SUBMITTED TO: SUBMITTED BY :

PRIYANKA PANDEY Anurag Shukla (0700429021)

Rohit Bhatt (0700429069)
Sanjay Rawat (0700429072)

PREFACE
 There is a rapid growth in the field of automobile industry and this
has severely influenced the customer choice. Thus technology and ideas are
coming up very frequently these days.
India is the seventh largest country in world which is a developing
country and the per capita income of people is also increasing and because
of this buying capacity of people is also increasing. People love to prefer
cars and they are willing to spend their money on luxurious cars. Because of
this many automobile companies are attracted towards Indian automobile
market.
Today there are almost 10 to 12 automobile companies in Indian
market and Tata is one of them which has a different image in the market.
Our project deals with market analysis of “TATA MOTORS”.
In this project we are going to analyze market strategies , market position ,
current market share of Tata motors in Indian market and where it stand
in relation to its competitors .
Anurag, Rohit, Sanjay.
 ACKNOWLEDGEMENT
We would like to take this opportunity to thank all the unified faculty
members for their appreciation of our project work and introducing it
achieves its goal. We are very much honored to be the developer of We are
indebted to Ms. Priyanka Ma’am for all his help and cooperation. She
helped us most of the times whenever we visited her She guided me the way
to achieve the success. He has been a source of inspiration when we was
making this project; we owe our heartiest thanks to I would like to express
gratitude towards Ms. Priyanka ma’am without her valuable guidance and
constructive criticism this project would not have been possible.

We are indeed very much indebted and thankful to our parents and
family members & friends without their blessings and financial support this
project would have not even started. I would also like to thank various
unknown people whom we met online and shared our questions regarding
the project.

Certificate
This is to certify that the project report entitled MARKET
ANALYSIS OF TATA MOTORS submitted to UPTEC
computer consultancy in partial fulfillment for the award
of degree of bachelor of business administration (BBA ), is
original work (to best of my knowledge) carried out by
Anurag, Rohit, Sanjay with Roll no. 0700429021,
0700429067 and 0700429072 respectively under my
guidance.
This report or a similar report on the topic has not been
submitted for any other examination and does not form
part of any other course undergone by the candidate.
___________ _____________
Signature of student: Signature of
guide:
Date: Date:
Name and address Name, designation
of the
Student: guide:
_______________ _______________
_______________ _______________
_______________ _______________

Signature of center manager _____________

CONTENT
 Problem statement
 Objective(s)
 Introduction to TATA MOTORS
• History
• Manufacturing
• Goals
• Mission
• Vision
• products
 Competitors

 Project Details
• Market analysis
• Market segmentation
• Market targeting
• Market Positioning
 Research methodology
o Analysis of data
 Analysis of primary data
 Analysis of secondary data
 Results and findings
  Conclusions
 Annexure

• Bibliography

• Questionnaire

PROBLEM STATEMENT:

• Where TATA Motors stands in respect

to its competitors.
• What are the markets Strategies of
TATA Motors?
• Current market position of “TATA
Motors” in India.
• Overall market share of “TATA
Motors” in India.
 OBJECTIVE

• To analyze the market leader in automobiles

industry.
• To identify, where Tata stand in the list of
competitors.
• To know about the customer satisfaction of
Tata Motor’s Products.
 INTRODUCTION TO TATA MOTORS

Tata Motors Limited is India's largest automobile company, with

consolidated revenues of Rs.70,938.85 crores (USD 14 billion) in
2008-09. It is the leader in commercial vehicles in each segment,
and among the top three in passenger vehicles with winning
products in the compact, midsize car and utility vehicle segments.
The company is the world's fourth largest truck manufacturer,
and the world's second largest bus manufacturer.

The company's 24,000 employees are guided by the vision to be

"best in the manner in which we operate best in the products we
deliver and best in our value system and ethics."

Established in 1945, Tata Motors' presence indeed cuts across the

length and breadth of India. Over 4 million Tata vehicles ply on
Indian roads, since the first rolled out in 1954. The company's
manufacturing base in India is spread across Jamshedpur
(Jharkhand), Pune (Maharashtra), Lucknow (Uttar Pradesh),
Pantnagar (Uttarakhand) and Dharwad (Karnataka). Following a
strategic alliance with Fiat in 2005, it has set up an industrial joint
venture with Fiat Group Automobiles at Ranjangaon
(Maharashtra) to produce both Fiat and Tata cars and Fiat
powertrains. The company is establishing a new plant at Sanand
(Gujarat). The company's dealership, sales, services and spare
parts network comprises over 3500 touch points; Tata Motors also
distributes and markets Fiat branded cars in India.
Tata Motors, the first company from India's engineering sector to
be listed in the New York Stock Exchange (September 2004), has
also emerged as an international automobile company. Through
subsidiaries and associate companies, Tata Motors has operations
in the UK, South Korea, Thailand and Spain. Among them is
Jaguar Land Rover, a business comprising the two iconic British
brands that was acquired in 2008. In 2004, it acquired the Daewoo
Commercial Vehicles Company, South Korea's second largest
truck maker. The rechristened Tata Daewoo Commercial Vehicles
Company has launched several new products in the Korean
market, while also exporting these products to several
international markets. Today two-thirds of heavy commercial
vehicle exports out of South Korea are from Tata Daewoo. In
2005, Tata Motors acquired a 21% stake in Hispano Carrocera, a
reputed Spanish bus and coach manufacturer, and subsequently
the remaining stake in 2009. Hispano's presence is being expanded
in other markets. In 2006, Tata Motors formed a joint venture
with the Brazil-based Marcopolo, a global leader in body-building
for buses and coaches to manufacture fully-built buses and
coaches for India and select international markets. In 2006, Tata
Motors entered into joint venture with Thonburi Automotive
Assembly Plant Company of Thailand to manufacture and market
the company's pickup vehicles in Thailand. The new plant of Tata
Motors (Thailand) has begun production of the Xenon pickup
truck, with the Xenon having been launched in Thailand in 2008.

