispano
CARROCERA) and trucks (Novus, jointly developed with subsidiary
Tata Daewoo).
In 2006, Tata formed a joint venture with the Brazil-based
MARCOPOLO, Tata MARCOPOLO Bus, to manufacture fully built
buses and coaches.
In 2013, Tata Motors announced it will sell in India, the first Tata
Bolt
In 2008, Tata Motors acquired

the English car maker Jaguar
Land Rover, manufacturer of
the Jaguar and Land Rover
from Ford Motor Company.
In May 2009, Tata unveiled

the Tata World Truck range jointly developed with Tata Daewoo; the
range went on sale in South Korea, South Africa, the SAARC
countries, and the Middle East at the end of 2009.
Tata acquired full ownership of Hispano CARROCERA in 2009.
In 2009, its Lucknow plant was awarded the "Best of All" Rajiv
Gandhi National Quality Award.
In 2010, Tata Motors acquired an 80% stake in the Italian design and
engineering company Trilix for €1.85 million. The acquisition formed
part of the company's plan to enhance its styling and design
capabilities.
In 2012, Tata Motors announced it would invest around ₹6 billion in

the development of Futuristic Infantry Combat Vehicles in
collaboration with DRDO. vehicle in the world to run on compressed

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air (engines designed by the French company MDI) and dubbed "Mini
CAT".
In 2014, Tata Motors introduced first Truck Racing championship in

India "T1 Prima Truck Racing Championship".
On 26 January 2014, the Managing Director Karl SLYM, was found

dead. He fell from the 22nd floor to the fourth floor of the Shangri-La
Hotel in Bangkok, where he was to attend a meeting of Tata Motors
Thailand.
On 2 November 2015, Tata Motors announced Lionel Messi as global

brand ambassador at New Delhi, to promote and endorse passenger
vehicles globally.
On 27 December 2016, Tata Motors announced the Bollywood actor

AKSHAY KUMAR as brand ambassador for its commercial vehicles
range.
On 8 March 2017, Tata Motors announced that it has signed a

memorandum of understanding with Volkswagen to develop vehicles
for India's domestic market.
On 3 May 2018, Tata Motors announced that it sold its aerospace and
defence business to another Tata Group Entity, Tata Advanced
Systems, to unlock their full potential.
On 29 April 2019, Tata Motors announced a partnership with NIRMA

UNIVERSITY in Ahmedabad to provide a B.Tech. degree
programme for employees of its Sanand plant.
On 24 March 2020, Tata Motors Ltd announced that it would spin off
its passenger vehicles arm as a separate unit within the company.
On 5 March 2021, Tata Motors’ shareholders approved hiving off its

passenger vehicles business into a separate entity.
In August 2021, as a complimentary reward for INDIAN

OLYMPHICS who finished closed fourth in Tokyo Olympics 2021

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and missed the place for Bronze, the company planned to recognise
the efforts by gifting ALTROZ hatchback.
On 23 August 2021 Tata Motors announced it will launch its

miniSUV Punch in the ongoing festive season.

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3. Operations
Tata Motors has vehicle assembly operations in India, the United
Kingdom, South Korea, Thailand, Spain, and South Africa. It plans to
establish plants in Turkey, Indonesia, and Eastern Europe.
Tata Motors Cars
Tata Motors Cars is a division of Tata

Motors which produces passenger cars
under the Tata Motors marque. Tata
Motors is among the top four passenger
vehicle brands in India with products in
the compact, midsize car, and utility
vehicle segments.The company's
manufacturing base in India is spread across Jamshedpur (Jharkhand),
Pune (Maharashtra), Lucknow (Uttar Pradesh), PATANAGAR
(Uttarakhand), Dharwad (Karnataka) and Sanand (Gujarat). Tata's
dealership, sales, service, and spare parts network comprises over
3,500 touch points.Tata Motors has more than 250 dealerships in
more than 195 cities across 27 states and four Union Territories of
India. It has the third-largest sales and service network after Maruti
Suzuki and Hyundai.
Tata LPT Trucks made at overseas plants
Tata also has franchisee/joint venture assembly operations in Kenya,

Bangladesh, Ukraine, Russia, and Senegal. Tata has dealerships in 26
countries across 4 continents. Tata is present in many countries, it has
managed to create a large consumer base in the Indian subcontinent,
namely India, Bangladesh, Bhutan, Sri Lanka and Nepal. Tata is also
present in Italy,[40] Spain,Poland,Romania, Turkey,Chile, South
Africa,[46] Oman, Kuwait, Qatar, Saudi Arabia, United Arab
Emirates, Bahrain, Iraq, Syria and Australia.

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Tata Daewoo
Tata Daewoo (officially Tata Daewoo Commercial Vehicle Company

and formerly Daewoo Commercial Vehicle Company) is a
commercial vehicle manufacturer headquartered in GUNSAN, J
JEOLLABUCK-do South Korea, and a wholly owned subsidiary of
Tata Motors. It is the second-largest heavy commercial vehicle
manufacturer in South Korea and was acquired by Tata Motors in
2004. The principal reasons behind the acquisition were to reduce
Tata's dependence on the Indian commercial vehicle market (which
was responsible for around 94% of its sales in the MHCV segment
and around 84% in the light commercial vehicle segment) and expand
its product portfolio by leveraging on Daewoo's strengths in the
heavy-tonnage sector.
Tata Motors has jointly worked with Tata Daewoo to develop trucks
such as Novus and World Truck and buses including Glo Bus and
Star Bus. In 2012, Tata began developing a new line to manufacture
competitive and fuel-efficient commercial vehicles to face the
competition posed by the entry of international brands such as
Mercedes-Benz, Volvo, and Navistar into the Indian market.
Tata Hispano
Tata Hispano Motors , S.A. was a bus and coach manufacturer based
in Zaragoza, Aragon, Spain, and a wholly owned subsidiary of Tata
Motors. Tata Hispano has plants in Zaragoza, Spain, and Casablanca,
Morocco. Tata Motors first acquired a 21% stake in Hispano SA in
2005,[12] and purchased the remaining 79% for an undisclosed sum
in 2009, making it a fully owned subsidiary, subsequently renamed
Tata Hispano. In 2013, Tata Hispano ceased production at its
Zaragoza plant.
Jaguar Land Rover
Jaguar Land Rover PLC is a British premium automaker

headquartered in Whitley, Coventry, United Kingdom, and has been a

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wholly owned subsidiary of Tata Motors since June 2008, when it

was acquired from Ford Motor Company of USA.[49] Its principal
activity is the development, manufacture and sale of Jaguar luxury
and sports cars and Land Rover premium four-wheel-drive vehicles.
Jaguar Land Rover has

