MARKETING MANAGEMENT PROJECT-I

NAME: NILOTPAL SARKAR.

DEPARTMENT: MBA GENERAL.

SEC: A.

YEAR: 1st ; SEM: 1.

CLASS ROLL NO: 46.

REG.NO: RA2152001010046.

SUBJECT NAME: MARKETING MANAGEMENT.

BRAND/COMPANY NAME: TATA MOTORS LIMITED.

 INDEX

SL.NO TOPIC NAME PAGE NO.

1 Introduction to TATA 3-8

MOTORS LIMITED(TML)

2 MACRO ENVIRONMENT[PESTAL 9-10

FACTOR]

3 INDUSTRY MARKET FOR TML 11-15

4 MARKETING STRATEGY OF 15-18

TATA MOTORS

5 CONCLUSION 19-20

6 REFERENCES 21
1.Introduction to TATA MOTORS LIMITED(TML):

Tata Motors Group is a leading global automobile manufacturer. Part of the

illustrious multi-national conglomerate, the Tata group, we offer to the
world a wide and diverse portfolio of cars, sports utility vehicles, trucks,
buses and defence vehicles.

TMLs’ have operations in India, the UK, South Korea, South Africa, China,
Brazil, Austria and Slovakia through a strong global network of subsidiaries,
associate companies and Joint Ventures (JVs), including Jaguar Land Rover in
the UK and Tata Daewoo in South Korea.

Tata motors limited(TML) is one of India's largest Original Equipment

Manufacturers(OEMs) offering an extensive range of integrated ,smart and e-
mobility solutions.

TML’s commercial vehicle(CV)offerings include sub- 1 tonne to 55 tonne

Gross Vehicle Weight(GVW) trucks and small, medium and large buses and
coaches. TML’s passenger vehicle(PV) offerings include the new Forever range
that exemplifies the Impact 2.0 design language across cars and utility
vehicles and is developed using pioneering technologies that are
sustainable.

TML is also playing a leading role in proactively shaping the electric

mobility landscape in the country.

TML has a JV with Fiat group automobiles to manufacture passenger

cars ,engines and transmissions for the domestic market, and a JV with
Cummins Inc. USA for the design and manufacturing of diesel engines.

Tata Motors Limited is an Indian multinational automotive manufacturing

company, headquartered in the city of Mumbai, India which is part of Tata
Group. The company produces passenger
cars, trucks, vans, coaches, buses, luxury cars, sports cars, construction
equipment.

Formerly known as Tata Engineering and Locomotive Company (TELCO), the

company was 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 TataMobile 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 most affordable 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' principal subsidiaries include British 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 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. On Oct 12, 2021 private equity firm TPG invested $1 billion in
Tata Motors' electric vehicle subsidiary.

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, the United Kingdom, and Thailand. It has
research and development centres in Pune, Jamshedpur, Lucknow, and Dharwad,
India and South Korea, the United Kingdom, and Spain. 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 increased its UV market share to over 8% in
FY2019.

 HISTORY:

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 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.
In 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.
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.
On 24 March 2020, Tata Motors Ltd announced that it would spin off its
passenger vehicles arm as a separate unit within the company.
On 5 March 2021, Tata Motors’ shareholders approved hiving off its passenger
vehicles business into a separate entity.
In August 2021, as a complimentary reward for Indian Olympians who finished
closed fourth in Tokyo Olympics 2021 and missed the place for Bronze, the
company planned to recognize the efforts by gifting Altroz hatchback.
On 23 August 2021 Tata Motors announced it will launch its mini SUV Punch in
the ongoing festive season.
 OPERATIONS:
Tata Motors has vehicle assembly operations in India, the United Kingdom,
South Korea, Thailand, Spain, and South Africa. It plans to establish plants
in Turkey, Indonesia, and Eastern Europe.