Tata Motors is also expanding its international footprint,

established through exports since 1961. The company's
commercial and passenger vehicles are already being marketed in
several countries in Europe, Africa, the Middle East, South East
Asia, South Asia and South America. It has franchisee/joint
venture assembly operations in Kenya, Bangladesh, Ukraine,
Russia, Senegal and South Africa.

The foundation of the company's growth over the last 50 years is a

deep understanding of economic stimuli and customer needs, and
the ability to translate them into customer-desired offerings
through leading edge R&D. With over 3,000 engineers and
scientists, the company's Engineering Research Centre,
established in 1966, has enabled pioneering technologies and
products. The company today has R&D centers in Pune,
Jamshedpur, Lucknow, Dharwad in India, and in South Korea,
Spain, and the UK. It was Tata Motors, which developed the first
indigenously developed Light Commercial Vehicle, India's first
Sports Utility Vehicle and, in 1998, the Tata Indica, India's first
fully indigenous passenger car. Within two years of launch, Tata
Indica became India's largest selling car in its segment. In 2005,
Tata Motors created a new segment by launching the Tata Ace,
India's first indigenously developed mini-truck.

In January 2008, Tata Motors unveiled its People's Car, the Tata
Nano, which India and the world have been looking forward to.
The Tata Nano has been subsequently launched, as planned, in
India in March 2009. A development, which signifies a first for the
global automobile industry, the Nano brings the comfort and
safety of a car within the reach of thousands of families. The
standard version has been priced at Rs.100000 (excluding VAT
and transportation cost).

Designed with a family in mind, it has a roomy passenger

compartment with generous leg space and head room. It can
comfortably seat four persons. Its mono-volume design will set a
new benchmark among small cars. Its safety performance exceeds
regulatory requirements in India. Its tailpipe emission
performance too exceeds regulatory requirements. In terms of
overall pollutants, it has a lower pollution level than two-wheelers
being manufactured in India today. The lean design strategy has
helped minimize weight, which helps maximize performance per
unit of energy consumed and delivers high fuel efficiency. The
high fuel efficiency also ensures that the car has low carbon
dioxide emissions, thereby providing the twin benefits of an
affordable transportation solution with a low carbon footprint.
In May 2009, Tata Motors introduced ushered in a new era in the
Indian automobile industry, in keeping with its pioneering
tradition, by unveiling its new range of world standard trucks
called Prima. In their power, speed, carrying capacity, operating
economy and trims, they will introduce new benchmarks in India
and match the best in the world in performance at a lower life-
cycle cost.

Tata Motors is equally focused on environment-friendly

technologies in emissions and alternative fuels. . It has developed
electric and hybrid vehicles both for personal and public
transportation. It has also been implementing several
environment-friendly technologies in manufacturing processes,
significantly enhancing resource conservation

Through its subsidiaries, the company is engaged in engineering

and automotive solutions, construction equipment manufacturing,
automotive vehicle components manufacturing and supply chain
activities, machine tools and factory automation solutions, high-
precision tooling and plastic and electronic components for
automotive and computer applications, and automotive retailing
and service operations.

Tata Motors is committed to improving the quality of life of

communities by working on four thrust areas – employability,
education, health and environment. The activities touch the lives
of more than a million citizens. The company's support on
education and employability is focused on youth and women. They
range from schools to technical education institutes to actual
facilitation of income generation. In health, our intervention is in
both preventive and curative health care.
 The goal of environment protection is achieved through tree plantation,
conserving water and creating new water bodies and, last but not the
least, by introducing appropriate technologies in our vehicles and
operations for constantly enhancing environment care.

With the foundation of its rich heritage, Tata Motors today is

etching a refulgent future.
 HISTORY

Tata Motors launches its first truck in collaboration

with Mercedes-Benz
Tata Motors is a part of the Tata Group manages its share-
holding through Tata Sons. The company was established in 1935
as a locomotive manufacturing unit and later expanded its
operations to commercial vehicle sector in 1954 after forming a
joint venture with Daimler-Benz AG of Germany. Despite the
success of its commercial vehicles, Tata realized his company had
to diversify and he began to look at other products. Based
on consumer demand, he decided that building a small car would
be the most practical new venture. So in 1998 it launched Tata
Indica, India's first fully indigenous passenger car. Designed to be
inexpensive and simple to build and maintain, the Indica became
a hit in the Indian market. It was also exported to Europe,
especially the UK and Italy. In 2004 it acquired Tata Daewoo
Commercial Vehicle, and in late 2005 it acquired 21%
of Aragonese Hispano Carrocera giving it controlling rights of the
company. It has formed a Joint Venture with Marcopolo of Brazil,
and introduced low-floor buses in the Indian Market. Recently, it
has acquired British Jaguar Land Rover (JLR), which includes
the Daimler and Lanchester brand names.
Company Profile:-

o Tata Motors were established on September 1, 1945,

originally for the manufacturing of Steam
Locomotives at Jamshedpur.
o In 1969 Tata Motors had become an independent
producer of Medium Commercial Vehicles. It had
also developed the capability of designing, testing
and manufacturing such vehicles.
o It is the country’s leading commercial vehicle
manufacturer and has significant presence in the
multi-utility and passenger car segments.
o With the Launch of Tata Indica, an Euro 2 compliant
vehicle, is the country’s first indigenously designed,
developed and manufactured passenger car.
o With the launch of Tata Nano, Tata has penetrated
the market to its extreme by making a car available
for Rs. 132000 only. This is the cheapest car in India
till date and with the announcement of its diesel
variant it has made potential buyers to eagerly wait
for it.
 Manufacturing
1.Uttarakhand:
• The company has set up a plant for its mini-truck Ace and the
passenger carrier Magic (based on the Ace platform) at
Pantnagar in Uttarakhand. The plant began commercial
production in August 2007. This is the company's fourth plant,
after Jamshedpur (commercial vehicles), Pune (commercial
vehicles and passenger vehicles) and Lucknow (commercial
vehicles). The plant is spread over 953 acres, of which 337 acres
is occupied by the vendor park
.

