A

Research Project Report

On
“A STUDY ON MARKETING STRATEGY OF TATA MOTORS LTD”

Dr. A.P.J Abdul Kalam Technical University, Lucknow

In the partial fulfilment of the requirement for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION

(2025-2026)

Under the guidance of: Submitted By:

Mr. Harsh Mohan Sharma Ankul Pal
Assistant Professor MBA- 4th sem
Roll no. 2400330700008

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 Date:…………………..

TO WHOM SO EVER IT MAY CONCERN

This is to certify that Mr. Harsh Mohan Sharma is a Bonafide student of MBA 2nd

year of this institute for the session 2025-2026 and he has prepared Research Project

Report titled “A STUDY ON MARKETING STRATEGY OF TATA MOTORS

LTD” under institute guidance, for partial fulfilment of Master of Business

Administration (MBA) affiliated to Dr. A.P.J Abdul Kalam Technical University,

Lucknow.

I wish him all the best for his future endeavors.

Mr. Harsh Mohan Sharma Dr. Vibhuti Tyagi

(Assistanat Professor) Professor & Head
(Department of Management Studies)

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Declaration

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I Ankul Pal S/o Mr. Ramsevak Pal pursuing Master of Business Administration

(MBA), 2nd year from Raj Kumar Goel Institute of Technology, Ghaziabad in the session

2025-2026. I hereby declare that this Research Project Report titled “A STUDY ON

MARKETING STRATEGY OF TATA MOTORS LTD”is the outcome of my own effort,

under the guidance of MR. HARSH MOHAN SHARMA (Assistant Professor).

The same report has not been submitted earlier to any Institute/ University for awarding any

degree/ diploma of MBA or any other professional course. If there will be any violation of

IPR, I will be solely responsible to that and Institute/ University has right to cancel my

degree.

Date: ………………… ANKUL PAL

Place: RKGIT, Ghaziabad Roll. No: 2400330700008

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 ACKNOWLEDGEMENT

Research Project is a bridge connecting the educational qualification and professional use. It

is the path leading to success by shouldering responsibilities under the careful guidance of

seniors and experienced personnel without fear and failure.

It gives me immense pleasure to take the opportunity to remember and thanks the personalities

who have involved with this project work. I express my sincere thanks and deep gratitude

who are directly and indirectly associated in completion of this project.

I would like to thank to Mr. HARSH MOHAN SHARMA (Assistant Professor) of RKGIT

for assigning an Interesting project, titled “A STUDY ON MARKETING STRATEGY OF

TATA MOTORS LTD” without her help the project would have not added enough value. I

am extremely grateful for the time she spent from her busy schedule.

ANKUL PAL

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 ABSTRACT

The main objective of the study was to examine the psychographies of small size car customers
and to know the factors which play important role before making purchase decesion. The
findings that came out were that the Respondents gave much worth to the performance of the
vehicle and their knowledge of cars was outstanding, they knew all the cars available in a
particular car segment like which car belongs to which [Link] study is limited to small
car segment. Other most important finding was that the influence of the family is very much
on the purchase decision. Family affected the purchasing decision of the customerthe most after
that was the influence of friends and media.

In the end ,conclusion came out to be that the performance of the vehicle is most important.
Other factors like cost, style , brand name etc. were considered not very important. Since most
of the customers give importance to the performance the main aim of the company should be
to produce energy efficient vehicles and give more worth to the customers. The customers will
not fear to shell out some extra money if the vehicle has much to offer than any other car in the
same segment.

PURPOSE

The primary purpose of a research report on the marketing strategies of Tata Motors is to
understand and analyze the company's marketing approaches, identify key strategies, and
evaluate their effectiveness. This includes examining how Tata Motors builds brand value,
manages its market position, and addresses the competitive landscape. The report might also
explore customer satisfaction, market share, and the impact of various marketing initiatives.

DESIGN METHODOLOGY

Tata Motors Limited employs a multifaceted marketing strategy, leveraging design

methodology to create engaging and effective campaigns across various channels, including
traditional and digital marketing. The company focuses on creating awareness, engaging
customers, and leveraging emerging technologies, with a strong emphasis on innovation and
technology adoption, particularly in the development of electric and hybrid vehicles.

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FINDING

Tata Motors utilizes a diverse marketing strategy focusing on customer needs, product variety,
and innovation, including electric vehicles. The company's approach involves building brand
awareness through promotional campaigns and investing in digital marketing and social media.
They also offer competitive pricing and discounts, particularly during festivals, and focus on
expanding their distribution network.

LIMITATION

A research report on Tata Motors' marketing strategies may be limited by several factors,
including a lack of comprehensive and detailed data, the complexity of the automotive industry,
and the ever-changing nature of consumer preferences and market trends. Additionally, a focus
on specific regions or customer segments might narrow the scope of the analysis

TABLE OF CONTENT

Part I:
I. Certification from Institution
II. Declarations
III. Acknowledgement
IV. Abstract
• Purpose
• Design Methodology
• Findings
• Research Implications/ Limitations
V. Index/ Table of Content

Part II: Research Work

1. Introduction 8 - 61

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 • About the Industry/Organization (If Any)
• Literature Review
• Significance of Problems
• Concept & Practices
• Theory & Models related with Problem
• Research Gap
• Objectives
2. Research Methodology 62 - 64

3. Data Analysis & Finding 65 - 79

4. Discussion and Conclusion 80 -81

5. Suggestions 82 -87

6. Bibliography/ References 88

Part III: Annexure

1. Questionnaire 89 - 91

INTRODUCTION

1.1 OVERVIEW OF INDUSTRY AS A WHOLE

As India celebrates its 76 years of independence, the passenger car industry will celebrated a

centenary of its existence in India in 1998. Despite this head start, the industry has never quite

matched up to the performance of its counterparts in other parts of the world. The all-pervasive

atmosphere created by the government's license raj was primarily responsible for this situation.

The various layers of Acts sheltered the industry from external competition and smothered the

development of the Indian automobile industry. Moreover, the industry was considered low

priority as cars were considered to be an "unaffordable luxury."

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With the liberalization of the Indian economy, the passenger car industry was finally

deregulated in 1993 and many companies, both Indian and foreign, announced their plans to

enter the market. The last four years have seen companies like Daewoo, Ford, GM, and

Mercedes-Benz launches their cars in India. The passenger car industry notched impressive

growth rates between 26-30% during the period FY 94-96 even though the economic slowdown

has adversely affected the industry in FY 98 with the growth rate tricking down to 1%.

Nonetheless, times have changed significantly - the days of the customer chasing the dealer to

purchase poor quality cars backed by inefficient service are history. Today, the customer

dictates the terms.

The segmentation of the passenger car market in India is vastly different from that in the

developed nations. In India, the economy segment accounts for the largest share of the cars

sold, as compared to mid-range segment in the mature markets.

The economy and the premium segment face the lowest competitive threats, while the premium

segment will witness intense competition due to lower volumes.

2. PROFILE OF THE ORGANIZATION

Tata motors one of India's largest private sector companies with a turnover of over Rs 80

billions, is the country's leading commercial vehicle manufacturer and has significant presence

in the multi-utility and passenger car segments.

Tata motors was established on September 1, 1945, originally for the manufacture of Steam

Locomotives at Jamshedpur. By 1954, the company had diversified into the manufacture of

commercial vehicles in collaboration with Daimler Benz, Germany. By the time their

collaboration ended in 1969, Tata motors had become an independent producer of Medium

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Commercial Vehicles with a great degree of indigenization. It had also developed the capability

of designing, testing and manufacturing such vehicles.

The widely successful Tata Indica, a Euro 2 compliant vehicle, is the country’s first

indigenously designed, developed and manufactured passenger car. Tata Motors followed that

up with the Tata Indigo, a sedan that was launched in December 2002. The company also makes

several other passengers vehicles, including the Safari, Sumo and Sierra.

The company’s products have received wide acceptance not only in India but also in the Middle

East, Asia, Africa, Australia, Latin America and Europe.

Areas of business

The company manufactures medium, heavy and light commercial vehicles, multi-utility
vehicles and passenger cars. In the year ending March 2001, the company’s revenues from its
four manufacturing plants at three locations in India were Rs. 81.64 billion (US $ 1.73 billion).
In 2000, they were Rs. 89.61 billion. (US $ 1.9 billion)

{The average exchange rate has been taken as Rs 47.0 to one US dollar.}

In the year ended 31 March 2001, the company’s total exports were worth about Rs 7.22 billion
(US $ 153.6 million), against about Rs 6.09 billion (US $ 129.5 million) in the previous year.

Locations

The company’s manufacturing plants in India are at Jamshedpur, Pimpri and Chinchwad near
Pune in Maharashtra, and Lucknow in Uttar Pradesh. Land has been acquired at Dharwad
(Karnataka) to build a fifth plant.

Collaborations

The company has technical tie-ups with:

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 • The Institute of Development in Automotive Engineering (IDEA), S.P.A., Italy, for
assistance in small car body design and styling; and

• Le Moteur Moderne, France, for the development of diesel and petrol engines for
passenger cars.

Subsidiaries

• Tata Construction Equipment Company Ltd. (TATA MOTORS): Its principal

business is manufacture and sale of construction, material handling and earthmoving
equipment.

• Tata Technologies Ltd.: It oversees the IT requirements of Tata Motors and provides
services for SAP implementation, CAD/CAM-based design, and e-commerce
facilities to customers in India and abroad.
• Minicar (India) Ltd.: Formerly known as Mazda Industrial Chemicals Ltd., this
company was incorporated on January 18, 1972 and is currently engaged in the business
of automobile sales and services.

• HV Transmissions Ltd.: It was incorporated on March 13, 2000 with the objective of
acquiring the Heavy-Duty Gear Box Division of Tata Motors at Jamshedpur as a going
concern. It supplies transmissions and their parts to Tata Motors against purchase orders
raised by Tata Motors on HVTL.

• HV Axles Ltd.: It was incorporated on March 13, 2000 with the objective of acquiring
the Heavy-Duty Axle Division of Tata Motors at Jamshedpur as a going concern. It
supplies axles and their parts to Tata Motors against purchase orders raised by Tata
Motors on HVAL.

• TATA MOTORS Ltd.: It was incorporated on March 13, 2000 with the objective of
acquiring the Machine Tool and Growth Divisions of Tata Motors as a going concern.
As and when required, Tata Motors sources factory automation equipment from TAL.

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 • Tata Technologies, USA: It was incorporated on August22, 1994 and became a wholly
owned subsidiary of Tata Technologies Limited on December 22, 2000. The company
is engaged in the business of computer consultancy and related services.

Strategic alliances

Tata Motors has several joint ventures and alliances. These include:

• Tata Cummins Ltd., a joint-venture with Cummins Engine Company Inc., USA;
makes fuel-efficient, low emission, environment-friendly diesel engines;

• Tata Holset Ltd., a joint-venture with Holset Engineering Company, UK, makes
turbochargers for diesel engines manufactured by Tata Cummins Ltd. and other OEMs;

• Tata Motors Services Ltd., Singapore, for the sale of spare parts for Tata vehicles;
and

• Nita Company Ltd., Bangladesh, for the assembly and sale of Tata commercial
vehicles.

1.3 PROBLEMS OF THE ORGANIZATION

Given the city conditions, the consumers needed a very good overall performance of cars, small
cars taking less space has no parking problems, easy derivability in heavy traffic conditions,
easy gear shifts and good fuel efficiency. The small car owners being mostly the professional
class or the upper middle class were very cost conscious and due to their busy life styles
preferred low maintenance in their cars.

Irrespective of these above aspects there is one more thing, which also needs attention is
customer satisfaction. Customer satisfaction is abroad term, which includes many things like
post sale service satisfaction, dealership locality towards customers, way of treatment at these
dealerships and service stations, solving the customers problems and concerns to their full
satisfaction and so on.

The occurrence of single problem is a source of dissatisfaction for customers. Problem

experience is not always something broken or loose. Many a times it is a function of customers’

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expectation of how a feature or a vehicle system should look or perform and any performance
short of this expectation is perceived as a problem.

1.4 COMPETITION INFORMATION

The main purpose of this section is to have an insight into TATA MOTORS external
environment. Here, we shall be briefly looking at the factors influencing its external
environment, its competitors and the kind of competition it faces.

Competition leads to improvement on all fronts. If healthy, it brings the best out of an industry.
Newer and better technology, innovative and much better products and processes, user-friendly
and economical products providing maximum value to customers, and other such advantages,
all arise out of competition.

TATA MOTORS faces stiff competition in almost all its business segments but has emerged as
the winner when it comes to market success. Out of its three business segments namely, the
Passenger Car division, Utility vehicle division and the Commercial vehicle division, the
Passenger Car division is the area, which is seeing a lot of activity in the current period. And
this activity is all set to intensify with the launch of the all-new TATA Sedan in the later half of
the current year.

TATA MOTORS currently has two products in the passenger car segment- the Indica and the
Safari. It faces direct competition from almost all the major automobile players in the
passenger segment, namely Maruti Suzuki, Hyundai, Fiat, Daewoo and Toyota.

