MAJOR PROJECT REPORT ON COMPARISON BETWEEN MARKETING STRATEGIES OF TATA MOTORS AND MAHINDRA & MAHINDRA
PREPARED BY:
SUPERVISOR: SUPE RVISOR:
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CERTIFICATE
This is to certify that “__” has completed his Project Report,as a part of partial fulfilment of B.B.A. (General) Programme from Ins!"#$%!'!%#( Un!*#+s!,$ under my supervision and guidance. He as in constant touch ith me and the matter em!odied in this is original and authentic and same recommended for evaluation.
" ish him all the !est in his entire future endeavour. ende avour.
#R.A$"TA %HAR&A (Reader &%"'
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ACKNOW-EDGEMENT
Project or is never the accomplishment of an individual rather it is an amalgamation of the efforts, idea and cooperation of a num!er of entities.
" acnoledge ith gratitude and appreciation, app reciation, my inde!tedness to my mentor ) guide DR. *or alloing me to or on a very intrinsic intrinsic part of Auto Automo mo!i !ile le sect sector or “ C/0% C/0%+! +!sn sn
1#2# 1#2##n #n /%+3 /%+3#! #!n4 n4 s+% s+%#4! #4!#s #s T%% M+ M+ %n( %n(
M%5!n(+% & M%5!n(+%”. " also than her for the idea and !asi concepts she delivered and
shared ith me, as she she helped me a lot in accomplishing accomplishing this project of mine. mine.
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BIB-IOGRAPHY
ANNEURE
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Chapter 1 INTRODUCTION
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INTRODUCTION
This project is an attempt to give noledge a!out the comparative analysis of mareting strategies of Tata &otors and &ahindra. . I 5+2s '!45 n 5# ''2!n4:
. "n the st +hapter you ill find the !jectives, Research ðodology and 1imitations of the study on comparison !eteen mareting strategies of Tata &otors and &ahindra ) &ahindra. 0. "n +hapter 0nd you ill an overvie of Tata &otors and &ahindra ) &ahindra , in hich you ill find %.6..T analysis of the !oth organi5ations.
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"n the 2rd +hapter you ill find Analysis and "nterpretation on the project on +omparison !eteen mareting strategies of Tata &otors and &ahindra ) &ahindra.
3. "n 3th +hapter you ill find +onclusions and %uggestions on the project on +omparison !eteen mareting strategies of Tata &otors and &ahindra ) &ahindra.
7. "n the end you ill find the various sources " referred for gathering information.
6.6. OBJECTIVES
To understand the maret potentiality for TATA cars and &ahindra cars.
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To determine the accepta!le price of the product.
To determine the re8uirements and needs of the potential customers.
To analy5e the !rand repositioning strategies of Tata cars and &ahindra cars.
To find out the satisfaction level of people.
To find out the aareness level of customer.
6.9 -IMITATIONS
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There is possi!ility of sampling errors in the study.
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The responses of the consumers may not !e genuine.
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The 8uestions included in the 8uestionnaire may not !e comprehensive.
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+ontinuous and relia!le information as not availa!le.
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%ome of the information as confidential so much information as not revealed.
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1ac of professional approach since researcher is a student.
6.> SCOPE OF THE STUDY
These are some of the scope of the study9 7
. *rom the research analysis e can find that, hat:s a person first loo in a dream car; 0. The study can !e used to no the perception of consumer a!out Tata ) &ahindra. 2. The present study can !e e
The purpose of methodology is to descri!e the process involved in research or. This includes the overall research design, data collection method, the field survey and the analysis of data.
SOURCE OF DATA CO--ECTION: PRIMARY9
*or my survey primary data have !een used as a 8uestionnaire to collect the data.
SECONDARY9
The secondary data has !een collected from the folloing modes9 •
&aga5ines
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Boos
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$espaper #ata through internet sources
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RESEARCH DESIGN:
Research #esign is the arrangement for conditioned for data collection ) analysis of data in a manner that aims to com!ined relevance to research purpose ith economy in procedure.
A research design is a master plan or model for the conduct of formal investigation. "t is !lue print that is folloed in completing study.
The research conducted !y me is a descriptive research. This is descriptive in nature !ecause study is focused on fact investigation in a ell=structured from and is !ased on primary data.
RESEARCH P-AN
*or completing my study " have gone for sample study !ecause looing at the si5e of population ) the time limitation it as not convenient for me to cover entire population. Hence, " have gone for sample study rather than census study.
SAMP-ING P-AN:
A sample design is a definite plan for o!taining a sample from a given population. "t refers to the techni8ue or the procedure that researcher ould adopt in selecting items to !e inched in the sample i.e. the si5e of sample. %ampling plan is determined !efore data are collected.
STEPS IN SAMP-ING P-AN:
SAMP-ING FRAME 9
The list of sampling units from hich sample is taen is called sampling frame. Gaya +ity map as studied thoroughly and samples ere selected from the place in a scattered manner to get effective result.
SAMP-ING SIE 9
Total sample si5e is 7>. 9
SAMP-ING PROCEDURE 9
The selection of respondents ere accordingly to !e in a right place at a right time and so the sampling ere 8uite easy to measure, evaluate and co=operative. "t as a randomly area sampling method that attempts to o!tain the sample of convenient.
ANA-YSIS:
The important factors and data:s collected ere se8uentially analy5ed and graphed
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Chapter 2 COMPANY PROFILE
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9.6 O*#+*!#2 In(!%n A"/1!'# In("s+, The automotive industry in "ndia gre at a computed annual groth rate (+AGR' of .7 percent over the past five years, the -conomic %urvey 0>>?=>@ ta!led in parliament on 0nd uly:>@ said. The industry has a strong multiplier effect on the economy due to its deep forard and !acard linages ith several ey segments of the economy, a finance ministry statement said. The automo!ile industry, hich as plagued !y the economic donturn amidst a credit crisis, managed a groth of >. percent in 0>>?=>@ ith passenger car sales registering .2 percent groth hile the commercial vehicles segment slumped 0. percent. "ndian Automo!ile industry can !e divided into three segments i.e. to heeler, three heeler ) four heeler segment. The domestic to=heeler maret is dominated !y "ndian as ell as foreign players such as Hero Honda, Bajaj Auto, Honda &otors, TC% &otors, and %u5ui etc. &aruti Ddyog and Tata &otors, Toyota are the leading passenger car manufacturers in the country. And "ndia is considered as strategic maret !y %u5ui, Eamaha, etc. +ommercial Cehicle maret is catered !y players lie Tata &otors, Asho F -
>> units in 0>>0=>2 to 0?>,>>> units in 0>>=>? 9.9 PROFI-E
OF THE ORGANIATION
TATA MOTORS -IMITED Tata &otors 1imited is "ndias largest automo!ile company, ith
consolidated revenues of Rs.>, @2?.?7 crores (D%# 3 !illion' in 0>>?=>@. "t is the leader in commercial vehicles in each segment, and among the top three in passenger vehicles ith inning products in the compact, midsi5e car and utility vehicle segments. The company is the orlds fourth largest truc manufacturer, and the orlds second largest !us manufacturer.The companys 03,>>> employees are guided !y the vision to !e !est in the manner in hich e operate !est in the products e deliver and !est in our value system and ethics.-sta!lished in @37, Tata &otors presence indeed cuts across the length and !readth of "ndia. ver 3 million Tata vehicles ply on "ndian roads, since the first rolled out in @73. The companys manufacturing !ase in "ndia is
