TATA MOTORS marketing strategy

2. Mayur Rawat

3.  Tata Motors Limited is India’s largest automobile company, with
revenues of Rs.35651.48 crores (USD 8.8 bn) in 2007-08. It is a leader
in commercial vehicle in each segment, and among the top three in
passenger vehicles with winning products in the compact, midsize
cars and utility vehicle segments.The company is world’s fourth
largest truck manufacturer, and the world’s second largest bus
manufacturer.
 Tata Motors is also expanding its international footprint, established
through export 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 and South
America. It has franchisee/joint venture assembly operations in
Malaysia, Kenya, Bangladesh, Ukraine, Russia and Senegal.Tata
Motors recently acquired the Jaguar and Land Rover businesses
from Ford Motor company for a net consideration of US $ 2.3 bn

4.  Cost
 Revenue
 Structure
 People
 Process
 Marketing
 Finance
 Human Resource
 Operation
 System

5.  COST CUTTING FEATURES
The Nano's trunk does not open. Instead, the rear
seats can be folded down to access the trunk space.
It has a single windscreen wiper instead of the usual
pair.
It has no power steering.
Its door opening lever was simplified.
It has three nuts on the wheels instead of the
customary four.
It only has one side view mirror.

6.  Total revenue of Tata Motors is :
Rs.41,591.03Crs
DomesticVehicle SalesRs29,256.57Crs
Exports Rs3,508.26Crs
Domestic Spare Part Sales Rs2,760.69Crs
Dividend/Other Income Rs3,833.03Crs
Vehicle Financing Rs18.22Crs
Others Rs2,214.26Crs

7. Managing Director
Mr. Karl Slym
Chief Human Resources
Officer
Mr. Prabir Jha
Executive Director,
Quality
Mr. Satish Balkrishna
Borwankar
Executive Director,
CommercialVehicles
Business Unit
Mr. Ravindra Pisharody
President and Chief
Financial Officer
Mr. C Ramakrishnan
President and Head,
Engineering Research
Centre
Dr.Tim Leverton
President and Head,
PassengerVehicles
Business Unit
Mr. RanjitYadav
Sr.Vice President,
Purchasing & Supply
Chain
Mr.Venkatram
Mamillapalle

8.  EMPLOYEES
 SUPPLIERS
 CUSTOMERS
 COMPETITORS

9.  At Tata Motors, employees are invaluable assets
and their career and personal growth are of
prime concern to the Company.
 It provides a congenial atmosphere to work,
learn and grow. It conducts various programmes
to train their staff in the latest and the best
technology and management practices.
 The Company through its in-house vocational
training and apprenticeship programmes trains
the technicians at Tata Motors.

10. SUPPLIERS SUPPLY
SAINTGOBAIN GLASS
JOHNSON CONTROLS SEATING
FREUDENBERG ENGINE SEALING
CAPARO INNER STRUCTURE PANELS
ITW DELTAR OUTSIDE & INSIDE DOOR HANDLES
TRW BRAKE SYSTEM
CONTINENTAL AG GASOLINE FUEL SUPPLY SYSTEM
DENSO WINDSHIELDWIPER SYSTEM
A company which supplies parts or services to another company.
There are also many other suppliers like the FICOSA, BEHR, MAHLE, TEXSPIN,
BOSCH ,HSIAUTO,DELPHI etc..which supply various other materials.

11.  A person, company or other entity which buys good and
services produced by another person, company or other
entity.
 Tata Motors believes in providing customer satisfaction
and safety.
 They have an wide array of value added services that
you could choose from.
 It provides its customers with high performance
automobiles.
 It undertakes efficient and customer friendly sales and
service network.

