A STUDY ON COMPETITIVE ANALYSIS OF TATA MOTORS

IN SMALL CAR SEGMENT AT ST. ANTONYS MOTORS

INDIA LTD, KOTTAYAM (DEALER OF TATA MOTORS)
COMPANY PROJECT
SUBMITTED BY
KALA RAJU P
REG NO: -SDAA09143987
Under the guidance of
Mrs. Anumol Joseph M.B.A
(Department of Management Studies)
Submitted in partial fulfillment of the requirements
for the degree of
BACHELOR OF BUSINESS ADMINISTRATION
MAHATMA GANDHI UNIVERSITY, KOTTAYAM


2011-2012
DEPARTMENT OF MANAGEMENT STUDIES
MES COLLEGE, ERUMELY








CERTIFICATE





CERTIFICATE
This is to certify that this project work entitled A STUDY ON COMPETITIVE ANALYSIS
OF TATAMOTORS IN SMALL CAR SEGMENTAT ST.ANTONYS MOTORS INDIA
LTD,KOTTAYAM (DEALER OF TATA MOTORS) is a bonafide record of work done by
KALA RAJU. P (Reg No:SDAA09143987) and submitted in partial fulfillment for the award of
degree in Bachelor of Business Administration at Mahatma Gandhi University, Kottayam.


Mrs. ANUMOL JOSEPH DR.N UNNIKRISHNAN
Project Guide & Head of the department Principal
Department of Management Studies M.E.S College, Erumely


Place : Erumely
Date :
Viva voice examination held on .....................................................


Internal examiner External examiner










DECLARATION
Kala Raju P
Reg No:SDAA09143987
IIIrd year BBA


DECLARATION
I , Kala Raju p sixth semester student, Department of Management Studies, M.E.S College,
Erumely, do hereby declare that this project report titled A study on competitive analysis of
Tata Motors in small car segment at St.Antonys Motors India Ltd, Kottayam (Dealer of Tata
Motors) is a bonafide work done by me under the guidance of Mrs. Anumol Joseph , Head of
the department, Department of Management studies, no part of the project has been presented
before, for any Degree, Diploma or other similar title or recognition of any University to the best
of my knowledge and belief.


Place : Erumely KALA RAJU P
Date :
















ACKNOWLEDGEMENT











ACKNOWLEDGEMENT
First of all I would like to sincerely thank God Almighty for having showered me all the choicest
blessing to complete this work.
I am beholden to our respected principal Dr. N Unnikrishnan who provide all the required
facilities for completing this project work.
I am indebted to Mrs. Anumol Joseph, Head of the Department, Department of Management
Studies for the valuable guidance and suggestion and the spirit behind the scene to bring in the
present shape..
My sincere thanks to Mr. Mathew M HR Manager, St. Antonys Motors India LtdKottayam,
for granting me an opportunity to do my project in his prestigious firm.
I would like to specially thank Mr. Sushin Production Manager, St. Antonys Motors India Ltd
Kottayam for providing me with a wonderful working environment and helping me in all mode
of the training.
Last but not the least I extend my sense of gratitude to my parents and friends who cooperated
with me for the successful completion of the project.












CONTENTS







CONTENTS
SYNOPSIS
LIST OF TABLES
LIST OF GRAPHS
CHAPTER NO:
TITLE PAGE NO:
I
INTRODUCTION
1.1
Introduction to the topic 1
1.2
Industry profile 6
1.3
Company profile 12
1.4
Scope of the study 23
1.5
Objectives 24
II
DESIGN OF THE STUDY
2.1
Research Methodology 25
2.2
Source of data 26
2.3
Sampling design 26
2.4
Data collection 27
2.5
Data processing and analysis 27
2.6
Limitations of the study 29
III
DATA ANALYSIS AND INTERPRETATION 30
IV
FINDINGS 94

SUGGESTIONS 95

CONCLUSION 96

BIBLIOGRAPHY 97

ANNEXURE 98





SYNOPSIS








SYNOPSIS
The project deals with the STUDY ON COMPETITIVE ANALYSIS OF TATA MOTORS IN SMALL
CAR SEGMENT AT ST.ANTONYS MOTORS INDIA LTD KOTTAYAM( DEALER OF TATA MOTORS)
to find the position of Tata Motors in small car segment and also to find its major competitors
and its strength and weakness. In order to analyse the topic and to give necessary suggestions
and conclusions, the respondents are checked through the questionnaire









LIST OF TABLES
SL.NO TITLE

PAGE NUMBER
1. Age level of the respondents. 30
2. Monthly income level of the respondents. 32
3. Percentage of respondents who own automobile
vehicle.
34
4. Various kinds of vehicles owned. 36
5. Frequencies of company chosen. 38
6. Frequencies of different models of vehicle owned. 40
7. Duration of car utility. 42
8. Ranking of factors preferred while purchasing a car . 44
9. Satisfaction level of car owners. 46
10. Monthly expenditure on car. 49
11. Respondents purpose of owning the car. 52
12. Information sources to purchase car. 54
13. Satisfaction regarding price of the car. 56
14. Grading of exterior of car. 59
15. Satisfaction level with help line offered. 62
16. Satisfaction level with engine performance. 64
17(A). Perception regarding sales and service. 67
17(B). Perception regarding interior design. 69
17(C). Perception regarding fuel efficiency. 71
17(D). Perception regarding luxury. 73
17(E). Perception regarding safety. 75
18. Willingness to buy Tata Nano. 77
19. Response regarding Nano as peoples car. 81
20. Factors that attract people towards Nano. 73
21. Features of Tata as compared to other brands. 83
22. Qualities that describes Tata. 85
23. Opinion that makes Tata the best one. 87
24. Suggesting to friends and relatives to buy the car. 89
25. Preferences while purchasing car. 92

LIST OF GRAPHS
Sl. No TITLE PAGE NUMBER
1. Age level of the respondents. 31
2. Monthly income level of the respondents. 33
3. Percentage of respondents who own automobile
vehicle.
35
4. Various kinds of vehicles owned. 37
5. Frequencies of company chosen. 39
6. Frequencies of different models of vehicle owned. 41
7. Duration of car utility. 43
8. Ranking of factors preferred while purchasing a
car .
45
9. Satisfaction level of car owners. 48
10. Monthly expenditure on car. 51
11. Respondents purpose of owning the car.

53
12. Information sources to purchase car.

55
13. Satisfaction regarding price of the car. 58
14. Grading of exterior of car. 60
15. Satisfaction level with help line offered. 63
16. Satisfaction level with engine performance. 66
17(A). Perception regarding sales and service.

68
17(B) Perception regarding interior design. 70
17(C) Perception regarding fuel efficiency. 72
17(D) Perception regarding luxury.

74
17(E) Perception regarding safety.

76
18. Willingness to buy Tata Nano.

78
19. Response regarding Nano as peoples car.

80
20. Factors that attract people towards Nano.

82

















21. Features of Tata as compared to other brands. 84
22. Qualities that describes Tata. 86
23. Opinion that makes Tata the best one. 88
24. Suggesting to friends and relatives to buy the car. 91
25. Preferences while purchasing car. 93









INTRODUCTION










INDUSTRY PROFILE









COMPANY PROFILE























SCOPE OF THE STUDY





















OBJECTIVES
















DESIGN OF THE STUDY

















LIMITATIONS




















DATA ANALYSIS AND
INTERPRETATION



















RESULTS










FINDINGS





















SUGGESTIONS























CONCLUSION






















BIBLIOGRAPHY





















ANNEXURE