• State-of-the-art facilities include weld shops, paint shops,

engine and gear box shops and assembly lines. The company
has invested over Rs.1000 crore in the plant. Vendors for the
vehicle have made additional investments to set up their plants
in the vendor park adjoining the plant. The operation has
generated about 7500 direct and indirect jobs in the plant,
among vendors and service providers in the area.
2.Lucknow:

• Tata Motors Lucknow is one of the youngest production

facilities among all the Tata Motors locations and was
established in 1992 to meet the demand for Commercial
Vehicles in the Indian market. The state of art plant is strongly
backed by an Engineering Research Centre and Service set-up
to support with latest technology and cater to the complexities
of automobile manufacturing.
• Fully Built Vehicle business, which is one of the fast growing
areas of our business, is also established in Lucknow.

• Plant, rolls out commercial vehicles and is specialized in the

designing and manufacturing of a range of modern buses which
includes Low-floor, Ultra Low-floor, CNG & RE Buses.

The Lucknow facility also specializes in manufacturing

HCBS (High capacity Bus System) buses.

• In light of Company’s aggressive growth plans, we are

currently in expansion phase and production at Lucknow
would grow many-fold in near future. The expansion shall be in
the areas of painting, welding, vehicle assembly & testing and
utility services, driven by latest technology. To achieve these
plans we invite people who have good Technical Knowledge,
seek Challenging Opportunities and have a Drive for
Engineering Excellence to come and partner us in our journey.
 3.Pune:

• The Pune unit is spread over 2 geographical regions- Pimpri

(800 acres) and Chinchwad (130 acres). It was established in
1966 and has a Production Engineering Division, which has one
of the most versatile tool 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-
of-the-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, Utility vehicles and one for Passenger Cars (Indica and
Indigo).
• The Passenger Car Division in 'K' block executes the entire
process of car manufacture over five shops - the engine shop,
the transmission shop, press and body shops, paint shop and
the trim and final assembly shop. The shops are fully
automated ensuring that there is minimal chance for error in
the manufacturing processes.

• After the car is completely assembled, it goes through several

checks like wheel alignment, sideslip test, brake test, shower
test, and a short test run before it is ready for dispatch. All
systems such as materials management, maintenance and other
activities are computerized, enabling smooth operations and
minimum inventory needs.
• The Electronics Division is engaged in the production of a wide
variety of Machine Tool Controllers, PLCs, Test rig
instrumentation, Servomotors, Proximity Switches. In addition,
it has developed a number of components such as flashers,
horns, timers that are used in Tata Motors' vehicles.

Industry experts rate the fully automated Foundries at

Chinchwad and Maval among the best, worldwide. The Iron
Foundry at Chinchwad produced 37,000 Tons of high precision
castings in 2006-07 while the Iron Foundry at Maval produced
14000 Tons of spheroidal Iron castings in 2006-07. These include
Cylinder Blocks, Cylinder Heads, Gear Box Housing, etc. To
dispense with the need for outsourcing, an Aluminium Foundry
with an annual capacity of 3,300 Tonnes has been established.
4.Jamshedpur:

• Established in1945, the Jamshedpur unit was the company's

first unit and is spread over an area of 822 acres. It consists of 4
major divisions - Truck Factory, Engine Factory, Cab & Cowl
Factories, and the Novus. The divestments in March 2000 hived
off the Axle and Engine plants into independent subsidiaries
viz. HVAL &HVTL, respectively.

• The Truck Division boasts of two assembly lines. The main

assembly line, measuring 180m in length has 20 work stations
with a vehicle rolling out every 8 mins. The other line is
dedicated to special purpose vehicles and for meeting the
requirements of the Indian Army.
• The uniqueness of the Factory lies in its possession of
· Advanced facilities for manufacturing long members
comprising of a set-up of 5000 Tones Hydraulic press line, cut-
to-length line for strip preparation purchased from M/s Kohler
of Germany and a Camber Correction line.

· Facility for hot forming of axle halves with a 3000 tone

press and heating furnace.

· Flexibility in manufacturing frames with an off line

Proto-typing facility.
• The Cab, Cowl & Novus Factory is equipped with state- of- art
facilities like Centralized Paint Shop and Automated painting
set up, Robot painting, BIW Fabrication of day & sleeper cabs
for trucks, Articulates ( Tractor/ Trailer), BIW Fabrication of
Cowls for buses, and other miscellaneous applications.

• The fully equipped Foundry, that the unit is supported by,

supplies high-grade SG Iron castings for automobile
components and excavators, and is rated as one of the cleaner,
better and highly automated foundries in the world. It has an
annual capacity of 42,000 MT of Good castings and makes,
both, Gey and SG cast Iron casting. It manufactures all critical
automobile castings e.g. Cylinder Block, Cylinder Head etc. It
has a sophisticated Kunkel Wagner High Pressure Moulding
line of a rated production capacity of 90 moulds/ hour. This is
supported by a sand cooler and sand mixer from Kunkel
Wagner.

• Its melting shop has Medium Frequency Induction Furnaces

for melting and Channel Furnaces for holding. The pouring is
done by a Channel Press Pour coupled with a Steam
Inoculation Dispenser. The core shop has a state- of-the- art
Cold Box Machine, making four cores per minute. It has
elaborate sand and metallurgical laboratories. In 1993 the
foundry was ISO 9002 certified by the Bureau Veritas Quality
International, which was later followed by the more stringent
QS 9000 certification from the BVQI in the year 2000.
Currently it is certified as TS: 16949 by BVC.

• The Engine Factory is responsible for the in-house manufacture

of Tata 697/497 Naturally Aspirated and Turbo Charged
engines, and the 6B series engines manufactured at Tata
Cummins.
• As one of the most modern forging set-ups in the country, the
Forge Division is equipped with a semi-automated forging line
with 40,000 mkg Beche Hammer and state-of-the-art presses
from Kurimoto of Japan. It produces critical forgings like
crankshafts, front axle beams and steering parts for the
automobile plant. The new forging line, installed in April 1984,
has the capacity to forge front axle beams at 90 sec per piece
and crankshafts at 120 sec per piece. Mechanical presses help
produce a variety of heavy forgings. The sophisticated FIDIA
digit 165 CC Graphite Milling Machine links shop floor
machines to the design workstation. The Forge has been
certified as ISO 9002 and QS 9000 by the BVQI.

