NAME: NEHA MANOJ SHELKE

EMAIL ID: neha.shelke@svims.com

COMPANY: TATA MOTORS LIMITED

INTRODUCTION TO
TATA MOTORS
LIMITED
 INTRODUCTION

TATA MOTORS LIMITED 

An Indian multinational automotive manufacturing company headquarte
red in Mumbai, Maharashtra, India. It is a part of Tata Group, an Indian
conglomerate. Its products include passenger cars, trucks, vans, coaches,
buses, sports cars, construction equipment and military vehicles.
Formerly it was known as Tata Engineering and Locomotive Company
(TELCO). Tata Motors has auto manufacturing and vehicle plants
in Jamshedpur, Pantnagar, Lucknow, Sanand, Dharwad, and Pune in
India, as well as in Argentina, South Africa, Great Britain, and Thailand.
It has research and development centres in Pune, Jamshedpur, Lucknow,
and Dharwad, India and South Korea, Great Britain, and Spain. Tata
Motors' principal subsidiaries purchased the English premium car
maker Jaguar Land Rover (the maker of Jaguar and Land Rover cars)
and the South Korean commercial vehicle manufacturer Tata Daewoo.
Tata Motors has a bus-manufacturing joint venture with Marcopolo
S.A. (Tata Marcopolo), a construction-equipment manufacturing joint
venture with Hitachi (Tata Hitachi Construction Machinery), and a joint
venture with Fiat Chrysler which manufactures automotive components
and Fiat Chrysler and Tata branded vehicles.
Founded in 1945 as a manufacturer of locomotives, the company
manufactured its first commercial vehicle in 1954 in a collaboration
with Daimler-Benz AG, which ended in 1969. Tata Motors entered the
passenger vehicle market in 1988 with the launch of the Tata
Mobile followed by the Tata Sierra in 1991, becoming the first Indian
manufacturer to achieve the capability of developing a competitive
indigenous automobile. In 1998, Tata launched the first fully indigenous
Indian passenger car, the Indica, and in 2008 launched the Tata Nano,
the world's cheapest car. Tata Motors acquired the South Korean truck
manufacturer Daewoo Commercial Vehicles Company in 2004 and
purchased Jaguar Land Rover from Ford in 2008.
Tata Motors is listed on the BSE (Bombay Stock Exchange), where it is
a constituent of the BSE SENSEX index, the National Stock Exchange
of India, and the New York Stock Exchange. The company is ranked
265th on the FORTUNE GLOBAL 500 list of the world's biggest
corporations as of 2019.
On 17 January 2017, Natarajan Chandrasekaran was appointed chairman
of the company Tata Group. Tata Motors increases its UV market
share to over 8% in FY2019.
 HISTORY