S.I.A.M. (Society of Indian Automobile Manufacturers) has classified the Passenger Car
segment in India into further sub segments on the basis of their length,

1. Small Car segment (B segment)

2. Entry-level Mid Size segment (lower C segment)

3. Premium Mid Size segment (upper C segment)

4. Luxury Segment (D segment)

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TATA MOTORS currently has one offering in the Small Car segment- The Indica, and one
offering in the Sports Utility Vehicle segment - The Safari. The proposed offering, christened
the TATA Sedan shall compete in the entry-level Mid-Size Car segment.

TATA MOTORS also has plans to introduce another offering in the Luxury car segment code-
named ‘Magna’. The Magna shall be launched some time during the later half of next year in
2003. TATA MOTORS currently is tight-lipped about the Magna and has divulged no details
regarding the car but according to group Chairman Mr. Ratan Tata, the Magna shall be TATA
MOTORS’s answer to the Luxury Segment in India, which shall force the competitors to
revamp their strategies. And if the success of the Indica and the Safari is to be believed, these
words are sure to see light in the near future.

The Indica comes in both diesel and petrol variants. TATA MOTORS has redefined the rules of
the game by launching the all-new Indica V2, which has met with huge success in the recent
months. It has earned a lot of respect among all the small car manufacturers because of its
quality and value delivered to the customer, truly fulfilling its promise of More Cars per Car.
TATA MOTORS, for the year 2002 had promised a product of great pedigree, and the Indica
V2 has just delivered that.

The Indica is directly pitted against the Zen, Alto and Wagon-R from Maruti Udyog, the Santro
from Hyundai, the Palio and Uno from Fiat, and the Matiz from Daewoo.

The segmentation of the passenger car market in India is vastly different from that in the
developed nations. In India, the economy segment accounts for the largest share of the cars
sold, as compared to mid-range segment in the mature markets. The economy and the premium
segment face the lowest competitive threats, while the premium segment will witness intense
competition due to lower volumes.

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Range Price ('000 Rs.) Models

Economy Maruti 800, Maruti Omni,

Premier, Ambassador, Hyundai Santro

Mid-range 350-450 Uno, Zen, Ford Ikon, Fiat Palio

Premium 450 - 1,000 Esteem, Opel Astra, Ford Escort,

Mitsubishi Lancer, Hyundai Accent

Luxury > 1,000 Opel Vectra, Rover Montego, Mercedes

benz

.TABLE: 1.1

Traditionally, disposable income was perceived as the one critical factor that drove passenger
car demand. However, household income is no longer the single most important factor in
determining the demand for vehicles. Other critical factors are the mobility needs of people and
the availability of cheap finance. The top three income groups - middle, upper middle, and high
- have grown from 10% in 1986 to 17% of the population and covers over 52 million families.
The number of highincome households is growing very rapidly, more so in the rural areas.
These findings have revolutionary implications for the passenger car market. The development
of the used car market will also play a major role, as the customers will be encouraged to trade
in their old cars. The key to the growth of future markets is to make maintenance-free vehicles,
to improve the road infrastructure, and to reformulate fuels and lubricants so as to reduce
vehicle-operating costs.

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 LITERATURE REVIEW

Review of literature forms an integral as well as an essential part of modern research studies.
No research study is considered complete unless an extensive literature review is made by the
researcher. The basic purpose of undertaking this exercise is to find the research gap between,
studies conducted so far or literature available, and also to finalize precisely the topic of
research and to get insight into the research topic selected for study. In this sense this exercise
becomes a sort of exploratory research. Keeping these facts in view researcher has undertaken
an extensive exercise of literature review and came to the conclusion though some books are
available on the topics related to the research topic chosen by the researcher, but all of these
have been written in some other perspectives and none of these are having direct relation to the
topic of this research. In fact researcher intended to examine the sustainability of small cars in
Indian automobile sector, in the light of new developments taking place in the Indian auto sector
like introduction of big cars by number of auto manufacturers in Indian market in the recent
past, increase in personal and disposable income, better and improved road conditions, shift in
consumer’s behavior from to save to consume, easy financing and loan facility, installment
payment facility, status symbol, etc. These facts also lead to a query that whether small car will
be able to withstand in the market and will it be the preferred choice of Indian car buyers. None
of the books researcher gone through has been written from this perspective. Similarly a
number of research studies have been conducted on the subject related to research topic, some
of these have studied the consumer/buyer behavior of these cars, some of the have studied some
other aspects, like environmental sustainability or economic sustainability, but none of them
have studied from the angle , researcher intended to study. A brief account of the review of
literature made by the researcher is being presented here, The idea to build small cars for the
Indian market is almost as old as India’s independence. Already by the late 1950s, the Indian
Government established a Commission with the task to look at costs and prices of motor
vehicles produced in the country and invited proposals for the production of an ‘Economy Car’.
In response, different manufactures submitted proposals. Tata, for example, submitted a
proposal for the license production of a DKW light car. In 1959, it was Premier Automotive
Limited (PAL) that was allowed to enter into collaboration with the Fiat Motor Company for
the production of the Fiat 500 which was later replaced by the Fiat 1100 (Mohanty et al.
1994). While there were ever few commissions looking into the question of mass-producing
the small cars, there was no real effort to realize the endeavour before the 1980s.

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(Venkataramani -1990) argues in this context. From time to time committees appointed by the
Government purported to study the issue of initiating the manufacture of a small, economical,
“people’s car.” But the persistence of the notion in high Government circles and in the Planning
Commission that the passenger car was a luxury item that catered to the needs of a small section
of the population inevitably promoted inaction. (Venkataramani, 1990: p. 12) India’s entire
production of passenger cars and MUVs rose in the 1960s to 1980s only slowly to around
40.000 vehicles annually. Low production volumes and high prices put passenger car
ownership quite deliberately out of reach of average middle class consumers. The stagnation
was above all related to India’s post independence Stateled investment regime that favored
capital goods production (favoring commercial vehicle production and busses), restricting
market competition through a licensing system and shielding of the national economy by a
protectionist trade and FDI regime. Thus, while the demand for passenger cars – even for a
small car like the Fiat 500/Padmini – is restricted by stringent price controls and high taxes, the
supply side is equally restricted by a licensing system and protectionism that curb production,
domestic competition and locking out international players (BeckerRitterspach & Becker-
Ritterspach, 2008).
In the early 1970s the idea of mass producing a small car was taken up again. It was Sanjay
Gandhi, then Prime Minister Indira Gandhi’s son, who revived the idea of producing a car for
the people. On the 16th of November 1970, Sanjay Gandhi founded a private limited company
named ‘Maruti technical services private limited’. The stated mission of the enterprise was the
development of a ‘people’s car’ – an affordable, cost-effective, low maintenance and fuel
efficient car – for India’s middle class that was indigenously designed and produced. Following
Sanjay Gandhi’s initiative, Prime Minister Indira Gandhi's cabinet proposed the production of
a ‘people’s car’ and passed a unanimous resolution for its development and production.
Although Sanjay Gandhi neither had any prior experience in automobile production nor a clear
design proposal or tie-ups with another corporation, he was awarded the contract and the
exclusive production license (Venkataramani, 1990). To produce the car a second company
called ‘Maruti limited’ was incorporated in 1971 under the Indian Companies Act. Under
patronage of Indira Gandhi’s Government the company received land, tax breaks and funds
(Shirali, 1984; Shenoy, 2003). However, despite all government backing and support, Maruti –
named after the Hindu God of the winds – didn’t take off. The young company proved incapable
of producing a single marketable car. A part of the problem lay in the inexperience in
automobile production of the Nehru-Gandhi family members who comprised the company’s
top management. Maruti limited’s problems culminated in the company’s liquidation in 1977

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(Becker-Ritterspach, 2007). Trying to rehabilitate her family name, Indira Gandhi tackled the
unresolved Maruti problem. Eventually the ‘Maruti Scandal’ came to a close when in October
1980 the Government of India took over Maruti limited and incorporated it in February 1981
by an Act of parliament (Maruti Limited Acquisition and Transfer of Undertaking Act) as a
Public Limited Company.
Rechristened Maruti Udyog Ltd., the company was incorporated under the provisions of the
Indian Companies Act, [Link] that the company – as well as the industry as a whole –
could only succeed with foreign cooperation; bids for foreign collaboration were invited.

TATA MOTORS LTD. (TATAMOTORS) –

COMPANY HISTORY
Tata Motors Limited is a leading global automobile manufacturer of cars utility vehicles buses

trucks and defence vehicles. As India's largest automobile company and part of the

USD 100 billion Tata group Tata Motors has operations in the UK South Korea Thailand South

Africa and Indonesia through a strong global network of 76 subsidiary and associate companies

including Jaguar Land Rover in the UK and Tata Daewoo in South Korea. In India Tata Motors

is a market leader in commercial vehicles and among the top passenger vehicles manufacturers

with 9 million vehicles on Indian roads. With design and R&D centres located in India the UK

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Italy and Korea Tata Motors strives to pioneer new products that fire the imagination of

GenNext customers. Abroad Tata cars buses and trucks are being marketed in

Europe Africa the Middle East South Asia South East Asia South America Australia CIS and

[Link] Motors has a portfolio of automotive products ranging from sub-1 ton to 49 ton

gross vehicle weight (GVW) trucks (including pickup trucks) and from small medium and large

buses and coaches to passenger cars. The company's segments include automotive and others

which include information technology (IT) services construction equipment manufacturing

machine tools and factory automation solutions high-precision tooling and plastic and

electronic components for certain applications and investment [Link] company's

passenger cars include the Indica the Indica Vista the Indigo and the Indigo Marina. Jaguar

produces four car lines: XK XF XJ and X-Type. They manufacture a number of utility vehicles

(UV) including the Sumo and the sports utility vehicle (SUV) Tata Safari. Also they

manufacture a variety of light commercial vehicles (LCVs) including pickup trucks trucks and

buses with GVW of between 0.7 ton and 7.5 tons. This also includes the Ace a mini-truck with

a 0.7 ton payload the Magic a passenger variant for commercial transportation and the Winger.

They also manufacture a variety of medium and heavy commercial vehicles (M&HCVs) which

include trucks buses dumpers and multi-axled vehicles with GVW of between 9 tons to 49

[Link] company's manufacturing plants are situated at Jamshedpur (Jharkhand) Pune

(Maharashtra) Lucknow (Uttar Pradesh) Pantnagar (Uttarakhand) Dharwad (Karnataka) and

Sanand (Gujarat). Through their subsidiaries and associate companies the company has

operations in the UK South Korea Thailand and [Link] Motors Ltd was incorporated in the

year 1945 with the name Tata Engineering and Locomotive Co Ltd for manufacturing

locomotives and other engineering products. In the year 1948 the company introduced steam

road roller in collaboration with Marshall Sons (UK). In the year 1954 they made collaboration

with Daimler Benz AG West Germany for manufacturing medium commercial vehicles. In the

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year 1959 they set up a Research and Development Centre at Jamshedpur. In the year 1961

they started to export their products and the fist truck being shipped to Sri [Link] the year

1966 the company set up the Engineering Research Centre at Pune to provide impetus to

automobile Research and Development. In the year 1977 they manufactured first commercial

vehicle in Pune. In the year 1983 they commenced manufacturing of Heavy Commercial

Vehicle. In the year 1985 the company produced first hydraulic excavator in collaboration with

Hitachi. In the year 1986 they produced the indigenously designed light commercial vehicle

Tata 407 followed by 608. In the year 1989 they introduced third LCV model Tatamobile 206.

In the year 1991 the company launched first indigenous passenger car Tata Sierra and in the

next year they launched Tata Estate. In the year 1993 the company signed a joint venture

agreement with Cummins Engine Co. Inc. for the manufacture of high horsepower and

emission friendly diesel engines. In the year 1994 the company launched Tata Sumo and LPT

709. During the year the company signed a joint venture agreement with Daimler - Benz /

Mercedes - Benz for manufacture of Mercedes Benz passenger cars in India. Also they singed

a joint venture agreement with Tata Holset Ltd UK for manufacturing turbochargers to be used

on Cummins engines. In the year 1995 they launched Mercedes Benz car E220 and in the next

year they launched Tata Sumo [Link] the year 1997 the company launched Tata Sierra Turbo

and in the next year they launched Tata Safari and Indica in the market. In the year 2000 they

launched Indica 2000 and CNG buses. In the year 2001 they launched Indica V2 CNG Indica

and Tata Safari EX. In the year 2002 the company signed a product agreement with MG Rover

of the UK. Also they launched Petrol version of Indica V2 EX series in Commercial vehicles

Tata Sumo+ Series and Tata Indigo. In the year 2003 they launched Tata Safari Limited Edition

CityRover 135 PS Tata Safari EXi Petrol and Tata SFC 407 EX Turbo in the market. In July 29

2003 the name of the company was changed from Tata Engineering Co

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Ltd to Tata Motors [Link] the year 2004 the company acquired Daewoo Commercial Vehicle

Company and renamed it as Tata Daewoo Commercial Vehicle Co. Ltd. This company launched

the heavy duty truck 'NOVUS' in Korea. Also the company launched Tata Indica V2 Tata LPT

909 EX Sumo Victa and Indigo Marina during the year. In the year 2005 the company acquired

21% stake in Hispano Carrocera SA Spanish bus manufacturing Company.

The company launched branded buses and coaches namely Starbus and Globus in the market.