• HV Axles Ltd., a wholly owned subsidiary of Tata Motors, is

currently the market leader in medium and heavy commercial
vehicles axles in India with an installed capacity of over two
lakh axles per annum.
• The company's product range includes Front Steer axles- both
live and normal, Rear Drive axles and dummy/ trailer axles. It
is currently the sole suppliers of M&HCV axles to the
Jamshedpur and Lucknow plants of Tata Motors.

• HVAL has state-of-the-art manufacturing facilities for making

all major Axles components such as Front Axle Beam, Stub
Axles, Front & Rear Wheel Hubs, Differential, Axle Gears
(Crown Wheel, Pinion, Bevel Gear & Shaft Gear), Banjo Axle
Beam, Swivel Heads, Constant Velocity Shafts etc. For being in
the forefront of cutting edge technology, HVAL has proven
skills in manufacturing axles from component level to assembly
& testing. As a TS 16949 company, HVAL encourages and
 continuously supports its vendor base to upgrade their Quality
Management System to TS 16949.

• HVTL was established on 13th March 2000 as a major

subsidiary of Tata Motors by taking over operations of Tata
Motors' erstwhile Gearbox Division. It is a leading
manufacturer of automotive transmissions, components &
engineering applications for a wide range of medium & heavy
commercial vehicles. The company has a capacity of producing
94,000 gearboxes per year which is being enhanced to a
capacity of 120,000 Gearboxes per year. It provides products
and services of superior quality, matching with the current
economic and business trends in medium and heavy
commercial vehicle markets. The Quality System of HVTL is
certified under ISO/ TS-16949. In the environmental and safety
front, it was ISO14001 certified in 2004 and OHSAAS-18001
certified in 1999.

• While making technological advancements, the social

responsibilities are also taken up seriously. Tata Motors,
Jamshedpur, plays an active role in serving rural communities
surrounding its Works through various community centres.

• While striving to create a culture for self-help amongst the

local populace, it has made significant progress in community
and social forestry, sustainable development of wastelands,
road construction, rural health and education, development of
rural industries, water supply and family planning. A signatory
to the UN Global Pact, it also takes various initiatives in human
rights protection, labour standards, environmental issues,
modern effluent treatment facilities, sanitation drives, soil and
water conservation programmes, tree plantation drives, etc.
Market Overview

Automotive clusters in India

North / Central South
Delhi-Gurgaon- Ashok Leyland Enfield
Noida- Ashok Leyland Eicher Ford
Ludhia Ghaziabad Force Motors Hero Honda Greaves
Haridwar Hindustan Motors Hindustan Motors
na Hyundai
Honda
Honda SIEL ICML Mahindra & Mahindra
Kinetic LML Tatra
Pitamp Majestic Maruti Suzuki Toyota Kirloskar TVS Motors
ur Piaggio Yamaha Volvo
Swaraj Mazda Tata Motors
Jamshed
pur
Rajkot- Kolka
Halol ta East West
Ashok Leyland Atul Auto
Bajaj Auto Daimler
Hindustan Motors Chrysler
Tata Motors FIAT Force
Motors
Mumbai-Pune- GM Greaves
Nasik Hyderab Kinetic
M&M Premier
Aurangabad ad
Skoda Tata
Motors

Chennai Bangalore Major automotive clusters - Mumbai-Pune-

Hosur
Nasik-Aurangabad (West), Chennai
-Bangalore-Hosur (South) and Delhi-
Gurgaon-Faridabad (North)

Source: SIAM, IMaCS

analysis
GOALS

1. The Goal of Tata Motors is to provide good and efficient car

with all people at reasonable price.

2. Tata Motors, a Company that cares about the future…..

True to the tradition of the Tata Group.

3. Tata Motors is committed in letter & sprite to corporate

social responsibility as well as economical interests of their
share holders who have invested in Tata Brands.

4. Tata Motors concerns in Manifested by a dual approach :-

• Reduction of environmental pollution and regular

pollution control drives.

• Restoring of ecological balance.

 Vision statement of Tata
motors

 The vision statement of Tata motors is “Best in the manner in

which we operate best in the product we deliver , and best in
our services.

Mission statement of Tata

motors

 Leadership with trust

PEMPLATE
 PRODUCTS OF TATA MOTERS:-
• Tata Indica
• Tata Ac and Non Ac Buses
• Tata Nano
• Passenger Car and Utility Vehicle

o Tata 1616 Star Bus

o Tata Sumo/Spacio
o Tata Safari
o Tata Indigo
Commercial Vehicles
o Tata 407 Ex and Ex2
o Tata 709 Ex
o Tata 809 Ex and Ex2
o Tata 909 Ex and Ex2
o Tata Globus(Low Floor Bus)

Military vehicles
o Tata LSV (Light Specialist Vehicle)
o Tata 2 Stretcher Ambulance
o Tata 407 Troop Carrier
 PRODUCTS OF TATA MOTERS:-

TATA INDICA
The first generation Tata Indica's excellent fuel economy,
powerful engine and aggressive marketing strategy made it one of
the best selling cars in the history of the Indian automobile
industry.
After years of dominating the commercial vehicle market in India,
Tata Motors entered the passenger vehicle market in 1991 by
launching the Tata Sierra, a multi utility vehicle. After the
launch of three more vehicles, Tata Estate (1992, a station
wagon design based on the earlier 'Tata Mobile' (1989), a light
commercial vehicle), Tata Sumo (LCV, 1994) and Tata Safari
(1998, India's first sports utility vehicle). Tata launched
the Indica in 1998, the first fully indigenous passenger car of
India. Though the car was initially panned by auto-analysts,
the car's excellent fuel economy, powerful engine and
aggressive marketing strategy made it one of the best selling
cars in the history of the Indian automobile industry. A newer
version of the car, named Indica V2, was a major
improvement over the previous version and quickly became a
mass-favourite. Tata Motors also successfully exported large
quantities of the car to South Africa. The success of Indica in
many ways marked the rise of Tata Motors.
 ]
.

