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7. TATA MOTORS

8.  Founded – 1945Founded – 1945
 Founder – JRD TataFounder – JRD Tata
 Headquarters – Mumbai, IndiaHeadquarters – Mumbai, India
 Key People – Rata Tata, ChaimanKey People – Rata Tata, Chaiman
 Subsidiaries – Jaguar and Land RoverSubsidiaries – Jaguar and Land Rover
 44thth
Largest Truck Mfg and 2Largest Truck Mfg and 2ndnd
Larget Bus Mfg in the globeLarget Bus Mfg in the globe
 Revenue – Rs. 70,938 Crores (2008-09)Revenue – Rs. 70,938 Crores (2008-09)
 Net Profit – Rs. 1001 CroresNet Profit – Rs. 1001 Crores
 International Operations – UK, South Korea, Thailand,International Operations – UK, South Korea, Thailand,
Russia, Africa, Middle East, South America and other fewRussia, Africa, Middle East, South America and other few
placesplaces
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10. Tata Motors - MilestonesTata Motors - Milestones
Developments from 1945 to 2009:
 In 1948 steam road roller
introduced in collaboration with
Marshall Sons (UK).
 In 1954 - Collaboration with Daimler
Benz AG, West Germany, for
manufacture of medium
commercial vehicle.
 In 1959 - Research and
Development Center set up at
Jamshedpur
 1977 - First commercial vehicle
manufactured in Pune.
 1983 - Manufacture of Heavy
Commercial vehicle.
 1986 – Production of 1st light
commercial vehicle TATA 407,
indigenously designed followed by
TATA 608.

11.  1991 – Launch of indigenous passenger car 1st Tata Sierra. One millionth
vehicle rolled out.
 1994 – Launch of Tata Sumo, the multi utility vehicle.
 1995 – Mercedes Benz car E220 launched.
 1998 – Tata Safari, India’s first sports utility vehicle launched. Also Tata
Indica was launched, first fully indigenous passenger car
 2001 – Indica V2 launched, 2nd generation Indica.
 2003 – On 29th July, J.R.D Tata’s birth anniversary, Tata Engineering
becomes Tata Motors Limited.
 2004 – Tata Motors & Daewoo Commercial Vehicle Co Ltd, sign
investment agreement and completes acquisition of Daewoo Commercial
vehicle company.
 Tata Daewoo commercial vehicle co ltd (TDCV) launches the heavy duty
truck ‘Novus’ in Korea.
 2005 – Sold 5,00,000 passenger cars. The power packed Safari Dicor
launched. Tata Ace, India’s first mini truck launched.
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Tata Motors - MilestonesTata Motors - Milestones

12.  2006 – Tata motors vehicle sales in India cross 4 million mark.
 2008 – Tata Motors unveils its people’s car, Nano at the 9th Auto
Expo in Delhi. Tata Motors signs definitive agreement with Ford
Motor Company to purchase Jaguar and Land Rover.
 2008 - Tata Motors has formed a 51:49 joint venture in bus body
building with Marcopolo of Brazil. Tata MarcoPolo released this
low-floor bus in India and now it is widely used as public transport
in Delhi, Mumbai, Bangalore and Lucknow.
 2009 – Tata has set up a plant in Sanand, Gujrat for the
manufacturing of Nano.2009 – First Nano car rolled out.
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Tata Motors - MilestonesTata Motors - Milestones

13. AchievementsAchievements
 The foundation of the company’s growth 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.
 Employing 1,400 scientists and engineers, Tata Motors’ Research
and Development team is ahead of the pack in India’s market and
right with the rest of the field internationally.
 Among Tata’s firsts are “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,” as
well as the increasingly famous Tata Nano, which is projected to be
the world’s cheapest production car.

14. Malaysia*
Thailand
Bangladesh *
Nepal, Sri Lanka
Kenya*
Russia*
Ukraine*U.K.
Italy
Senegal
Afghanistan
Uzbekistan
Brazil
South Africa*
Egypt
Saudi Arabia
Iraq, Iran
China
South Korea*
LATAM
West Africa
North Africa
West Europe
Central Asia
East Asia
South Asia
South East Asia
West Asia
East AfricaSouth Africa
* Assembly Operations also
OTHER COLLABORATIONS/M&A & JVs
• Tata Daewoo Commercial Vehicle
• Hispano in Spain & Marcopolo In Brazil
• JV with Jardine Matheson for
ConcordeMotors
• Technology Tie Ups at Spain,Italy
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Global FootprintGlobal Footprint

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ProductsProducts

16. Technological ResourcesTechnological Resources
 R & D establishments at Jamshedpur, Pune & Lucknow – over
1400 engineers.
 India’s only certified crash test facility for cars and hemi
anechoic chamber for testing of noise and vibration.
 Tata Motors European Technical Centre (TMETC) set up in 2005
– primarily involved in design engineering and development of
products, supporting Tata Motors skill sets.
 Tata Daewoo Commercial Vehicle Co. has its R&D facility in
Gunsan, South Korea.
 Hispano Carrocera has its R&D facility at Zaragoza in Spain.