Also they launched Tata Ace Indigo SX series Indica V2 Turbo Diesel Tata TL 4X4 and Tata

Novus. During the year the company inaugurated a new factory at Jamshedpur for Novus. Also

they unveiled Tata Xover at the 75th Geneva Motor [Link] the year 2006 the company made

a joint venture with Marcopolo Brazil for manufacturing fully built buses & coaches for India

& markets abroad. They launched Indica V2 Xeta and new Indigo range. Also they unveiled

new long wheel base premium Indigo & X-over concept at Auto Expo 2006. In the year 2007

the company and Thonburi Automotive Assembly Plant Co. (Thonburi) formed a joint venture

company in Thailand to manufacture assemble and market pickup trucks. They inaugurated

Tata-Fiat plant at Ranjangaon. They launched long wheel base Indigo XL Tata Spacio Magic

Winger Sumo Victa Turbo DI Indica V2 Turbo with dual airbags & ABS and

Safari DICOR 2.2 VTT [Link] the year 2007-08 the company unveiled the TATA Nano

the world's least expensive car at the Auto Expo 2008 in New Delhi. Subsequently the car was

also unveiled at the Geneva Motor Show and received international acclaim. They commenced

production of TATA Ace from their manufacturing facility at Uttarakhand during the

[Link] the year the company developed new products for the M&HCV passenger carrier

sub-segment and displayed in the Auto Expo 2008 a 28 seater bus and an air conditioned low

floor bus developed through their joint venture - Tata Marcopolo Motors

Ltd. In the LCV segment the company introduced two new products - Magic and

[Link] the company unveiled the 1 Ton and CNG variant of Ace Cargo Panel van

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Xenon XT - a lifestyle pickup truck and Winger Executive office concept vehicle in the Auto

Expo 2008. They showcased their new range of tactical and armoured vehicles for military and

para-military forces in the Defence Expo 2008. These include Tata Light Specialist Vehicle

Light Armoured Troop Carrier Tata 8x8 HMV and the armoured Tata [Link] the year

2007-08 the company signed an agreement with Fiat Group automobiles SpA Italy and Fiat

India Automobiles Pvt Ltd (FIAPL) for establishment of joint venture to manufacture passenger

cars engines and transmissions at Ranjangaon in India. In March 2008 the Company introduced

Tata Xenon- 1 Ton pickup truck in Thailand through its subsidiary Tata Motors (Thailand) Ltd.

On June 2 2008 the company acquired the businesses of Jaguar

Land Rover (a part of Premier Automotive Group of Ford Motor Co.) for USD 2.3 billion.

Jaguar Land Rover is in the business of development manufacture and sale of high end luxury

cars and SUVs. The acquisition includes the ownership of three major manufacturing plants

two advanced design centres in UK a worldwide sales network Intellectual Property Rights

(including perpetual royalty free licenses) and Brands and Trade [Link] the year 200809

the company partially divested their stake in Tata AutoComp Systems Ltd an associate

company from 50% to 26%. Also they sold their investment in Tata Tele Services Ltd. During

the year the company launched 28 new commercial vehicles. Among the new products

launched during the year were LPT 3118 - a truck with lift axle CNG variants of the Ace Magic

and Xenon new range of LCV buses manufactured by Tata Marcopolo Motors and the ICV 909

bus. The company also completed the execution of their first order of 650 low floor buses to

Delhi Transport Corporation (DTC). They have also bagged a second order of 1625 similar

buses from DTC to be executed in financial year 2009-10 the total order value of which is over

Rs 2200 crore. In May 2009 they also unveiled the World Truck range of their next generation

heavy [Link] the year 2009-10 the company acquired 79% shares in Hispano Carrocera

S A by way of exercise of the existing call option through mutual agreement with the other

24
share-holder Investalia S. A. Spain for a consideration of Euro 2 million (Rs 1371 lakh).

Consequently Hispano Carrocera S A has become a 100% subsidiary of the company. Also the

company sold 20% stake in TATA MOTORS

Construction Equipment Company Ltd (TATA MOTORSn) to Hitachi Construction Machinery

Co Ltd. The company now holds 39.75% stake in TATA [Link] the year the

company launched the new heavy truck range Prima. Also they launched the new range of

buses (based on the Prima platform with bodies being made by Tata Marcopolo displayed at

the Delhi Auto Expo in January 2010). In small commercial vehicles they launched the Ace EX

and Super Ace. In June 2010 the company inaugurated the factory for the Nano mini car at

Sanand in the western state of Gujarat. The factory is having an initial capacity of producing

250000 cars per [Link] the year 2010-11 the company launched the Aria a premium

crossover with high-end features such as 4x4 Torque on Demand ESP six airbags. They

launched BS IV compliant variants of the Indica and the Indigo CS the Indica eV2 and Indigo

eCS with segment leading fuel efficiencies. These vehicles are powered by the company's 1.4L

CRAIL engine. They launched Venture a Multi Purpose Vehicle (MPV) on the Ace platform.

The company expanded the Prima range launched during the previous year with the

introduction of the Prima Construck range of tippers in the market. Also the company launched

the all new Jaguar XJ the new 4.4 V8 diesel Range Rover and the new 2.2 diesel Land [Link]

September 2010 the company acquired 80% stake in Trilix Srl. Turin

(Italy) a design and engineering company. The company increased their shareholding in Tata

Precision Industries Pte. Ltd from 49.99% to 78.39% by subscribing to an additional 28.4%

share of Tata Precision Industries Pte Ltd Singapore on February 15 2011. Tata Precision

Industries Pte Ltd holds 100% shares of Tata Engineering Services Pte Ltd hence Tata

Engineering Services Pte Ltd also became a [Link] 6 January 2011 Tata Motors

announced the launch of Tata Venture in Rajasthan. The Tata Venture is a multi-purpose vehicle

25
(MPV) with the footprint and maneuverability of a hatchback car but the interior space of a

utility vehicle. On 27 January 2011 Tata Motors announced that its wholly owned subsidiary in

Spain Tata Hispano Motors Carrocera SA has won a prestigious order for supplying around 500

buses in the next 3 years to the Avanza Group one of the largest private passenger transportation

groups in Spain. On 10 February 2011 Tata Motors announced that it has won a prestigious

order for supplying around 250 Tata Prima trucks to LINFOX Logistics the largest privately

owned supply chain solutions company in the Asia Pacific region with over 50 years of

experience in this business. LINFOX will ply these trucks in [Link] 23 February 2011 Jaguar

Land Rover announced that Jaguar will launch its most potent series production car ever the

all-new XKR-S at the Geneva motorshow on 1 March

2011. On 1 March 2011 Tata Motors showcased the Tata Pixel a new city car concept for Europe

at the 81st Geneva Motor Show in Switzerland. On 10 March 2011 Tata Motors announced the

launch of the Tata Indica eV2 hatchback built on the Tata Indica platform. On

14 March 2011 Tata Motors announced that it has entered into an understanding with

Muthoot Vehicle and Asset Finance Ltd (MVFL) for financing its range of passenger vehicles.

With this arrangement MVFL will be one of the preferred retail financiers of Tata Motors in

Kerala. On 18 March 2011 Tata Motors announced increase in prices of Indica passenger car

by Rs 7000 to Rs 9000 Vista and Indigo CS passenger cars by Rs 8000 to Rs 11000 and Manza

passenger car by Rs 10000 to Rs 15000 on account of steep rise in input costs. The company

also announced increase in prices of utility vehicles Sumo by Rs 13000 to Rs 15000 Grande by

Rs 16000 to Rs 19000 Safari by Rs 18000 to Rs 29000 Aria by Rs 30000 to Rs 36000 and

Venture by Rs 9000 to Rs [Link] 19 April 2011 Tata Motors announced that it has entered

into an agreement with State Bank of India (SBI) for providing channel financing facilities to

the Tata Motors dealers. The bank will provide financing for both the passenger vehicles and

commercial vehicles [Link] 10 May 2011 Tata Motors announced the launch of the `Tata

26
Magic IRIS' a four-wheel 3-4 seater small passenger carrier a stylish safe and comfortable

alternative for commuters who depend on threewheelers and the `Tata Ace Zip' a

technologically superior and smart micro truck with a payload of 600 kg for deep-penetration

door-to-door goods movement. On 17 May 2011 Tata Motors formally announced the launch

of Tata Delight a customer loyalty programme for owners of its commercial vehicles thereby

becoming first company in the commercial vehicles industry to launch this unique engagement

[Link] 27 May 2011 Jaguar Land

Rover announced the official opening its first assembly plant in India at Pune in the

Maharashtra. The plant will assemble Land Rover Freelander 2 vehicles supplied in Complete

Knock Down (CKD) form from Jaguar Land Rover's Halewood manufacturing plant in

Liverpool [Link] Motors (SA) (Proprietary) Ltd. Tata Motors' joint venture with Tata Africa

Holding (Pty) Ltd. formally opened its assembly plant in South Africa at Rosslyn north of

Pretoria in the Gauteng province of South Africa on 22 July 2011. Established with an

investment of R110 million the plant can assemble from semi knocked down (SKD) kits light

medium and heavy commercial vehicles ranging from 4 tonnes to 50 tonnes with an annualised

capacity of 3650 vehicles. The capacity can be further expanded as required. On 2 August 2011

Tata Motors announced the launch of the Tata Aria 4x2 a luxurious creation with the finesse of

a sedan and the muscle of an SUV all combined in one car with 4x2 option at a starting price

of Rs 11.61 lakh ex-showroom New Delhi. On 23 August 2011 Tata

Motors announced the launch of a new version of its premium hatchback the Tata Vista. On 4

November 2011 Tata Motors announced that new Range Rover Evoque from the stable of

Jaguar Land Rover will be launched in India at a starting price of Rs 44.75 lakh (exshowroom

price in Mumbai pre-Octroi). On 10 November 2011 Tata Motors announced the launch of new

Tata Sumo Gold sport utility vehicle at a starting price of Rs 5.23 lakh exshowroom [Link]

21 November 2011 Tata Motors announced the introduction of a bouquet of features for the

27
Tata Nano including new colours new interiors a more powerful gasoline engine and greater

fuel efficiency of 25.4 kmpl. On 20 December 2011 Tata Motors announced the launch of the

Tata Divo a luxurious long distance inter-city travel bus and the

Tata Starbus Ultra a modern and practical bus for commuting within the city. On 27 December

2011 Tata Motors announced that the car maker is upgrading old Tata Nanos produced up to

mid-September 2011 with a new starter motor to enhance their performance. This is in line with

the company's practice of upgrading its [Link] 5 January 2012 Tata Motors unveiled at

the New Delhi Auto Expo 2012 the Tata Safari Storme the new generation Safari SUV the Tata

Ultra the company's new LCV & ICV range and the Tata

LPT 3723 India's first 5-axle rigid [Link] 6 March 2012 Tata Motors presented at the 82nd

Geneva Motor Show the Tata Megapixel a new four-seater city-smart global range extended

electric vehicle (REEV) concept for the performance-seeking and environment-conscious

motorist anywhere in the [Link] 23 April 2012 Tata Motors and DRB-HICOM Defence

Technologies Sdn Bhd (DEFTECH) a wholly-owned subsidiary of DRB-HICOM Berhad

Malaysia signed a cooperation agreement to enable both DEFTECH and Tata Motors to develop

promote and market Tata Motors' high mobility 4x4 trucks with payloads ranging from 2.5

tonnes to 5 tonnes for the Armed forces of [Link] 2 May 2012 Tata Motors and Fiat

agreed that in order to further develop the Fiat brand in India Tata Motors will hand over the

management control of Fiat's commercial and distribution activities in India to a separate Fiat

Group owned company. Development of the new Fiat dealer network for India will start

progressively and the 178 existing Fiat-franchised Tata dealers in 129 cities will be encouraged

to form the foundation of the future [Link] 6 June 2012 Tata Motors announced that its

Dharwad Karnataka plant for small commercial vehicles has become operational and has begun

to produce the Tata ACE Zip and the Tata Magic IRIS. Established with an investment of over

Rs 900 crore the plant spans across an area of 405 acres. On 3 September 2012 Tata Motors

28
announced the launch of the Tata Xenon pick-up offering both single cab and dual cab versions.