FOUNDER: J.R.D.TATA
 Tata Motors was founded in 1945, as
a locomotive manufacturer. Tata Group entered the commercial
vehicle sector in 1954 after forming a joint venture with Daimler-
Benz of Germany. 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 sport utility vehicle
based on the Tata Mobile platform. Tata subsequently launched
the Tata Estate (1992; a station wagon design based on the earlier
Tata Mobile), the Tata Sumo (1994, a 5-door SUV) and the Tata
Safari (1998).
 Tata Indica (first generation)
 Tata launched the Indica in 1998, a fully indigenous Indian
passenger car tailor-made to suit Indian consumer needs though
styled by I.D.E.A, Italy. Although initially criticised by auto
analysts, its excellent fuel economy, powerful engine, and an
aggressive marketing strategy made it one of the best-selling cars
in the history of the Indian automobile industries. 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 numbers of the car to
South Africa. The success of the Indica played a key role in the
growth of Tata Motors.
 In 2004, Tata Motors acquired Daewoo's South Korea-based truck
manufacturing unit, Daewoo Commercial Vehicles Company, later
renamed Tata Daewoo.
 On 27 September 2004, Ratan Tata, the Chairman of Tata Motors,
rang the opening bell at the New York Stock Exchange to mark the
listing of Tata Motors.
 In 2005, Tata Motors acquired a 21% controlling stake in the
Spanish bus and coach manufacturer Hispano Carrocera. Tata
Motors continued its market area expansion through the
introduction of new products such as buses (Starbus and Globus,
jointly developed with subsidiary Hispano Carrocera) and trucks
(Novus, jointly developed with subsidiary Tata Daewoo).
 In 2006, Tata formed a joint venture with the Brazil-
based Marcopolo, Tata Marcopolo Bus, to manufacture fully built
buses and coaches.
 Tata Bolt
 In 2008, Tata Motors acquired the English car maker Jaguar Land
Rover, manufacturer of the Jaguar and Land Rover from Ford
Motor Company.
 In May 2009, Tata unveiled the Tata World Truck range jointly
developed with Tata Daewoo; the range went on sale in South
Korea, South Africa, the SAARC countries, and the Middle East at
the end of 2009.
 Tata acquired full ownership of Hispano Carrocera in 2009.
 In 2009, its Lucknow plant was awarded the "Best of All" Rajiv
Gandhi National Quality Award.
 In 2010, Tata Motors acquired an 80% stake in the Italian design
and engineering company Trilix for €1.85 million. The acquisition
formed part of the company's plan to enhance its styling and design
capabilities.
 In 2012, Tata Motors announced it would invest around 6 billion in
the development of Futuristic Infantry Combat Vehicles in
collaboration with DRDO.
 In 2013, Tata Motors announced it will sell in India, the first
vehicle in the world to run on compressed air (engines designed by
the French company MDI) and dubbed "Mini CAT".
 In 2014, Tata Motors introduced first Truck Racing championship
in India "T1 Prima Truck Racing Championship".
 On 26 January 2014, the Managing Director Karl Slym was found
dead. He fell from the 22nd floor to the fourth floor of the Shangri-
La Hotel in Bangkok, where he was to attend a meeting of Tata
Motors Thailand.
 On 2 November 2015, Tata Motors announced Lionel Messi as
global brand ambassador at New Delhi, to promote and endorse
passenger vehicles globally.
 On 27 December 2016, Tata Motors announced
the Bollywood actor Akshay Kumar as brand ambassador for its
commercial vehicles range.
 On 8 March 2017, Tata Motors announced that it has signed a
memorandum of understanding with Volkswagen to develop
vehicles for India's domestic market.
 On 3 May 2018, Tata Motors announced that it sold
its aerospace and defence business to another Tata Group
Entity, Tata Advanced Systems, to unlock their full potential.
 On 29 April 2019, Tata Motors announced a partnership
with Nirma University in Ahmedabad to provide a B.Tech. degree
programme for employees of its Sanand plant.
 COMPANY BACKGROUND

Tata Motors is a core company of Tata group, one of India's three largest
conglomerates. It occupies the leading position in the Indian commercial
vehicle market and has also ranked among the top five passenger car
brands in the country. With a strong emphasis on exports, the company
runs auto manufacturing and assembly plants in South Africa and the
U.K. and currently operates in more than 170 countries.

Founded in 1945 as a manufacturer of commercial vehicles, Tata Motors

initially focused on production of trucks and buses for the domestic
market. Tata Motors' transformation into a passenger car manufacturer
started in the latter half of the 1990s. Its Indica compact car, released in
1998, proved to be a big hit and helped the company solidify its status as
a passenger-car maker. In 2009, the company made a global splash when
it unveiled its ultralow-cost Nano at a price of 100,000 rupees (around
$2,000 at the time).

Tata Motors is known for its highly active mergers-and-acquisitions

strategy. The Indian company acquired South Korean automaker
Daewoo's truck manufacturing unit in 2004, and it bought the U.K.
luxury car brand Jaguar Land Rover in 2008. These deals set the stage
for Tata Motors' accelerated global expansion.