12.  Any person or entity which is a rival against another
company in the same or similar industry which offers a
similar product or service.
 Tata Motors relies heavily on its sales in India.
 Tata Motors now faces stiff competition from fellow
compatriots like Mahindra, Maruti as well as multinational
brands likeToyota and Chevrolet.
 It has faced controversy over developing the ‘Nano’.
 Ashok Leyland, Tata's biggest competitor in the Indian
heavy commercial vehicle market

13.  The 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. Our manufacturing plants are situated
at Jamshedpur, Pune, Sanand and Lucknow,
Pantnagar.

14.  SWOT ANALYSIS
• Strong Presence in the Marketplace
• Unique Understanding of Customer Need
STRENGTH
• Easier finance schemes
• Increasing disposable income with the service-
sector
OPPURTUNITIES
• Global crisis
• High competition from foreign players
THREAT
• High debt equity ratio
• Highly competitive by new player
WEAKNESS

15.  LAUNCH OFTATA NANO
 MODIFICATION INTATA SUMO
 NEWVERSIONS OF INDIGO, INDIGO DICOR
 TAPPING OF RURAL MARKET

16.  Over five decades of expertise in vehicle financing,
Tata Motors Finance Ltd, is a subsidiary company of
Tata Motors Ltd.
 Established in 1957, we are engaged in financing
entire range of Passenger Cars & Commercial
Vehicles manufactured byTata Motors Ltd.
 With a core purpose to reach out & help customers
realize the dream of owning aTATA vehicle easily,
we are present across 150+ locations and at allTata
Motors Ltd authorized dealerships.

17.  TheTata Motors Group employed 62,716
permanent employees.
 The increase over last year was mainly at
Jaguar Land Rover in view of volume and
product development activity.
 TheTata Motors Group has generally enjoyed
cordial relations with its employees and
workers.

18.  The Operation management of India’s leading and the
largest automobile manufacturer “Tata Motors”. In today’s
business environment Operations management plays an
important role in deciding the success of the company
.Operations management uses the input resources to
produce output to fulfil the market requirement.
 This report discusses the operation strategy adopted byTata
motors used in the manufacturing of its vehicles in India and
its strong value chain which has led to the innovation of new
developments, one of which is world’s cheapest car “Tata
Nano”. After continuous improvement in their operations
today,Tata motors are rapidly increasing their footprints
globally.

19.  With the recent acquisition of two iconic brands Land Rover and
Jaguar by Ford motors the company has entered into high end
luxury segment.The automobile industries in the world adopts
either a low cost strategy or a High cost strategy , butTata motors
have been involved in both the strategies , while “Tata Nano” the
world’s cheapest car meets the demand of common man the
acquisition of Jaguar and Land rover shows us thatTata motors is
targeting high end consumers.
 IfTata motors are successful in this operational strategy they will
have a high margin and high volume revenue which will diminish
each other’s risk.The valuable theories and models such as
Transformation model, FourV‘s ,Value chain analysis and Michael
Porters diamond model will show the strength and weakness of
operations management adopted byTata motors and will give the
detail understanding of the insight of the value added by each
activity to get the required output.

20.  Tata Motors Group continue their collaboration
in various InformationTechnology areas with
synergies being explored for cross utilization of
IT capabilities.
 The Group companies are working together in
areas of ERP, outsourcing and technologies.
 TataTechnologies continues to be a strategic
partner in strengtheningTata Motors Groups’ IT
capabilities in process transformation through
technology.

22. Maruti Udyog Limited (MUL) : established in February 1981, though
the actual production commenced in 1983 with the Maruti 800,
based on Suzuki alto kei.
Maruti Udyog Limited was renamed as Maruti Suzuki India
Limited. (17 Sept. 2007,)
The company's headquarters are located at New Delhi. It has two
plants for Manufacturing facility:-
 Gurgaon Manufacturing facility
 Manesar Manufacturing facility

23.  It is an overall strong company that has found
strength and expansion through its parent
company, acquisitions and mergers.
 It is overreaching by adding luxury brands to
pair with the Nano, the worlds cheapest car.
 They have grown internationally in selected
markets.