NAME: DRASHTI MANISH SHAH

CLASS: M.COM PART 1 (BUSINESS MANAGEMENT)

ROLL NO: HFPMCBM071

SEMESTER: 2nd

SUBJECT: SERVICE MARKETING

TOPIC: IMPORTANCE OF CRM AND ITS SUCCESS FACTOR

BRAND NAME: TATA MOTORS

 TABLE OF CONTENT

SR CONTENT PAGE
NO. NO.
1 INTRODUCTION OF COMPANY 1
2 SWOT ANALYSIS 3
3 INTRODUCTION TO CRM (CUSTOMER 6
RELATIONSHIP MANAGEMENT)
4 IMPORTANCE OF CRM AND SUCCESS FACTOR 7
5 CRM IN TATA MOTORS 8
6 CRM ACTIVITIES PRACTICED IN TATA MOTORS 9
7 STRATEGIES ADOPTED BY TATA MOTORS TO 10
ACQUIRE NEW CUSTOMERS
8 WAYS IN WHICH CRM ACTIVITES CAN BE 12
IMPROVED AT TATA MOTORS
9 CONCLUSION 13
10 BIBILIOGRAPHY 14
11 AQKOWLEDGEMENT 15
 CHAPTER 1

INTRODUCTION:

India is an emerging country with huge potential. The domestic economy is now
growing at around 9- 10% per annum and India’s importance in global terms is
being reinforced by rapidly rising exports and domestic consumption. The
automotive industry is at the center of India’s new global dynamic. Expectation are
high that India can develop as a global hub for vehicle manufacturers and as an
outsourcing center that offers the global automotive industry solution high up the
automotive value chain. The automobile industry in India accounts for a business
volume of $45 billion and has the potential to grow much faster both through
Indian as well as international manufacturers who have established huge facilities
in the country With the world’s second largest and fastest- growing population,
there is no denying India’s potential in both economic and population terms and
the effect it will have on the auto industry in the years to come. Tata Motors
Limited is India's largest automobile company, with consolidated revenues of
approximately Rs.70,938.85 crores (USD 14 billion) in 2008-09. It was formerly
called TELCO (TATA Engineering and Locomotive Company), has its
headquarters in Bombay, now Mumbai, India. Established in 1945, listed on the
New York Stock Exchange in 2004. With manufacturing facilities in the towns of
Jamshedpur, Lucknow, and Pune. This company was founded by Jamshetji Tata
and is run by Ratan Tata under the flagship company known as Tata and sons
group. It is the leader in commercial vehicles in each segment, and among the top
three in passenger vehicles with winning products in the compact, midsize car and
utility vehicle segments. The company is the world's fourth largest truck
manufacturer, and the world's second largest bus manufacturer. The company's
24,000 employees, working in three plants as well as other regional and zonal
offices across the length and breadth of India, are guided by the vision to be "best
in the manner in which we operate, best in the products we deliver, and best in our
value system and ethics." Tata Motors' presence indeed cuts across the length and
breadth of India. Following a strategic alliance with Fiat in 2005, it has also set up
an industrial joint venture with Fiat Group Automobiles at Ranjangaon
(Maharashtra) to produce both Fiat and Tata cars and Fiat powertrains. The
Company is establishing a new plant at Sanand (Gujarat). Given that the customer
is king (or queen), it would be logical to presume that establishing — and nurturing
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— a relationship with such royalty is a priority for enterprises looking to sell a
product or service. Fact is, it may be a priority but organizations rarely pay more
than lip service to what goes by the grandiose nomenclature of customer
relationship management. For Tata Motors, though, this has always been an
imperative. Tata Motors got started on what it has tagged the customer relationship
management-dealer management system (CRM-DMS) at the turn of the
millennium, when it was battling to regain relevance at a difficult time in its
history. That’s when it realized that survival in the auto business depended on
managing its relationships with its customers, dealers and anyone else who had a
deep connection with the mother company.