17. Technology DevelopmentTechnology Development
 Approximately 2% of the annual profits of the company invested
in research and development.
 Knowledge portal – helps employees keep abreast with the latest
technologies.
 Extensive prototype building and testing facilities.
 Strategic partnerships – MDI (France), Fiat etc.
 Formal benchmarking process.
 “Technology Day” organized across all plant locations.
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18. Marketing & SalesMarketing & Sales
 Structured approach to understanding the requirements of individual
customers – QFD’s conducted at regular intervals.
 Clear identification of product requirements, leading to development of
innovative products – Tata 207 DI, Tata Ace
 Pan India presence and global footprint.
 Independent teams for addressing the requirements of institutional
customers – Defense, State Transport Units
 Helping to augment the scarce resources – Fiat selling vehicles through
Tata dealerships, in return Tata has access to Fiat’s technology and
unutilized capacity.
 Quick assessment of the changing market dynamics and consumer
preferences – Tata 407 LCV
 Large network of dealers – use of technology : DMS. 18

19. ServiceService
 Easy availability of spare parts.
 Efficient collection of data from field and communication to the
respective plants.
 Pan India presence, as well as global presence.
 Large network of workshops – Dealer workshops and TASS.
 Training facilities – for dealer end and TASS personnel.
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20. Firm InfrastructureFirm Infrastructure
 Large product portfolio
 Best in class prototype building facilities
 Multi – Location facilities
 Strong leadership – under the aegis of Tata Sons
Technology – SAP
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21. Key StrategiesKey Strategies
International strategy based on the competitive advantage:
 New product (eg. Tata Nano, the cheapest car in the World).
 Acquisitions (eg. Land Rover and Jaguar brands from Ford Motors).
 Partnership with established companies (eg. Alliance with Fiat since
2006) to enhance the product portfolio and knowledge exchange.
 Facilities for learning from other companies.
 Developing programs for intensive management development.
Consolidate position in India by exploiting opportunities:
 New mobility of young Indians.
 Government’s substantial road-building program
 GDP growth
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22. SWOT AnalysisSWOT Analysis
StrengthsStrengths
 Well known Brand with goodWell known Brand with good
ReputationReputation
 Alliance with key playersAlliance with key players
 Market leader in Automobile IndustryMarket leader in Automobile Industry
WeaknessesWeaknesses
 Low level of infrastructuresLow level of infrastructures
 Has not got a foothold in the luxuryHas not got a foothold in the luxury
car segment in its domestic marketcar segment in its domestic market
 No proper marketing strategyNo proper marketing strategy
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OpportunitiesOpportunities
 Advantage of their low cost car byAdvantage of their low cost car by
entering into third World countriesentering into third World countries
where people have low purchasingwhere people have low purchasing
powerpower
 Government SupportGovernment Support
 Joint ventures in other countriesJoint ventures in other countries
allow Tata Motors to easily enter intoallow Tata Motors to easily enter into
new marketnew market
 High level of competetionHigh level of competetion
 Oil, Steel and Aluminium rising pricesOil, Steel and Aluminium rising prices
 Down turn of world economyDown turn of world economy
ThreatsThreats

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All said and done…a new strategy isAll said and done…a new strategy is
required…required…
The Blue Ocean StrategyThe Blue Ocean Strategy

24. Blue Ocean StrategyBlue Ocean Strategy
Red Ocean Blue Ocean
Compete in the existing market
place
Create unconsolidated market
space
Beat the competition Make the competition
irrelevant
Exploit existing demand Create and capture new
demand
Make the value cost trade off Break the value-cost trade off
Differentiation or Low cast Differentiation and Low Cost
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25. Deterioration in economic conditions
Affected Demand, In India and Globally
Impact on Exchange
Impact of Industrial Growth and Inflation on
TATA Motors
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TATA Motors Face Recession!!TATA Motors Face Recession!!

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TATA Motors Face Recession!!TATA Motors Face Recession!!

27. Prosperity happened through various mergers &
ventures
 Tata Motors shake hands with Jaguar Land Rover
Ltd
 Tata Motors together with FIAT India
 Tata Motors acquired the remaining 79% shares in
Hispano Carrocera
 Tata Marcopolo is a bus manufacturing joint venture
between Tata Motors (51%) and the Brazil-
based Marcopolo S.A. (49%).
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TATA Motors – Never Say Die!!TATA Motors – Never Say Die!!

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