two design centres and
three assembly plants in
the United Kingdom.
Under Tata ownership,
Jaguar Land Rover has
launched new vehicles
including the Range
Rover Evoque, Jaguar F-
Type, the Jaguar XE, the Jaguar XJ (X351), the second-generation
Range Rover Sport, and Jaguar XF, the fourth-generation Land Rover
Discovery, Range Rover Velar and the Range Rover (L405).
Land Rover Discovery Sport
JD Power, of the US, rates Land Rover and Jaguar as the two worse
brands for initial quality. [50] The Jaguar F-Pace made Consumer
Reports February 2019 list of the 10 Least Reliable Cars. The editors
cited "electronics, drive system, power equipment, noises and leaks"
as problematic aspects.
The Jaguar Land Rover subsidiary was struggling by 2019 and Tata
Motors wrote down its investment in JLR by $3.9 billion. Much of the
financial problem was due to a 50% drop in sales in China during
2019, although the situation was improving. Still, Tata was open to
considering a partnership with another company according to a
statement in mid-October, as long as the partnership agreement would
allow Tata to maintain control of the business. The company ruled out
the possibility of a sale of JLR to another entity.

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TML Drivelines
TML Drivelines Ltd. is a wholly owned subsidiary of Tata Motors

engaged in the manufacture of gearboxes and axles for heavy and
medium commercial vehicles. It has production facilities at
Jamshedpur and Lucknow. TML Forge division is also a recent
acquisition of TML Drivelines. TML Drivelines was formed through
the merger of HV Transmission and HV Axles .
Tata Technologies
Tata Technologies Limited (TTL) is a 43%-owned subsidiary of Tata

Motors which provides design, engineering, and business process
outsourcing services to the automotive industry. It is headquartered in
Pune's Hinjewadi business district and also has operations in London,
Detroit and Thailand. Its clients include Ford, General Motors,
Honda, and Toyota.
The British engineering and design services company Incat

International, which specialises in engineering and design services
and product lifecycle management in the automotive, aerospace, and
engineering sectors, is a wholly owned subsidiary of TTL. It was
acquired by TTL in August 2005 for ₹4 billion.
In 2017, TAL, a subsidiary of Tata Motors, manufactured India's first

industrial articulated robot for micro, small, and medium enterprises.
European Technical Centre
The Tata Motors European Technical Centre (TMETC) is an

automotive design, engineering, and research company based at
Warwick Manufacturing Group (WMG) on the campus of the
University of Warwick in England. It was established in 2005 and is a
wholly owned subsidiary of Tata Motors. It was the joint developer of
the World Truck.[54]
In September 2013, it was announced that a new National Automotive

Innovation Campus would be built at WMG at Warwick's main
campus at a cost of £100 million. The initiative will be a partnership

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between Tata Motors, the university, and Jaguar Land Rover, with
£30 million in funding coming from Tata Motors.
3.1 Joint ventures
TATA MARCOPOLO
A TATA MARCOPOLO bus in

use in Chandigarh, India
Tata MARCOPOLO is a bus-

manufacturing joint venture
between Tata Motors (51%) and
the Brazil-based MARCOPOLO
S.A. (49%). The joint venture
manufactures and assembles fully
built buses and coaches targeted at developing mass rapid
transportation systems. It uses technology and expertise in chassis and
aggregates from Tata Motors, and know-how in processes and
systems for bodybuilding and bus body design from MARCOPOLO.
Tata MARCOPOLO has launched a low-floor city bus which is
widely used by transport corporations in many Indian cities. Its
manufacturing facility is based in Dharwad, Karnataka State, India
and Lucknow, India.
Tata Motors is expected to buy the 49% stake held by its partner
Marcopolo in the bus-making joint venture for ₹100 crore by
February 2021. The subsidiary will continue with the ‘Marcopolo’
trademark for a minimum of three years with a non-compete
provision in India for a corresponding period.

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Fiat-Tata
Fiat-Tata is an India-based joint venture between Tata and Stellantis'

Fiat which produces Fiat and Tata branded passenger cars, as well as
engines and transmissions. Tata Motors has gained access to Fiat's
diesel engine and transmission technology through the joint venture.
The two companies formerly also had a distribution joint venture

through which Fiat products were sold in India through joint Tata-Fiat
dealerships. This distribution arrangement was ended in March 2013;
Fiats have since been distributed in India by Fiat Automobiles India
Limited, a wholly owned subsidiary of Fiat.
Tata Hitachi Construction Machinery
Main article: Tata Hitachi Construction Machinery
Tata Hitachi Construction Machinery is a joint venture between Tata

Motors and Hitachi which manufactures excavators and other
construction equipment.[citation needed] It was previously known as
Telcon Construction Solutions.
Tata Motors European Technical Centre
The TATA Motors European Technical Centre is an automotive

design, engineering, and research company.[citation needed]
Company based at Warwick Manufacturing Group (WMG) on the
campus of the University of Warwick in the United Kingdom.[citation
needed] It was established in 2005 and is wholly owned subsidiary of
Tata Motors. It was the joint developer of the World Truck.[citation
needed] In September 2013 it was announced that a new National
Automotive Innovative Campus would be built at WMG at Warwick's
main campus at a cost of 92 million pounds.The initiative will be a
partnership between Tata Motors, the university, and Jaguar Land
Rover, with the 30 million pounds in funding coming from Tata
Motors.

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Hyundai-Tata
Tata Motors and Hyundai are in a joint venture to provide the

transmission for Tata Harrier model.
Current Models
• Tata Tiago (2015–present)
• Tata Tigor (2016–present)
• Tata Nexon (2017–present)
• Tata Hexa (2017–2019)
• Tata Harrier (2018–present)
• Tata Altroz (2020–present)
• Tata Nexon EV (2020–present)
• Tata Safari (2021–present)
• Tata Tigor EV (2021–present)
• Tata Punch (2021–present)
Commercial
• Tata Super Ace
• Tata Intra
• Tata xenon XT
• Tata YODHA
• Tata ace mega
• Tata TL/TELOCOLINE /207 pick-up truck
• Tata 407 Ex and Ex2

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• Tata 709 Ex
• Tata 807 (Steel cabin chassis, cowl chassis, medium bus chassis,
steel cabin + steel body chassis)
• Tata 1210 SE and SFC (Semi Forward)
• Tata 1210 LP (Long Plate)
• Tata 1109 (Intermediate truck/ LCV bus)
• Tata 1512c (medium bus chassis)
• Tata 1515c/1615 (medium bus chassis)
• Tata 1612c/1616c/1618c (heavy bus chassis)
• Tata 1618 (semilow-floor bus chassis)
• Tata 1623 (rear-engine low-floor bus chassis)
• Tata 1518C (Medium truck) 10 ton
• Tata 1613/1615c (medium truck)
• Tata 1616/1618c (heavy duty truck)
• Tata 2515c/2516c/2518c (heavy duty 10 wheeler truck)
• TATA STARBUS (branded buses for city, intercity, school bus,

and standard passenger transportation)
• Tata Divo (Hispano Divo)
• TATA CITYRIDE (12- to 20-seater buses for intracity use)
• Tata 3015 (heavy truck)