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 CHAPTER 2

SWOT ANALYSIS

1. STRENGTHS OF TATA MOTORS

 Recognized Brand Image:- Tata Motors is a well recognized global automotive

brand. The company itself sells its vehicles under various brand names like Jaguar
Land Rover, Tata Hitachi, Tata Daewoo, Tata Marcopolo etc. This has not only
expanded the company’s market but has also increased the brand value and the
brand image of the company
 Market value:- The estimated market capitalization of Tata Motors by Forbes is
4.5 billion dollars in 2021. They ranked as the 1037th position in the Global 2000
top companies in 2020.
 Established Distribution System:- Tata Motors has a global distribution network
of over 1600 workshops that cover 90% of the country’s district. Manufacturing
units in different countries prove that the company has an active supply chain
system.
 Market Penetration:- Established distribution system gives a competitive
advantage which helps in market penetration. Also providing basic services like
rental cars, taxi cabs has allowed the company to diversify and to reach a greater
customer level.
 Research and Development:- The company spends more than 23% of its
complete budget on research and development. It shows the company’s dedication
to its productivity and growth. Tata Motors has also established its research centres
in countries like the UK, India, Spain, South Korea.
 International Presence:- Tata Motors is running its business in more than 125
countries globally.

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 2. WEAKNESSES OF TATA MOTORS

 Greater operational costs and a lower rate of profits:- Though the company has
the acquisition of brands like Jaguar and Landrover which were successful in the
initial years it made the company more dependent on its subsidiaries. This resulted
in a decrease in the overall sales and profits of the company from the last five
years.
 Controversies:- Back in 2008 the company had launched the construction work of
Tata Nano in India, Singur and West Bengal. During that time the West Bengal
government interfered and controlled the land under the Land Acquisition Act
1894, where a factory was going to be built by the company. This happened
because West Bengal wanted Tata Motors to establish a company within the state.
 No Foothold in Luxury Segment:- Tata Motors is still struggling to find a strong
foothold in the luxury market, where profit rates are more.
 Limited Presence:- As we saw that Tata Motors is operating the business in over
125 countries globally. But, unfortunately, the company failed to make a strong
impact like its competitive brands like Ford, Toyota, Honda and Volkswagen.

3. OPPORTUNITIES OF TATA MOTORS

 Digital Marketing:- We are all familiar with the terms of digital marketing and
the benefits of marketing a product digitally. Almost every top brand and company
is using social media to connect with their target audience. Tata Motors should also
take full advantage of all the platforms of social media and increase their
engagement with their target audience. Which will help the company to get proper
feedback about improving the products and services.
 Tata Nano:- Being the most affordable Tata Nano was not a great success in India
and got shut down by 2018, but still the company can implement this model in
other countries and see the feasibility.
 The Supply Chain and Service:- The best way for the company to enlarge its
market further is by expanding its supply chain system and distribution network in
its current market.
 Acquisition, Merger, Joint Venturing:- This has already helped the company
before as it already has famous brands like Jaguar, Daewoo, Hitachi etc. The
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 company should keep following the same pattern with other brands. As it will help
the company to increase its sales and profitability.

4. THREATS TO TATA MOTORS

 Pandemic:- Pandemic was not only deadly to health but also to the economy as
well all around the world. During the pandemic,- people lost jobs and lots of
companies went out of business. Pandemic will always be a big threat to all the
companies and businesses out there.
 Competitors:- Tesla, Honda, Hyundai, BMW etc are big competitors of Tata
Motors. Competitors market share growth and customer’s market expansion results
in lower market share for the company.
 Price:- The competitors are always in competition with Tata Motors on price as
they offer the latest advanced designs and features at lower prices. Which in return
impacts the sales and profit of Tata Motors.
 Innovation of Competitors:- Their competitors have got lots of access to skilled
professionals and resources which helps them to create innovative technology and
designs with better engineering in this industry. Innovation is good for industrial
growth but is one of the threats to the industry.