TATA Ac AND NON -Ac BUSES

Tata MarcoPolo released this low-floor bus in India and now it is
widely used as public transport in Delhi, Mumbai, Bangalore and
Lucknow
Tata Motors has formed a 51:49 joint venture in bus body
building with Marco polo of Brazil. This joint venture is to
manufacture and assemble fully-built buses and coaches targeted
at developing mass rapid transportation systems. The joint
venture will absorb technology and expertise in chassis and
aggregates from Tata Motors, and Marcopolo will provide know-
how in processes and systems for bodybuilding and bus body
design. Tata and Marco polo have launched a low-floor city bus
which is widely used by Delhi, Mumbai, Lucknow and Banglore
transport corporations.
TATA NANO
In January 2008, Tata Motors launched Tata
Nano, the least expensive production car in
the world at about Rs. 1, 00,000 (US
$2,500).[12] The city car was unveiled during
the Auto Expo 2008 exhibition in Pragati
Maidan, New Delhi.
Tata has faced controversy over developing
the Nano as some environmentalists are
concerned that the launch of such a low-
priced car could lead to mass
motorization in India with adverse effects
on pollution and global warming. Tata has
set up a factory in Sanand, Gujarat and the
first Nanos are to roll out summer 2009.
Tata Nano Europa has been developed for
sale in developed economies and is to hit
markets in 2010 while the normal Nano
should hit markets in South Africa, Kenya
and countries in Asia and Africa by late
2009. A battery version is also planned.
.

TATA ACE

Tata Ace was India's first mini truck

Tata Ace, India's first indigenously
developed sub-one ton mini-truck, was
launched in May 2005. The mini-truck was a
huge success in India with auto-analysts
claiming that Ace had changed the
dynamics of the light commercial vehicle
(LCV) market in the country by creating a
new market segment termed the small
commercial vehicle (SCV) segment. Ace
rapidly emerged as the first choice for
transporters and single truck owners for
city and rural transport. By October 2005,
LCV sales of Tata Motors had grown by 36.6
percent to 28,537 units due to the rising
demand for Ace. The Ace was built with a
load body produced by Autoline Industries.
[14]
By 2005, Autoline was producing 300
load bodies per day for Tata Motors. Ace is
still one of the number maker for TML; TML
sold the 2,000,000th Ace in August 2008,
within 4 years since its introduction.
Tata Ace has also been exported to several
European, South American and African
countries. Electric-versions of Tata Ace are
sold through Chrysler's Global Electric
Motorcars division.

Electric vehicles
Tata Motors unveiled the electric versions
of passenger car Tata Indica and
commercial vehicle Tata Ace. Both run on
lithium batteries. The company has
indicated that the electric Indica would be
launched locally in India in about 2010,
without disclosing the price. The vehicle
would be launched in Norway in 2009.
 Market analysis
Market analysis may take two distinct forms. In the
first, it is a method used by investors to look at the
market and try to determine whether it is going up or
down, in order to make investment decisions. In the
second, it is a field used by marketers to analyze the
target market of their clients and determine the best
courses of action to take to improve sales and
profitability.
Where TATA Motors stands in respect to
its competitors.
Players: Indian auto industry
Indian
Auto Tata Motors
GM
Industry Mahindra & Mahindra
Toyota
Ashok Leyland
Ford
Hyundai Global Indian
Maruti Suzuki OEM OEM
Honda
Mercedes

Mahindra and Mahindra

Hindustan motors
Global Indian
Suppliers Suppliers

Engineering &
Development
Companies

The Indian auto industry is highly competitive

with a number of global and Indian auto companies present
Market Overview

Growth drivers for the

Indian automotive industry
Overall economic
growth
Government Lower duties &
Policies taxes

Contemporary Increasing Growth in

New
products Indian Automotive consumer Income levels
product
Industry Easier
launches demand
Shorter life financing
cycle

Export
Competitiveness
Reduced cost Cost Competitiveness
to consumer
India emerging as a
manufacturing
hub
Key players in the Indian auto
industry

The largest player in the Indian industry. Plans to launch

new and exciting products in the Indian markets,
including the ‘100,000’ car

Suzuki’s JV in India and the largest passenger car

manufacturer in India

The third largest passenger car manufacturer in India and

one of the largest exporters of vehicles. Has established
India as one of its manufacturing bases in the world. Is
planning to invest heavily to boost exports from India

Has vision of capturing 10 % share of the Indian passenger

car market by 2010

One of the leading players in the Indian premium cars

segment

One of the leading players in the Indian premium cars

segment

One of the leading players in the Indian premium cars

segment. Plans to enter the small car segment by re-
launching the Matiz

One of the largest players in the UV / MUV segment

The 2nd largest CV manufacturer in India

 Top Automobile Companies
in India
Starting from the era when there was too slim of a variety
of cars available in Indian market, Indian automobile industry
has come up a long way to have a diverse array of cars these days.
There are a number of top automobile companies running their
operations in India, which again have a range of models in
different segments of cars. However, while looking for top 10
automobile companies in India, one name that would always lead
the list is Maruti Suzuki India. Maruti Suzuki has consistently
been the dominant leader in the Indian automobile industry.
However, there are also other big names like Tata Motors,
Mahindra and Mahindra, Hyundai Motors, Hindustan Motors
etc.

During its early days, the most of the Indian car auto
manufacturers banked upon foreign technologies. But the
scenario has changed over the years and currently, the Indian
auto manufacturers are using their own technology. Due to the
growing pace of Indian automobile market, a number of car
manufacturers including the global leaders have locked their
horns in the Indian auto market.

After the recent setback due to the global recession, the Indian
automobile market has again started to grow up. Though the auto
sales except commercial vehicles started creeping up since the
beginning of this financial year, it's only the month of September
2009 when the market saw buoyant sales. It fuelled optimism in
the industry. The retail trade also started soaring up. The auto
 sales saw a 9.6% rise in the month of September with a sale of
1,092,262 units. The passenger vehicle sales also grew by 20.32%.
The two wheeler market was also augmented by 7.67% during the
same period with a total sale of 838,150 units. The same trade is
applicable for the three-wheeler market, which saw a growth of
13.51% (with sale of 41,137 units) during the same period.