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spread across amshedpur (harhand', Pune (&aharashtra', 1ucno (Dttar Pradesh', Pantnagar (Dttarahand' and #harad (Iarnataa'. *olloing a strategic alliance ith *iat in 0>>7, it has set up an industrial joint venture ith *iat Group Automo!iles at Ranjangaon (&aharashtra' to produce !oth *iat and Tata cars and *iat poertrains. The company is esta!lishing a ne plant at %anand (Gujarat'. The companys dealership, sales, services and spare parts netor comprises over 27>> touch pointsJ Tata &otors also distri!utes and marets *iat !randed cars in "ndia. Tata &otors, the first company from "ndias engineering sector to !e listed in the $e Eor %toc ->3', has also emerged as an international automo!ile company. Through su!sidiaries and associate companies, Tata &otors has operations in the DI, %outh Iorea, Thailand and %pain. Among them is aguar 1and Rover, a !usiness comprising the to iconic British !rands that as ac8uired in 0>>?. "n 0>>3, it ac8uired the #aeoo +ommercial Cehicles +ompany, %outh Ioreas second largest truc maer. The rechristened Tata #aeoo +ommercial Cehicles +ompany has launched several ne products in the Iorean maret, hile also e>7, Tata &otors ac8uired a 0K stae in Hispano +arrocera, a reputed %panish !us and coach manufacturer, and su!se8uently the remaining stae in 0>>@. Hispanos presence is !eing e>4, Tata &otors formed a joint venture ith the Bra5il=!ased &arcopolo, a glo!al leader in !ody=!uilding for !uses and coaches to manufacture fully=!uilt !uses and coaches for "ndia and select international marets. "n 0>>4, Tata &otors entered into joint venture ith Thon!uri Automotive Assem!ly Plant +ompany of Thailand to manufacture and maret the companys picup vehicles in Thailand. The ne plant of Tata &otors (Thailand' has !egun production of the Lenon picup truc, ith the Lenon having !een launched in Thailand in 0>>?. Tata &otors is also e
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Draine, Russia, %enegal and %outh Africa. The foundation of the companys groth over the last 7> years is a deep understanding of economic stimuli and customer needs, and the a!ility to translate them into customer=desired offerings through leading edge R)#. 6ith over 2,>>> engineers and scientists, the companys -ngineering Research +entre, esta!lished in @44, has ena!led piohneering technologies and products. The company today has R)# centers in Pune, amshedpur, 1ucno, #harad in "ndia, and in %outh Iorea, %pain, and the DI. "t as Tata &otors, hich developed the first indigenously developed 1ight +ommercial Cehicle, "ndias first %ports Dtility Cehicle and, in @@?, the Tata "ndica, "ndias first fully indigenous passenger car. 6ithin to years of launch, Tata "ndica !ecame "ndias largest selling car in its segment. "n 0>>7, Tata &otors created a ne segment !y launching the Tata Ace, "ndias first indigenously developed mini=truc. "n anuary 0>>?, Tata &otors unveiled its Peoples +ar, the Tata $ano, hich "ndia and te orld have !een looing forard to. The Tata $ano has !een su!se8uently launched, as planned, in "ndia in &arch 0>>@. A development, hich signifies a first for the glo!al automo!ile industry, the $ano !rings the comfort and safety of a car ithin the reach of thousands of families. The standard version has !een priced at Rs.>>, >>> (e>@, Tata &otors introduced ushered in a ne era in the "ndian automo!ile industry,
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in eeping ith its pioneering tradition, !y unveiling its ne range of orld standard trucs called Prima. "n their poer, speed, carrying capacity, operating economy and trims, they ill introduce ne !enchmars in "ndia and match the !est in the orld in performance at a loer life=cycle cost. Tata &otors is e8ually focused on environment=friendly technologies in emissions and alternative fuels. . "t has developed electric and hy!rid vehicles !oth for personal and pu!lic transportation. "t has also !een implementing several environment=friendly technologies in manufacturing processes, significantly enhancing resource conservation Through its su!sidiaries, the company is engaged in engineering and automotive solutions, construction e8uipment 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 &otors is committed to improving the 8uality of life of communities !y oring on four thrust areas N employa!ility, education, health and environment. The activities touch the lives of more than a million citi5ens. The companys support on education and employa!ility is focused on youth and omen. They range from schools to technical education institutes to actual facilitation of income generation. "n health, our intervention is in !oth preventive and curative health care. The goal of environment protection is achieved through tree plantation, conserving ater and creating ne ater !odies and, last !ut not the least, !y introducing appropriate technologies in our vehicles and operations for constantly enhancing environment care. 6ith the foundation of its rich heritage, Tata &otors today is etching a refulgent future.
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HISTORY OF TATA MOTORS
The +ompany as !n8+0+%#( n 6s S#0#/1#+ 6; at &um!ai to manufacture diesel vehicles for commercial use, e the companys name, hich as Tata 1ocomotive ) -ngineering +ompany 1td. as changed to T%% En4!n##+!n4 & -8/!*# C/0%n, -( . "n the year @? the company undertoo to set up a ne forge shop, a high output foundry line, a ne paint shop as ell as augmentation of engine and gear!o< manufacturing facilities, all at amshedpur
"n @@ during the year the company entered into a colla!orative agreement ith an internationally renoned engine research and development organi5ation to jointly develop higher horsepoer, fuel efficient diesel and petrol engines to meet the future re8uirements of the company. The last 8uarter sa the company launching to ne passenger vehicles, the %"-RRA and the -%TAT- totally designed and manufactured in "ndia. The company ac8uired a B"*R company, &Ms $oduron *ounders &aharashtra 1td. The total cost for Telco ored out to Rs.? crores as against setting up of similar critical castings foundry. #uring the year company launched ne earth moving e8uipment T6I=2>24 Tata *ront -nd 6heel 1oader. To ne models in the -L series of hydraulic e tonne pic and carry articulated crane, designed and developed in=house as also introduced. #uring the year company entered into an agreement ith $achi=*ujioshi +orporation, apan to manufacture arc and spot elding ro!ots suita!le for automo!ile manufacturing applications. #uring the year, company undertoo to set up a joint venture ith Asian Glass +o. 1td., apan to manufacture float glass to !e used as ind shields for automo!iles. A++ along ith Tata -
Taing advantage of the !road !anding policy announced !y the Government of "ndia, the +ompany entered into a colla!oration agreement ith Honda &otor +o. 1td., apan, manufacture of their OA++R# model of cars in "ndia. n 00nd April, an agreement as entered into !eteen #aimler=Ben5 AG and &ercedes Ben5 AG, Germany to setup a joint venture company &ercede5=Ben5 "ndia to manufacture O- class paneyer cans and engines in "ndia.
#uring the year @@7 a ne dou!le pic=up and Army Cersion of various Telco Cehicles ere developed. A ne petro engine and tur!o diesel engine, an up=graded >@ 1+C, ne sports utility vehicle %afari e
Tata -ngineering and 1ocomotive +ompany (T-1+', has ac8uired a second hand paint shop, machine line and cylinders from the Australian unit of the apanese auto giant, $issan. T-1+ is !elieved to have piced up the unit for Rs. > crore. The total cost of import duty ould !e Rs >> crore. #uring the year a machine tool division as e> survey conducted !y the *ar -astern -conomic Revie in association ith +iti Ban. The +ompany introduced a @=tonne vehicle hich as ell received in the maret. A 3> tonne tractor trailer poered !y a Tata +ummins -ngineering as introduced. The +ompany developed a lo floor !us chassis to meet the specific needs of ur!an transport. The +ompany signed a ne agreement ith Hitachi for manufacture of upgraded versions of e
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construction e8uipment !usiness into a ne su!sidiary company, Telco +onstruction -8uipment +ompany 1td. The +ompany in its small car segment has launched T%% In(!8% hich evoed an overhelming response in the "ndian maret. A ne range of cummins engine poered vehicle hich include a 27 tonne and a 3> tonne articulated truc and to variants of !uses.
To mae su!stantial improvement in the 8uality of !us !odies availa!le ith TATA vehicles, the +ompany encouraged colla!oration !eteen *uji Heavy "ndustries of apan and the Automo!ile +orporation of Goa. The ne project undertaes production of !odies on TATA chassis, conforming to the most e
The year @@@=Telco !ecame the first "ndian manufacturer to offer commercial vehicles meeting euro=" emission norms, a year !efore they are due to !e introduced in the country. "t is proposed to mae T+-+1 a one=stop shop for construction e8uipment and earthmoving machinery. "n ct @@@, the +ompany on the $ational aard for R)# -fforts in #evelopment of "ndigenous Technology in the &echanical -ngineering "ndustries %ector instituted !y #epartment of %cientific and "ndustrial Research, &inistry of %cience and Technology for the year @@@. %I* Bearings "ndia 1td has signed an agreement ith Telco to supply hu! !earings for its latest model
T%% In(!8% .
0>>> sa the +ompany oring toards introducing to ne petrol=driven variants of its small car In(!8%, poered !y a multi=point fuel injection engine. The +ompany launched the In(!8% 0>>>, the -uro "" +omplaint, 7 BHP multi=point fuel injection (&P*"' version of In(!8%. The +ompany has on the $ational Technology Aard for indigenous development and commerciali5ation of the T%% In(!8% car. The +ompany has launched its ne hi=tech In(!8% 9??? car ith &P*" petro engine in Guahati.