On 14 September 2012 Tata Motors announced the launch of its new generation sedan the Tata

Indigo Manza in the South African market. On 17 September 2012 Tata Motors announced the

launch of 6 first-of-its-kind heavy trucks. On the same day the company announced the launch

of an intelligent vehicle and driver management solution viz. Tata FleetMan Telematics

Services. Targeted at commercial vehicle fleet owners and large consigners of goods the service

offers advanced Telematics solutions which will help in increasing productivity and

[Link] 20 September 2012 Tata Motors announced that it has received its largest ever

single order for commercial vehicles from Siddhivinayak Logistics Ltd. (SVLL) to supply 1314

trucks to be delivered during the financial year. The order coincided with the launch of an

innovative scheme by SVLL meant for the well-being of their drivers called `Chalak se

Malak'.On 16 October 2012 Tata Motors announced the launch of its next generation car the

Tata Manza a Club Class sedan. On 17 October 2012 Tata Motors announced the launch of the

new Tata Safari Storme sports utility vehicle at a starting price of Rs 9.95 lakh ex-showroom

New [Link] 18 October 2012 Tata Motors announced the launch of its 1-tonne diesel mini-

truck the Tata Super ACE in South [Link] 26 October 2012 Tata Motors announced the

launch of `Tata Alert' a highway assistance programme for medium and heavy commercial

vehicles which will be available across all national highways in India. On 27 November 2012

Tata Motors announced its maiden entry in the Bangladesh new car market by introducing two

sedans viz. the Tata

Indigo eCS the Tata Indigo Manza and the Tata Indica Vista [Link] 18 December 2012

Tata Motors announced the launch of new Tata Aria Pure LX a new variant of the Aria car with

a bouquet of features priced at Rs 9.95 lakh ex-showroom Bangalore. On 28 January 2013 Tata

Motors announced the launch of its premium hatchback the all new Tata Vista D90 an advanced

and dynamic car delivering 90PS of raw power offering first-in-class high-tech features. On 13

29
February 2013 Tata Motors announced that it has bagged an order for the company's fully

indigenous Tata 6x6 multi-axle high mobility mobile platforms from Bharat Electronics

Limited (BEL) Bangalore to mount Radar applications meant for the Indian Air

Force. Tata Motors will supply 26 Tata 6x6 multi-axle vehicles to BEL [Link] 15

February 2013 Tata Motors showcased two new MCV buses for intercity transportation and

staff transportation at the SIAM International Bus & Utility Vehicles Show at Greater [Link]

19 February 2013 Tata Motors announced the roll-out of the 2 millionth truck from its world-

class manufacturing facility at Jamshedpur in Jharkhand. The plant manufactures Tata Motors'

entire range of medium and heavy commercial vehicles including the Tata Prima both for

civilian and defence applications. On 3 April 2013 Tata Motors announced the launch of the

Tata Prima range of commercial vehicles in Sri Lanka. On 18 May 2013 Tata Motors announced

that TML Holdings Pte. Ltd. a wholly owned subsidiary of Tata Motors issued and allotted

s$350 million in principal amount of 4.25% senior notes due 2018. The net proceeds from the

issue will be used for the redemption of preference shares issued to

Tata Motors and for general corporate purposes. On 19 June 2013 Tata Motors announced

HORIZONEXT an aggressive customer-focused strategy for its passenger vehicles business. It

also unveiled 8 newly upgraded and enhanced products across 5 [Link] 23 July 2013

Tata Motors announced its entry into Australia under a new independent distributor M/s Fusion

Automotive Pty Ltd. Australia. Through Fusion Automotive Pty Ltd. Tata Motors will

introduce a range of light commercial vehicles in Australia.5 August 2013 Tata Motors

announced that it has entered into an understanding with UCO Bank for financing its range of

commercial vehicles to provide an added facility of finance to its customers. Through this tieup

UCO Bank will offer loans of upto 85% on a Tata Motors commercial vehicles on-road

[Link] 9 September 2013 Tata Motors announced its partnership with DRB-HICOM

Malaysia's biggest conglomerate for the import distribution and assembly of Tata Motors

30
commercial vehicles in Malaysia. On 10 September 2013 Tata Motors' wholly owned

subsidiary in Indonesia PT Tata Motors Distribusi Indonesia (TMDI) launched three new Tata

passenger vehicles viz. the Tata Aria the Tata Vista and the Tata Safari Storme in Indonesia. On

24 September 2013 Tata Hispano Motors Carrocera SA announced its decision to cease

production activities at Zaragoza Spain factory. The decision to cease the activity at Tata

Hispano Motors Carrocera was compelled due to economic and business factors as despite

strong investments there was no positive result to reverse the challenging business situation

and losses for the plant. Tata Hispano Motors Carrocera SA is a Spanish company based in

Zaragoza. It is a wholly-owned subsidiary of Tata Motors. On 8 October 2013 Tata Motors

formally announced the launch of the CNG version of its small car Nano powered by a fuel

efficient state-of-the-art engine with CNG and petrol bi-fuel system options. On 29 October

2013 Tata Motors announced the launch of New Tata Sumo Gold sports utility vehicle at a

starting price of Rs 5.93 lakh ex-showroom New [Link] 22 November 2013

Tata Motors formally announced the launch of two new additions to its CNG portfolio - Tata

Indigo emax and Tata Indica emax. These two variants were introduced in 6 markets across
India viz. Delhi Maharashtra Gujarat Uttar Pradesh Andhra Pradesh and [Link] 13

January 2014 Tata Motors announced the launch of the new Nano Twist a new addition to the

Nano range priced at Rs 2.36 lakh ex-showroom Delhi. On 20 January 2014 Tata Motors

announced the launch of the REVOTRON Series the next generation petrol engine family that

will power its future models in the passenger vehicle [Link] 21 January 2014 Tata

Motors announced the launch of the premium hatchback Vista VXTech at a starting price of Rs

4.94 lakh ex-showroom Delhi for Vista LS model. On 5 February 2014 Tata Motors showcased

an extensive range of 18 stunning vehicles and concepts at the Auto Expo 2014. Tata Motors

and Samsung Electronics on 6 February 2014 announced a partnership to offer innovative in-

car connectivity applications in Tata Motors passenger vehicles. On 6 March 2014 Tata Motors

31
announced the launch of six new heavy trucks in the haulage segment and four in the

construction segment from its Prima LX [Link] 8 March 2014 Tata Motors announced that

it has entered into an understanding with Bharatiya Mahila Bank (BMB) for financing its

passenger vehicle customers. BMB will be facilitating eligible customers of Tata cars and utility

vehicles with vehicle financing at an attractive rate of 10.5% for women customers across all

BMB branches in India. On 3 April 2014 Tata Motors announced its entry into the Philippines

market at the Manila International Auto Show (MIAS) 2014 held at the World trade Centre.

The company said at that time that it will commence its business in Philippines with exports of

the Manza the Vista the Indigo and the Indica from its passenger vehicles portfolio and the

Xenon the Ace and the Super Ace from its commercial vehicles range. On 6 May 2014 Tata

Motors announced the launch of a new utility vehicle Movus at a starting price of Rs 6.99 lakh

ex-showroom Delhi. On 14 May 2014 Tata Motors announced that it has bagged an order for

2000 passenger vehicles to be supplied over a period of one year from SVLL Connect Pvt. Ltd.

a group company of Siddhi Vinayak Logistic Ltd. SVLL

Connect's order will comprise of Tata Motors luxury sedan the Manza the Indigo eCS with a

majority of the order placed for the new Aria utility vehicle. SVLL Connect will ply these

vehicles over inter-city [Link] 22 May 2014 Tata Motors announced the launch of the new

Intermediate and Light Commercial Vehicle (ILCV) range of trucks christened `ULTRA' which

offers superior technology and design that ensures lowest total cost of ownership through

higher uptime because of increased driver comfort superior aggregates and customised

[Link] 12 August 2014 Tata Motors announced the commercial launch of the Zest

the all new sub-four metre compact sedan with a start price of Rs 4.64 lakh exshowroom New

Delhi for the petrol Revotron 1.2T model and Rs 5.64 lakh ex-showroom New Delhi for the

diesel variant. On 27 August 2014 Tata Motors announced the launch of its passenger vehicle

32
range in Algeria. It includes Tata Indica and Tata Vista from the hatchback range and the Tata

Indigo and Tata Manza from the [Link] 2 September 2014

Tata Motors announced that it had received an order from Karnataka State Road Transport

Corporation (KSRTC) to supply 487 buses and another order for 780 buses from Himachal

Road Transport Corporation for Tata Marcopolo built buses as per Urban Bus Specifications

under JNNURM - II scheme. These orders are part of the over 2700 orders for Tata Motors

`URBAN' buses received under JNNURM - II [Link] 11 September 2014 Tata Motors and

Microlise one of Europe's leading Telematics and Fleet Management solutions providers

announced their partnership to bring in the latest global Fleet Telematics solutions to the Indian

market. The agreement signed for an initial period of 5 years envisages both partners utilising

their core strengths to deliver Fleet Management services of unprecedented quality reliability

and range to the Indian Transport Industry through the Tata Fleetman platform. While Microlise

will provide the technology and solutions Tata Motors will integrate them in its commercial

vehicles and utilise its vast experience and reach for service delivery. The services will be

marketed through OE fitment as well as through the aftermarket [Link] 25

October 2014 Tata Motors announced the pricing of a dual-tranche USD 750 million senior

unsecured notes following strong demand aggregating USD 4.50 billion for the offering. The

proceeds from the issuance and sale of the notes will be used to refinance external commercial

borrowing of the company incur new additional capital expenditure and for general corporate

[Link] 13 November 2014 Tata Motors showcased two new minitrucks on its popular

Ace platform from its new municipal range of solutions at Municipalika

2014 in Gandhinagar Gujarat. Municipalika 2014 is a trade show focusing on Construction

Architecture Planning and Engineering to deliberate on sustainable built environment and good

urban [Link] 2 December 2014 Tata Motors announced that it has received an order

for 1542 Sumo Gold utility vehicles from various police and law enforcement agencies across

33
the country. On 22 January 2015 Tata Motors announced the commercial launch of its much-

awaited sporty hatchback Bolt at a starting price of Rs 4.44 lakh ex-showroom Delhi for the

Revotron (petrol) 1.2T variant and Rs 5.49 lakh ex-showroom Delhi for the diesel [Link]

27 February 2015 Tata Motors announced new initiatives designed to enhance the company's

competitiveness. As a part of these initiatives the company announced a Voluntary Retirement

Scheme (VRS) for the workmen. On 3 March 2015 Tata Motors announced the launch of a new

small pick-up the Tata SuperAce Mint. The cargo carrier will meet requirements of intra and

intercity transport. The vehicle was launched at a starting price of Rs 5.09 lakh ex-showroom

[Link] 20 April 2015 Tata Motors announced the launch of the new Safari Storme sports

utility vehicle with a starting price of Rs 9.99 lakh ex-showroom New [Link] 7 May 2015

Tata Motors announced that its Rs 7500-crore rights issue was oversubscribed 1.21 times. The

rights issue of ordinary shares was oversubscribed by 1.17 times while the rights issue of `A'

ordinary shares was oversubscribed by 1.51 times. The proceeds from the share issue are

intended to be used for funding expenditure towards plant and machinery research and product

development repayment in full or in part of certain longterm and short-term borrowings and

general corporate [Link] 19 May 2015 Tata Motors announced the launch of all-new

GenX Nano range a new compact feature-rich hatchback with advanced technological features

and a starting price of Rs 1.99 lakh for the XE variant. On 10 July 2015 Tata Motors announced

that the company has bagged an order to supply around 1200 high-mobility 6X6 multi-axle

trucks from the Indian Army - the single largest order awarded to an Indian private OEM

(Original Equipment Manufacturers) in land systems under the DPP by the Indian army. The

order for 6X6 vehicles is for `Material Handling Cranes' for the loading-unloading and

transportation of ammunition pallets spares and other operational [Link] 27 August

2015 Tata Motors announced the launch of a new smart pick-up truck Tata ACE Mega. On 10

September 2015 Tata Motors announced the launch of special edition of its highly acclaimed

34
compact sedan Tata Zest. On 22 September 2015 Tata Motors announced that it has achieved

3 lakh units sales mark for its last mile passenger transport brand Tata Magic. Tata Magic was

introduced in June 2007 as India's first small commercial four-wheeler in last mile public

transport. On 8 December 2015 Tata Motors announced the launch of a new variant of the

Safari Storme VX sports utility vehicle powered by a new 2.2L VARICOR 400 engine. On 6

January 2016 Tata Motors in association with PETRONAS Lubricants International (PLI)

launched co-branded range of lubricants for Tata Motors' passenger vehicles range in the India

market. On 3 February 2016 Tata Motors showcased its future range of passenger vehicles at

the Auto Expo 2016. The product line-up features the new sporty compact sedan (project code

named KITE 5) the production ready lifestyle SUV- HEXA in automatic and manual variants

compact SUV NEXON and the personalized editions of the new passenger vehicles from Tata

Motors. On 4

February 2016 Tata Motors announced the launch of its new SIGNA range of Medium & Heavy

Commercial Vehicles at the SIAM Auto Expo 2016. On 7 March 2016 Tata Motors announced

that it has signed a strategic agreement with Bharat Forge Limited and General

Dynamics Land Systems (GDLS) of the US for the Indian Ministry of Defence (MoD's)

prestigious Future Infantry Combat Vehicle (FICV) program. Tata Motors will lead the

consortium with Bharat Forge Limited as a partner while General Dynamics Land Systems will

bring in its much proven expertise in combat vehicle [Link] 16 March 2016 Tata

Motors announced that it has won a contract to supply 25 hybrid buses from Mumbai

Metropolitan Region Development Authority (MMRDA) in the single largest order awarded

for Hybrid Electric vehicle technology. On 27 March 2016 Tata Motors announced that it has

bagged a follow-on contract for the supply of an additional 619 units of its high-mobility

(HMV) 6X6 multi-axle truck from the Indian Army. On 6 April 2016 Tata Motors announced

the commercial launch of its new hatchback TIAGO at a starting price of Rs 3.20 lakh

35
exshowroom New Delhi for the Revotron 1.2L (petrol) variant and Rs 3.94 lakh ex-showroom

New Delhi for the Revotorq 1.05L (diesel) variant. On 6 September 2016 Tata Motors

announced having received orders of over 5000 buses from 25 State/City Transport

Undertakings across the [Link] 26 September 2016 Tata Motors announced its foray into

the Bolivian commercial vehicle market through a distribution agreement with local partner

Bolivian Auto Motors part of the business group Salvatierra an important business

conglomerate engaged in the distribution of motor vehicles and motor cycles in Bolivia.