Tata Motors Cars

Tata Motors Cars is a division of Tata Motors which produces passenger cars
under the Tata Motors marque. Tata Motors is among the top four passenger
vehicle brands in India with products in the compact, midsize car, and
utility vehicle segments.The company's manufacturing base in India is spread
across Jamshedpur (Jharkhand), Pune (Maharashtra), Lucknow (Uttar Pradesh),
Pantnagar (Uttarakhand), Dharwad (Karnataka) and Sanand (Gujarat). Tata's
dealership, sales, service, and spare parts network comprises over 3,500
touch points.Tata Motors has more than 250 dealerships in more than 195
cities across 27 states and four Union Territories of India. It has the
third-largest sales and service network after Maruti Suzuki and Hyundai.
Tata also has franchisee/joint venture assembly operations in
Kenya, Bangladesh, Ukraine, Russia, and Senegal.Tata has dealerships in 26
countries across 4 continents. Tata is present in many countries, it has
managed to create a large consumer base in the Indian subcontinent, namely
India, Bangladesh, Bhutan, Sri Lanka and Nepal. Tata is also present in
Italy,Spain, Poland, Romania,Turkey,Chile, South Africa,Oman, Kuwait, Qatar,
Saudi Arabia, United Arab Emirates, Bahrain, Iraq, Syria and Australia.
Tata Daewoo
Tata Daewoo (officially Tata Daewoo Commercial Vehicle Company and formerly
Daewoo Commercial Vehicle Company) is a commercial vehicle manufacturer
headquartered in Gunsan, Jeollabuk-do South Korea, and a wholly owned
subsidiary of Tata Motors. It is the second-largest heavy commercial vehicle
manufacturer in South Korea and was acquired by Tata Motors in 2004. The
principal reasons behind the acquisition were to reduce Tata's dependence on
the Indian commercial vehicle market (which was responsible for around 94%
of its sales in the MHCV segment and around 84% in the light commercial
vehicle segment) and expand its product portfolio by leveraging on Daewoo's
strengths in the heavy-tonnage sector.
Tata Motors has jointly worked with Tata Daewoo to develop trucks such
as Novus and World Truck and buses including GloBus and StarBus. In 2012,
Tata began developing a new line to manufacture competitive and fuel-
efficient commercial vehicles to face the competition posed by the entry of
international brands such as Mercedes-Benz, Volvo, and Navistar into the
Indian market.
Tata Hispano
Tata Hispano Motors Carrocera, S.A. was a bus and coach manufacturer based
in Zaragoza, Aragon, Spain, and a wholly owned subsidiary of Tata Motors.
Tata Hispano has plants in Zaragoza, Spain, and Casablanca, Morocco. Tata
Motors first acquired a 21% stake in Hispano Carrocera SA in 2005,[12] and
purchased the remaining 79% for an undisclosed sum in 2009, making it a
fully owned subsidiary, subsequently renamed Tata Hispano. In 2013, Tata
Hispano ceased production at its Zaragoza plant.
Jaguar Land Rover
Jaguar Land Rover PLC is a British premium automaker headquartered
in Whitley, Coventry, United Kingdom, and has been a wholly owned subsidiary
of Tata Motors since June 2008, when it was acquired from Ford Motor
Company of USA. Its principal activity is the development, manufacture and
sale of Jaguar luxury and sports cars and Land Rover premium four-wheel-
drive vehicles.
Jaguar Land Rover has two design centres and three assembly plants in the
United Kingdom. Under Tata ownership, Jaguar Land Rover has launched new
vehicles including the Range Rover Evoque, Jaguar F-Type, the Jaguar XE,
the Jaguar XJ (X351), the second-generation Range Rover Sport, and Jaguar XF,
the fourth-generation Land Rover Discovery, Range Rover Velar and the Range
Rover (L405).
JD Power, of the US, rates Land Rover and Jaguar as the two worse brands for
initial quality. [50] The Jaguar F-Pace made Consumer Reports February 2019
list of the 10 Least Reliable Cars. The editors cited "electronics, drive
system, power equipment, noises and leaks" as problematic aspects.[51]

The Jaguar Land Rover subsidiary was struggling by 2019 and Tata Motors
wrote down its investment in JLR by $3.9 billion. Much of the financial
problem was due to a 50% drop in sales in China during 2019, although the
situation was improving. Still, Tata was open to considering a partnership
with another company according to a statement in mid-October, as long as the
partnership agreement would allow Tata to maintain control of the business.
The company ruled out the possibility of a sale of JLR to another entity.[52]
TML Drivelines
TML Drivelines Ltd. is a wholly owned subsidiary of Tata Motors engaged in
the manufacture of gearboxes and axles for heavy and medium commercial
vehicles. It has production facilities at Jamshedpur and Lucknow. TML Forge
division is also a recent acquisition of TML Drivelines. TML Drivelines was
formed through the merger of HV Transmission and HV Axles .