The company's largest shareholder is Tata Sons, the holding company of

Tata group. The Indian automaker is under the leadership of Tata group
Chairman Cyrus Mistry. It is listed on the New York Stock Exchange
since 2004.
 MANAGEMENT TEAM OF TATA MOTORS

Managing Director and CEO: Guenter Butschek

Year: 15 February 2016

Co. Secretary and Compl. Officer: H K Sethna

Year: May 2004
Ind. Non-executive Director:Hanne Sorensen
Year: 2018

Chairman and Non-exe. Director: N.Chandrasekharan

Year: 2017
Ind. Non-executive Director: Om Prakash Bhatt
Year: May 2017

Group Chief Financial Officer: P B Balaji

Year:1991-1993
Non-Executive Director: Ralf Speth
Year:2010-2020

Chairman Emeritus: Ratan N. Tata

Year: 1990
Ind. Non-executive Director: Vedika Bhandarkar
Year: June 2019
PRODUCTS/SERVICES OF TATA MOTORS:
 Passenger Vehicles-
Tata Safari (1998–present)

Tata Tiago (2016–present)

Tata Tigor (2017–present)

Tata Nexon (2017–present)

Tata Harrier (2018–present)

Tata Altroz (2020–present)

 Commercial Vehicles-
Tata 909 Ex and Ex2

Tata 1210 SE and SFC (Semi Forward)

Tata 1210 LP (Long Plate)

Tata 1109 (Intermediate truck/ LCV bus)

Tata 1512c (medium bus chassis)

Tata 1515c/1615 (medium bus chassis)

Tata 1612c/1616c/1618c (heavy bus chassis)

Tata 1618c (semilow-floor bus chassis)

Tata 1623 (rear-engined low-floor bus chassis)

Tata 1518C (Medium truck) 10 ton

Tata 1613/1615c (medium truck)

Tata 1616/1618c (heavy duty truck)

Tata 2515c/2516c,2518c (heavy duty 10 wheeler truck)

Tata Starbus (branded buses for city, intercity, school bus, and

standard passenger transportation)

Tata Divo (Hispano Divo)

Tata CityRide (12- to 20-seater buses for intracity use)

Tata 3015 (heavy truck)

Tata 3118 (heavy truck) (8×2)

Tata 3516 (heavy truck)

Tata 4018 (heavy truck)

Tata 4923 (ultraheavy truck) (6×4)

Tata Novus

Tata Prima

Tata Ultra (ICV Segment)

Tata Winger - Maxivan

 Military Vehicles-
Tata LSV (Light Specialist Vehicle)

Tata Mine Protected Vehicle (4×4)

Tata 2 Stretcher Ambulance

Tata 407 Troop Carrier

Tata LPTA 713 TC (4x4)

Tata LPT 709 E

Tata SD 1015 TC (4x4)

Tata LPTA 1615 TC (4x4)

Tata LPTA 1621 TC (6x6)

Tata LPTA 1615 TC (4x2)

Tata LPTA 5252 TC (12x12)

Tata Sumo 4x4

Tata Xenon

Tata 207

 Electrical Vehicals-
Tata Nexon EV

Tata Tigor EV

Tata Altroz EV

 Notable Vehicles-
Tata Nano
Tata Ace
Tata Prima, Tata 407, Tata Harrier
 SWOT ANALYSIS OF TATA MOTORS
STRENGTHS:
Brand Loyalty
TATA is regarded as one of the country's trusted brands for a century
and has its presence worldwide. This is one of the competitive
advantages for TATA Motors.

Acquisition Strategies
Mergers and acquisitions, if adequately implemented, increase the
profits due to the synergy effect. TATA Motors has the most significant
history of acquiring Jaguar Land Rover, Daewoo, Hispano, etc., and
making profits from those acquisitions.

Strong Management team

MR. Guenter Butschek, the former COO of Airbus, heads Tata Motors
and has a strong leadership team consisting of stalwarts like MR. N.
Chandrashekaran, M. O. P Bhatt, etc., is the biggest asset in the tough
times. TATA motors have reached 52-week record high share price and
gain a quarter on quarter profits from the last three quarters after
recovering from its poor performance from the previous five years.

Established distribution and service Network

TATA motors have a distributed service network across the country,
with over 1600 workshops covering 90% of our country's districts. This
established distribution network also helps in having a competitive
advantage which helps in market penetration.
WEAKNESSES:
Increase in Operation cost and reduced profits
Even though the acquisition of Jaguar and Landover was successful for
the initial few years. It made the company more dependent on this
subsidiary for its overall performance. This is decreasing the overall
sales and profits of the company from last five years.