Through this partnership Tata Motors launched three commercial vehicles in the Bolivian

[Link] 28 September 2016 Tata Motors and Hindustan Petroleum Corporation Limited

(HPCL) launched the high performance range of HP Tata Motors Genuine Oil (HP TMGO)

exclusively developed for Tata Motors passenger vehicles in the Indian market. The HP

TMGO range includes Engine Oils Gear Oils Steering and Transmission Fluids Coolants Brake

Fluids and [Link] 3 November 2016 Tata Motors and PT Pindad Indonesia signed a

Memorandum of Understanding (MoU) for cooperation to effectively explore market potential

of Tata Armoured Vehicles in Indonesia and other agreed regions of ASEAN. The

MoU further includes a study to check the feasibility of locally assembling Tata Armoured

Vehicles at PT Pindad's facility in Bandung in West Java province of Indonesia. PT Pindad is

an Indonesian state-owned enterprise specializing in military and commercial [Link] 8

November 2016 Tata Motors showcased the country's first LNG (liquefied natural gas)

powered bus in Kerala. Tata Motors first showcased LNG technology on the Tata PRIMA Truck

at Auto Expo 2014 in New Delhi. On 12 December 2016 Tata Motors announced price hike

ranging from Rs 5000 to Rs 25000 for its passenger vehicles with effect from 1 January 2017

to pass on increase in prices of raw material commodities like steel aluminium copper and

rubber. On 3 January 2017 Tata Motors announced the launch of Tata Xenon Yodha range of

pick-ups. The new Tata Xenon Yodha is an ideal solution for diverse commercial usage

36
transporting agri-produce (Fruits & Vegetable) poultry fish milk a cash van a service support

vehicle at construction sites [Link] 5 January 2017 Tata Motors and Castrol announced the

signing of a three-year strategic partnership agreement for supply of Commercial Vehicle Oils

to Tata Motors globally. The agreement will cover over 50 markets including SAARC and

ASEAN region Middle East Africa Russia and Latin [Link] 18 January 2017 Tata Motors

announced the commercial launch of its much awaited lifestyle vehicle Hexa at a starting price

of Rs 12.08 lakh ex-showroom Maharashtra for the manual transmission variant and Rs 14.98

lakh ex-showroom Maharashtra for the automatic variant. On 25 January 2017 Tata Motors

launched new hybrid and electric buses at its Pune facility thus reiterating the company's

commitment towards smart and green technology and mobility [Link] 16 February 2017

Tata Motors and Microsoft India announced a strategic agreement to redefine connected and

personalized driving experiences for Indian customers. Tata Motors will leverage Microsoft's

connected vehicle technologies that bring together artificial intelligence (AI) advanced

machine learning and the Internet of Things (IoT) capabilities on the global hyper-scale Azure

cloud to traverse the digital and physical worlds and create a highly personalized smart and

safer driving experience across the digital life of a vehicle owner. On 29 March 2017 Tata

Motors announced the commercial launch of its new compact sedan Tata TIGOR. The car will

be available in 8 variants and six exciting colour [Link] 31 March 2017 Tata Motors

announced the launch of JT Special Vehicles Pvt. Ltd. a 50:50 joint venture with Jayem

Automotives Pvt. Ltd. for the development of special performance vehicles based on the latest

series products. As part of the agreement both Tata Motors and Jayem Automotives will work

towards performance enhancement and appearance of series vehicles to offer an exciting and

innovative range of niche aspirational products for the passenger car [Link] 19 April

2017 Tata Motors announced the launch of AMT (Automated Manual Transmission)

37
technology in its Starbus and Ultra brand of buses ranging from 9-12 meters at a starting price

of Rs 21 lakh (ex-showroom New-Delhi). On 27 April

2017 Tata Motors announced that it has signed a contract for supply of 3192 units of the

Safari Storme under the newly formed GS800 category to the Indian Armed [Link] 9 June

2017 Tata Motors announced that it has resolved the long-term wage settlement issue at its

Sanand Gujarat manufacturing facility. On 15 June 2017 the Tata Group announced that an

affiliate of Warburg Pincus a leading global private equity firm focused on growth investing

will purchase approximately 30% stake in Tata Technologies Limited from Tata Motors and its

subsidiary Sheba Properties Limited as well as the entire 13% stake held by

Tata Capital (8.7% from Alpha TC Holdings Pte Ltd and 4.3% from Tata Capital Growth Fund

I). Post the transaction Tata Motors and affiliates of the Tata Group will continue to retain a

significant minority interest of approximately 43% in Tata Technologies with the remaining

ownership held by the management team and other shareholders. Tata Technologies is a global

engineering services and product development IT company with more than 8500 employees

located in 23 [Link] 3 July 2017 Tata Motors announced that its TIAGO hatchback has

crossed the one lakh bookings milestone in the domestic market. TIAGO was launched in April

2016. On 6 July 2017 Tata Motors announced a price reduction in the range of 0.3% to 4.21%

for cargo commercial vehicles and reduction of 0.6% to 8.2% for commercial vehicles for

passenger transportation following the introduction of a nationwide Goods and Services Tax

(GST) from 1 July 2017. On 5 July 2017 Tata Motors announced a price reduction of upto 12%

ranging between Rs 3300 and Rs 2.17 lakh per vehicle on its passenger vehicles following the

introduction of a nationwide Goods and Services Tax (GST) from 1 July 2017. On 11 July 2017

Tata Motors announced the launch new Tata Ace XL range of small commercial cargo vehicles.

On 17 July 2017 Tata Motors showcased India's first Bio-CNG (bio-methane) Bus at the Bio-

energy programme called `Urja Utsav'. On 26 July 2017 Tata Motors announced the launch of

38
a range of commercial vehicles in Philippines. On 10 August 2017 Tata Motors announced that

the company and Skoda Auto have ceased discussions around a potential partnership between

the two auto makers. Based on intense and constructive discussions both the companies have

jointly concluded that the envisioned areas of partnership may not yield the desired synergies

as originally assessed. Nevertheless the two companies have decided to keep in touch for future

areas of [Link] mark the overwhelming success of TIAGO and usher in the festive

season Tata Motors on 12 September 2017 announced the launch of the limited-edition TIAGO

Wizz hatchback priced at Rs 4.52 lakh for the petrol version and Rs 5.30 lakh for the diesel

version (ex-showroom Delhi) inclusive of the accessory [Link] 21 September 2017 Tata Motors

announced its entry into the growing compact SUV segment with the commercial launch of its

new Gen-next lifestyle SUV the Tata NEXON with an introductory price of Rs 5.85 lakh ex-

showroom Delhi for the petrol variant and Rs 6.85 lakh exshowroom Delhi for the diesel

[Link] 4 October 2017 Tata Motors Limited showcased the new safety technology -

Electronic Stability Control (ESCsmart) for the range of PRIMA and SIGNA trucks at an event

in Chennai. Tata Motors said at that time that it is the first

OEM in India to deploy Electronic Stability Control (ESC) for Medium and Heavy Commercial

Vehicles. On 5 October 2017 Tata Motors announced that it has signed a memorandum of

understanding with Srei Equipment Finance Limited (Srei) a wholly owned subsidiary of Srei

Infrastructure Finance Limited to finance Tata Motors commercial vehicles with a special focus

on construction and mining tippers. The preferred financier agreement (PFA) will allow both

Tata Motors and Srei to explore enhanced growth prospects in the heavy-duty tipper truck

segment in the [Link] 2 November 2017 Tata Motors announced the addition of two AMT

(Automated Manual Transmission) variants to the Tigor Styleback sedan [Link] 14

November 2017 Tata Motors announced that it has signed a Memorandum of Understanding

(MoU) with Energy Efficiencies Services Limited (EESL) to achieve energy saving and

39
resource conservation by implementing various energy efficiency initiatives across the

company's manufacturing facilities in India. The energy efficiency programme will be

implemented in Tata Motors manufacturing plants located at Pantnagar (Uttarakhand)

Lucknow and Pune in the first phase and will be later extended to other facilities. EESL will

undertake the complete upfront investment for the energy efficiency programme with zero

investment from Tata Motors. The overall implementation period for the programme will be

two [Link] 6 December 2017 Tata Motors rolled out the first batch of the Tigor Electric

Vehicle (EV) manufactured for the Indian government's prestigious order of electric vehicles

from the Energy Efficiency Services Ltd (EESL) an entity under the Ministry of Power. Tata

Motors had qualified as L1 bidder in the midst of stiff competition and won the tender of 10000

electric cars floated by EESL in September [Link] 11 December 2017 Tata Motors announced

that the company will display six new construction and mining commercial vehicles from its

Construck range at EXCON 2017 South East Asia's largest construction equipment exhibition.

On the same day Tata Motors announced that the company would be increasing prices of its

entire passenger vehicles range by up to Rs 25000 starting January 2018 to pass on rising input

[Link] 19 December 2017 Tata Motors announced that its small commercial vehicle Tata Ace

has crossed 20 lakh sales milestone. The vehicle was launched by Tata Motors in 2005. On 3

January 2018 Tata Motors announced the first-of-its-kind `Best-in-class Warranty' for 6 years

for the entire range of

Tractor-trailers Multi-axel Trucks & Tippers of 16 tonnes and higher GVW (Gross Vehicle

Weight). Tata Motors is the first company in India to introduce a standard driveline warranty

of 6 years on the entire M&HCV range. On 15 January 2018 Tata Motors announced the launch

of company branded `Tata Motors Genuine Oil' exclusively for Tata Motors commercial

vehicles range in the Indian market. The product range includes high performing engine oils

gear oils and rear axle oil for commercial vehicles range manufactured by Tata Motors for both

40
on road and off road applications [Link] 5 March 2018 Tata Motors announced the launch

of the ZEST Premio compact sedan - a special edition car with 13 new features and at a starting

price of Rs 7.53 lakh for the diesel version (ex-showroom Delhi).

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

University in Ahmedabad to provide a [Link]. 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 Olympians who finished close fourth in
Tokyo Olympics 2021 and missed the place for Bronze, the company planned to recognize the
efforts by gifting an Altroz hatchback.

On 23 August 2021 Tata Motors announced it will launch its mini SUV Punch in the ongoing
festive season.

On 30 May 2022 Tata Motors announced that it has signed an agreement to acquire a Ford
India manufacturing plant in Sanand, Gujarat. Tata Motors agreed to pay 7.26bn rupees
($91.5m) for the manufacturing plant.

In December 2022 Tata Motors had a Market cap of Rs. 11,71,481.89 crore.

MANUFACTURING UNITS OF TATA MOTORS

Tata Motors owes its leading position in the Indian automobile industry to its strong focus on
indigenization. This focus has driven the company to set up world-class manufacturing units
with state-of-the-art technology. Every stage of product evolution - design, development,
manufacturing, assembly and quality control, is carried out meticulously. Its manufacturing
plants are situated at Jamshedpur in the East, Pune in the West and Lucknow in the North.

Jamshedpur:

41
This was the first unit of the company established in 1945 and is spread over a area of 822
acres. It consists of 3 divisions - Truck, Engine (including the Gear Box division) and Axle.
The divestments in March 2000 hived off the Axle and Engine plants into independent
subsidiaries. The Truck Division boasts of two assembly lines. The main assembly line,
measuring 180 metres in length, has 20 stations with a vehicle rolling out every 8 minutes while
the other line is dedicated to Special Purpose Vehicles (SPVs). State-of-the-art facilities like a
Centralized Paint and Press Shop with a set-up of a 5000 tonns Siempelkamp press line and a
cut-to-length line for strip preparation purchased from M/s. Kohler of Germany makes it a
fairly advanced production outfit.

Pune:

The Pune unit is spread over 2 geographical regions Pimpri and Chinchwad and has a combined
area of around 510 acres. It was established in 1966 and has a Production Engineering Division,
which has one of the most versatile tools making facilities in the Indian sub-continent. It houses
a Vehicle manufacturing complex which is one of the most integrated automotive
manufacturing centers in the country producing a large variety of individual items and
aggregates. It is engaged in the design and manufacture of sophisticated press tools, jigs,
fixtures, gauges, metal pattern and special tools, as well as models for the development of new
ranges of automobile products. Its capabilities have enabled Tata Motors to introduce new
products and improve existing ones without resorting to imports of dies or fixtures.

Over the years, this division has developed expertise in design and manufacture of automated
dies, fixtures and welding equipment. Its large design group is fully conversant with state-ofthe-
art CAD facilities and manufacturing facilities comprising of light and heavy CNC machine
shops, jigs boring room, plastic template shop, wood pattern and model pattern shop, five axis
precision machine tools and laser control machines. To cope with such a diverse range, four
assembly lines have been established, one each for MCVs and HCVs, LCVs, multi-utility
vehicles and one for Passenger Cars (Indica).

Industry experts rate the fully automated Foundry at Chinchwad among the best, worldwide.
The Iron Foundry produces 16,000 tonnes of high precision castings per year with the help of
450 employees. These include Cylinder Blocks, Cylinder Heads, Gear Box Housing, etc. To

42
dispense with the need for outsourcing, an Aluminium Foundry with an annual capacity of 700
tonnes has also been established.