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 CHAPTER 3

INTRODUCTION TO CRM

A CRM accumulates client associations over all directs in one spot. Overseeing
incorporated information assists organizations with improving client experience,
fulfillment, maintenance and administration. In the space of only a couple years,
CRMs have advanced gigantically. Congenial and far simpler to learn, execute,
and pay for, they've transformed from three-letter beasts into prepared set-go
programming for organizations, all things considered, and estimates. CRM permits
organizations, all things considered, to drive development and benefits. Indeed,
they're still basically intended for deals, promoting, and administration. In any
case, presently they do a confounding number of different things as well, similar to
assist clients with overseeing connections between colleagues, sellers,
accomplices, and associates. Study the advantages of CRM underneath or jump to
our rundown of best CRM Software for an extraordinary gathering.

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 CHAPTER 4

IMPORTANCE OF CUSTOMER RELATIONSHIP MANAGEMENT:

 Customer relationship management is the most effective and efficient way to

maintain and develop customer relationships.
 CRM is more than just a business concept; it also envisions strong
interpersonal bonds. This kind of bonding drives the business to new heights
of success.
 The more sophisticated the strategies used to implement customer
relationship management, the stronger and more fruitful the business, it is
believed.

CRM CONCEPT SUCCESS FACTORS:

CRM strategies, organizational structures and cultures, employees and top

management, communication channels as well as information technology can
positively and negatively affect acceptance and success of CRM concept. There is
cause-effect relationship between mentioned factors, since establishment of proper
CRM strategy, its acceptance in organization and by employees, selection of right
CRM technology and its integration with channels of communication are the key
factors of a successful CRM concept.

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 CHAPTER 5

CRM IN TATA MOTORS

Being implemented in phases since 2003 the combined on-line CRM-DMS

initiative now supports over 15,000 users, within the company and among its
channel partners in India and abroad, to conduct all customer-facing transactions.
The real time availability of customer and product information is enabling the
company and its channel partners to improve response time and customer service.
The success of this complex implementation extending across geographies is being
made possible by strong partnerships with CMC, IBM, INCAT & Tata
Technologies Limited (TTL), Oracle, Mercuri International, Quality Kiosk, TCS,
Tata Indicom, TIVS (Tatanet) and VSNL.
Tata Motors has built its DMS using Oracle’s Siebel verticals and uses Siebel
CRM and Siebel Analytics for all pre and post sales operations. The unique
outside-in approach adopted by Tata Motors and the extended use of Oracle’s
Siebel CRM makes it one of the most sophisticated and largest Siebel CRM
implementations globally.
The implementation on IBM’s high-end Power5 servers & enterprise storage is the
largest centrally hosted implementation of Siebel CRM worldwide within the
automotive industry. Tata Motors has also partnered with IBM to become IBM’s
first automotive on-demand client in India, taking benefits of the Global Service
Delivery Centre based in Bangalore.

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 CHAPTER 6

CRM ACTIVITIES PRACTICED IN TATA MOTORS

The Code of conduct is a powerful record that strengthens the Tata standard of
noteworthy conduct in business. While it has stayed unaltered at its center, the
Code has been changed down the a long time to keep it in sync with changing
administrative standards in the various pieces of the world that Tata organizations
currently work together. These adjustments have strengthened the Code, and
empower it to mirror the different business, social and different variables that have
a hearing on the strength of the Tata brand.

Front office tasks - direct communication with clients, for example eye to eye
gatherings, calls, email, online administrations and so forth.

Back office tasks - Operations that at last influence the exercises of the front office
(e.g., charging, upkeep, arranging, showcasing, promoting, account, fabricating,
and so forth)

Business connections - Interaction with different organizations and accomplices,

for example, providers/merchants and retail sources/wholesalers, industry
organizations (campaigning gatherings, exchange affiliations). This outside
organization upholds front and back office exercise.

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 CHAPTER 7

STRATEGIES ADOPTED BY TATA MOTORS TO ACQUIRE NEW

CUSTOMERS

Deals Intelligence CRM is like Analytical CRM, yet is proposed as a more

straightforward deals instrument. Highlights incorporate cautions shipped off deals
staff with respect to acquire new customer are:

 Strategically pitching/Up-selling/Switch-selling openings, Client drift, Deals

on performance, following client's trends, fitting vehicle to client Budget,
Client alignment for free for certain time duration.
 Planning and executing focused on showcasing efforts
 Planning and executing efforts, for example client procurement, strategically
pitching, upselling, add-on-selling
 Dissecting client conduct to settle on choices identifying with items and
Administrations (for example valuing, item improvement)
 The board data framework (for example money related determining and
client profitability examination.