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Tata -ngineering ) 1ocomotive +o. is renamed as Tata -ngineering 1td. "t replaced its three= shift production line ith a one=shift daily schedule starting from 04th une. "n the same year *"++"=%-#*= Business orld=+ompa8 aard for social responsiveness as aarded to the company. The +entral Pollution +ontrol Board for -nvironmental Technology aard has !een presented to Tata -ngineering in recognition of its contri!ution toards efforts to conserve the environment. TATA -ngineering on %eptem!er > announced the addition of &P*" petrol version to the In(!8% V9 range. "n year 0>>0 *oreign "nstitutional "nvestors (*""' hie stae in the company to 2.23K launches si< ne products in light, medium and heavy vehicles segments on an 7 during Auto ->0.1aunches to ne motorsport cars (The ero and #ou!le ero Pace cars'. High +ourt Approves Tata -ngineerings *inancial Restructuring. Tata -ngg, BP+1 tie up to maret co=!randed lu!ricants.Tata %teels investment in Tata -ngineering has !een hied to Rs .@? crore over the last year. Telco names %edan as T%% In(!4 .Dnveils -L series of medium and heavy commercial vehicles. In(!8% sales cross to=lah mar .+olla!orates ith $ippon=Arcelor for technical noho on +R steel. Receives Teris (The -nergy and Resources "nstitute' +oR-=B+%# (+orporate roundta!le on development of strategies for sustaina!le development and environment=!usiness council for sustaina!le development' corporate social responsi!ility (+%R' aards for >=>0. Dnleashes %afaris petrol versionJ priced at Rs @.27 lah. The year 0>>2= Tata Dnveils C!,R*#+ .Tata &otors 1td signed a !inding &emorandum of Dnderstanding (&oD' ith D#%2 +ommercial Cehicle +ompany 1td (#6+C', Iorea for the ac8uisition of this company. "t introduces Tata %*+ 3> -L Tur!o 1ight +ommercial Cehicle (1+C'. The +ompany changed from T-1+ to TATA&TR% .e.f #ecem!er 03, 0>>2. "n the same year T%% S%%+! rans $o in &DCM%DC segment.
0>>39= The year of glory. Tata &otors launch an upgraded version In(!8% on anuary 7, 0>>3, in a !id to shore up sales of the small car. Auto -
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launches ne "ndica C0 in Ierala. Tata &otors introduces ne In(!8%1 for tour operators. The much hyped Rs one lah passenger car project of Tata &otors as going ahead as planned. Tata &otors enters agreement ith Draine !us !uilding firm. Tata &otors enters into agreement ith -talon. "n a move to consolidate its presence in the light commercial vehicles segment, Tata &otors has launched a ne variant of its 3> series ith increased pay load capacity called %*+ 3>-L. Tata &otors !uys #aeoo truc unit for Rs 347 crore. Tata &otors unveils Tata %*+ 3> -L. Tata &otors ins agreement ith Austrian, *rench companies. Ac8uires #aeoo +ommercial Cehicle +ompany 1td (#6+C', Iorea. Tata &otors launches most anticipated ne 4=tn truc in "ndia.
TYPE OF CARS BY TATA MOTORS Commercial vehicles
The Tata TL
A Tata 407 water truck
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A Tata Starbus
C//#+8!%' *#5!8'#s •
Tata Ace
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Tata Ace ip
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Tata %uper Ace
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Tata T1MTelcolineM0> #" Picup Truc
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Tata 3> -< and -<0
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Tata >@ -<
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Tata ?>@ -< and -<0
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Tata @>@ -< and -<0
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Tata >@ ("ntermediate truc'
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Tata 70 (&edium !us chassis'
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Tata 40M44 (Heavy !us chassis'
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Tata 4? (%emi 1o *loor !us chassis'
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Tata 402 (Rear -ngined 1o *loor !us chassis'
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Tata 7?+ (&edium truc'
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Tata 42M47 (&edium truc'
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Tata 077M074 (&edium truc'
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Tata %tar!us (Branded Buses for city, inter city, school !us and standard passenger transportation'
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Tata #ivo ( Hispano DivoJ *ully !uilt lu
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Tata +ityRide (0 N 0> seater !uses for intra=city use'
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Tata 2>7 (Heavy truc'
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Tata 2? (Heavy truc' (?Q0'
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Tata 274 (Heavy truc'
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Tata 3>? (Heavy truc'
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Tata 3@02 (Dltra=Heavy truc' (4Q3'
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Tata $ovus (Heavy truc designed !y Tata #aeoo'
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Tata Prima (The 6orld Truc designed !y Tata &otors and Tata #aeoo'
Military vehicles •
Tata 1%C (1ight %pecialist Cehicle' 22
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Tata &ine Protected Cehicle (3Q3'
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Tata 0 %tretcher Am!ulance
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Tata 3> Troop +arrier, availa!le in hard top, soft top, 3Q3, and 3Q0 versions
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Tata 1PTA 2 T+ (3Q3'
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Tata 1PT >@ -
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Tata %# >7 T+ (3Q3'
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Tata 1PTA 47 T+ (3Q3'
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Tata 1PTA 40 T+ (4Q4'
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Tata 1PTA 47 T+ (3Q0'
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Tata 6inger Passenger &ini Bus
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Tata 1androver 77 *
E'#8+!8 *#5!8'#s Tata &otors has unveiled electric versions of the Tata "ndica passenger car and the Tata Ace commercial vehicle, !oth of hich run on lithium !atteries. Tata &otors DI su!sidiary, Tata &otors -uropean Technical +entre, has !ought a 7>.2K holding in electric vehicle technology firm &ilj!il GrenlandM"nnovasjon of $oray for D%S.@2 million, hich specialises in the development of innovative solutions for electric vehicles, and plans to launch the electric "ndica hatch!ac in -urope ne>, Tata &otors presented four +$GN-lectric Hy!rid lo=floored %tar!uses to the #elhi Transport +orporation, to !e used during the +ommonealth games. These ere the first environmentally friendly !uses to !e used for pu!lic transportation in "ndia.
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MAHINDRA AND MAHINDRA M%5!n(+% & M%5!n(+% -!/!#( ( M&M' is an "ndian multinational automo!ile manufacturing
corporation head8uartered in &um!ai. "t is one of the largest vehicle manufacturers !y production in "ndia and the largest seller of tractors across the orld."t is a part of &ahindra Group, an "ndian conglomerate. 24
"t as raned as the >th most trusted !rand in "ndia, !y The Brand Trust Report, "ndia %tudy 0>3"t as raned 0st in the list of top companies of "ndia in *ortune "ndia 7>> in 0>. H!s+,
&ahindra ) &ahindra as set up as a steel trading company in @37 in 1udhiana as &ahindra ) &ohammed !y !rothers I.+. &ahindra and .+. &ahindra and &ali Ghulam &ohammed After "ndia gained independence and Paistan as formed, &ohammed emigrated to Paistan. The company changed its name to &ahindra ) &ahindra in @3?."t eventually sa !usiness opportunity in e."n the 0>>= &)& entered in micro dripp irrigation ith the taeover of -P+ "ndustrie 1td, $ashi.
Oper at i ons Aut omobi l es Aut omot i ve Ma hi n dr a&Ma hi n dr aLi mi t e d 25
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Ma hi n dr aSc o r pi o
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Mahi ndr aPi c k Upi nI t al y
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Mahi ndr aJ eepCJ 340.
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Ma hi n dr aBo l e r o
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Mahi ndr aXUV500
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Mahi ndr aQuant o
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Mahi ndr aAx e
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Mahi ndr aThar
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SsanYongRext onbyMahi ndr a
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Mahi ndr aLegend usedbyMONUCi nDRofCongo
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Ma hi n dr aXy l o
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Mahi ndr aVer i t o
&ahindra ) &ahindra, !randed on its products usually as &ahindra, produces %DCs, saloon cars, picups, commercial vehicles, and to heeled motorcycles and tractors. "t ons assem!ly plants in "ndia, &ainland +hina (PR+', the Dnited Iingdom, and has three assem!ly plants in the Dnited %tates. &ahindra maintains !usiness relations ith foreign companies lie Renault %A, *rance. &)& has a glo!al presenceand its products are e> under the &ahindra Renault joint venture. &)& ill mae its maiden entry into the heavy trucs segment ith &ahindra $avistar , the joint venture ith "nternational Truc , D%A. &ahindra produces a ide range of vehicles including &DCs, 1+Cs and three heelers. "t manufactures over 0> models of cars including larger, multi=utility vehicles lie the %corpio and
28
the Bolero. "t formerly had a joint venture ith *ord called *ord "ndia Private 1imited to !uild passenger cars. At the 0>>? #elhi Auto %ho, &ahindra e>@, and as of une 0>>@, the Lylo has sold over 7>>> units. Also in early 0>>?, &ahindra commenced its first overseas +I# operations ith the launch of the &ahindra %corpio in -gypt, in partnership ith the Bavarian Auto Group. This as soon folloed !y assem!ly facilities in Bra5il. Cehicles assem!led at the plant in Bramont, &anaus, include %corpio Pi Dps in single and dou!le ca! pic=up !ody styles as ell as %DCs. &ahindra planned to sell the diesel %DCs and picup trucs starting in late 0>> in $orth America through an independent distri!utor, Glo!al Cehicles D%A, !ased in Alpharetta, Georgia.&ahindra announced it ill import picup trucs from "ndia in nocdon it (+I#' form to circumvent the +hicen ta<. +I#s are complete vehicles that ill !e assem!led in the D.%. from its of parts shipped in crates. n ? cto!er 0>>, hoever, it as reported that &ahindra had indefinitely delayed the launch of vehicles into the $orth American maret, citing legal issues !eteen it and Glo!al Cehicles after &ahindra retracted its contract ith Glo!al Cehicles earlier in 0>>, due to a decision to sell the vehicles directly to consumers instead of through Glo!al Cehicles.Hoever, a $ovem!er 0>> report 8uoted ohn Pere5, the +- of Glo!al Cehicles D%A, as estimating that he e, although legal complications remain, and Pere5, hile hopeful, admits that ar!itration could tae more than a year. 1ater reports suggest that the delays may !e due to an &ahindra scrapping the original model of the truc and replacing it ith an upgraded one !efore selling them to Americans "n une 0>0, a mass tort lasuit as filed against &ahindra !y its American dealers, alleging the company of conspiracy and fraud. &ahindra ) &ahindra has a controlling stae in &ahindra Reva -lectric Cehicles. "n 0>, it also gained a controlling stae in %outh Ioreas %sangEong &otor +ompany.