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• Tata 3118 (heavy truck) (8×2)
• Tata 4923 (ultraheavy truck) (6×4)
• Tata Novus
• Tata Prima
• Tata SIGNA series
• Tata Ultra series (ICV Segment)
• Tata Winger - MAXIVAN
Military vehicles
Tata Motors proposed an overhaul of armoured fighting vehicles and

infantry main combat vehicles in 2015. The inter-ministerial
committee was chaired by Secretary in the Department of Industrial
Policy and Promotion (DIPP) approved most of the proposals from
the defence Manufacturing sector in India.
Electric vehicles
Tata Motors has unveiled electric versions of the Tata Indica

passenger car powered by TM4 electric motors and inverters, as well
as the Tata Ace commercial vehicle, both of which run on lithium
batteries.
In 2008 Tata Motors' UK subsidiary, Tata Motors European Technical

Centre, bought a 50.3% holding in electric vehicle technology firm
Miljøbil Grenland/Innovasjon of Norway for US$1.93 million, and
planned to launch the electric Indica hatchback in Europe the
following year.[66][67][68] In September 2010, Tata Motors
presented four CNG–Electric Hybrid low-floored Starbuses to the

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Delhi Transport Corporation, to be used during the 2010

Commonwealth Games. These were the first environmentally friendly
buses to be used for public transportation in India.
In December 2019, Tata Motors unveiled the Nexon EV, an SUV

with a 30.2KWh lithium-ion battery and a consistent range of 312 km
on a single charge. It is also equipped with fast charging technology,
which can charge the vehicle from 0% - 80% in 60 minutes. With 525
units of Nexon EV sold in India last month, Tata Nexon EV was the
best-selling electric car in the month of April 2021 in India.
List of Tata electric vehicles:
• Tata Nexon EV
• Tata Tigor EV
• Tata Altroz EV
Notable vehicles
Tata Nano
Tata Nano is often cited as the world's most affordable car
The Nano was launched in 2009 as a city car intended to appeal as an

affordable alternative to the section of the Indian populace that is
primarily the owner of
motorcycles and has not
bought their first car.
Initially priced at ₹100,000
(US$1,500), the vehicle
attracted a lot of attention
for its relatively low price.
However, the Nano was
very poorly rated for safety
and in 2018, Cyrus Mistry,
chairman of the Tata

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Group, called the Tata Nano a failed project, with production ending
in May 2018.
Tata Ace
Tata Ace, India's first

indigenously developed sub-
one-ton minitruck, was
launched in May 2005. The
minitruck was a huge success in
India with auto analysts
claiming that Ace had changed
the dynamics of the light
commercial vehicle (LCV)
market in the country by
creating a new market segment
termed the small commercial vehicle segment. Ace rapidly emerged
as the first choice for transporters and single truck owners for city and
rural transport.
By October 2005, LCV sales of Tata Motors had grown by 36.6% to

28,537 units due to the rising demand for Ace. The Ace was built with
a load body produced by Autoline Industries.
By 2005, Autoline was producing 300 load bodies per day for Tata
Motors. Ace is still a top seller for TML with 500,000 units sold by
June 2010.In 2011, Tata Motors invested Rs 1000 crore in Dharwad
Plant, Karnataka, with the capacity of 90,000 units annually and
launched two models of 0.5-T capacity as Tata Ace Zip, Magic Iris.
Ace has also been exported to several Asian, European, South
American, and African countries and all-electric models are sold
through Polaris Industries' Global Electric Motorcars division. In Sri
Lanka, it is sold through Diesel and Motor Engineering (DIMO) PLC
under the name of DIMO Batta.

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Tata Prima
A Tata Prima 4928.S in Assam, India
Tata Prima is a range of heavy trucks first introduced in 2008 as the

company's 'global' truck. Tata Prima was the winner of the
'Commercial Vehicle of the Year' at the Apollo Commercial Vehicles
Awards, 2010 and 2012.
Tata 407
The Tata 407 is a light commercial vehicle (LCV) that has sold over
500,000 units since its launch in 1986.[78] In India, this vehicle
dominates market share of the LCV category, accounting for close to
75% of LCV sales. The 407 model range includes trucks, tippers,
pick-ups and vehicles for agri/food products, construction, light
mining and services.
Tata Harrier
Tata Harrier is a 5-seater SUV set to rival the Hyundai Creta and
Jeep Compass. This car uses the engine from Fiat which is a 2.0 L-4
cylinder turbocharged diesel motor and transmission from Hyundai
which is a 6 - speed available in both manual and automatic. It is
derived from the H5X Concept displayed at the 2018 Auto Expo. It
was launched on 23 January 2019.
The car is a C-segment crossover SUV based on the OmegaArc

platform, an essentially re-engineered version of the Jaguar Land
Rover D8 platform. A petrol variant of the Harrier is confirmed to
launch in 2022.
Tata Nexon
The Tata Nexon is a subcompact crossover SUV produced by Tata

Motors since 2017. It is the first crossover SUV from Tata Motors,
and occupies the sub-4 metre crossover SUV segment in India.The
electric version of the Nexon was revealed on 19 December 2019.
The Nexon EV uses components from Tata Motors' electric vehicle
technology brand Ziptron. The electric motor produces 94.7 kW (127

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hp; 129 PS) and 245 N⋅m (181 lbf⋅ft) of torque and 0 - 100 under 9.9
seconds. It has a 30.2 kWh battery with an ARAI rated range of up to
312 km.
The battery can be fully charged in under 8 hours using a

complimentary AC charger. It can also be charged using a 15-ampere
power cable that can be used at any place with the necessary power
socket. DC 25 kW fast charging can be used to charge the battery
from 0 to 80% in 1 hour.
3.2 INTERNATIONAL MARKETING
If the exporting departments are becoming successful but the cost of

doing business from HQ plus time difference language barriers and
cultural ignorance are hindering the company competitiveness in the
foreign market then office could be built in the foreign countries
sometimes companies will buy firms in the foreign countries to take

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advantage of relationship storefronts, factories and personal already in

place. These officers still report to headquarters in the home market
but most of the marketing mix decisions are made in the individual
countries since that staff is the most knowledgeable about the target
markets. Local product development is based on the needs of local
customers.
3.3 OPPORTUNITIES
Infrastructure growth: the Government of India has been focusing on improving
road infrastructure through two main umbrella programs National Highway
development project bracket NHDP and pradhanmantri gram Sarak yojna
PMGSY. While national highways authority of India NHAI has till date
awarded 65% of the total projects by road length the plan is to upgrade, widen
and strengthen 55,000 kilometers of road network, 35% still remains to be
awarded. Although awarded projects, 36% of the work has been completed and
work on the remaining 29% is under way. The government has planned in
budget for FY 2012 to 2013, to award a further 8800 kilometre of projects,
higher than originally planned. Under the PMGSY coma the government aims
to develop 368, 368 kilometer of ruler roads. Of this, tilted about 23% of
network has been completed including upgradation. These improved
connectivity present a significant opportunity for the company with its wide
product ancient commercial, utility and passenger vehicles. Passenger vehicles.

