TOPIC : TATA MOTORS

PREPARED BY : ANKIT

ROLL NO. : 46
INTRODUCTION OF TATA MOTORS
 Tata motors was established in 1945.

 Established by Jamshetji Tata.

 In 9545 company began manufacturing locomotives.

 Formerly it was known as “TELCO”

 It is part of “TATA GROUP.”

 MR. Ratan N. Tata is chairman of Tata motors.

 It is a multinational corporation , headquartered in Mumbai.

 It is India's largest company in automobile &
commercial vehicle.
 Tata motors ranked 19TH largest automaker in
world.
 Tata motors ranked 2ND largest manufacturer
of commercial vehicle.
 Tata motors entered in passenger vehicle
market in 1991 by launching Tata sierra.
 It have 70% market share, in domestic
commercial vehicle.

 Tata Motors has auto manufacturing and

assembly plants in Jamshedpur.
TATA CARS
 SWOT ANALYSIS
STRENGHTS
 Strong domestic player, Tata motors is leader in commercial-vehicle
segment in India.
 Steady revenue growth.

 Research and Development Activities.

WEAKNESSES
 Decline Vehicle Sales.
 Employee Productivity.

OPPORTUNITIES
 Acquisitionof JAGUAR & LAND ROVER .
 Product Launches.
 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.
 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.
MARKET SHARE

PASSENGER VEHICLE
16.2
HEAVY
COMMERCIAL
VEHICLE 64
UTILITY VEHICLE 15.6
LIGHT COMMERCIAL
VEHICLE 49.6
 MARKETING MIX
 PRODUCT
1 .Brand:
2. Packaging :
3. Innovations :
4. Quality Control

 PRICE
1. Pricing strategy
2. Alteration
3. Discounts.
 PROMOTION
1. Personal Selling :
2. Advertising :
3. Sales Promotion :
4. Public Relations :
 PLACE

1. Channels of Distribution :
2. Physical Distribution :
 H.R. STRTEGY
 H.R. philosophy.
• Caring, show respect compassion and humanity for colleagues.
• Work cohesively with colleagues across the group.
• Encourage self-sufficiency.
1. Hiring Practices: Hiring right talent is a greatest challenge in business
environment & new & innovative hiring strategies are need of the hour.
2. Providing various offers to employees: It is very important in to
companies point of view to survive in recession. So company should
provide different offers & gifts for achievements of certain targets so as to
maintain the moral of hard working in the company.
3. No salary cuts & increase in resources & development: TATA
MOTORS have not cutsalaries of employees. But they have reduced extra
working hours. Which means the work which is to be done I two hoursit
has to be completed in two hours. They have reduced delays in work.
 OPERATIONS STRATEGIES
1. Reducing number of shifts:
TATA MOTORS has reduced its number of shifts from 3 to 2 in a
day & so as to control reduce cost of production & started making
production according to the sales required.
2. Quality management:
Quality management is crucial to effective operations
management. Most recent advancement in quality, such as
benchmarking & total quality management have resulted in
advancements to operations management as well.
3. Inventory management:
Innovative methods such as Just-in-time inventory control, can
save cost. more products and more services can be offered to
customer more quickly.
 MARKETING STRATEGIES OF TATA
MOTORS
 ADVERTISING

Advertising is the common way to make public

aware of the new product. Besides, advertising
also help to create a brand image. Over the
years, Tata Motors have been successful in
creating a brand image for itself.

Over the years Tata Motors have been successful

in creating their brand image especially they
use some famous stars as their spokesman.
 PRICING
The pricing policy of Tata Motors is always
appreciated by the public. The price of a car can be
determined by factors such as market condition,
cost incurred to build a car, profit by company and
dealer profit. Tata Motors makes use of strategies
such as discount and special promotions every now
and then. This attracts car lovers to a Tata car. Tata
Motors gives discounts based on the company's
profit or from dealer's profit at a certain range.
 
 Distribution Strategy

Tata motors business has been has been extended to the

overseas. i.e. to the Europe, Africa, U.S. & Australia.

Hence it has no. of showrooms in India & outside of

India.

The exclusive showrooms are the best distribution

channels for Tata itself.
 MAINTAINANCE AND SUPPORT
After sales service is also another important
marketing strategy, for most of the car buyer to
choose for the right car. End user will not want
to spend a lot of time to travel to a far place just
to service the car such as change engine oil, oil
filter and some simple checking. Parts and
accessories must also easy to access when it is
needed to keep the customer satisfy from
buying Tata cars until maintaining the car or
even until they sell the car and change to a
newer Tata model
 SALES PROMOTION

Tata Motors has felt its presence across India

and abroad with its showrooms. This is another
marketing strategy of Tata Motors that boosts
sales of vehicles.
 BRANDING
In case of Tata Motors the branding strategy
used is corporate name assigned with
individual product name , and the individual
name individualizes the new product.
 JOINT VENTURES
 Tata Motors has formed a 51:49 joint venture in bus body building
with Marcopolo of Brazil. 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 of each other.Tata and Marcopolo have
launched a low-floor city bus which is widely used by Delhi,
Mumbai and Bangalore Transport Corporations.
 Tata Motors also formed a joint venturewith Fiat and gained
access to Fiat’s diesel engine technology. Tata Motors sells Fiat
cars in India and is looking to extend its relationship with Fiat to
other segments. Fiat's first body-on frame pickup will have the
same styling as Tata Xenon and is to be named Fiat Terra. Tata has
also formed numerous JV's with many small companies in various
countries around the world.
 Present and future challenges
 Employee productivity compared to others.

 Tata relies heavily on its sales in India.

 Competitors has aggressive launches.

 Joint ventures of competitors.

 Ashok Leyland’s acquisition with Avia .

THANK YOU