29
&ahindra has launched its relatively heavily pu!licised %DC, LDC 7>>, code named as 60> in %eptem!er 0>. The ne %DC !y &ahindra has !een designed in=house and it is developed on the first glo!al %DC platform that could !e used for developing more %DCs. "n "ndia, the ne &ahindra LDC 7>> comes in a price range !eteen Rs .3> lah to Rs 7 lah. Besides "ndia, the company also targets -urope, Africa, Australia and 1atin America for this model. &ahindra President &r Paan Goena stated that the company plans to launch si< ne models this fiscal. The company launched +$G version of its mini truc &a<0. A ne version of Cerito in diesel and petrol options as launched !y the company on 04 uly 0>0 to compete ith &arutis #5ire and Toyota Iirlosar &otors -tios.
Mi l i t ar yDef ence The company has !uilt and assem!led military vehicles, commencing in @3 ith the importation of the 6illys eep that had !een idely used in 6orld 6ar "". "ts line of military vehicles include the A
Energy &ahindra ) &ahindra entered the energy sector in 0>>0, in response to groing demands for increased electric poer in "ndia. %ince then, more than 7>,>>> &ahindra Poerol engines and diesel generator sets (gensets' have !een installed in "ndia, offering standard proper 8uality poer, as do most larger companies, in areas ith argua!ly less relia!le grid electricity. The inverters, !atteries, and gensets are manufactured at three facilities in Pune (&aharastra', +hennai (Tamil $adu', and #elhiJ and 4> service points across "ndia offer 03= support to most ey marets. Poerol is present in countries across 1atin America, Africa, the &iddle -ast, and %outheast AsiaUand e>4, it !ecame a major maret leader in the telecom segment (and in 0>, its maret share passed 37 percent'. "n 0>>, it on the *rost and %ullivan Coice of the +ustomer aard for !est practices in telecom. 30
&ahindra +leantech 1td focuses in eco=friendly, or green poer. "n response to groing acceptance of %olar Poer , it formed a su!sidiary, &ahindra %olar, in 0>> to offer a range of solar solutions, !oth off grid and on grid, alongside -ngineering, Procurement, and +onstruction (-P+'. &ahindra -P+ is the -ngineering Procurement ) +onstruction arm of the &ahindra group. A portfolio company under the +leantech arm of &ahindra Partners, they offer solar solutions spanning n=Grid solutions, -P+ (-ngineering, Procurement and +onstruction' and ff=Grid Product solutions. The company commenced its operations in the year 0> and has successfully commissioned over 4> &6 orth of %olar PC projects. &eanhile, its off=grid products include poer pacs and rooftop setups for !usiness organisations and pu!lic institutions alongside rural electrification through lanterns and home and street lighting systems. The company ors closely ith &ahindra:s farm e8uipment division to offer lighting products to some of the more rural areas in "ndia. "t also ors ith &ahindra Poerol to offer solar poer !acup to telecom sites in "ndia. "n 0>, &ahindra %olar received a +R"%"1 rating of %PA in 0>, the highest rating for any solar photovaltaic off=grid company.
Far m equi pment &ahindra !egan manufacturing tractors for the "ndian maret during the early 4>s. "t is the top tractor company in the orld (!y volume' ith annual sales totaling more than 0>>,>>> tractors. %ince its inception, the company has sold over 0. million tractors.&ahindra ) &ahindra:s farm e8uipment division (&ahindra Tractors' has over ,>>> dealers servicing appro<. .37 million customers. &ahindra tractors are availa!le in 3> countries, including "ndia, the Dnited %tates, +hina, Australia, $e ealand, Africa ($igeria, &ali, +had, Gam!ia, Angola, %udan, Ghana, and &orocco', 1atin America (+hile, Argentina, Bra5il, Cene5uela, +entral America, and the +ari!!ean', %outh Asia (%ri 1ana, Bangladesh, and $epal', the &iddle -ast ("ran and %yria' and -astern -urope (%er!ia, Turey, and &acedonia.&ahindra Tractors manufactures its products at four plants in "ndia, to in &ainland +hina, three in the Dnited %tates, and one in Australia. "t 31
has three major su!sidiaries9 &ahindra D%A, &ahindra (+hina' Tractor +ompany, and &ahindra Eueda (Eancheng' Tractor +ompany (a joint venture ith the iangsu Eueda Group'. "n 0>>2, the *arm -8uipment %ector of &ahindra ) &ahindra on the #eming Application Pri5e and in 0>> it received the apan Vuality &edal for implementing Total Vuality &anagement in its entire !usiness operations. The company has garnered the highest customer satisfaction inde< (+%"' in the industry at ?? percent. "t earned a 0>>? Golden Peacoc Aard in the "nnovative ProductM%ervices category for its in=house development of a load car. "n its 0>>@ survey of Asia:s 0>> most admired and innovative companies, the 6all %treet ournal named &ahindra ) &ahindra one of the > most innovative "ndian companies. "n addition to tractors, &ahindra sells other farm e8uipment. "t has e
A"/!*# /(#'s •
&ahindra +7>>#
•
&ahindra &&73>#P
•
&ahindra Armada
•
&ahindra +ommander
•
&ahindra e0o, electric car
•
&ahindra &arshal
•
&ahindra &ajar
•
&ahindra 1egend
32
•
&ahindra Thar
•
&ahindra "nvader
•
&ahindra Bolero
•
&ahindra Lylo
•
&ahindra %corpio (&ahindra Goa in -urope'
•
&ahindra Cerito
•
&ahindra LDC7>>
•
&ahindra Re
•
&ahindra Rodeo R
•
&ahindra #uro #
•
&ahindra +enturo
•
&ahindra Pantero
•
&ahindra *lyte
•
&ahindra Iine
•
&ahindra Phanthom
•
&ahindra Vuanto
•
&ahindra CeritoCi!e
33
•
&ahindra &a<
•
&ahindra $avistar
E/0',##s As on 2 &arch 0>2, the company had 23,40 employees, out of hich 4@@ ere omen (0K'. "t also had around 4,>>> temporary employees on the same date.
A2%+(s %n( +#84n!!ns •
Bom!ay +ham!er Good +orporate +iti5en Aard for 0>>4=>.
•
Businessorld *"++"=%-#* +orporate %ocial Responsi!ility Aard 0>>.
•
The Brand Trust Report raned &)& as "ndias >th &ost Trusted Brand in its "ndia %tudy 0>3 survey (from 0>,>>> !rands analy5ed'.
•
"ts *arm -8uipment division received the #eming Pri5e in 0>>2.
•
"ts *arm -8uipment division received the apan Vuality &edal in 0>>.
•
The D% !ased Reputation "nstitute raned &)& amongst the top Ten "ndian companies in its Glo!al 0>>9 The 6orlds Best +orporate Reputations list for 0>>?.
•
Blue!ytes $es rated &)& as "ndias second &ost Reputed +ar +ompany (reported in their study titled Reputation Benchmar %tudy' conducted for the Auto (+ars' %ector in 0>0.
34
Ma hi n dr a&Ma hi n dr aLi mi t e d
Ma hi n dr aRi s e Type
Publ i c BSE:500520
Tr adedas
BSESENSEXCons t i t uent I ndus t r y
Aut o mo t i v e
Founded
1945( L ud hi a na)
Headquar t er s Mumbai ,Ma ha r a s ht r a,I ndi a Ar easer ved
Wo r l d wi d e
Keypeopl e
AnandMahi ndr a( MD)
35
Au t o mo bi l e s,c ommer c i al v ehi c l es, Pr oduct s
t wo wh ee l e r s Re ve nue
691bi l l i on( US$12bi l l i on)( 2012)
Neti ncome
41bi l l i on( US$680mi l l i on)( 2012)
T ot a la ss et s
712bi l l i on( US$12bi l l i on)( 2012)
Empl oyee s
3 4, 6 12( Ma r 2 01 3)
Parent
Mahi ndr aGr oup
Ma hi n dr aT woWh ee l e r sl i mi t e d Subs i di a r i e s
Ssa ngYongMot orCompany
36
37
9.> SWOT %n%',s!s 5# TATA & TOYOTA MOTORS
SWOT Analysis
. &ahindra has !een one of the strongest !rands in the "ndian automo!ile
maret
0. &ahindra group give employment to over >,>>> employees 2. -
Strength
3. %turdy %DC:s good for "ndian roads and off=road terrain
. &ahindra:s partnership ith Renault did not live up to
Weakness
international 8uality standards through their !rand 1ogan
38
. #eveloping hy!rid cars and fuel efficient cars for the future 0.Tapping emerging marets across the orld and !uilding a glo!al
!rand
2.*ast
groing
automo!ile
maret
3.Groing in the maret through electric car Reva (controlling
Opportunity
stae' and entry into to=heeler segments
. Government policies for the automo!ile sector across the orld 0. 2.