Unsuccessful in finding a foothold in Luxury Segment

TATA Motors is still struggling to obtain its foothold in the luxury
market, where the profit margins are more. The brand is yet viewed as
best for its low-cost vehicles.

Limited Presence compared to International Moto Manufacturers

TATA motors have a limited presence across the world than
international competitors like Toyota, Honda, Volkswagen, etc.
OPPORTUNITIES:
TATA NANO
Even though TATA NANO was not a great success in our country and
got shut down in 2018, they can implement this model in third world
countries and see the feasibility.

Shift focus in developing luxury car brands

TATA Motors is known for its low-cost cars. As they have acquired a
good number of subsidiaries in last decade. They should take the
leverage in developing.

 Low credit rate

Due to the economic slowdown, the government has slashed credit rates
and has not increased them for at least two years. TATA Motors can use
this as an advantage for market penetration by raising credit from the
market to increase production

Increasing the cost of Research and Development

TATA Motors products are seen as traditional models, though they tried
to diversify to meet millennials' needs. Though the company is spending
more than the industry average on Research and development, it is
comparatively low with big players in the industry. This might open new
avenues for the company.
THREATS:
Uncertainty in fuel price hikes
The fuel price is continuously varying from low to high nearly from last
year. The OPAC countries try to reduce the production due to the Covid
pandemic and constant truffle between Russia and OPAC countries. This
uncertainty might create a negative impact on buying decisions of the
buyer.

Increase Tax on Fuel Consumed

The central and state governments have been increasing their tax rates
for the last years through the fuel oil price per barrel decreases. The cost
of petrol nearly reached 100/litre. The increase in petrol prices impacts
negatively on the sales of the automotive industry.

Rivalry
The automotive industry is the oldest in our country. Big brands like
Maruti, Mahindra & Mahindra, Hero, and Bajaj Auto are both
experienced in the industry and innovative in their solutions. This stiff
competition is always a threat for TATA Motors.

Basel -VI Norms

The government's decision to introduce Basel -VI norms from Basel- IV
is creating confusion in users' minds over the purchase decision from the
last year. To make the vehicles compliant with new standards,
automakers have to move to new technology. This increases the cost of
production and decreases the profit margin for players across the Auto
industry.
 CONCLUSION
 After all the research work and SWOT analysis of TATA Motors ,I
came to the conclusion that Tata Motors is an overall strong
company that has found it’s strength and expansion through it’s
parent company -Tata Group and its numerous acquisitions and
mergers.
 Tata motors is a market leader in the Automobile Industry with
high market share.
 Manufacturing low price car with low fuel consumption gives it
the advantage of entering into the third world countries.
 It’s management is strengthened by the collective experience of its
partners and acquired companies – this includes general
management, marketing, sales and operations.
 TATA Motors should come in Luxury segment with new strategies
in the domestic market.
 It should focus on increasing the proportion of market share in
Passenger vehicles in India.
 Developing new products and covering new market will always be
their main purpose.
 RECOMMENDATIONS
 Tata Motors has an unparalleled network of dealers and service
stations across the country for Medium and Heavy Commercial
Vehicles (M and HCV).
 Most of these service stations are along inter-city routes. It would
need to replicate this network at intra-city level for its hugely
successful SCV - the Tata ACE.
 Company should look for the right value equation, a full package,
and not a cheap car proposition, for eg. the difference in prices of
TATA Nano in its beginning and now.
 Product portfolio for MUVs should be changed from form a multi-
purpose positioning to a mass customization positioning. Eg.
TATA Ace.
 More cars should be introduced in Premium Segment to attract
potential high value customers.
 Social Media should be more used so as to create Online Buzz and
communicate directly with the customers on regular basis.
 From a people's car and the world's cheapest, the TATA Motors
should now position as the smart car company for young achievers.
 As rupee is appreciating, exports will become costly. Hence it is
prudent to open integrated production plants in other countries
rather than just concentrating on exports.
 Differentiate products more through service.
 More packaging innovations, and quality control should be
introduced rather than being a stereotype manufacturer.
THANK
YOU