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The emphasis on road development has seen an increase in demand for

construction equipment, including trippers. Also, there is positive effect in
terms of demand for both cargo and passenger small commercial vehicles from
newly connected ruler areas . Further progress in road development work
including sanction of new projects will help to sustain growth in the commercial
vechile industry.
Ruler market penetration :In India, growth in FY 2012 to 2013 is expected to

come from reach and penetration in Tier 2 and tier three markets. With growing
connectivity and increase ruler affluence, the demand for automobiles in in rural
areas has increased significantly. For FY 2012 to 2013 as room master well as,
with indication of a normal monsoon and a robust growth in agriculture, The
demand from the ruler segment is likely to sustain. With a product range
catering to even the buy of smallest commercial vehicle or a fund to drive yet
affordable passenger car offering, the company is ideally placed to write the
growth story. Along with the product range, the company is working on
increasing reach and penetration of the sales and service network to be able to
serve this market better. During FY 2011 to 2012, the company increased sales
touchpoints by 35% and service touchpoints by 26% . With aggressive plans to
further increase penetration this year, the company has potential upon unity to
leverage its wide product range and large distribution of network, to accelerate
growth.

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Non cycling business growth :In order to insulate against the psychology of the
automobile industry, specially in the M and HCV segment, the company has
focused on lines of business and customer solutions which are inherently less
cyclic in nature . For example the sale of spares and the aggregate business,
branded Tata genuine parts which has Grown 521% kver in the last five years
and is poised to grow further in FY 2012 to 2013. In order to maintain the
growth, the company has increased distribution reached by 50% over last year .
The company has a loyalty program for key brand decision makers like the
mechanics and the retailers. A total of 26 six thousand mechanics and 19,000
retailers across India participate in this programs .
These efforts also help us to serve our customers and know their needs and
requirements on an ongoing basis. We have also established rapid customer care
centers all over India to deliver aggregates to customer anywhere in 24 hours.
We are also focusing on other business avenues like refurbishing , MC,
reconditioning, etc .
The company is also focusing on the defense business. With the Government of
India opening up different segments of the defence sector to private players, the
company is targeting moving from pure logistics solution player to tactical and
compact solution , does gaming a greater share of this market. On the back of
aggressive plans by the government in FY 2012 to 2013, the company is aiming
to achieve both its ever new growth and probability from this segment .
Export from India : India has emerged as a major hub for global manufacturing
withered advantage of lower input costs, ability of local supplier base and
qualified and experienced resource base. As an established domestic
manufacturer, the company is ideally placed to live raise the above factors and
pursue lucrative international markets, through the export of fully built vehicles
export or CKD units. The company also has the advantage of a strong in house
design and development team which is capable of developing solution for
different regulatory and emission norms as per market specification in minimal
time. Currently the company is present in Africa and ASCE and markets
through its manufacturing facilities in some of the countries. The company is
also actively considering expanding its global manufacturing foot print in the

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key international markets to take advantage of import duty differentials and

local servicing benefits.
Grow the business through new products and market expansion: Jaguar land
Rover’s offer products in the premium performance car and altair and vehicle
segments, and it intends to grow the business by diversifying the product range
within these segments, for example by offering different powertrain
combinations. The new Range Rover evoque has helped expansion into a
market segment that is attracted by a smaller, lighter and more urban off road
vehicle than the market segment in which the companies a Range Rover models
traditionally complete with while the new 2.2 liter diesel XF characters for a
much wider group of potential customer, particularly company car drivers.
3.4 RISK
Deterioration in economic conditions: the impact of the global financial crisis
and European sovereign debt crisis continues to be a cause of concern, despite
concerted efforts to contain the adverse effect of these events on global
recovery.
In addition to India, the company has automotive operations in the UK, South
Africa, South Korea, Spain, Thailand and Indonesia being convinced. The
Indian auto move industry is affected substantially by the general economic
conditions in India and around the world. The demand for automobiles in the
Indian market is influenced by factors including the growth rate of the Indian
economy, easy availability of credit, and increase in disposable income among
Indian consumers, interest rates, flight rates, fuse prices. During the global
financial crisis in FY 2008 to 2009, RBI had eased its monetary policy stance to
stimulate economic activity. Subsequently, as the Indian economy start
recovering from the downturn, inflation pressures increased substantially,
followed by several interests rates hike by RBI. With inflammation moderating
in FY 2011 to 2012, RBI reduce interest rates rapper it and reverse repo rate by
50 basis points in April 2012, however, muted industrial growth along with
higher inflation and higher interest rates still continue to pose downside risks to
overall growth. The auto movie industry is generally in cyclical and economic
slowdowns in the past, have affected the manufacturing sector including the
autumn movie and related industries. Detoriation in key economic factors such
as growth rate interest rates and inflation as well as reduce availability of

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financing for vehicles at financing for vehicles at competitive rates, may

adversely affect automobile sales in India and results of operations.
Jaguar Land Rover operations have significant presence in the UK, North
America, continental Europe and China, as well as sales operation in many
major countries across the globe. The global economic downturn significantly
impacted the global automobile markets, particularly in the United States and
Europe, including the UK, where Jaguar Land Rover operations have significant
presence. The company strategy with respect to Jaguar Land Rover operation,
which include new project launches and expansion into growing markets such
as China, Russia and Brazil, may not be sufficient to medicate the decrease in
demand for the product established markets and this could have a significant
adverse impact on the financial performance. In response to the recent economic
slowdown, the company further intensified efforts to review and realign our
kusko cost structure such as reducing manpower cost and other fixed costs.
Jaguar Land Rover businesses exploring opportunities to reduce base through
increased sourcing of material from low cost countries, reduction in number of
suppliers, reduction in numbers of platforms, reduction in engineering changes
cost, increased use of offshoring and several other initiatives by the markets
United States in FY 2011 to 2012, have begun to show signs of recovery and
stability, the UK and Europe continue to struggle. If industry demands often
because of the impact of the debt crisis or low or negative economic growth in
key markets or other factors, the results of operation adversely affected and
financial condition could be substantially and adverse ly affected.