Tata Technologies
Tata Technologies Limited (TTL) is a 43%-owned subsidiary of Tata Motors
which provides design, engineering, and business process outsourcing
services to the automotive industry. It is headquartered in Pune's Hinjewadi
business district and also has operations in London, Detroit and Thailand.
Its clients include Ford, General Motors, Honda, and Toyota.

The British engineering and design services company Incat International,

which specialises in engineering and design services and product lifecycle
management in the automotive, aerospace, and engineering sectors, is a
wholly owned subsidiary of TTL. It was acquired by TTL in August 2005 for ₹4
billion.

In 2017, TAL, a subsidiary of Tata Motors, manufactured India's first

industrial articulated robot for micro, small, and medium enterprises.

European Technical Centre

The Tata Motors European Technical Centre (TMETC) is an automotive design,
engineering, and research company based at Warwick Manufacturing Group (WMG)
on the campus of the University of Warwick in England. It was established in
2005 and is a wholly owned subsidiary of Tata Motors. It was the joint
developer of the World Truck.
In September 2013, it was announced that a new National Automotive
Innovation Campus would be built at WMG at Warwick's main campus at a cost
of £100 million.The initiative will be a partnership between Tata Motors,
the university, and Jaguar Land Rover, with £30 million in funding coming
from Tata Motors.

Joint ventures
Tata Marcopolo
Tata Marcopolo is a bus-manufacturing joint venture between Tata Motors (51%)
and the Brazil-based Marcopolo S.A. (49%). The joint venture manufactures
and assembles fully built buses and coaches targeted at developing mass
rapid transportation systems. It uses technology and expertise in chassis
and aggregates from Tata Motors, and know-how in processes and systems for
bodybuilding and bus body design from Marcopolo. Tata Marcopolo has launched
a low-floor city bus which is widely used by transport corporations in many
Indian cities. Its manufacturing facility is based in Dharwad, Karnataka
State, India and Lucknow, India.
Tata Motors is expected to buy the 49% stake held by its partner Marcopolo
in the bus-making joint venture for ₹100 crore by February 2021. The
subsidiary will continue with the ‘Marcopolo’ trademark for a minimum of
three years with a non-compete provision in India for a corresponding period.
Fiat-Tata
Fiat-Tata is an India-based joint venture between Tata and Fiat Automobiles
which produces Fiat and Tata branded passenger cars, as well as engines and
transmissions. Tata Motors has gained access to Fiat's diesel engine and
transmission technology through the joint venture.

The two companies formerly also had a distribution joint venture through
which Fiat products were sold in India through joint Tata-Fiat dealerships.
This distribution arrangement was ended in March 2013; Fiats have since been
distributed in India by Fiat Automobiles India Limited, a wholly owned
subsidiary of Fiat.
Tata Hitachi Construction Machinery
Tata Hitachi Construction Machinery is a joint venture between Tata Motors
and Hitachi which manufactures excavators and other construction equipment.
It was previously known as Telcon Construction Solutions.
Tata Motors European Technical Centre
The TATA Motors European Technical Centre is an automotive design,
engineering, and research company. Company based at Warwick Manufacturing
Group (WMG) on the campus of the University of Warwick in the United Kingdom.
It was established in 2005 and is wholly owned subsidiary of Tata Motors. It
was the joint developer of the World Truck.[citation needed] In September
2013 it was announced that a new National Automotive Innovative Campus would
be built at WMG at Warwick's main campus at a cost of 92 million pounds. The
initiative will be a partnership between Tata Motors, the university, and
Jaguar Land Rover, with the 30 million pounds in funding coming from Tata
Motors.
Hyundai-Tata
Tata Motors and Hyundai are in a joint venture to provide the transmission
for Tata Harrier model.
 2.MACRO ENVIRONMENT[PESTAL FACTOR]:
PESTLE Analysis of Tata Motors analyses the brand on its business tactics.
Tata Motors PESTLE Analysis examines the various external factors like
political, economic, social, technological (PEST) which impacts its business
along with legal & environmental factors. The PESTLE Analysis highlights the
different extrinsic scenarios which impact the business of the brand.
PESTLE analysis is a framework which is imperative for companies such as
Tata Motors, as it helps to understand market dynamics & improve its
business continuously. PESTLE analysis is also referred to as PESTEL
analysis.
Let us start the Tata Motors PESTLE Analysis:

Political Factors:
The political factors in the Tata Motors PESTLE Analysis can be explained as
follows:
As Tata Motors ltd is working in auto fabricates, significantly in excess of
dozen nations in this manner it brings about savvy introduction itself in
various sorts of world of politics and political framework dangers. Results
astute they need to confront various degrees of defilement, organization and
obstruction in various lawful of systems for contract requirement, licensed
innovation security, valuing guideline and compulsory representatives
benefits, mechanical wellbeing guidelines in buyer merchandise area. Tata
Motors had confronted political issues and needed to move the plant area of
Nano, charged as individuals' vehicle, the least expensive vehicle on the
planet, the base model costing only 1 lakh. They were offered unique
motivations by Gujarat Govt. Brexit left a few issues of vulnerability
influencing offers of Jaguar Land Rover-a result of TATA engines and its
backup.

Economic Factors:
Below are the economic factors in the PESTLE Analysis of Tata Motors:
Tata Motors’ business is driven by several economic factors.
TATA engines share 4 percent responding to remote business CLSA's call to
‘'sell" the stock as cost concerns proceeded in a powerless interest
condition. Things appear to going from terrible to more regrettable for Tata
engines ltd as deals crosswise over worldwide market are diving, expanding
capital costs and overwhelming obligation alongside arrangement of rating
downsize. While there was a failure of Tata Nano, some of its other brands
like Safari, Sumo, Hexa have all benefited Tata Motors.
Social Factors:
Following are the social factors impacting Tata Motors PESTLE Analysis:
Trust in brand TATA is a bit of leeway to Tata's influence. Tata Motors has
constantly given weightage in utilizing the neighbourhood populace making
openings for work and cooperative attitude among the general public. View of
TATA vehicles extraordinarily in traveller fragment is that of a modest
vehicle Trade guild assumes a fundamental job in the assembling segment in
Indian car industry. TML is associated with altruism and supports in excess
of 300 NGO's.

Technological Factors:
The technological factors in the PESTLE Analysis of Tata Motors are
mentioned below:

To receive new advances Tata Motors possesses TATA innovations ltd which
aides overhauling of structure and innovation of Tata engines. Tata Motors
has been pushing for electrical vehicles exceptionally in the class of
business traveller vehicles (transports. The more versatile the trade
understandings are, the greater accomplishment and arrangement the
association will get. In like way, the political robustness in the huge
markets of the states is one of the gigantic parts. If India transforms into
a state where there is political constancy will be logically disposed to the
securing of the latest vehicles. In various terms the more made and calm a
state will be, the better the lifestyle of the people will be and the more
chances of the incredible leeway of vehicles will be.
Likewise, the assistance from the organization for the things like eco free
condition is something essential while chalking out the game plans and
assessing the accomplishment of the association.

Legal Factors:
Following are the legal factors in the Tata Motors PESTLE Analysis:

Tata Motors, like an major company, is bound by several legal factors. The
more versatile the trade understandings are, the greater accomplishment and
arrangement the association will get. In like way, the political robustness
in the noteworthy markets of the states is one of the immense parts. If
India transforms into a state where there is political trustworthiness will
be logically disposed to the obtaining of the latest vehicles. In various
terms the more a state will be, the better the lifestyle of the people will
be and the more chances of the extraordinary freedom of vehicles will be.
What's more, the assistance from the organization for the things like eco
free condition is something crucial while chalking out the plans and
assessing the accomplishment of the association.

Environmental Factor:
In the Tata Motors PESTLE Analysis, the environmental elements affecting its
business are as below:

Tata Motors endeavors to be an eco-accommodating organization and backs

numerous crusades like Earth and clear earth. The organization is advancing
electric vehicles and furthermore the organization is seeking after the
conceivable outcomes of eco-friendly mixture autos. The particular natural
change attributes are basically the open entryway for the Tata Motors
Company.
 3.INDUSTRY MARKET FOR TML:
With millions of TML vehicle plying globally, Tata Motors is among the
select companies in the world to offer an extensive portfolio to its
consumers. We have expanded our international footprint through exports
since 1961. In passenger vehicles, the company has a strong presence in
the hatchback and the sedan segment, going up to SUVs and MUVs. In
commercial vehicles, Tata Motors offers a wide spectrum of vehicles that
are customized for local conditions and meet the highest standards for
quality, safety, environment norms and user comfort. Today, the Tata
Motors group is present in over 125 countries, with a worldwide network
comprising over 8,800 touch points. Tata Motors has R&D centres in UK,
Italy, India and South Korea. With vast global experience, the company
brings deep understanding of customer expectations from diverse markets,
and is well positioned to cater to ever changing automotive norms and
consumer trends across the globe.
Africa
In the continent of Africa, Tata Motors has significant presence in
South Africa, Angola, Algeria, Democratic Republic of Congo, Ghana,
Kenya, Morocco, Mozambique, Nigeria, Seychelles, Sudan, Tanzania,
Tunisia, Uganda, Zambia and Zimbabwe. Africa has been a preferred
destination for Tata Motors since 1992. The roads of Africa are home to
both left-hand and right-hand drive versions of our cars, buses, SUVs
and trucks. We have a manufacturing base in Rosslyn, South Africa, which
produces trucks ranging from 7 to 75 tonnes.
Latin America
Tata Motors has been wooing customers in Latin America since 2009. Our
most popular vehicles here are our compact and mid-sized sedans
including the Indigo and the Manza, our hatchback Vista, and the Tata
Xenon, our bestselling pickup. What our vehicles bring to the market are
a winning combination of power-packed performance and lower lifecycle
cost of ownership.
Russia
Russia and the CIS form a large part of our global expansion strategy.
Our manufacturing base in Ukraine gives us access to local geographies
and facilitates customisation and speed of delivery. Our wide range of
trucks and buses allows us to provide customers with the best fit
vehicle. Our local tie-ups with dealers and distributors give us the
ability to provide our customers with superior service experience.
APAC
Tata Motors first ventured into other Asia Pacific markets with its
foray into Sri Lanka in 1961. In addition, Tata Motors has a substantial
presence in Bangladesh, Nepal, Myanmar, Bhutan, Afghanistan, Indonesia,
Malaysia, Philippines, Thailand and Vietnam. With an established
presence in most geographies, and a dominant share of the commercial
vehicle segment in various markets, Tata Motors is well on its way to
realising its global expansion strategy.
Middle East
Tata Motors has been present in the Middle East geography since 1971
when our trucks were first sold in Bahrain. Today, our vehicles are sold
in the UAE, Oman, Kuwait, Qatar, Saudi Arabia, Iraq and Turkey. The
region accounts for a tenth of our export market. We offer products with
the reliability and ruggedness that are necessary for operating in local
weather conditions and terrains. We have achieved a leadership position
in the medium bus segment, and we are now expanding into the pickup and
truck sectors. The Tata Elanza, Xenon and Prima are our latest launches
in this region.

SWOT Analysis Of Tata Motors

The SWOT Analysis of Tata Motors includes its strengths, weaknesses,

opportunities, and threats. And in this reading of the SWOT Analysis of
Tata Motors, we will examine this beauty and wellness company in terms
of its internal and external factors.

Strengths of TATA Motors

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 of TATA Motors

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 of TATA Motors

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.

Finally, let us talk about “Threats of Tata Motors" in the Swot analysis
of TATA Motors.

Threats of TATA Motors

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.

Summary & Recommendations(Overall Analysis of SWOT)

Overall, from the SWOT Analysis of TATA Motors, we can say that it is a
company with tremendous potential led by one of the country's best
management minds under TATA Group's shadow.

It should focus more on improving profits that were stagnant for the
last five years and finding its foothold in the Luxury car market.

4.Marketing Strategy of Tata Motors

Headquartered in Mumbai Tata Motors (formerly known as TELCO

acronym form for TATA Engineering and Locomotive Company) are an
Indian multinational automotive manufacturing company and a
member of Tata group. Products offered by the company varies from
cars, trucks, vans, coaches, military vehicles, sports cars,
buses and construction equipment.

TATA Motors is ranked as 226th in the Fortune Global 500 list of

world’s biggest corporations as of 2016.

Segmentation,targeting, positioning in the Marketing

strategy of Tata Motors –
Tata Motors does not follow a single marketing approach or
formula but it believes that all members of the community should
be served. Brand targets crowd from the rural part to the metros
with its offerings varying from NANO to Jaguar Land Rover segment.