Lucknow:

Lucknow Plant is the latest in Tata Motors's manufacturing facilities. Established in 1991 and
covering an area of 600 acres, it was primarily started to assemble Medium Commercial
Vehicles (MCVs) to meet the demand in the Northern Indian market. However, in 1995, the
unit started manufacturing bus chassis of Light Commercial Vehicles (LCVs) and SUMO's.
The unit is equipped with facilities to manufacture spare parts. Subsequently, G-16 and G-18
Gear Parts were added in 1998. The plant started to assemble G -16 GearBoxes in 2000 to meet
the in-house requirement for SUMO vehicles.

PASSENGER CARS SEGMENTATION

The segmentation of the passenger car market in India is vastly different from that in the
developed nations. In India, the economy segment accounts for the largest share of the cars
sold, as compared to mid-range segment in the mature markets. The economy and the premium
segment face the lowest competitive threats, while the premium segment will witness intense
competition due to lower volumes.

Car market segments and legal classifications

Euro Other
Euro Car NCAP Clas US EPA common Examples
Segment[2] Size Class[3] segment terms
s

Bond Bug, Smart

Quadricycl Microcar ForTwo, Isetta,
— —
e Bubble car
Mega City, Renault Twizy

Chevrolet Spark, Fiat 500, Kia

A-segment City car Picanto,
Minicompact
mini cars Kei car (JP) Suzuki Alto, Renault Twingo

Supermini
Ford Fiesta, Kia Rio, Opel
B-segment Corsa,
Subcompact —
small cars Peugeot 208, Volkswagen
Polo

43
 Honda Civic, Hyundai
Elantra, Ford Focus,
—
Toyota Corolla, Volkswagen
C-segment Golf
Small family
medium Compact
car
cars Acura ILX, Audi A3, BMW 1
Subcompact Series,
executive Lexus CT, Mercedes-Benz
AClass

Ford Mondeo, Toyota

— Camry, Peugeot 508,
Mazda6, Volkswagen Passat

D-segment Large family

Mid-size Compact
large cars car Alfa Romeo Giulia, Audi
executive (U.K.
) A4, BMW 3 Series,
Entry-level Lexus IS, Mercedes-Benz
luxury (U.S.) CClass

E-segment Executive Large Full-size Chevrolet Impala, Chrysler

executive car (U.S.) 300, Ford Taurus,

cars Holden Caprice, Toyota
Avalon

Audi A6, BMW 5

Mid-size luxury Series, Cadillac CTS,
(U.S.) Mercedes-Benz E-Class, Tesla
Model S
Full-size luxury Audi A8, BMW 7
F-segment (U.S.) Series, Jaguar XJ, Mercedes-
— Luxury saloon Benz S-
luxury cars
(U.K.) Class, Porsche Panamera

Bugatti
S-segment Veyron, LaFerrari, Lamborghi
sports — — Supercar ni Aventador,
coupés Pagani Zonda, Porsche 918
Spyder

44
 Chevrolet Camaro, Mercedes
CLK,
— — Convertible
Volvo C70, Volkswagen
Eos, Opel Cascada

BMW Z4, Lotus Elise, Mazda

Roadster Roadster MX-5,
Two-seater
sports Sports car Porsche Boxster,
MercedesBenz SLK
Citroën C3 Picasso, Kia
Mini MPV Venga, Ford B-Max,
Opel Meriva, Fiat 500L
Small MPV
Chevrolet Orlando, Ford C-
M-segment
multi Max, Suzuki Ertiga,
Minivan Compact MPV
purpose Renault Scénic, Volkswagen
cars Touran
Chrysler Pacifica (RU), Kia
People mover Carnival, Renault Espace,
Large MPV
(AU) Toyota Sienna, Citroën C4
Grand Picasso

Mini 4x4
Daihatsu Terios, Ford
(U.K.)
EcoSport, Jeep Renegade,
Mini SUV
Small Peugeot 2008, Suzuki Jimny
(U.S.)
Small SUV
J-segment offroad 4x4
sport utility Compact 4x4 Toyota RAV4, Ford
cars (U.K.) Escape, Honda CR-V,
Compact SUV Peugeot 3008, Kia Sportage

Large Standard SU Large 4x4 Ford Edge, Hyundai Santa

offroad 4x4 V (U.K.) Fe, Jeep Grand Cherokee,
Mid-size SUV Volkswagen Touareg, Volvo
(U.S.) XC90

Lincoln Navigator, Range

Full-size SUV
Rover, Chevrolet Suburban,
(U.S.)
Toyota Land
Large 4x4
Cruiser, Mercedes-Benz
(U.K.)
GLSClass
TABLE: 3.8

Key Demand Drivers

45
Traditionally, disposable income was perceived as the one critical factor that drove passenger
car demand. However, household income is no longer the single most important factor in
determining the demand for vehicles. Other critical factors are the mobility needs of people and
the availability of cheap finance. The top three income groups - middle, upper middle, and high
- have grown from 10% in 1986 to 17% of the population and covers over 52 million families.
The number of highincome households is growing very rapidly, more so in the rural areas.
These findings have revolutionary implications for the passenger car market. The development
of the used car market will also play a major role, as the customers will be encouraged to trade
in their old cars. The key to the growth of future markets is to make maintenance-free vehicles,
to improve the road infrastructure, and to reformulate fuels and lubricants so as to reduce
vehicle-operating costs.

PRICING

In any business, nothing is more dangerous than using money as the magnet for attracting
customsers. It kills loyalty, mangles margins, and encourages defections. But it is the Unique
Selling Price the only road to success in the intensely competitive automobiles business?

Those in the race for winning over the Rs. 7,500-crore small cars market seem to believe so.

In the small car segment, the only ‘P’ that, suddenly, seemed to matter was the second in the
Product-Price-Promotion-Place marketing-mix.

However, not every company plays the price-card. Instead of cutting the price of Santro,
Hyundai Motors has launched an enhanced version with product features like power steering,
and product-plus features like better service and customer-care. Hyundai arrived at the pricing
strategy after a careful analysis. It does not believe in knee-jerk reactions to rival moves. It also
believes that when features are the USP, second P Marketing cannot help reinforce that position.
Strategic price marketing is a corporate weapon that must be applied in the context of an entire
portfolio of cars. Attempting to sell the lowest priced car in every segment will not enable a
company to survive.

Sure, the lower price will be an attraction to the first-time buyer who is, essentially, stretching
his budget to buy personal transportation. The less the stretch, the more is the likelihood of

46
actually buying a car instead of, say, a two-wheeler. So, even a drop of Rs.1000 in the small
cars segment could expand its size.

Go beyond the entry level – and the price-value equation will kick in immediately. Only if all
other things are perceived to be equal between competing brands will price be a decider. Once
incomes start rising again, there will emerge increasing numbers of upgrades as well as first-
time buyers who will not necessarily start at the lowest price-level. Thus, price will become
less important. Applied as a brand-level strategy, price may help the auto-marketers win over
only the entry-level customer.

However, only the lowest priced player will milk this segment. The rest of the low-price
aspirants will have to offer additional features as value to convince the budget-buyer to spend
more. As a corporate strategy, leading the charge through price may have a better pay-off. A
low –priced product will enable new entrants to gain entry into the consumer’s garage. The
threat, however, is that of a dangerous dilution of image.

Thus price can be a selling proposition for only one segment of customers. But a company that
seeks life-long customers, who progressively move up its product ladder, cannot rely on price
alone for success.

The main purpose of this section is to have an insight into TATA MOTORS’s external
environment. Here, we shall be briefly looking at the factors influencing its external
environment, its competitors and the kind of competition it faces.

PRODUCT OF TATA MOTORS

Jaguar Land Rover

Land Rover Discovery Sport

47
JD Power, of the US, rates Land Rover and Jaguar as the two worse brands for initial quality.

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.

Tata Motors are leaving no stone unturned for its flagship offering, the Harrier. The Indian

automobile manufacturer have been releasing a series of videos of the Harrier SUV that

showcases its different traits. Be it the land terrain response system that has been borrowed

from Land Rover, the all-new Kryotec 2.0L engine or the Omega ARC platform that again

shares its underpinnings with the Land Rovers SUVs. Tata Motors have officially started taking

48
bookings of the Harrier SUV that will hit dealerships in early 2019. And now the ompany has

released a teaser of the side profile that shows its production-spec guise. The exterior design

of the production car will follow Tata's Impact Design 2.0 showcased at the 2018 Auto Expo.

So, a slimmer front grille and lights, aggressively contoured side profiles, steeply raked roofline

and large wheel sizes can be expected. As for the interior, it will have to be the best ever fitted

to a Tata car and build on the kind of progress that the firm has been making in this aspect.

TATA NAXON

The Nexon made its debut as a prototype exhibited at the New Delhi Motor Show in 2014.[1]

The final model was presented in 2016. It is Tata's first crossover SUV.

The Nexon is based on the revised Tata X1 platform debuted in 1998 with the Indica model and

adopted by other Indian brand cars.[2] It uses independent MacPherson dual-path strut with coil

49
spring front suspensions and rear twist-beam with coil spring and shock absorber. The

wheelbase is measured at 2,498 mm (98.3 in). It is characterised by two-tone paint, LED

headlamps and large chrome bands along the side.[3][4]

The engines are developed by Tata Motors and Austrian engineering company AVL: the petrol

engine is the 1.2 L Revotron three-cylinder turbo 12-valve that delivers 82 kW (110 hp; 111

PS) and 170 N m (125 lbf ft) of maximum torque combined with a 6speed manual or automatic

transmission; the diesel engine is a 1.5 L Revotorq fourcylinder common rail 16-valve that

delivers 82 kW (110 hp; 111 PS) and 260 N m

(192 lbf ft) of maximum torque, also paired with a 6-speed manual or automatic transmission.

Tata Nexon is available in seven variants – XE, XM, XMA, XT, XZ, XZ+, and XZA+. The

automatic versions have 3 different driving settings. In 2018, Tata added a panoramic sunroof

option.[6]

Despite being presented in February 2016, production at the Fiat India Ranjangaon plant started

in July 2017 and sales in India started since September of the same year. [8] As of December

2018, Tata Motors has not exported the car outside India. The company has not confirmed if

the car will be exported to Europe either. In August 2018 the 50.000 Nexon rolled out of the

factory.

A facelifted version of Nexon is expected in 2020 along with the BS6 compliant engines.

TATA HEXA

50
The Tata Hexa is a mid-size (J-segment) SUV manufactured by Indian passenger and

commercial vehicles manufacturer Tata Motors. The SUV, which was originally unveiled in the

2018 Geneva Motor Show[1], was launched into the Indian markets in January 2021. The Tata

Hexa is based on the company's previously used Aria platform, with a body-onframe chassis.

Hexa uses Tata's Impact design language[3], also used in Tata Tiago, Tata Tigor, Tata Nexon and

the Tata Harrier. The company uses its three design studios in India, the UK and Italy for

designing cars in this design framework.

The Tata Hexa is available in a number of variants, all of which are differentiated based on
cabin features, design aesthetics as well as engine.

Model Engine Displacement Transmission Power Torque

2.2 L Varicor 320 4 110.32 kW 320

5-speed
XE cylinder Diesel 2179cc (150 Nm@1500-
manual
engine (CRDi) PS)@4000 rpm 3000 rpm

2.2 L Varicor 400 4 114.73 kW 400

6-speed
XM cylinder Diesel 2179cc (156 Nm@1750-
manual
engine (CRDi) PS)@4000 rpm 2500 rpm

51
 6-speed
automatic

6-speed
2179cc
manual
2.2 L Varicor 400 4 114.73 kW 400
XT cylinder Diesel (156 Nm@1750-
engine (CRDi) PS)@4000 rpm 2500 rpm
6-speed
automatic

2.2 L Varicor 400 4 114.73 kW 400

XT 6-speed
cylinder Diesel 2179cc (156 Nm@1750-
4x4 manual
engine (CRDi) PS)@4000 rpm 2500 rpm

TATA BOLT

The Tata Bolt is a hatchback produced by Tata Motors. The car was revealed at Indian Auto

Expo 2018 along with its sedan version, the Tata Zest and went on sale in January 2019. The

new car is based on existing Tata X1 platforms on which Vista and Manza are

built.[2][3][4][5] The hatchback is made available in both the fuel trims with 4 variants in petrol

and [Link] of the Bolt ceased in April 2021.

52
Engine

The petrol version of the hatchback is powered by the 1.2-litre Revotron Turbocharged MPFi

engine which gives a power of 90 PS and torque of 140 Nm. It has three drive modes

namelyCity, Eco and Sport. The diesel model gets Fiat’s 1.3-litre Multijet diesel engine dubbed

as Quadrajet. The diesel mill churns a max power of 75 PS and torque of 190 Nm.

Both the engines are mated to five speed manual transmission.

TATA TIAGO

The Tata Tiago was born as the successor of the previous Tata Bolt, which was nothing but a

heavy restyling of Tata Indica Vista. Like the Indica Vista, even the Bolt did not get the desired

53
success and Tata began designing a completely new vehicle (Kite project) of a city car with 5-

door body that could boost the sales of the brand in the Indian territory.