Threats
-ver "ntense
increasing
competition
from
fuel glo!al
automo!ile
prices !rands
3. %u!stitute modes of pu!lic transport lie !uses, metro trains etc
STRENGTH OF TATA MOTORS
•
S+n4 P+#s#n8# !n 5# M%+3#0'%8#: Tata &otors is the only company in "ndia ith a
!road !ased presence across the industry, in all segments of the commercial vehicles maret N heavy and medium commercial vehicles, light commercial vehicles, pic=ups, su! one=tonne mini=trucs = and ey segments = compact, midsi5e car and utility vehicle segments = of the passenger vehicles maret.
Un!"# Un(#+s%n(!n4 C"s/#+ N##(: 6ith 7> years: presence in the automotive
!usiness, Tata &otors understands customer needs and develops products that meet their $eeds. To consider a fe es, the company launched 1ight 39
+ommercial Cehicles, amidst apanese competition, in hich it today strongly leads. "n the @@>s, Anticipating the need for an afforda!le family car, it launched the no famous Tata "ndica, hich occupies a leading position among compact cars.
S3!'' B%s# D#*#'0#( *#+ 5# -%s ? Y#%+s:T%% M+s !s %'s *#+, 2#''0'%8#( n #85n'4, 8%0%1!'!,. T5# 8/0%n, 5%( s# "0 !s En4!n##+!n4 R#s#%+85 C#n+# %s #%+', %s 6==.W!5 6?? s8!#n!ss %n( #n4!n##+s %n( s%# 5#%+ (#*#'0/#n$ #s!n4 %n( *%'!(%!n %8!'!!#s$ ! !s 5!s #85n'4, 8%0%1!'!, 25!85 5%s$ %''2#( T%% M+s$ *#+ 5# (#8%(#s$ #+ !n(!4#n"s', (#*#'0#( 0+("8s. T5!s s+#n45 5%s 1##n %88#n"%#($ 2!5 5# !n8'"s!n TMETC$ TDCV %n( H!s0%n C%++8#+% !n 5# R&D n#2+3$ 1#s!(#s s#*#+%' 5#+ s0#8!%'!s ##+n%' %4#n8!#s. T5# 8/0%n, n 'n4#+ n##(s (#*#'0 #*#+, n#8#ss!, !s#'. T(%, ! "s 5%s /%n%4# 5# 0+8#ss 0+("8 8+#%!n$ (+%2!n4 "0n %'+#%(, %*%!'%1'# R&D %n( s3!''s +/ (!#+#n s"+8#s. P#0'# S+#n45: T5# C/0%n,s 3#, s+#n45 !s !s 0#0'#. T5# *#+ 99$??? #/0',##s 8/0+!s# % *#+, 1+%( %'#n 1%s#$ 2!5 5# +#"!+#( s3!''s !n #*#+, %s0#8 5# !n("s+,. W!5 !n8+#%s!n4 !n#+n%!n%' !n!!%!*#s 1, 5# 8/0%n,$ 5!s %'#n 1%s# !s n2 4#!n4 #n+!85#( 2!5 5# n#8#ss%+, 8/0##n8!#s +#s0n( /## 2+'(8'%ss s%n(%+(s "%'!, %n( 8s. T5# 8/0%n, 2!'' %85!#*# 5!s 1, (#*#'0!n4 %n( /%+3#!n4 +#'#*%n 0+("8s$ n !s #!s!n4 0'%+/s %n( n#2 n#s$ 25!85 (#'!45 8ns"/#+s !n #*#+, /%+3# 5#, %+# !n+("8#( !n.
T%% M+s '!n3%4#s !n E"+0# 5+"45 S"1s!(!%+, C/0%n!#s: In O81#+ 9??;$ T%% T#85n'4!#s -($ % 6?? 0#+ 8#n s"1s!(!%+, T%% M+s$ %8"!+#( % .> 0#+ 8#n s%3# !n INCAT In#+n%!n%' -!/!#(. INCAT !s % s"00'!#+ #n4!n##+!n4 & (#s!4n$ 0+("8 '!#8,8'# /%n%4#/#n %n( 0+("88#n+!8 IT s#+*!8#s 5# %"/!*#$ %#+s0%8# %n( ("+%1'# 4(s !n("s+!#s.
T%% M+s R&D !n E"+0#: D##0#n!n4 !s #n4%4#/#n 2!5 5# E"+0#%n R&D s0%8#$ !n S#0#/1#+ 9??;$ T%% M+s s# "0 5# T%% M+s E"+0#%n T#85n!8%'
40
C#n+#$ % 6?? 0#+ 8#n s"1s!(!%+,$ !n 5# UK. I !s #n4%4#( !n (#s!4n #n4!n##+!n4 %n( (#*#'0/#n 0+("8s + 5# %"/!*# !n("s+,. W+3!n4 s,n#+4!s!8%'',$ TMETC 0+*!(#s 5# 8/0%n, 2!5 (#s!4n #n4!n##+!n4 s"00+ %n( (#*#'0/#n s#+*!8#s$ 8/0'#/#n!n4 %n( s+#n45#n!n4 5# 8/0%n,s s3!'' s#s %n( 0+*!(!n4 E"+0#%n s%n(%+(s (#'!*#+, 5# 8/0%n,s 0%ss#n4#+ *#5!8'#s.
T5# !n#+n%!n%'!%!n s+%#4, s %+ 5%s 1##n 3##0 '8%' /%n%4#+s !n n#2 %8"!s!!ns$ %n( n', +%ns0'%n % 8"0'# s#n!+ /%n%4#+s +/ In(!% !n 5# n#2 /%+3#. T5# 1#n#! !s 5% T%% 5%s 1##n %1'# #85%n4# #0#+!s#. F+ #%/0'# %#+ 5# D%#2 %8"!s!!n 5# In(!%n 8/0%n, '#%n#( 2+3 (!s8!0'!n# %n( 52 4# 5# !n%' 0+("8 +!45 !+s !/#.
WEAKNESS OF TATA MOTORS
T5# 8"++#n !n%n8!%' s!"%!n !s +#8#n', %8"!+#( !+/s '!3# “ C+"s” %n( “-%n( R*#+J%4"%+” !s *#+, 1!4 5#%(%85# + 5# 8/0%n, %n( ! s5"'( 1# 1%83 5# +%83 !n 5# n#%+ ""+#. T5# 5!45 +%! (#1 #"!, +%! !s %'s 2#%3n#ss 5# 8/0%n,. T5# s/%'' 8%+ s#4/#n !s s!'' n 4( + 5# 8/0%n, ("# “/%+"!s""3!” s$ ! n##( %0 5!s s#8!n %'s.
T5# CV s#4/#n !s 1#8/!n4 5!45', 8/0#!!*# 1, n#2 0'%,#+ '!3# V'*$%n( +!*%' M &M %+# 8/!n4 2!5 n#2 0+("8s 8%#+ 5# TATA !n 5# /%+3# %s 5# +"+%' %+#% 5%s 4!*#n 5"/0s "0 M&M ("+!n4 5!s ,#%+.
41
T5# 8/0%n,s 0%ss#n4#+ 8%+ 0+("8s %+# 1%s#( "0n >+( %n( 5 4#n#+%!n 0'%+/s$ 25!85 0" T%% M+s -!/!#( % % (!s%(*%n%4# 2!5 8/0#!n4 8%+ /%n"%8"+#+s.
D#s0!# 1",!n4 5# J%4"%+ %n( -%n( R*#+ 1+%n(s Ls## 00+"n!!#s 1#'2) T% 5%s n 4 % 5'( !n 5# '""+, 8%+ s#4/#n !n !s (/#s!8$ In(!%n /%+3#. Is 5# 1+%n( %ss8!%#( 2!5 8//#+8!%' *#5!8'#s %n( '28s 0%ss#n4#+ 8%+s 5# ##n 5% ! 5%s !s'%#( !s#' +/ '"8+%!*# s#4/#ns !n % /+# %s0!+!n4 In(!% 9= OPPORTUNITIES OF TATA MOTORS
•
In(!%s 5"4# 4#4+%05!8 s0+#%( =This is one aspect here the company is looing for
and its diversified range of cars suits very much this area of car or say auto industry in country.