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3.5 OUTLOOK
Tata Motors which was formerly called Tata Engineering and Locomotive
Company, is an Indian multinational automotive manufacturing company based
out of Mumbai. The company’s diverse portfolio includes an extensive range of
cars, sports utility vehicles, trucks, buses and defense vehicles. Tata Motors is
one of India’s largest OEMs which offers an extensive range of integrated,
smart and e-mobility solutions. The company’s shares have 52 weeks price band
of INR 201-63 and a total market capitalization of INR 349 billion which makes
it a Large-Cap company.

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.
Now, let’s take a deep dive into the fundamentals of the company.
The company will be evaluated on 10 categories and each would be given a rating
out of 5 stars. From this, we will arrive at a combined stock rating for the
company. As the ratings are based on long term past performance, they are
relevant for at least 3 years in the future until FY 2022. The categories are as
follows.
1. Economic Moat
2. Business Model and Management
3. Growth Ratios
4. Profitability Ratios
5. Cash Flow Ratios
6. Liquidity and Solvency Ratios
7. Efficiency Ratios
8. Valuation Ratios
9. ROE (Du Pont Analysis)
10. Future Prospects
1.8 SOME COMING OUTLOOKS

1.Economic Moat (★ ★ ★ ★ ☆)
The company operates in the Automobile industry in India. The Market

dominance in such an industry is obtained through scale, innovation, distribution
along with a low-cost structure (as the business is asset-heavy). Tata Motors is
one of the leading automobile manufacturers in the world, providing mobility
solutions to over 175 countries. The company also has a strong global network of
134 subsidiaries, associate companies and joint ventures, including the Jaguar
Land Rover in the UK and the Tata Daewoo in South Korea. This shows the scale
on which the company operates.

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Tata Motors Limited has established top-of-the-line manufacturing facilities,

R&D and design centres across 9 locations in India, the UK, Italy and South
Korea. The company was also a leader in India’s Commercial Vehicle market
with a market share of 45.1% and sales of 4,68,788 vehicles in FY 2018-19. Since
then it has also gained market share in the Medium and Heavy Commercial
Vehicle (MHCV), Intermediate Light Commercial Vehicle (ILCV) and Small
Commercial Vehicle (SCV) segments. This overall indicates a wide economic for
the company. However, the industry remains an oligopoly and the company has
competitors across all its market segments. Therefore this category gets 4 stars in
TATA Motors fundamental analysis.
2. Business Model and Management (★ ★ ★ ☆ ☆)
The business model of the company is such that 74% of the revenue comes from
Jaguar Landrover (JLR) business, 23% Overall the business model for the
company is overly dependent on the JLR business. The company hence took a
severe revenue and profitability hit since 2019 due to the slowdown in Chinese
and European markets. The Covid-19 has further worsened the situation further
for the company. The JLR business suffered an 85% slump in sales in China.
Further, the significant spread of the virus in South Korea, Japan and Italy would
also impact sales in those markets. Therefore this category gets 3 stars in TATA
Motors fundamental analysis.
comes from Tata motors limited business and the rest comes from TMF holdings
and others. The JLR division has two major design and engineering sites, three-
vehicle manufacturing facilities, and an engine manufacturing centre in the UK.
It also has plants in China, Slovakia, Austria, Brazil and India, with a new Battery
Assembly Centre to be opened in the UK in 2020. Tata Motors Finance Limited
(TMFL) and Tata Motors Finance Solutions Limited (TMFSL) are Non-Banking
Financial Companies (NBFCs).
Mr N Chandrasekaran is the Chairman of the company and is also the Chairman

of the Board of Tata Sons, the holding company of more than 100 Tata companies
with total annual revenues of more than $ 100 billion. Mr Guenter Butschek is
the CEO and Managing Director of the company. Apart from managing Tata
Motors’ India business, Butschek is also responsible for all other domestic and
overseas subsidiaries, joint ventures and associates of Tata Motors. Overall the
management has shown the values of the Tata Group and their interest in the
minority shareholders wealth.

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3. Growth Ratios (★ ★ ★ ☆ ☆)
The revenue has seen a CAGR growth of 13.9% over the last 10 years. The
operating income and net income has seen a big hit due to the JLR business
slowdown in recent years. The Cap-Ex has also increased linearly with scale, but
this will only create overcapacity in the near future. The working capital has also
been negative and will deteriorate further in the coming years. Therefore this
category gets 3 stars in TATA Motors fundamental analysis.
4. Profitability Ratios (★ ★ ☆ ☆ ☆)
The gross margin has declined over the recent years due to the volatile commodity
prices and declining sales in high margin vehicles. The overall profitability has
been severely hit due to the JLR business slowdown and lower absorption of fixed
costs for the company. The Covid-19 situation has also worsened the future
prospects for the company. Therefore this category gets 2 stars in TATA Motors
fundamental analysis.

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5. Cash Flow Ratios (★ ★ ☆ ☆ ☆)
The net income margin has turned negative and Cap-Ex as a percentage of sales
has almost remained constant. The free cash flow as a percentage of net income
has been dipped significantly and the operating cash flow growth has gone
negative. Thos overall indicates a weal cash flow position for the company.
Further, the situation is not expected to improve in the near future. Therefore this
category gets 2 stars in TATA Motors fundamental analysis.

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6.Liquidity and Solvency Ratios (★ ★ ★ ☆ ☆)
The company has some long term debt in its capital structure and hence the debt
to equity and the leverage ratios have been fluctuating with the Cap-Ex cycles of
the company. The profitability has also been severely hit and as a result, this has
reduced the solvency position of the company. The current and quick ratio has
also been below the minimum threshold which indicates low liquidity of the
company’s asset. Therefore this category gets 3 stars in TATA Motors
fundamental analysis.
7. Efficiency Ratios (★ ★ ★ ★ ☆)
The table in the excel model is colour formatted so the worst performance over
the period is highlighted in red colour and the best performance is highlighted by
green.

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Overall the business efficiency has improved slightly with scale for the company.
The inventory days have remained almost stable over the years but will worsen
due to the JLR slowdown in the global market. The payables period has declined
slightly and receivables period has remained almost constant. Overall the cash
conversion cycle has been improving and remained negative over the years.
Therefore this category gets 4 stars in TATA Motors fundamental analysis.
8. Valuation Ratios (★ ★ ★ ☆ ☆)
The company has seen a severe deterioration in the valuation multiples due to the
JLR issues. The multiples have corrected drastically since 2019 and any recovery
is not on the horizon for the company. The stock however still remains a good
risk-reward based long term investment in a diversified portfolio due to the
backing by the Tata business conglomerate. Therefore this category gets 3 stars
in TATA Motors fundamental analysis.