List of Top Automobile

Companies in India

Market Growth rate of different automobile companies

• Maruti Suzuki India Limited (MSIL)

Maruti Suzuki India is an undisputed leader in the Indian

automobile industry. Started its journey in February 1981as
Maurti Udyog Limited, the company created history in the
Indian automobile market with its hugely popular four-
wheeler model Maruti 800. The company became the first
Indian automobile company to manufacture one million
vehicles in 1994. The company became Maruti Suzuki India
Limited on September 17, 2007.
 Maruti sold 83,306 units of vehicles in September 2009,
comparing to 71,000 units in the same month in the previous year
(with a growth rate of 17.3%). It also exported 11,712 units during
September 2009, comparing to 6,318 units in the same month in
the previous year (with a growth rate of 85.4%).

• Hyundai Motor India Limited (HMIL)

Hyundai Motor India Limited, founded in 1998 and a subsidiary

of Korean auto giant Hyundai Motor Company, is the second
largest car manufacturer in India. It is also country's largest
passenger car exporter. Hyundai Motor came very close to the
hearts of the Indian auto lovers through its flagship model Santro.

After the recession, Hyundai Motor saw a growth rate of 25% in

the domestic market. During September 2009, HMIL sold 53,804
units, comparing to 46,218 units during September 2008. In the
domestic market, it sold 27,803 units in September 2009,
comparing to 22,311 during September 2008. The overseas sales
during the same period also grew up 9% as it sold 26,001 units in
September 2009, comparing to 23,907 units during the same
month in the previous year.

• Tata Motors

Tata Motors is the third largest car manufacturer in India. It also

occupies the number one position in commercial car segment.
Tata Motors enjoys 31.2% of market share in the multi utility
vehicles, which in luxury car segment, it has 6.4% market share.

Tata sold 52,531 units of vehicles during September 2009,

comparing to 49,647 units during September 2008 (a growth of
6%). In domestic market, Tata Motors sold 49,650 units during
the same period, comparing to 45,234 units in September 2008.

Mahindra & Mahindra Limited (M&M)

Mahindra &Mahindra Limited is another auto-giant in India. A

part of the Mahindra Group, M&M is the largest SUV maker in
the country. In September 2009, M&M registered a domestic sale
of record 26,921 units, comparing to 22,729 units in September
2008 (with an increase of 18.4%). On the other hand, it sold
15,296 units of UV in the same period comparing to 10,641 units
in September 2008 (with a whooping growth of 43.7%).

General Motors India Private Limited (GM India)

General Motors India Private Limited is another top player in

Indian automobile industry. A wholly-owned subsidiary of the
auto giant General Motors, GM India saw a sales growth of 49%
in September 2009 with a sale of 7,654 units, comparing to 5,154
units in September 2008.
 Honda Siel Cars India Limited (HSCI)

Honda Siel Cars India Limited, a joint venture between the

Japanese auto giant Honda Motor Company Limited and the
Indian company Siel Limited, started its operation in December
1995. In September 2009, HSCI sold 5,794 units, comparing to
3,104 units in September 2008 (with a growth rate of 86.7%).

Toyota Kirloskar Motor Private Limited (TKM)

Toyota Kirloskar Motor Private Limited is another top Indian

automobile company. A joint venture between the Japanese auto
giant Toyota Motor Corporation and Kirloskar Group, TKM has
a number of car models including Innova, Corolla, Fortuner,
Camry and the Land Cruiser Prado. It sold 7,657 units in
December 2009.

Hindustan Motors

Hindustan Motors is another top automobile company in India. It

was once country's largest car manufacturer before Maruti Udyog
overpowered it. Its popular model ‘Ambassador’ has been
extensively used as government limousine as well as taxi cab in
India.
 SWOT Analysis of Tata Motors

Tata Motors Limited is the biggest car producer in India since

1945. It has produces more than 4 million vehicles and has been
selling around the world. Tata Motors mainly manufactures
passenger and commercial vehicles such as the most famous Tata
motors Nano and the Tata Safari.

SWOT Analysis of Tata motors

Strengths

• The internationalization strategy so far has been to keep

local managers in new acquisitions, and to only transplant a
couple of senior managers from India into the new market.
The benefit is that Tata has been able to exchange expertise.
For example after the Daewoo acquisition the Indian
company leaned work discipline and how to get the final
product ‘right first time.’

• The company has a strategy in place for the next stage of its
expansion. Not only is it focusing upon new products and
acquisitions, but it also has a programme of intensive
management development in place in order to establish its
leaders for tomorrow.
 • The company has had a successful alliance with Italian mass
producer Fiat since 2006. This has enhanced the product
portfolio for Tata and Fiat in terms of production and
knowledge exchange. For example, the Fiat Palio Style was
launched by Tata in 2007, and the companies have an
agreement to build a pick-up targeted at Central and South
America.

Weaknesses
• The company’s passenger car products are based upon 3rd
and 4th generation platforms, which put Tata Motors
Limited at a disadvantage with competing car
manufacturers.

• Despite buying the Jaguar and Land Rover brands (see

opportunities below); Tat has not got a foothold in the
luxury car segment in its domestic, Indian market. Is the
brand associated with commercial vehicles and low-cost
passenger cars to the extent that it has isolated itself from
lucrative segments in a more aspiring India?

• One weakness which is often not recognized is that in

English the word ‘tat’ means rubbish. Would the brand
sensitive British consumer ever buy into such a brand?
Maybe not, but they would buy into Fiat, Jaguar and Land
Rover (see opportunities and strengths).
Opportunities
• In the summer of 2008 Tata Motor’s announced that it had
successfully purchased the Land Rover and Jaguar brands
from Ford Motors for UK £2.3 million. Two of the World’s
luxury car brand have been added to its portfolio of brands,
and will undoubtedly off the company the chance to market
vehicles in the luxury segments.