•
E%s!#+ !n%n8# s85#/#s = The current fiscal stimulus and easy loan ill surely guide the
company to post good sales as the current trend shos the cars sales has !een !oosted !y easy loan norms in the country. •
R#0'%8#/#n %4!n4 "+ 25##'#+s =ne of very important reason here the car
industry and commercial vehicle can tae advantage in coming days.
•
In8+#%s!n4 R%(
D#*#'0/#n$
G'(#n
"%(+!'%#+%' =as
e
all
no
the
infrastructure ill surely !oost the auto industry as it is directly related to the this industry and the government policy in spending the money ion infrastructure ill create good demand.
•
In8+#%s!n4 (!s0#ns%1'# !n8/# +"+%' %4+! s#8+ =%omeho this year the rural
demand as very enthusiastic than the ur!an maret hich drive the auto industry so, the development of rural infrastructure and condition ill create handsome demand from the rural area. 42
•
H!45#+ GDP 4+25 =6ith standing tall during the slodon our economy has shon
the industry that demands ill gain momentum in near future very soon.
•
In8+#%s!n4 (!s0s%1'# !n8/# 2!5 5# s#+*!8# s#8+ =As the consumers have money in
their hand definitely there ill !e demand from their side so, this is also very good opportunity for this sector.
•
G+%("%!n4 +/ 2 25##'#+ "+ 25##'#+ =The dream of W$A$X ill !oost
demand for four heeler in the auto industry.
THREATS OF TATA MOTORS
"ndian is lacing in proper infrastructure this is sloing the pace of groth of auto industry •
G'1%' 8+!s!s this really hurts the "ndian groing industry and not only the auto !ut tyre
industry ent for toss.
•
H!45 8/0#!!n +/ +#!4n 0'%,#+s =As the giants lie G&, Audi, &-R+ etc are
trying to capture the high segment maret it is one of the very effective threat to the company. •
ther competing car manufacturers have !een in the passenger car !usiness for 3>, 7> or more years. Therefore Tata &otors 1imited has to catch up in terms of 8uality and lean production.
•
%ustaina!ility and environmentalism could mean e
•
%ince the company has focused upon the commercial and small vehicle segments, it has left itself open to competition from overseas companies for the emerging "ndian lu>> ne &ercedes=Ben5 per annum. ther players developing lu
•
&ahindra and &ahindra, &aruti Ddyog, General &otors, *ord and others. Rising prices in the glo!al economy could pose a threat to Tata &otors 1imited on a couple of fronts. The price of steel and aluminium is increasing putting pressure on the costs of production. &any of Tatas products run on #iesel fuel hich is !ecoming
•
e
THREATS OF M%5!n(+% & M%5!n(+%
•
%aturation and increased competition, intense mareting campaigns increasing
•
competitive pressures. %hifts in the e
•
(especially ne cars'. As household !udgets tighten = this could lead a decline in ne car •
sales and possi!le rationali5ation of dealerships. +hanging demographics e.g. num!er of large families is declining. Dndermining the
•
demand for large family cars. +hanging usage = families using the car less for taing children to schools. Home deliveries. Businesses = restricting !usiness travel (tele=conferencing'. Governments encouraging alternative forms of transport = cycling and incentives to use pu!lic transport
•
across -urope. Rising oil prices (fuel costs' and the costs of maintaining cars. "ncrease in families ho have chosen not to on a car, or decided to use their car less.
44
C5%0#+ > DATA ANALYSIS INTERPRETATION 45
. # ED 6$ A +AR; (i'E-% (ii' $ "* E-%, TH-$ 6H"+H $-; (i'&AH"$#RA (ii' TATA
YES NO
? 6?
MAHINDRA
9; 46
TATA
6;
WHEN THE ANSWER IS TATA CAR . H6 %AT"%*"-# AR- ED 6"TH TH- %-RC"+-% **-R-# BE %-1-+T-# +AR ; (i'%AT"%*"-# %AT"%*"-# #"%%AT"%*"-#
(ii' #"%%AT"%*"-#
9? ;
INFERENCE:
47
? 5# R#s0n(#ns 2#+# s%!s!#( 2!5 5#!+ 8%+s %n( 5# s#+*!8#s
&AH"$#RA H2#*#+ 9? 5# R#s0n(#ns 2#+# (!ss%!s!#( % 5# s%/# !/#.
0 . 6H -R - # E D &A $A G- T * "$ # "$* R &AT" $ AB DT TH %-1-+T-# +AR +&PA$E ; ("'#-A1-R% (ii' PR"$T &-#"A (iii'T.C. (iv'"$T-R$-T #-A1-R%
>
PR"$T &-#"A
;
T.V.
"$T-R$-T
6>
INFORATION A!O"T TATA 12# $%AL%RS 20#
&RINT %$IA T'('
55# 13#
INT%RN%T
INFERENCE: In+/%!n 5+"45 In#+n# %n( P+!n /#(!% %88"ns + /+# 5%n 5%' + @; 5# !n+/%!n s5%+#( 2!5 5# /%ss#s. R#s 9; 2%s s5%+#( 1, T.V. %n( D#%'#+s + 0+*!(!n4 5# !n+/%!n.
48
2. # ED TH"$I EDR +AR HA% TH- &%T *D-1 -**"+"-$+E ; ("'E-% (ii' $ E-%
@
$
4
FUEL EFFICIENCY OF TATA 100
78#
80 60 40
22#
20 0 )%S
NO
INFERENCE: @ 5# +#s0n(#ns #' 5% TATA 5%s 5# /s "#' #!8!#n8,. W5!'# 99 #' ! !sn 5# /s "#' #!8!#n.
3.H6 # ED *"$# TH- *-ATDR-% * EDR +AR A% +&PAR-# T TH-R +AR%; ("'G# (iii'$T % G#
(ii' C-RE G# ("C' %AT"%*A+TRE
49
GOOD
6@
VERY GOOD
>
NOT SO GOOD
9
SATISFACTORY
>
FEATURES OF TATA 12# 8#
*OO$ 10#
(%R) *OO$ NOT SO *OO$ 70#
SATISFA+TOR)
INFERENCE: @? 5# +#s0n(#ns #' 5% 5# #%"+#s 5# TATA %+# 4(. W5!'# +#s0n(#ns 5"45 ! 2%s n s 4($ 6? 5"45 ! 2%s *#+, 4( %n( 69 #' s%!s%8+, %1" 5# #%"+#s.
7.6H"+H * TH-%- VDA1"T"-% # ED TH"$I B-%T #-%+R"B-% EDR +AR ; ("'HA$#1"$G (iii'#-%"G$
(ii' *D-1 -**"+"-$+E (iv' +&*RT 50
HAND-ING
FUE- EFFICIENCY
;
DESIGN
COMFORT
@
FEATURES THAT BEST DESCRIBES TATA 38#
40
29# 30 18#
15#
20 10 0
,AN$LIN*
F"%L
$%SI*N
+OFORT
%FFI+I%N+)
INFERENCE: TATA !s 1#s 3n2n + !s (#s!4n & 8/+. T5#n 8/#s H%n('!n4 %n( F"#' E!8!#n8,.
4.H6 # ED *"$# TH- "$T-R"R% * EDR +AR ; ("'G# (iii'%AT"%*A+TRE
(ii' C-RE G# ("C' $T % G#
GOOD
6
VERY GOOD
SATISFACTORY
9
NOT SO GOOD
6
51
INTERIORS OF TATA 7# 3#
*OO$
16#
(%R) *OO$ NOT SO *OO$ SATISFA+TOR)
74#
INFERENCE: T5# !n#+!+s TAT TATA %+# *#+, 4( %88+(!n4 @ 5# +#s0n(#ns. 6= s%!( ! 2%s *#+, 4($ @ s%!( ! 2%s s%!s%8+, %n( > #' ! 2%s n s 4(.
.A++R#"$ G T ED 6HAT %HD1# B- #$- T +&PA$E ; ("' &AI- "T &R- A**R#AB1(ii' +H-AP-R %PAR- PART% (iii'&R- %-RC"+- %TAT"$% MAKE IT MORE AFFORDAB-E
6
CHEAPER SPARE PARTS
MORE SERVICE STATIONS
>
52
"&PRC- EDR EDR +AR
WHAT SHOULD BE DONE TO IMPROVE TATA 13# A-% IT OR%
15#
AFFOR$A!L% +,%A&%R S&AR% &ARTS
72#
OR% S%R(I+% STATIONS
INFERENCE: I TATA !s /%(# /+# %+(%1'# 5#n ! 2"'( 2!n /+# 8"s/#+s$ % 5#+, 25!85 2%s 1%83#( 1, @9 5# +#s0n(#ns. 6; %n( 6> +#s0#8!*#', 2%n 85#%0#+ s0%+# 0%+s %n( /+# s#+*!8# s%!ns.