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9. ROE 5 way Du Pont Analysis (★ ★ ☆ ☆ ☆)
The leverage ratio has increased and the asset turnover has remained flat over the
years. The interest burden ratio has been fluctuating due to increasing interest-
bearing debt in the capital structure of the company. The operating margin has
seen a severe decline and the tax efficiency has been fluctuating. Overall the
Return on Equity has declined significantly along with profitability. Therefore
this category gets 2 stars inTATA Motors fundamental analysis.
10. Future Prospects (★ ★ ☆ ☆ ☆)
Some insights for the coming years from the analysis, management discussions
and con calls are as follows.
• The company was recovering well due to the improving JLR business in China,
but the Covid-19 outbreak has worsened the situation. The company is suffering
from serious overcapacity, lower absorption of fixed costs and high market
uncertainty. the situation can see any improvement only after the 3rd Quarter of
FY 2021.
• In India, the M&HCV business is witnessing some signs of recovery with

improved inquiries for the replacement demand of large fleet operators.
Realizations have improved considerably since December 2019 level due to
lower inventory and higher inquiries.
• Presently over 2,00,000+ vehicles of the company’s medium and heavy

commercial vehicles are factory-fitted with telematics units. They recently
launched the Fleet Edge, a connected vehicle fleet management solution which
offers real-time insights for tracking and tracing of its commercial vehicles, their
health, driving behaviour, fuel-efficiency and fuel-loss alert.

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• The company has initiated Project Charge+ which targets further savings of
GBP 1.1 billion over the next 15 months. Key drivers for these would be material
and variable cost reduction. This is the plan to revive the JLR business and make
it profitable as before.
Overall the company has seen a significant deterioration of its financial position
and growth prospects due to the JLR crisis and the Covid-19 outbreak across the
world. The share has also corrected significantly and any considerable price
appreciation is not on the horizon. Therefore this category gets 2 stars in TATA
Motors fundamental analysis.
3.6 INTERNAL CONTROL SYSTEM

The Company has an adequate system of internal controls in place. It has
documented policies and procedures covering all financial and operating
functions. These controls have been designed to provide a reasonable assurance
with regard to maintaining of proper accounting controls for ensuring reliability
of financial reporting, monitoring of operations, protecting assets from
unauthorized use or losses, compliances with regulations. The Company has
continued its efforts to align all its processes and controls with global best
practices.
Some significant features of the internal control of systems are:
• The Audit Committee of the Board of Directors, comprising of independent

directors and functional since August 1988, regularly reviews the audit plans,
significant audit findings, adequacy of internal controls, compliance with
accounting standards as well as reasons for changes in accounting policies and
practices, if any;
• Documentation of major business processes and testing thereof including

financial closing, computer controls and entity level controls, as part of
compliance programme towards Sarbanes-Oxley Act, as required by the listing
requirements at New York Stock Exchange;
• An ongoing programme, for the reinforcement of the Tata Code of Conduct is

prevalent across the organisation. The Code covers integrity of financial
reporting, ethical conduct, regulatory compliance, conflicts of interest's review
and reporting of concerns
• State-of-the-art Enterprise Resource Planning, supplier relations management

and customer relations management connect the Company's different locations,
dealers and vendors for efficient and seamless information exchange. The

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Company also maintains a comprehensive information security policy and

undertakes continuous upgrades to its IT systems;
• Detailed business plans for each segment, investment strategies, year-on-

year reviews, annual financial and operating plans and monthly monitoring are
part of the established practices for all operating and service functions;
• A well-established, independent, multi-disciplinary Internal Audit team

operates in line with governance best practices. It reviews and reports to
management and the Audit Committee about compliance with internal controls
and the efficiency and effectiveness of operations as well as the key process risks.
The scope and authority of the Internal Audit division is derived from the Audit
Charter, duly approved by the Audit Committee; and Anti-fraud programmes
including whistle blower mechanisms are operative across the Company.
The Board takes responsibility for the overall process of risk management
throughout the organisation. Through an Enterprise Risk Management
programme, the Company's business units and corporate functions address
opportunities and the attendant risks through an institutionalised approach
aligned to the Company's objectives. This is also facilitated by internal audit. The
Business risk is managed through cross functional involvement and
communication across businesses. The results of the risk assessment and residual
risks are presented to the senior management. The Audit Committee reviews
business risk areas covering operational, financial, strategic and regulatory risks.
During Fiscal 2016, the Company conducted an assessment of the effectiveness

of the Internal Control over Financial Reporting and has determined that the
Company's Internal Control over Financial Reporting as at March 31, 2016 is
effective.
HUMAN RESOURCES/INDUSTRIAL RELATIONS
The Company considers its human capital a critical factor to its success. Under
the aegis of Tata Sons and the Tata Sons promoted entities, the Company has
drawn up a comprehensive human resource strategy which addresses key aspects
of human resource development such as:
• The code of conduct and fair business practices;
• A fair and objective performance management system linked to the performance

of the businesses which identifies and differentiates employees by performance
level;

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• Creation of a common pool of talented managers across Tata Sons and the Tata
Sons promoted entities with a view to increasing their mobility through job
rotation among the entities;
• Evolution of performance based compensation packages to attract and retain

talent within Tata Sons and the Tata Sons promoted entities; and
• Development of comprehensive training programmes to improve industry-and

function-specific skills.
• Introduction of the annual Employee Pulse Survey to gauge the engagement

levels of employees followed by action planning to make Tata Motors a more
caring and engaging employer.
The Company employed approximately 76,598 and 73,485 permanent employees

as at March 31, 2016 and 2015 respectively. The average number of flexible
(temporary, trainee and contractual) employees for Fiscal 2016, was
approximately 40,205 (including joint operations) compared to 40,213 in Fiscal
2015.
The following table set forth a breakdown of persons employed by the Company's
business segments and by geographic location as at March 31, 2016 and 2015.
Union Wage Settlements: The Company has labour unions for operative grade
employees at all its plant across India, except at the Sanand and Dharwad plant,
which do not have unions as of the date of this Annual Report. The Company has
generally enjoyed cordial relations with its employees at its factories and offices.
Employee wages are paid in accordance with wage agreements that have varying
terms (typically three to four years) at different locations. The expiration dates of
the wage agreements with respect to various locations/subsidiaries are as follows:
The wage agreement at Pune commercial vehicles and Mumbai has expired and
negotiations are in progress for the new wage agreement. The Pune passenger
vehicles and Jamshedpur agreement expired in the month of March 2016 and
preparations for the new agreement are underway. The Company's wage
agreements link an employee's compensation to certain performance criteria that
are based on various factors such as quality, productivity, operating profit and an
individual's performance and attendance. The Company has generally received
union support in its implementation of reforms that impact quality, cost erosion
and productivity improvements across all locations.