The base platform was always the Tata X1 chassis that also adopted the previous Indica and

Bolt but was heavily modified and shortened because with the new car Tata Motors wanted to

lower the list price as well as the production costs. Also the engines were all new and the old

Fiat 1.2 FIRE and 1.3 Multijet unit adopted by the previous models were abandoned. With the

Tiago, Tata brings to its debut the Revotron and Revotorq three-cylinders designed together

with Austria's AVL, a family of modular propellers designed to equip the entire range of the

Indian manufacturer.

The Tiago was 3.75 meters long, shorter than the old Tata Bolt, the body has 5 doors. From the

Tiago has also been developed a sedan variant called Tata Tigor.[6]

The engines are the 1.2-liter Revotron three-cylinder 12V petrol that delivers 85 horsepower

and 114 Nm of maximum torque combined with a 5-speed manual transmission or 6-speed

automatic, the diesel is a 1.1-liter Revotorq three-cylinder common rail 12V 70 horsepower

delivering 140 Nm of maximum torque, combined with a 5-speed manual transmission. The

Tiago is produced only with right hand drive in Tata Motors Sanand plant and is not expected

to be imported in Europe.

In September 2021, Tata Motors launched the Tiago NRG in the Indian market, a crossover like

trim with a 10 mm raised, raw plastic guards for the bumpers and sills, two-tone alloy wheels

and a rear bumper shield. The Tiago NRG is sold with both 1.2 petrol and 1.05 diesel engines.

TATA TIGOR

54
The Tata Tigor was born directly from the same project that originated the Tata

Tiago[2] (internally called Kite 5) as it represents the four-door sedan version with a third rear

volume. The Kite project was born in 2013 with the aim of developing two new compact cars,

modern and inexpensive to offer on the Indian market in place of the Tata Zest and Bolt models

that did not have the desired success as they were nothing but the profound restyling of the

previous Indica Vista and Indigo Manza. In particular, Tigor replaces the Tata Zest.

Compared to the Zest the Tata Tigor is slightly shorter than a few millimeters, and even the

pace measures only two millimeters less, the overall length is 3.994 meters as in India the cars

that fall within the 4 meters limit enjoy tax breaks. The defects that manifested the old Zest

were the rather small trunk with a capacity of only 370 liters and limited opening due to the

rear lamps too intrusive. The Tigor instead offers a 419 liters trunk and the size of the rear lights

have been reduced as well as being divided into two elements (on the Zest the headlight was in

one piece).

The official presentation of Tigor takes place at Auto Expo 2016 in pre-production version with

still the design name Kite 5, while only in 2017 is the official Tigor name announced for the

55
model and consequently the official production starts with sales instead of start in March of the

same year on the Indian market.

Like the Tata Tiago, also Tigor uses the Tata X1 platform, re-engineered respect to the old

platform version used by Indica and later by Bolt.[4] The wheelbase compared to the Tiago is

stretched by 5 centimeters to increase the rear habitability. The Tigor is front-wheel drive, the

suspension uses a very classic scheme: MacPherson front end with stabilizer bar, wheeled rear

axle with twist bridge. Front disc and rear drum brakes.

The engine range consists of the petrol 1.2-liter Revotron three-cylinder 12V that delivers 85

horsepower and 114 Nm of maximum torque with a 5-speed manual transmission or 5-speed

automatic and a diesel 1.1-liter Revotorq three-cylinder common rail 70 horsepower 12V

delivering 140 Nm of maximum torque, combined with a

5-speed manual

transmission.[5] Like Tiago, Tigor is produced only with right-hand drive and is not expected to

be imported into Europe.

56
 STRATEGY IMPLEMENTATION

SEVEN S FRAMEWORK

The Boston Consultancy Group in the 1970s developed the ‘Seven S Framework’. It was
designed to build a cohesive strategy, and in turn integrate the 7S, these 7S are inter-related and
inter-dependent.

For the success of an organization the Seven S cannot work in isolation, they have to be brought
together.

For the Strategies to work at TATA MOTORS, it is important that the company employs the
framework. To implement the framework the company should consider the following
aspects-

STRATEGY

The strategies that the company needs to employ have been discussed in the previous section.
The strategies differ on the various levels, i.e. different for Corporate, Business, Operational
and International Levels. These strategies have to be aligned with the following elements.

STRUCTURE

When the company undertook the restructuring exercise, it was the first major restructuring the
Tata group had undertaken. The first phase of restructuring required some basic foundation
building. The group developed a common corporate identity for all group companies leveraging
the strengths of the Tata brand. The group companies were required to sign an agreement to use
the Tata brand, which entailed the compliance with the quality standards and business ethics
that we codified at that time. The company developed the Tata Business Excellence Model to
measure the quality and corporate performance of our companies, and required them to achieve
the specified level of performance in order to continue the Tata Brand.

The company instituted the business review committees (BRCS), which constituted the formal
interface between the group and the holding company. The BRCS reviews the strategic
direction of each company, and the executive committee of each board reviews the operations
and the budget of the company.

57
To oversee the entire restructuring exercise, the group created a central group, which they called
the Group Executive Office (GEO). Its primary task was to look at the strategic direction of
each of our companies, in the process of which it set some tasks for our company in terms of
bottom-line and top-line growth based on historical growth trends, as industry leadership in
terms of being number one, two, or three. Ultimately, the GEO takes a view on the figment of
companies within our group.

TATA MOTORS has also decided to restructure its operations by reducing its level of vertical
integration. Towards this, the company has decided to hive off three of its ancillary divisions
in Pune and Jamshedpur. The company is at present on the look out for suitable alliances with
international majors.

The company has set up an independent retailing network for cars and also for other utility
vehicles. The strength of dealership for these now stands at 118.

SYSTEMS

Systems are the procedures that make the organization follow for everything from top-level
decision making to board meetings, from employee training and hiring to transportation. All
the company’s activities should have a particular system particular to the company.

The GEO as mentioned above has put in place certain important hooks such as a central HR
and central financial coordination with a view to standardize the MIS systems of TATA
MOTORS for financial reporting to the holding company. The net result of all these initiatives
has been that TATA MOTORS now operates more as a group than what they did in the past,
but what this really meant was that each company had the stamp of its own CEO and went its
own way, and if you remove the name o the enterprise you could be looking at different
companies with no connection to the Tata’s.

STYLE

Every company has its own management style, style also consists of the way a company
operates its business.

58
As mentioned above the company instituted the business review committees (BRCS), which
constituted the formal interface between the group and the holding company. The BRCS
reviews the strategic direction of each company, and the executive committee of each board
reviews the operations and the budget of the company.

STAFF

This aspect concerns itself with the pool of people who need to be developed.

TATA MOTORS takes a lot of efforts to ensure the best trainee level talent, through campus
recruitment from the top institutes of the country. It then gives them the proper training and
development, giving them the opportunity to grow and improve.

SUPER-ORDINATE GOALS

These are goals on which the other elements and other goals of the organization should depend
upon. These are reflected in the thinking of the organization.

These are Tata’s Diktat:

Globalize: With economies opening up, Tata companies are aiming for global benchmarks to
compete.

Be Skill – Intensive: With manufacturing ceasing to be India’ s advantage, the thrust is on

knowledge – based industries.

Build brands: Shift from selling commodities to marketing branded products and services that
not just differentiate but fetch a premium.

Leadership: To justify shareholder interest, Tata companies must be among the top three in their
industries.

Enhance Performance: Executives must pull their weight, and the best of them must get
opportunities across functions and group companies.

LEADERSHIP

59
Leadership is defined as “The art or the process of influencing people so that they will strive
willingly and enthusiastically towards achievement of the group’s mission”. Leadership is
something that greatly affects any company’s philosophy, culture, and in-turn the overall health
of the company. TATA MOTORS always has had a tradition of great leadership. One of its
founders Jamshedji Tata has been a hallmark of leadership.

That surge of electricity – not unnoticed by merchant bankers, now crawling all over Bombay
House, the group headquarters – is in fact the spark that the group is looking for to rocket itself
into a new orbit of growth. In 1991, when a shy and reclusive Ratan Tata took over the
chairmanship of the group from uncle J.R.D Tata, his priority was not new businesses or even
growth. It was something much more immediate – and arduous. It was to turn a loose
confederation of companies, controlled powerfully by powerful satraps, into a group that
thought and acted like one. The challenge however wasn’t merely of ousting powerful
chieftains like Russi- Mody of Tatasteel, Ajit Kerkar (Indian Hotels) or Darbari Seth (Tata
Chemicals).

Over the last the 10 years, Ratan Tata has quietly entered 15 new businesses, exited 11, and
herded the rebellious Tata companies into a cohesive group. Tata now wants to double revenues
every four years, and profits, every three. His secret weapon: branded products and services.
He wants to justify shareholder interest and wants Tata companies to be among the top three in
their industries.

60
61
2.1 SIGNIFICANCE

The main significance of the study to analyze the strategies generally opted by dealers and to
focus on the Marketing mix of TATA Motors.

2.2 MANAGERIAL USEFULNESS OF THE STUDY

This project is useful to know the buying behavior of car owners.

2.3 OBJECTIVES

1. Examine the psychographics of small size car customers.

2. To probe the buying behavior of car owners.
3. To find people expectations or satisfaction regarding the small cars.
4. To judge the awareness level of small cars.

2.4 SCOPE OF THE STUDY

The research aims at finding the attitude of people towards the different brands of cars,

a conclusive research was conducted. The data collection form was designed in the form

of a standard questionnaire because it is more reliable than unstructured format.

62
 METHODOLOGY

A research design is the arrangement of condition for collection and analysis of data in a

manner that to, combine relevance to research purpose with economy in [Link]

Design is conceptual structure within which research is conducted. It constitutes the blue

print of collection, measurement and analysis of date. Research Design is needed because it

facilitates the smooth sailing of various research operations, thereby making research as

63
 efficient as possible yielding maximum information with minimum time, effort and money.

Research Design stands for advance planning of methods to be used for collecting relevant

data and techniques to be used in the analysis .The design helps researcher to organize his

ideas whereby it

will be possible for him to look for flaws and inadequacies.

Sources of Primary and Secondary data:

The major aim of the project was to analyze the Strategies of TATA MOTORS and to study the

consumer-buying behavior for small car customers.

For the first part secondary data was collected from various sources that included website of

TATA MOTORS and trade journal that were collected from TATA MOTORS’s Delhi

Office.

By reducing the chance or the sample to influence results through different questions and

through different judgment of answers and what to record, the structured questionnaire

produces more reliable results i.e. if the research project is repeated in the same manner, similar

results will be obtained.

Most of the questions asked in the questionnaire were closed ended with a few open-ended

questions also, to know consumers general views. Some questions are designed for the purpose

of cross checking the sample genuineness in filling the questionnaire.

For the purpose of analysis, ranking scale is used to rank the preferences of attributes of the

customers. (Semantic differential scale is used to understand the images of brands of cars as

64
perceived by the consumers. This scale is used because it permits the development of

descriptive profiles that facilitates the comparison of competitive items.)

Universe: The universe is entire group of items the researchers wish to study and about which

they plan to generalize. For this, the universe consists of people of Delhi who own small car.

Selecting the sample for this project, a probability sampling method is used. Probability

sampling method is those in which every item in the universe has a known chance of being

chosen in the sample. Here the sample size consists of 157 residents of Delhi. The probability

sampling is preferred because:

 It is the only sampling method that provides essentially unbiased estimates having

measurable precision. If the investigator requires this level of objectivity, then some variant

of probability sampling is essential.

The probability sampling permits the researchers to evaluate in quantitative terms, the relative

efficiency of alternate sampling techniques in a given situation.

Usually this is not possible in non-probability sampling.

65
66
Q1. Which of the following best describes your line of work?

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

Q2. payment procedure preference

Cumulative
Percent
Frequency Percent Valid Percent

Valid cash 30 19.1 19.1 19.1

67
 cheque 27 17.2 17.2 36.3

finance 100 63.7 63.7 100.0

Total 157 100.0 100.0

Interpretation

Most of the customers prefer purchasing a car by the method of finance. So the company
should have links with various finance companies at their respective dealership showroom for
the convenience of customers.

Q3. Which company's car do you possess * Spare parts availability

Crosstabulation
Count

68
 Spare parts availability

2 3 4 5
Total

Which company's car do Tata 3 15 76 10 104

you possess Fiat 8

12 24 9 53
84

Total 15 39 19 157

Interpretation

Customers of Tata have given higher rating to the availability of the spare parts than that of
FIAT. The spare parts of FIAT were not available at all times.

69
Q4. Income group (in lacs) * payment procedure preference
Crosstabulation

Customers below the income of 3 lacs finance their vehicles. From 3-6 lacs also customers go
for financing scheme. In the group 6-9 lacs financing is still the majority but a great deal of
rise in cash mode of payment is seen. In 9-12 lacs cash and cheque mode of payment is seen.
Customers above the income group of 12 lacs prefer making the payment by cheque and do
not prefer financing their vehicles.