?.A++R#"$G T ED 6HAT %HD1# B- #$- T &AI- TETA R TAT TATA TH- B-%T +AR; ("'&AI- "T &R- *DTDR"%T"+ (ii'&AI- "T &R- %PRTE (iii'G"C- "T A R-TR 1I (iv'G"C- "T A +$+-PT +AR 1I & AI - " T & R - * D T D R " % T " +
7
& A I - " T & R - % P RT E
3
G "C - "T A R- T R 1 I
0
G "C - "T A + $ +- PT + AR 1 I
3
53
WHAT WHAT SHOULD BE DONE TO MAKE TATA THE BEST CAR A-% IT OR%
15
F"T"RISTI+ A-% IT OR%
10
S&ORT) *I(% IT A R%TRO
60
15
LOO- *I(% IT A +ON+%&T +AR LOO-
INFERENCE: T /%3# ! 5# 1#s 8%+ !n !s 8'%ss ! s5"'( 1# /%(# /+# ""+!s!8 25!85 2%s #' 1, =? 5# +#s0n(#ns. 6; 5# +#s0n(#ns 5"45 ! s5"'( 1# /%(# /+# s0+,.
6? 2%n#( ! 5%*# % +#+ '3 %n( 6; 2%n#( 4!*# ! % 8n8#0 8%+ '3.
@.AR- ED HAPPE 6"TH THTH- A*T-R %A1-% %-RC"+-% PRC"#-# ("'HAPPE
HAPPY UNHAPPY
(ii' D$HAPPE
96
54
;
HAPPY WITH AFTER SALES SERVICES PROVIDED BY TATA 15# ,A&&) "N,A&&)
85#
INFERENCE: O*#+%'' ; 5%00, 2!5 5# %#+ s%'#s s#+*!8# 0+*!(#( 1, TATA. 6; 2#+# "n5%00, 2!5 TATA ("# 0+ %#+ s%'#s s#+*!8#s 0+*!(#( 1, 5#/.
>.. EDR% +AR PART% PART% AR- AC ACA"1AB1- -C-RE6H-R-; - C-RE6H-R-;
("' E-%
YES NO
(""'
$
9> 9
55
INFERENCE: O*#+%'' ? s%,s ,#s. 6? s%, n.
.EDR:% +AR PART% AR- ACA"1AB1- AT C-RE R-A%$AB1- PR"+-;
56
("' E-%
(""' $
E-% $
0> 7
INFERENCE: O*#+%'' ? s%,s ,#s. 9? s%, n.
12' &E
*R"-$#% A$# R-1AT"C-% #R"C- TH- %A&- +AR ;
("'E-%
E-% $
(""' $
7 >
57
INFERENCE: O*#+%'' =? s%,s ,#s. ? s%, n.
2."* G"C-$ A +H"+- *R $-LT +AR T +H%- A +AR +&PA$E, 6H"+H +&PA$E 6D1# ED +H%-; (i' TATA
(ii' &AH"$#RA
TATA &AH"$#RA
2 00
INFERENCE: O*#+%'' ? s%,s MAHI NDRA . 6? s%, TATA
58
3.AR- ED HAPPE 6"TH EDR +AR +&PA$E:% +HARG-% A$# T"&-1E #-1"C-RE TH-E 6-R- * *-R"$G; (i'HAPPE (ii' D$HAPPE
HAPPE
0>
D$HAPPE
7
INFERENCE: O*#+%'' ? %+# 5%00,.
9? %+# "n5%00,
WHEN THE ANSWER IS MAHINDRA CAR
.H6 %AT"%*"-# AR- ED 6"TH TH- %-RC"+-% **-R-# BE %-1-+T-# +AR ; 59
(i'%AT"%*"-#
(ii' #"%%AT"%*"-#
%AT"%*"-# #"%%AT"%*"-#
69 >
INFERENCE: > 5# R#s0n(#ns 2#+# s%!s!#( 2!5 5#!+ 8%+s %n( 5# s#+*!8#s MAHINDRA H2#*#+ 6@ 5# R#s0n(#ns 2#+# (!ss%!s!#( % 5# s%/# !/#.
0 .6H -R -
#
ED
&A$A G-
T
*"$ #
%-1-+T-# +AR +&PA$E ; ("'#-A1-R% (iii'T.C.
(ii' PR"$T &-#"A (iv'"$T-R$-T
#-A1-R%
9
PR"$T &-#"A
>
T.V.
>
60
"$* R& AT"$
AB DT
TH -
"$T-R$-T
@
INFORATION A!O"T MAHINDRA 12# $%AL%RS 20#
&RINT %$IA T'('
55#
INT%RN%T
13#
INFERENCE: In+/%!n 5+"45 In#+n# %n( P+!n /#(!% %88"ns + /+# 5%n 5%' + @; 5# !n+/%!n s5%+#( 2!5 5# /%ss#s. R#s 9; 2%s s5%+#( 1, T.V. %n( D#%'#+s + 0+*!(!n4 5# !n+/%!n.
2.# ED TH"$I EDR +AR HA% TH- &%T *D-1 -**"+"-$+E ; ("'E-%
(ii' $
E-%
0
$
2
61
FUEL EFFICIENCY OF 100
MAHINDRA
78#
80 60 40
22#
20 0 )%S
NO
INFERENCE: @ 5# +#s0n(#ns #' 5% T,% 5%s 5# /s "#' #!8!#n8,. W5!'# 99 #' ! !sn 5# /s "#' #!8!#n.
3.H6 # ED *"$# TH- *-ATDR-% * EDR +AR A% +&PAR-# T TH-R +AR%; ("'G# (iii'$T % G#
(ii' C-RE G# ("C' %AT"%*A+TRE
GOOD
6?
VERY GOOD
9
NOT SO GOOD
6
SATISFACTORY
9
62
FEATURES OF MAHINDRA 12# 8#
*OO$ 10#
(%R) *OO$ NOT SO *OO$ 70#
SATISFA+TOR)
INFERENCE: @? 5# +#s0n(#ns #' 5% 5# #%"+#s 5# MA HINDRA %+# 4(. W5!'# +#s0n(#ns 5"45 ! 2%s n s 4($ 6? 5"45 ! 2%s *#+, 4( %n( 69 #' s%!s%8+, %1" 5# #%"+#s.
7.6H"+H * TH-%- VDA1"T"-% # ED TH"$I B-%T #-%+R"B-% EDR +AR ; ("'HA$#1"$G (iii'#-%"G$
(ii' *D-1 -**"+"-$+E (iv' +&*RT
HAND-ING
9
FUE- EFFICIENCY
>
DESIGN
=
COMFORT
63
FEATURES THAT BEST DESCRIBES MAHINDRA 38#
40
29# 30 18#
15#
20 10 0
,AN$LIN*
F"%L
$%SI*N
+OFORT
%FFI+I%N+)
INFERENCE: T,% !s 1#s 3n2n + !s (#s!4n & 8/+. T5#n 8/#s H%n('!n4 %n( F"#' E!8!#n8,.
4.H6 # ED *"$# TH- "$T-R"R% * EDR +AR ; ("'G# (iii'%AT"%*A+TRE
(ii' C-RE G# ("C' $T % G#
GOOD
66
VERY GOOD
9
SATISFACTORY
6
NOT SO GOOD
6
64
INTERIORS OF MAHINDRA 7# 3#
*OO$
16#
(%R) *OO$ NOT SO *OO$ SATISFA+TOR)
74#
INFERENCE: T5# !n#+!+s MAH INDRA %+# *#+, 4( %88+(!n4 @ 5# +#s0n(#ns. 6= s%!( ! 2%s *#+, 4($ @ s%!( ! 2%s s%!s%8+, %n( > #' ! 2%s n s 4(.
.A++R#"$ G T ED 6HAT %HD1# B- #$- T +&PA$E ; ("' &AI- "T &R- A**R#AB1(ii' +H-AP-R %PAR- PART% (iii'&R- %-RC"+- %TAT"
%$MAKE IT MORE AFFORDAB-E
6?
CHEAPER SPARE PARTS
>
MORE SERVICE STATIONS
9
65
"&PRC- EDR +AR
WHAT SHOULD BE DONE TO IMPROVE MAHINDRA 13# A-% IT OR%
15#
AFFOR$A!L% +,%A&%R S&AR% &ARTS
72#
OR% S%R(I+% STATIONS
INFERENCE: I T,% !s /%(# /+# %+(%1'# 5#n ! 2"'( 2!n /+# 8"s/#+s$ % 5#+, 25!85 2%s 1%83#( 1, @9 5# +#s0n(#ns. 6; %n( 6> +#s0#8!*#', 2%n 85#%0#+ s0%+# 0%+s %n( /+# s#+*!8# s%!ns.