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4. Company Profile
Tata Motors Group is a leading global automobile manufacturer. Part of the
illustrious multi-national conglomerate, the Tata group, we offer to the world a
wide and diverse portfolio of cars, sports utility vehicles, trucks, buses and
defence vehicles.We have operations in India, the UK, South Korea, South
Africa, China, Brazil, Austria and Slovakia through a strong global network of
subsidiaries, associate companies and Joint Ventures (JVs), including Jaguar
Land Rover in the UK and Tata Daewoo in South Korea.
Tata Motors Limited
Tata Motors Limited (TML) is one of India’s largest Original Equipment
Manufacturers (OEMs) offering an extensive range of integrated, smart and e-
mobility solutions.
TML’s Commercial Vehicle (CV) offerings include sub-1 tonne to 55-tonne
Gross Vehicle Weight (GVW) trucks and small, medium and large buses and
coaches. TML’s Passenger Vehicle (PV) offerings include the NEW FOREVER
range that exemplifies the IMPACT 2.0 design language across cars and utility
vehicles and is developed using pioneering technologies that are sustainable.
TML is also playing a leading role in proactively shaping the electric mobility
landscape in the country.
TML has a JV with Fiat Group Automobiles to manufacture passenger cars,
engines and transmissions for the domestic market, and a JV with Cummins Inc.
USA for the design and manufacturing of diesel engines.

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5. PRODUCTION
At Tata Motors, striving for perfection is an on-going and high priority
target. To achieve this target, we have established top-of-the-line
manufacturing, R&D and design facilities in more than 25 sites across
India, Europe, China, UK and North America. At Tata Motors, striving for
perfection is an on-going and high priority target. To achieve this target,
we have established top-of-the-line manufacturing, R&D and design
facilities in more than 25 sites across India, Europe, China, UK and North
America.
5.1 Manufacturing
World-class manufacturing forms the essence of Tata Motors. In the
manufacturing process, our facilities ensure that every step - from design
to production to assembly - follows the highest standards of quality. Our
plants combine modern manufacturing practices with cutting edge
technology. We are home to India’s biggest engine development facility
and own the country’s only facility for full climate test and pedestrian test.
Tata Motors' overseas plants too are equipped with state-of-the-art
manufacturing and assembly lines to cater to large numbers and different
variants of vehicles. Our constant focus on automation and technology
makes us the leader in India’s commercial vehicle market and places us
among the top vehicle makers in the world.

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5.2 Design
Design gives personality to a vehicle. Our expertise in producing private
and commercial vehicles for over seven decades has helped us develop a
deep understanding of customer needs, and this has been translated as our
own Impact Design language. Our designing units in India, UK and Italy
specialise in the very latest in designing practices, such as clay modelling,
digital modeling, styling, architecture, packaging, to name a few. Our
latest cars – Tigor and Nexon – are examples of our focus on cutting-edge,
global design. Our Ultra trucks are designed to offer global styling,
enhanced driving comfort and superior performance. While designing
commercial vehicles, the designers at Tata Motors pay emphasis on safety,
maintenance, user comfort and life cycle cost, while also conveying the
trendy and trustworthy message is the heart of Tata Motors’ design
language. that
5.3 Engineering
Tata Motors is driven by a passion for excellence, which is reflected
across all our operations. To offer the best vehicle experience to our
customers, our passionate engineering and quality talent ensures
production of superior vehicles, which has led to the rapid growth in
global demand for our products. We focus on critical issues such as the
look and feel of a vehicle, safety and efficiency, operations and
maintenance, and fuel efficiency and life-cycle cost. Our world-class
engineering and research centres are capable of carrying out complex
vehicle designing through 3D visualisation and the integration of
intelligent electronic vehicular control systems with hybrid technologies.
Our recent offerings, Tigor and Nexon, along with our latest commercial
vehicles, Ultra and Signa, reflect the relentless effort put in at our
technical centres. Our unmatched lead in auto technologies has helped us
strengthen our leadership position in the automobile industry.

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5.4 Domestic Market

Tata Motors on Thursday said its total domestic sales increased by 78 cent
to 43,704 units in June, as compared to 24,552 units in May this year. The
company had dispatched 19,387 units in June last year.
The auto major said its passenger vehicle sales in the domestic market
stood at 24,110 units in June, as against 15,181 units in May.
Commercial vehicle sales in the domestic market stood at 19,594 units last
month, as compared to 9,371 units in May.

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6. POLICY
ata Motors Passenger Vehicles Limited (henceforth referred as “TMPVL”)
is committed to protecting the privacy and security of your personal data.
The protection of your privacy in the processing of your personal data is
an important concern to which we pay special attention in our business
processes. We process personal data collected during visits to our websites
according to the legal provisions valid for the countries in which the
websites are maintained.
Except as otherwise provided in this Privacy Policy, in general, you can
visit/ use our website without your personal identification. TMPVL will
allow you to provide an option to use the website without identifying
yourself, where it is lawful and practical. Certain sections of the website
may require your personal data in order to cater your needs efficiently and
to provide better information for the products, services or information as
requested by you during your visit to the website. You are requested to
read and understand the terms and condition as stipulated below in
connection with the use of our website. The usage of website includes
unconditional acceptance of these terms by you. This website should be
accessed only if you agree to the terms and conditions of our Privacy
Policy and if you voluntarily consent and authorize Tata Motors Passenger
Vehicles Limited to use all the information provided by you in accordance
with its Privacy Policy. If you do not agree to the terms of our Privacy
Policy or are dissatisfied for any reason in relation to the websites and / or
any contents thereof, you are prohibited from further accessing the
website.
The core objective of this Privacy Policy is to bring to your knowledge the
nature of personal data collected by us, the purpose of collecting such data
and its use, subsequent processing of such data and your rights pertaining
to such personal data shared with us. This Privacy Policy further sets out
your rights pertaining to the protection of your personal data. This privacy
policy describes the information about you that TMPVL collects through
this website, how that information is used, maintained, shared, protected
and how you can update it. It also applies to all personal data received by
TMPVL from the European Economic Area (“EEA”) in any format,
including electronic or paper. It is effective on the date posted below and
applies to our use of your information post effective date.