• Tata Motors Limited acquired Daewoo Motor’s Commercial

vehicle business in 2004 for around USD $16 million.

• Nano is the cheapest car in the World - retailing at little

more than a motorbike. Whilst the World is getting ready
for greener alternatives to gas-guzzlers, is the Nano the
answer in terms of concept or brand? Incidentally, the new
Land Rover and Jaguar models will cost up to 85 times more
than a standard Nano!

• The new global track platform is about to be launched from

its Korean (previously Daewoo) plant. Again, at a time when
the World is looking for environmentally friendly transport
alternatives, is now the right time to move into this segment?
The answer to this question (and the one above) is that new
and emerging industrial nations such as India, South Korea
and China will have a thirst for low-cost passenger and
commercial vehicles. These are the opportunities. However
the company has put in place a very proactive Corporate
Social Responsibility (CSR) committee to address potential
strategies that will make is operations more sustainable.
 • The range of Super Milo fuel efficient buses are powered by
super-efficient, eco-friendly engines. The bus has optional
organic clutch with booster assist and better air intakes that
will reduce fuel consumption by up to 10%.

Threats
• Other competing car manufacturers have been in the
passenger car business for 40, 50 or more years. Therefore
Tata Motors Limited has to catch up in terms of quality and
lean production.

• Sustainability and environmentalism could mean extra costs

for this low-cost producer. This could impact its
underpinning competitive advantage. Obviously, as Tata
globalises and buys into other brands this problem could be
alleviated.

• Since the company has focused upon the commercial and

small vehicle segments, it has left itself open to competition
from overseas companies for the emerging Indian luxury
segments. For example ICICI bank and DaimlerChrysler
have invested in a new Pune-based plant which will build
5000 new Mercedes-Benz per annum. Other players
developing luxury cars targeted at the Indian market include
Ford, Honda and Toyota.

• In fact the entire Indian market has become a target for

other global competitors including Maruti Udyog, General
Motors, Ford and others.
• Rising prices in the global economy could pose a threat to
Tata Motors Limited on a couple of fronts. The price of steel
and aluminium is increasing putting pressure on the costs of
production. Many of Tata’s products run on Diesel fuel
which is becoming expensive globally and within its
traditional home market.
 What are the market strategies
of TATA Motors
Marketing strategies of Tata Motors

Located in Mumbai, India, Tata Motors is India's largest

passenger automobile and commercial vehicle manufacturing
company, and a decently large player in the world market. One of
Tata's biggest claims to fame is their Tata Nano, the least expensive
production car in the world. For sale beginning in July of 2009, this
little bugger costs a total of $2,421. Not only is it extremely low-
priced, the Tata Nano is also extremely fuel-efficient, averaging
around 78 miles per gallon on the highway and 92mpg in the city.

Identified the Tata Nano as part of a "new breed of 21st-century

cars" that have "a contrarian philosophy of smaller, lighter,
cheaper."

Marketing strategies of Tata Motors made public

 Marketing strategies of TATA motors is one of the
most successful marketing strategies in automobile industry. By
looking at the SWOT analysis of Tata Motors, you will know why
Tata Motors Company is able to produce more than 4 million
different types of vehicles such as cars, trucks, commercial
vehicles, 4×4…etc since the company began in 1945. Meanwhile,
Tata Motors Limited has also become the largest automobile
producer in India market.

Marketing strategies of Tata motors

What makes the marketing strategy so successful?

1. Product, Branding, and Advertising

Every business started from 0, from no one knows it until
everyone know it. Advertising is one of the most common ways to
make car buyer or car enthusiast aware of the new car with
special promotion price. Another more important way of
advertising is to create an image or brand image. Take BMW Z3
for example, it was introduced in 1996 and shortly the car has
been used in the famous James Bond movie. This is similar to
Nissan 350 Fairlady Z in the recent 2007 Fast and the Furious 3 –
Tokyo Drift. Over the years Tata Motors have been successful in
creating their brand image especially they use some famous stars
as their spokesman.

Other important marketing strategies are such as the packaging,

innovations, and quality control. Tata Motors provide many
innovative features to attract car lover. One of these innovations is
the Tata Safari 4X4 Dicor that has “Reverse Guide System”. A
weather-proof camera is fixed to the rear car to help the driver
while reversing the car.
2. Pricing Strategy
There are various factors to determine a price of a car. These
factors are such as market condition (it can’t be too low or too
high with the prices of same vehicle from competitors, it has to be
at par), cost incurred to build a car, profit by company, dealer
profit.

Giving discount every month and special promotion for certain

type of vehicle also one of the strong strategy use by Tata Motors.
Discount can be made from Company’s profit or from dealer’s
profit at certain range.

3. Place
Place of dealership does play an important role. The channel of
distribution, physical location, and dealership method of
distribution and sales is generally adopted. The distribution of
vehicle must be in a very systematic way, from the plant to
dealership and to end user. This is not only in India itself but also
to the world-wide dealership.

4. Maintenance and Support

After sales service is also another important marketing strategy
for most of the car buyer to choose for the right car. End user will
not want to spend a lot of time to travel to a far place just to
service the car such as change engine oil, oil filter and some simple
checking. Parts and accessories must also easy to access when it is
needed to keep the customer satisfy from buying Tata cars until
maintaining the car or even until they sell the car and change to a
newer Tata model.
 WHAT IS THE CURRENT MARKET
POSITION OF TATA MOTORS IN INDIAN
MARKET

o Ranked Number 1:- Maruti Suzuki India

Limited (MSIL)
• With a growth rate of 17.3%.
• Export growth rate of 85.4%.
• Undisputed leader in the Indian automobile
industry.

o Ranked Number 2:-Hyundai Motor India

Limited (HMIL)
• The second largest car manufacturer in
India.
• It is also country's largest passenger car
exporter.
Hyundai Motor saw a growth rate of 25% in
the domestic market.
• The overseas sales during the same period
also grew up 9%

o Ranked Number 3:-Tata Motors

• Third largest car manufacturer in India.
• Occupies the number one position in
commercial car segment.
• Enjoys 31.2% of market share in the multi
utility vehicles,
• In luxury car segment, it has 6.4% market
share
Tata saw a growth rate of 6% in domestic
market.