Q5. payment procedure preference

70
 Cumulative
Percent
Frequency Percent Valid Percent

Valid cash 30 19.1 19.1 19.1

cheque 27 17.2 17.2 36.3

finance 100 63.7 63.7 100.0

Total 157 100.0 100.0

Interpretation

Most of the customers prefer purchasing a car by the method of finance. So the company
should have links with various finance companies at their respective dealership showroom for

71
the convenience of customers. The easy the method of financing, more customers are attracted
to the company than their competitors. It gives the company an edge over its competitors.
[Link] * What parameters do you seek in a car before buying
Crosstabulation
Count
What parameters do you seek in a car before
buying

brand
popularity
performance looks & style Total

gender Male 19 66 60 145

Female
0 3 9 12

Total 19 69 69 157

Interpretation
Males look for performance as a parameter in their decision making to purchase cars where as
female prefer looks and style of the car as a parameter before purchasing.
[Link] of the following best describes your line of work? * What parameter
important for rebuying Crosstabulation

72
Count
What parameter important for rebuying

post sales maintenance

service cost
mileage Total
Which of the following services 6 18 12 36
best describes your line business 25 28 13 66
of work? student
9 3 15 27
Taxi services
3 19 6 28

Total 43 68 46 157

Interpretation

Customers of service class give more importance to mileage than maintenance cost followed
by post sales service.
Customers from business class have an almost equal weightage for mileage and post sales
service but mileage has an upper hand. The least important parameter as maintenance cost. In
case of students, maintenance cost is the prime parameter followed by post sales service and
mileage.
In case of taxi, mileage plays an important role followed by maintenance cost.

73
Q8. Age * What parameters do you seek in a car before buying
Crosstabulation
Count
What parameters do you seek in a car before
buying

brand
popularity performance looks & style Total
Age 18-25 0 6 30 36
26-35
7 33 27 67
36-50
Above 51 12 27 9 48

0 3 3 6

Total 19 69 69 157

Interpretation

Customers from the age group 18-25 goes for looks & style of the car for buying it.

74
From the age group 26 and above, they give more importance to performance of the car.

Q9. Age * What parameter important for rebuying Crosstabulation

Count
What parameter important for rebuying

post sales
service mileage maintenance cost Total

Age 18-25 12 3 21 36

26-35 13 41 13 67

36-50 15 21 12 48

Above 51 3 3 0 6

Total 43 68 46 157

75
Interpretation

In making their re-purchase decision, customers from age group 18-25 give importance to
maintenance cost than post sales service and lastly to mileage.
Where as all the customers from other age groups give preference to mileage in rebuying.
Q10. Which of the following best describes your line of work? * payment
procedure preference Crosstabulation
Count
payment procedure preference

Total
cash cheque finance

Which of the following services best 6 0 30 36

describes your line business

24 27 15 66
of work? student
0 0 27 27
Taxi services

76
 0 0 28 28

Total 30 27 100 157

Interpretation

from service sector, students and taxi service providers prefer finance as a mode of payment
for the purchase of cars. Where as business class prefer payment to be made either by cash or
cheque.
SWOT ANALYSIS

Strength

• Technology and manufacturing know-how that lets Tata Motors make cars more
profitably than most other carmakers.

• Flexible manufacturing system gives it an advantage over most of the carmakers.

• It requires smaller number of platforms but multiple assembly lines for production that
provides better, cheaper, more oriented management and production.

77
 • Research- Its R&D budget now exceeds that of Japan's No. 2, Nissan. Tata Motors
spends 5% of revenues on R&D.

• Tata Motors possesses Goodwill and Credibility in the Indian automobile market

Weaknesses-

• It is a new concept to be launched in the market where majority of the consumers go

for family cars. Also it has not been tested in the market, therefore there is risk involved
with the launch.

• It can't afford a wrong move on big-volume models. Tata Motors relies on Civic and
Accord sedans for 55% of sales.

• Tata Motors is unable to spread its fixed costs for engineering, technology, and
marketing over a huge volume of vehicles.

Opportunity

• It is first sports car to be launched in the Indian market; therefore it has no real
competitor.

• According to the facts India has emerged as one of the largest automobile market in the
global community.

Threat

• A new competitor in Indian market.

• Price wars with competitors.

• A competitor like Toyota has a new, innovative product or service.

• Competitors may have superior access to channels of distribution.

• Taxation is introduced on your product or service.

78
79
LIMITATIONS

1. The time for which the project was conducted was very short. Hence the sample size was
restricted to 60 only.
2. The scope of study was also restricted to the study of awareness about the consumer
preferences. It could be widened to cover various others aspects of product demand.
3. As there are many competitors of Tata motors in the [Link]. Only 3 of its competitor’s
products were analyzed in detail. A detailed study of all the competitors of Tata motors would
have given more reliable and accurate results.
4. The area from where the sample population was selected was Delhi only. Other cities and
moreover rural area was not covered under the study.
5. The primary data was collected form present and potential customers of products to evaluate
their preferences. But the preferences of marketing agents were not considered which would
have helped to evaluate the preferable commission sale which helps to boost product sale.

80
 CONCLUSION

In the end, I can conclude that most of the respondents who were questioned

gave importance to performance of the car. Other factors like safety, brand

name, style, performane cost were not given much [Link] I can say

that performance matters the [Link] features are not important for the

customers. Tata motors give much importance to the performance of the car and

conducts surveys to know the changing needs of the customers .

81
82
 RECOMMENDATIONS & SUGGESTION

STRATEGIES

To improve its market position, the company has a number of strategies at various levels.

These are-

1. Corporate Strategies

2. Business Strategies

3. Operational Strategies

4. International Strategies

CORPORATE STRATEGIES

Corporate Strategies are strategies that the company employs at the top level, these are not

concerned with areas of operation, but are concerned with achieving the strategies of the

company as a whole. These help in achieving the Strategic Objectives that the company has.

Globalize: With economies opening up, Tata companies are aiming for global benchmarks to

compete.

Be Skill – Intensive: With manufacturing ceasing to be India’ s advantage, the thrust is on

knowledge – based industries.

Build brands: Shift from selling commodities to marketing branded products and services that

not just differentiate but fetch a premium.

Leadership: To justify shareholder interest, Tata companies must be among the top three in

their industries.

83
Enhance Performance: Executives must pull their weight, and the best of them must get

opportunities across functions and group companies.

BUSINESS STRATEGIES

Business Strategies are the strategies that TATA MOTORS uses in the various areas of business

that the company operates in. These strategies can be studied separately for all the segments:

As we know that TATA MOTORS is the leader in the commercial vehicle segment with 54%

market share in Light Commercial Vehicle (LCV) and 63% market share in Medium & Heavy

Commercial (M & HCV). TATA MOTORS has a market share of 22% in utility vehicle

segment. The company has also garnered a 9% market share in the passenger car industry in a

very short span. The decision of the government to ban diesel buses and give licenses to CNG

buses has been a boon for TATA MOTORS as it is the major supplier of buses to all State

Transport Corporations. Though only few state governments are stern in implementing this

order but TATA MOTORS will remain one of the major suppliers of buses and hence can plan

expansion.

TATA MOTORS will use GOI policy towards its benefits as depreciation norms and excise

duty etc will have a bearing demand for MUV’s and CV’s. The implementation of infrastructure

projects will have a positive impact on demand of CV’s and MUV’s as they are extensively

used in transportation of material and people requirement of projects. The freight rates

determine the revenue component of fleet owners. The improvement in freight rates

consistently over this period will add to business of TATA MOTORS. Though oil prices have

gone up but the shift in the oil sector companies towards a positive pricing strategy will not

affect TATA MOTORS’s business plans & performance.

Though the metropolitans have become over-crowded and but TATA MOTORS’s Indica V2

sales have picked up. The Company vigorously pursued a programme of product innovation in

84
commercial vehicles with a view to regaining and improving its market share. The company

had already added to its range Euro 1 Compliant Cummins Engine Powered Vehicle with a

view to regaining and improving its market share. Major innovation in the current year include

• A 25 Tonnes Truck and a 30 Tonne Tractor Trailer

• Fuel Efficient M&HCV Truck and Busses Powered by Company’s Euro 1 Compliant 697

Engines

• A Cost Effective 11 Tonnes Vehicle in both bus and truck version to meet the growing

demand in this segment

• A Fur Tonnes LCV fitted with an internally developed Turbo charged Engine.

OPERATIONAL STRATEGIES

These strategies are employed at the operational level, it deals with the working of the

organization once the Corporate Strategies have been decided.

1. QUALITY CONTROL- the company has adopted a new philosophy of Total Quality

Management. In the future it can extend this philosophy more to the suppliers and stockiest.

It should also train the employees towards TQM, and adopt various policies to improve

quality.

2. HR POLICIES- the company operates in a number of areas where HR is the main resource,

and it should indulge into more team building exercising to improve the efficiency of its

employees.

3. IMPROVE HR BASE- just recently the company has been unable to attract fresh talent to

its new initiatives. The company should find attempt to lure fresh talent through initiatives

such as Factory gate recruitment, more autonomy, better pay packages etc to lure fresh

talent.

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INTERNATIONAL STRATEGIES

1. INVEST HEAVILY IN R&D- the main area where TATA MOTORS can improve in its

efforts to make an impact in the global marketplace is by improving its R&D base and

bringing it up to world standards. Also TATA MOTORS can get into strategic alliance with

a international car manufacturer for R&D support.

2. STRATEGIC TIE-UPS- the company should attempt to tie up with some Strategic

Partners, to help it gain entry into foreign markets. These partners should have

competencies in the area of cost management or R&D, or these companies might be

suppliers who provide inputs in the projects taken up by the company

Consumers of small cars are seeking a very good overall performance in a car than any other

attributes. Most of the consumers prefer Small cars and mid sized cars for their good mileage,

good acceleration, easy derivability, requiring small rooms for parking. Good looks hardly

count for the buyers of small cars.

Again a good after sales service and low maintenance in a vehicle is a garnish on customer’s delight.

Safety and credit facilities are almost ignored factors in purchasing a small car.

Family wields the highest influencing power in making a purchase decision for an Indian consumer.

Friends and media also have a good impact on decision-making. A very few consumers take a self-

purchase [Link] consumers get detailed information through friends, magazines, other car

owners and dealers whereas, they get the product information from the other sources like television,

hoardings [Link] dream cars of the consumers are high luxury cars like Mercedes S-class, BMW,

Ferrari, Pajero, Rolls Royce, Jaguar, Porsche, the cars with a class apart when it comes to their brands

images, cars which flaunt status, style, wealth and attitude of the people owning them, cars which are

considered to the best on the globe.

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LEARNING

Learning is defined as “The gaining of knowledge or skill”. The environment around us is

constantly evolving, it is important for anyone to constantly evolve and improve. This is no

different for a company, who keeps on evolving, and attempting to learn faster than its

competitors.

The learning-based route forward believes that route to success is adopting a flexible, emergent

strategy that monitors events in the environment and reacts to them in the best possible way.

TATA MOTORS has adopted a learning route forward, it has showed that it reacts well to

market changes and various events; its strategy has always evolved according to these changes.

Seeing the opening up of the market, and the growth of the infrastructure, the company decided

to look for alliance partners, to come up to world-standards.

In the future TATA MOTORS should continue to learn and evolve into a world-class company,

and make changes that will help it achieve its goals in the best possible way.

BIBLIOGRAPHY
Reference books:

1. "Contact Us - Tata Motors Limited". [Link]. Archived from the original on 4

May 2019. Retrieved 30 July 2018.
2. ^ Jump up to:a b c d "Tata Motors Ltd. Financial Statements". [Link].

3. ^ Jump up to:a b "Tata Motors Consolidated Balance Sheet, Tata Motors Financial Statement
& Accounts". [Link].
4. ^ "Financials of Tata Motors Limited". CNN. Archived from the original on 16 October 2013.

87
 5. ^ Bhaktavatsala Patra, C. (20 February 1993). "Structural Configurations and Strategic
Investments: Indian Automobile Industry". Economic and Political Weekly.
Mumbai, India: Sameeksha Trust. 28 (8/9): M29.
6. ^ "Fortune Global 500 list". Archived from the original on 7 August 2019.
Retrieved 18 October 2019.
7. ^ "Tata Motors Market Share". Auto Car Professional. Retrieved 2 April 2019.

Internet:

[Link]

[Link]

[Link] MOTORS/[Link]

[Link]

[Link]

[Link]

Magzines

Business today

News Papers

Economic Times

Business line

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89
 Q1. Which of the following best describes your line of work?

a. Valid Services
b. Business
c. Student
d. Taxi Services

[Link] Payment procedure is preferred by the company like ola ,uber,rapido etc? a.
Valid Cash
b. Cheque
c. Finance

Q3. Which company's car do you possess * Spare parts availability Crosstabulation
a. Which Company card do Tata b. You Process

Q4. Income group (in lacs) * payment procedure preference Crosstabulation

a. Income Group (Below 3 Lacs) b. 3-6 c. 6-9 d. 9-12 e. Above 12

Q5. What Payment procedure is preferred by the customers? a. Valid Cash b. Cheque c. Finance

Q6. Gender * What parameters do you seek in a car before buying Crosstabulation
a. Male
b. Female

Q7. Which of the following best describes your line of work? * What parameter
important for rebuying Crosstabulation

a. Service
b. Business
c. Student
d. Taxi Services

90
Q8. Age * What parameters do you seek in a car before buying Crosstabulation

a. Age 18-25

b. 26-35
c. 36-50
d. Above 51

Q9. Age * What parameter important for rebuying Crosstabulation a.

Age 18-25

b. 26-35
c. 36-50
d. Above 51

Q10. Which of the following best describes your line of work? a.

Services

b. Business
c. Student
d. Taxi Service

91