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7. VISIONS AND MISSIONS
Mission We innovate mobility solutions with passion to enhance the quality of

life.
Vision By FY 2024, we will become the most aspirational Indian auto brand,
consistently winning, by
• Delivering superior financial returns
• Driving sustainable mobility solutions
• Exceeding customer expectations, and
• Creating a highly engaged work force

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8. PRODUCT RANGE
CARGO TRUCKS

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PEOPLE CARRIERS

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9. MARKETING STRATEGIES
Headquartered in Mumbai Tata Motors (formerly known as TELCO
acronym form for TATA Engineering and Locomotive Company) are an
Indian multinational automotive manufacturing company and a member of
Tata group. Products offered by the company varies from cars, trucks,
vans, coaches, military vehicles, sports cars, buses and construction
equipment.
TATA Motors is ranked as 226th in the Fortune Global 500 list of world’s
biggest corporations as of 2016.
9.1 STRATEGIC ANALYSIS

In the past few years, Tata Motors succeeded by exploiting international
opportunities. Its percentage of revenue from international operations has
increased from 9% in 2016 to 79.80% in 2018. Hence its strategy is worthy
of study. ‘Flexible Strategy Framework’ is used to analyse the strategy of
Tata Motors which evolved to gain its international presence in the
automotive manufacturing industry. This framework is an attempt to
manage change, along with the consideration of continuity forces in the
organization. The ability of the firm to integrate continuity and change

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forces effectively has made the firm competitive in the international

market. The organization is continually doing innovations to keep itself
ahead of the competition. This study is a novel attempt to explore linkages
between internationalization and competitiveness using the framework of
flowing stream strategy.
9.2 SWOT Analysis

Before getting into the SWOT analysis of the TATA Motors, let us
consider one scenario.
Imagine yourself as a manager of a multi-national company, and you are in
a position to take a decision to venture into new avenue. What will you
do? How will be your thought process?
If I was in that situation, I would have first checked if my company is well
equipped to venture into the new avenue by evaluating my company’s
strengths and weaknesses. Then, look for the forces that I have to fight
against or the competition I have to face. Finally, I would have looked for
new opportunities.
You might have noticed a pattern in the above thought process. Firstly, I
have looked for internal factors that will affect my decision and then, I
tried to access the external environment. The framework that explains
above thought process in a structured way is called “SWOT Analysis”.
Now, let us discuss what is SWOT in a structured way. Acronym of SWOT
is Strengths, Weaknesses, Opportunities and Threats. It is process of

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accessing four major aspects of the company before taking any strategic
decision.
Strengths
Strengths are nothing but the areas where you are good at. The qualities or
the offerings that makes you stand out in the competition. For example:
Before launching Jio, Reliance has good market capital and telecom
infrastructure. That helped them to capture more market in less time by
offering services at lower price.
Weakness
Weakness are the areas where there is scope of improvement. The qualities
or the offerings that may fire against you in the competitive environment.
We can say that Reliance has no experience in Telecom Industry before
launching JIO, inexperience can be considered as their weakness. We can
find weaknesses if we evaluate our self critically.
Opportunities
Opportunities are the external avenues that can help you or that can be
explored to gain advantage or bring positive result.
We can make a huge difference if we will be able to utilize these kind of
opportunities. Again for Reliance, the high cost of internet services was
the opportunity. They took opportunity with both hands and penetrated
into market by reducing the prices to minimum.
Threats
Threats include the factors that can affect your business negatively. It is
important to identify the threats as early as possible to avoid the major
losses. We can focus on our competitors when we are accessing the threats
in the markets.
Not only competitors but any external political, social and technological
factors also constitutes threats. The major threat for reliance can be in

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retaining their customers, who joined Jio seeing less price if they increase
prices in future.
I hope you have understood about the frame work of SWOT, now lets us
get into SWOT analysis of TATA motors. Before that let us know about
TATA Motors a bit.

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10. TATA Motors- Company Overview

TATA Motors is one of the biggest automotive manufacturing companies
started in 1945 by JRD TATA. It is a subsidiary of TATA Group, the
biggest Indian conglomerate. It was earlier called Tata Engineering and
Locomotive Company Limited. The main focus of the company was to
manufacture locomotives till 1971.
TATA Motors entered into manufacturing passenger vehicles in 1988 and

never looked back.

Tata Motors Project

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Tata motors project

Bachelor of Business Administration & Bachelor of Legislative Law (Chandigarh

Studocu is not sponsored or endorsed by any college or university

A REPORT SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENT

UNDER THE GUIDANCE OF SUBMITTED BY R.R PRACHI

Academic HOD Reg. No: 2043900201

Arcade Business College BBM 2ND YEAR

Arya Kumar Road Patna- 04 Session: 2020- 23

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I am extremely grateful to my project guide Mr. Piyush Deep (Academic Head

I also want to show my gratitude to my parents and my friends whose insight

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S.NO NAME OF CHAPTER PG.NO

3.1 JOINT VENTURES

3.2 INTERNATIONAL MARKETING

3.6 INTERNAL CONTROL

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5.4 DOMESTIC MARKET

7 VISSION AND MISSION

9.1 STRATEGIC ANALYSIS

9.2 SWOT ANALYSIS

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TITLE OF THE PROJECT

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Production output - 1.1 MILLION (APPROX) (2021)

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Revenue - ₹319,247 crore (US$42 billion) (2021)

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Tata Motors Limited

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On 17 January 2017, Natarajan Chandrasekaran was appointed chairman of the

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Tata Indica (first

Tata launched the Indica in

In 2004, Tata Motors acquired Daewoo's South Korea-based truck

On 27 September 2004, Ratan Tata, the Chairman of Tata Motors,

In 2005, Tata Motors acquired a 21% controlling stake in the Spanish

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expansion through the introduction of new products such as buses

In 2008, Tata Motors acquired

In May 2009, Tata unveiled

Tata acquired full ownership of Hispano CARROCERA in 2009.

In 2012, Tata Motors announced it would invest around ₹6 billion in

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In 2014, Tata Motors introduced first Truck Racing championship in

On 26 January 2014, the Managing Director Karl SLYM, was found

On 2 November 2015, Tata Motors announced Lionel Messi as global

On 27 December 2016, Tata Motors announced the Bollywood actor

On 8 March 2017, Tata Motors announced that it has signed a

On 29 April 2019, Tata Motors announced a partnership with NIRMA

On 5 March 2021, Tata Motors’ shareholders approved hiving off its

In August 2021, as a complimentary reward for INDIAN

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On 23 August 2021 Tata Motors announced it will launch its

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Tata Motors Cars

Tata Motors Cars is a division of Tata

Tata LPT Trucks made at overseas plants

Tata also has franchisee/joint venture assembly operations in Kenya,