SOLVING CUSTOMER GRIEVANCES AT TATA MOTORS

Post Service Feedback;

Taking an input overview for Commercial Vehicle clients post 7 days of their
vehicle adjusting.

Client Assistance Center

Taking care of Breakdown Assistance calls/cases and enquiries for business

vehicle clients and guaranteeing exhaustive co-appointment with the client/sellers
and so on that the vehicles are made street commendable.

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Tata Alert

Emergency aides program for Commercial Vehicle clients for vehicles running on
all NHS for indicated Models of M&HCV Cargo.

AMC Helpline

Dealing with client's anxiety and questions in regards to AMC related issues.

SHORTCOMING OF CRM PROGRAMS AT TATA MOTORS

Programming firm Oracle said, its Seibel client connection the executives
(CRM)programming is being utilized by more than 1,500 Tata Motors vendors in
around 1,000 seller areas to enable the organization to draw nearer to its clients but
then too wants a high reach.

Tata Motors, which has enormous deals and client service groups the nation over,
choose to utilize a coordinated vendor the board framework (DMS) and CRM
answer for meet rising rivalry from worldwide players and defeat the obstacles of a
broadly scattered seller organization but yet facing the challenge of
implementation at many showrooms.

Tata Motors' utilization of driving edge Siebel investigation tool is giving better
data to the entirety of its cutting edge vendor faculty to improve client support, in
light of a 360-degree perspective on clients but hence it would be difficult to
resolve client issues in some case as the data feed in the system isn't includes old
client issues.

Fewer resources to spend on CRM activities due to high spending on CRS.

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 CHAPTER 8

WAYS IN WHICH CRM ACTIVITES CAN BE IMPROVED AT TATA

MOTORS

 There should be more staff having experience of car area.

 There should be more productive making arrangements for fulfilling client

needs.

 Attractive offers should be offered time to time, to expand client's

inclinations.

 There should be simple cycle of vehicle adjusting.

 There should be more productive anticipating fulfilling client needs.

 Attractive offers should be offered time to time, to build client's

inclinations.

 There should be simple cycle of vehicle overhauling

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CONCLUSION:

Tata Motors is one of the best cars manufacturing company in India. People feel
that Tata Cars are people's car as it is satisfactory on all parameters. Tata Motors
have knowledgeable sales persons, the employees of TATA Motors spend enough
time before and during sales. The prices are affordable as it is a low cost producer,
attractive discounts are offered, waiting area is pleasing, TATA Motors service
station is excellent. The Maintenance Cost of Tata Motors is high and resale value
is low. These are the only two main areas in which the customers are dissatisfied.
Therefore, Tata Motors has to work in terms of maintaining quality standards. In
continuation with its commitment to providing Indian customers with cutting-edge
global technology, the auto industry aims to become a center of excellence for
engineering and ensure quick turnaround time to changing consumer needs. All
and all With a product line spanning commercial, utility, and passenger vehicles,
Tata Motors is on the road to forging ever stronger relationships with the people
who have bet their money on the company’s products.

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BIBILIOGRAPHY

WWW.TATAMOTORS.COM

WWW.SLIDESHARE.COM

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ACKOWLEDGEMENT
I, MRS. DRASHTI MANISH SHAH acknowledge sincere gratitude to MR PREM RAJANI
for providing me an opportunity to do the project work on the topic IMPORTANCE OF

CRM AND ITS SUCCESS FACTORS ON TATA MOTORS and giving me all
support and guidance which made me complete the project duly. I am extremely thankful to her
for providing such a nice support and guidance, although she had busy schedule.

I would like to thank my College Library, for having provided various reference books and
magazines related to my project.

Lastly, I would like to thank each and every person who directly or indirectly helped me in the
completion of the project especially my Parents and Peers who supported me throughout my
project.

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