o Ranked Number 4:- Mahindra &

Mahindra Limited (M&M)

• Mahindra &Mahindra Limited is another

auto-giant in India.
• Domestic sale increased by 18.4%.

o Ranked Number 5:-General Motors India

Private Limited (GM India)

• Top player in Indian automobile

industry.
• GM India saw a sales growth of 49%.
OTHER KEY PLAYERS OF AUTOMIBLE
INDUSTRY

• Honda Siel Cars India Limited (HSCI)

• Toyota Kirloskar Motor Private Limited (TKM)

• Hindustan Motors
WHAT IS THE OVER ALL MARKET SHARE OF
TATA MOTORS IN INDIAN MARKET

MARKET GROWTH RATE

HSCI
GMI

1 M&M
TM
HMIL
MSIL

0% 20% 40% 60% 80% 100%

TATA MOTORS MARKET SHARE

• Occupies the number one position in commercial car

segment.
• Enjoys 31.2% of market share in the multi utility
vehicles,
• In luxury car segment, it has 6.4% market share
TO KNOW ABOUT THE CUSTOMER SATISFACTION
OF TATA MOTOR’S PRODUCTS.

TATA MOTORS is one of the biggest player in the automobile

sector. It is best know for its customer satisfaction. TATA
MOTORS service centers are available all over in INDIA. As far
as LUCKNOW is concerned service centers are available in the
following areas:-
• 23, ASHOKA MARG

• CHINHAT
• NISHAT GANJ

• HAZRATGANJ
• ALAMBAGH

• BHOOTNATH
RESEARCH
RESEARCH METHODOLOGY:
Area: For the project was collected from malls, customer
at showrooms, markets and from public in Lucknow.

Sample size: sample size of 100 was taken based on

“convenient sample random sampling”.

Research tool: the data was collected through “survey

questionnaire method”.

Data collection: data was collected through the following-

a) Primary sources: questionnaire from general public.

• Open Ended Question

• Close Ended Question

• Explanatory Question

b) Secondary sources: magazines, newspapers, internet.

Data analysis
• Data analysis is the most important part of the questionnaire.

• The data was analyzed according to the

answer filled in by respondent.

• The data was put in chart to get a clear comparison of service

and satisfaction provided by various operators

Questionnaire
 Questioner is a sourse of primary data.

 It is a simple way to collect data from general public.

 A multiple choice question were given to the respondent

and they were asked vto fill their opinion.

 The data was then analyzed and inference wera drewn on

that basis.

Questionnaire
Name of candidate:

contact no:

email id: …………………………………..

gender:

male

Female

Q) Do you own any Vehicle?

1) Yes 2) No

Q) Which car do you own?

1) Zen estilo 2) Indica

3) Santro 4) Others

Q) Are you satisfied with it?

1) Yes 2) No
Q) How much do you spend on maintenance on monthly basis?

1) <2000 2)2000-4000

3)>4000

Q) Name a company that come first in your mind when you think
of small segment car in India?

1) Zen estilio 2) Indica

3) Santro 4) Others

Q) OUT of these which you will see first when you will buy a car?

1) Cost 2) Style

3) Performance 4) style

Q) Are you planning to buy a car with in next?

1) In a month 2) In six month

3) In a year 4) Not in future

5) In two month

DATA ANALYSIS
• Data analysis is the most important part of the
questionnaire.

• The data was analyzed according to the answer filled

in by respondent.

• The data was put in chart to get a clear comparison of

service and satisfaction provided by various operators

ANALYSIS
Sample size - 60

Respondents:

Owners of Santro -9

Owner of Zen Estilo -8

Owner of Indica -18

Owners of Other Cars -5

FINDINGS
Q) What do you own?
a) Car b) two wheeler c) nothing

Car
Two wheeler
Nothing

From that it is found that

59 people owned a car
29 owned two wheelers and
12 owned nothing

Q) Which car do you own?

a) Zen estilo b) santro c) Indica d)
others
25

20

15

10

0
Santro Zen Estilo Indica Others

From that it was found that:

14 people owned Santro.
13 people owned Zen Estilo.
23 people owned Indica.
10 are owner of other cars.
Q) Are you satisfied with it?
a) Yes b) No
70

60

50

40

30

20

10

0
Satisfied Dissatisfied

From that it was found that

65 were satisfied and
35 were not satisfied

Q) How much do you spend on maintenance on a monthly basis?

a)<2000 b)2000-4000 c)>4000
 <2000
2000-4000
>4000

From that it was found that:

58 spend below 2000.
30 spends between 2000-4000’
12 spend above 4000.

Q) Name a car that comes first in your mind when you think of small
segment car in India?
 Zen Estilo
Santro
Indica
Others

From that it was found that

26 said Zen estilo
25 said santro
28 said Indica
21 said others

Q) Out of these which you will see first when

you will buy a car?
 Performance
and Style

Performance

Style

Cost

0 10 20 30 40 50

From that it was found that.

43 people consider cost before purchasing a car.
17 people consider style before purchasing a car.
14 people consider performance before purchasing a car.
26 people consider performance & style before purchasing a car.

Q) Are you planning to buy a car within next?

 40
35
30
25
20
15
10

5
0
One Two Six One Not in
Month Month Months Year future

From that it was found that:

11 people want to purchase in a month
5 people want to purchase within 2 month.
12 people in 6 months.
39 said in a year.
33 said not in near future.

Q) Would you will purchase Tata Nano?

 60

50

40

30

20

10

0
Yes No Can't Say

From that it was found that

36 said yes.
52 said no
12 said can’t say
 Limations

 The size was very small.

 Some information may vary for different people.
 Respondent might have given biased answer.
 Small sample size did not cover all age groops.
 Time constraint
 The figure of result and analysis are approximation.
 Conclusion
Tata Motors is the third largest car
manufacturer in India. It also occupies the no.
one position in commercial car segment. Tata
Motors enjoys 31.2% of market share in the
multi utility vehicles which in luxury car
segment, it has 6.4% market share.