?.A++R#"$G T ED 6HAT %HD1# B- #$- T &AI- &AH"$#RA R TATA TH- B-%T +AR; ("'&AI- "T &R- *DTDR"%T"+ (ii'&AI- "T &R- %PRTE (iii'G"C- "T A R-TR 1I (iv'G"C- "T A +$+-PT +AR 1I &AI- "T &R- *DTDR"%T"+
@
&AI- "T &R- %PRTE
0
G"C- "T A R-TR 1I
G"C- "T A +$+-PT +AR 1I
2
66
WHAT SHOULD BE DONE TO MAKE MAHINDRA THE BEST CAR A-% IT OR%
15
F"T"RISTI+ A-% IT OR%
10
S&ORT) *I(% IT A R%TRO
60
15
LOO- *I(% IT A +ON+%&T +AR LOO-
INFERENCE:
T /%3# ! 5# 1#s 8%+ !n !s 8'%ss ! s5"'( 1# /%(# /+# ""+!s!8 25!85 2%s #' 1, =? 5# +#s0n(#ns. 6; 5# +#s0n(#ns 5"45 ! s5"'( 1# /%(# /+# s0+,. 6? 2%n#( ! 5%*# % +#+ '3 %n( 6; 2%n#( 4!*# ! % 8n8#0 8%+ '3.
@.AR- ED HAPPE 6"TH TH- A*T-R %A1-% %-RC"+-% PRC"#-# ("'HAPPE
(ii' D$HAPPE
67
;
HAPPY UNHAPPY
6> 9
HAPPY WITH AFTER SALES SERVICES PROVIDED BY MAHINDRA 15# ,A&&) "N,A&&)
85#
INFERENCE: O*#+%'' ; 5%00, 2!5 5# %#+ s%'#s s#+*!8# 0+*!(#( 1, T,%. 6; 2#+# "n5%00, 2!5 MAHINDRA ("# 0+ %#+ s%'#s s#+*!8#s 0+*!(#( 1, 5#/.
>.. EDR% +AR PART% AR- ACA"1AB1- -C-RE6H-R-;
("' E-%
YES NO
(""'
$
69 >
68
INFERENCE: O*#+%'' ? s%,s ,#s. 9? s%, n.
.EDR:% +AR PART% AR- ACA"1AB1- AT C-RE R-A%$AB1- PR"+-; ("' E-%
(""' $
E-% $
4 @
69
INFERENCE: O*#+%'' ? s%,s ,#s. =? s%, n.
12' &E
*R"-$#% A$# R-1AT"C-% #R"C- TH- %A&- +AR ;
("'E-%
E-% $ ;;
(""' $
7 >
70
INFERENCE: O*#+%'' >? s%,s ,#s. @? s%, n.
2."* G"C-$ A +H"+- *R $-LT +AR T +H%- A +AR +&PA$E, 6H"+H +&PA$E 6D1# ED +H%-;
(i' MAHINDRA
MAHINDRA TATA
(ii' TATA
2 0
71
INFERENCE:
O*#+%'' ? s%,s MAHI NDRA . 6? s%, TATA.
3.AR- ED HAPPE 6"TH EDR +AR +&PA$E:% +HARG-% A$# T"&-1E #-1"C-RE TH-E 6-R- * *-R"$G; (i'HAPPE (ii' D$HAPPE HAPPE
@
D$HAPPE
4
INFERENCE: O*#+%'' ? %+# 5%00,. 9? %+# "n5%00,.
72
Chapter 4
73
CONCLUSIONS AND RECOMMENDATIO N
CONCLUSIONS •
Tata &otors is num!er three in passenger car maret after maruti=su5ui ) hyundai.
•
All model and colors of Tata:s car is availa!le in shoroom. 74
•
TATA motors ltd alays offer test drive to every customer and discount offer.
•
According to sample tata motors are providing !etter safety than other car:s manufacture.
•
&ajority of sample thin that price of Tata:s car parts are not availa!le everyhere, and it is costly than other car parts
•
*uel mileage of Tata car is good, !ut not !etter.
•
ut of the samples, people are highly convinced that TATA &TR% ill yield them !etter results
•
+ustomers ere educated !y me, a!out fuel efficient cars !y Tata &otors.
•
&aing the decision to capture the rural maret. !y introducing tata nano is giving !etter result.
•
&ahindra should launch more models of %sangEong in "ndia.
•
Both Tata and &ahindra should conduct maret survey in "ndian maret for 8uails in order to no the perception of "ndian consumers.
•
&ahindra should adopt an offensive mareting strategy for entering in the small car segment. This maret is dominated !y &aruti %u5ui and Hyundai in the "ndian domestic auto maret.
•
• •
• •
"nitiative to improve communication ith its dealers. "t too aggressive measures to attract youngsters to its prod ucts. "t stopped supplying similar models to such dealers hose outlets ere located too close to each other to avoid unnecessary price competition. "t decided to tae strict stance ith those dealers ho failed to meet target. "t em!ared on an aggressive restructuring e
•
future models and also alloed people to design their on cars. As part of maing the company:s dealer outlets more appealing to young !uyers,
•
the "t focused on streamlining and reducing its orforce and decided to hire contract
•
75
RCOMMENDATIONS . Tata &otors should improve its after sale services. 0. &AH"$# RA should spend more on advertisement. 2. Tata &otors should open more service stations. 3. &ahindra should launch more models of %sangEong in "ndia. 7. Tata &otors should provide spare parts at more reasona!le rates. 4. "mproving the mareting %trategies . &ore test drives should !e offered !y !oth the companies.
BIB-IOGRAPHY
BOOKS
• • •
Iotler Philip ) 1ane Ievin W&areting &anagement W(13th Edition) Iothari +.R.XResearch ðodologyX (second revised edition' Gupta ) Gupta WBusiness %tatistics W (16th Edition)
76
%hiffman 1.G. ) Ianu
•
1.1.X +onsumer Behavior W(8th Edition) PHI, Delhi,
1994 The motor sho maga5ine (0>3' +ar5one maga5ine (0>3' $#TC auto e2 report.
• • •
INTERNET
F
.tata.com
F
.tatamotors.com
.
Google search engine
F
http9MM.mahindra.comM6hat=6e=#oMAutomotive
•
www.carwale.com
F
http9MM.tatamotors.comMourYorldMpressYreleases.php;"#Z7>>)actionZPull
F
.thehindu!usinessline.com
ANNEURE
. # ED 6$ A +AR; (i'E-% (ii' $ "* E-%, TH-$ 6H"+H $-; (i' &AH"$#RA (ii' TATA
77
0. H6 %AT"%*"-# AR- ED 6"TH TH- %-RC"+-% **-R-# BE %-1-+T-# +AR ; (i'%AT"%*"-#
(ii' #"%%AT"%*"-#
2.AR- ED HAPPE 6"TH EDR +AR +&PA$E:% +HARG-% A$# T"&-1E #-1"C-RE TH-E 6-R- **-R"$G; (i'HAPPE
(ii' D$HAPPE
3."* G"C-$ A +H"+- *R $-LT +AR T +H%- A +AR +&PA$E, 6H"+H +&PA$E 6D1# ED +H%-; (i' &AH"$#RA (ii' TATA 7.6H-R- # ED &A$AG- T *"$# "$*R&AT"$ ABDT TH%-1-+T-# +AR +&PA$E ; ("'#-A1-R% (ii' PR"$T &-#"A (iii'T.C. (iv'"$T-R$-T
4.# ED TH"$I EDR +AR HA% TH- &%T *D-1 -**"+"-$+E ; ("'E-%
(ii' $
.H6 # ED *"$# TH- *-ATDR-% * EDR +AR A% +&PAR-# T TH-R +AR%; ("'G# (iii'$T % G#
(ii' C-RE G# ("C' %AT"%*A+TRE
?.6H"+H * TH-%- VDA1"T"-% # ED TH"$I B-%T #-%+R"B-% EDR +AR ; ("'HA$#1"$G (iii'#-%"G$
(ii' *D-1 -**"+"-$+E (iv' +&*RT
@.H6 # ED *"$# TH- "$T-R"R% * EDR +AR ; ("'G# (iii'%AT"%*A+TRE
(ii' C-RE G# ("C' $T % G#
78
>. A++R#"$G T ED 6HAT %HD1# B- #$- T
"&PRC- EDR
+AR + &PA$E ; ("' &AI- "T &R- A**R#AB1(ii' +H-AP-R %PAR- PART% (iii'&R- %-RC"+- %TAT"
%$. A++R#"$G T ED 6HAT %HD1# B- #$- T &AI- &AH"$#RA R TATA TH- B-%T +AR; ("'&AI- "T &R- *DTDR"%T"+ (ii'&AI- "T &R- %PRTE (iii'G"C- "T A R-TR 1I (iv'G"C- "T A +$+-PT +AR 1I
0. AR- ED HAPPE 6"TH TH- A*T-R %A1-% %-RC"+-% PRC"#-# ; ("'HAPPE
13' &E
(ii' D$HAPPE
*R"-$#% A$# R-1AT"C-% #R"C- TH- %A&- +AR ;
("'E-%
(""' $
3. EDR% +AR PART% AR- ACA"1AB1- -C-RE6H-R-;
("' E-%
(""'
$
7.EDR:% +AR PART% AR- ACA"1AB1- AT C-RE R-A%$AB1- PR"+-; ("' E-%
(""' $
79