It targets anyone above 4 Lakh p.a. salary, millennial employed

as professionals, managers and all those looking to switch from
2-wheeler to 4-wheeler. The age bracket for brand’s offering
varies from 21-65 years with all Middle class. Upper middle class,
High class and Affluent class in its target category.

Tata Motors offers products such as Tata ACE a mini truck mainly
used for agriculture transport purpose, Tata NANO for the middle
class, Tata Indica and Indigo for commercial purposes and Jaguar
in the high-class segment thus creating the image that there’s
something for everyone in its huge line of offerings.

Differentiated targeting strategy is used by Tata Motors to

target the customers and satisfy their needs and wants.

Competitive advantage in the Marketing strategy

of Tata Motors –
Based in India serves as a huge competition for the company as it
offers the brand low-cost labour base with the help which company
not only targets the Indian market but also other
emerging markets with a huge range of economical segment vehicles.
The products thus offered are manufactured at a much lower cost
and sold to new markets earning huge profits for the company.

The policies and regulations for the automobile sector in the

country along with the least expensive automobile parts
availability are the some of the major conditions which help the
brand in its business expansion.

The excellent innovation and research and development at TATA

Motors have set up an example for its competitors. With its
various research centres across the country, the brand is working
on the improvement of the engine efficiency, design, style and
instrumentation of vehicles.

For breaking into foreign markets TATA Motors has over the years
acquired various foreign companies. While the company has
delivered amazing results in the domestic market, its subsidiary
Jaguar land rover has broken all the records of competitors as a
top luxury automobile manufacturer. This mega expansion mode
calls for major product development, capacity capitalization and
various national and international mergers.

BCG Matrix in the Marketing strategy of Tata

Motors –
Indica being the most preferred commercial vehicle features in
the star segment along with Safari Dicor, Manza, Winger and Magic.
With Safari, Sumo and Indigo CS being their cash cow, Nano& Zest
still continues to be in question mark segment.

Distribution strategy in the Marketing strategy

of Tata Motors –
With 576 car dealers across 424 cities in India, TATA Motors
holds a robust dealers network in the country through it sells
more than 56,000 in the month of July 2018. Brand registered a
staggering growth of 64% in its domestic sales for the first
quarter (April-June 2018), FY19 at 164,579 units compared to
100,141 units over the previous year due to its strong network of
dealers.

Brand equity in the Marketing strategy of Tata

Motors –
TATA aims to fulfil the emerging needs of the automobile industry
by coming up with a new range of products. These products are
manufactured with the purpose of providing comfort, reliability,
safety, capacity and value to the end customers. In order to stay
ahead of the competition, the company is going for huge

investments in the area of product development. TATA Nano carries

an image of the cheapest car in the world, TATA Ace is being
introduced in the commercial vehicle market for snatching
the market share of its rivals. Another sporty vehicle Nexon with
both diesel and petrol engine is also attracting customers
already.

Competitive analysis in the Marketing strategy of

Tata Motors –
With the Indian automotive market being overcrowded with a lot of
national and international players following a red ocean strategy.
Companies like Hyundai, Fiat, Maruti Suzuki, Toyota & Honda are
giving a stiff competition to the brand with everyone eating each
other’s market share.

Market analysis in the Marketing strategy of Tata

Motors –
With a market share of 44% in commercial vehicles segment in a
2017-2018 brand is a market leader in the sector.

With an initiative Turnaround, 2.0 company is targeting to regain

its market share in Passenger vehicle segment. Part of this has
already put in place which has already started showing signs of
improvement for the company’s PV firm.

With the focus on serviceability tapping and penetrating the

growing markets will further help the company with its Turnaround
2.0 initiative in this highly competitive sector.
Customer analysis in the Marketing strategy of
Tata Motors –
Customers of TATA Motors are the low, middle groups who are
looking to switch to 4-wheeler from 2-wheeler who are looking to
purchase a car for a family purpose at affordable prices.
Customers of the brand also include youth and high-class business
professional who is looking for innovative, trending vehicles
with world-class safety features.

Promotional strategy in the Marketing strategy of

Tata Motors –
TATA Motors carries out its promotional strategy in 2 ways:

 It includes: print ads (newspaper advertisements by local

dealers, magazines)
 TV, Radio

 It includes: exchange fair

 Rural fair
 Loan fair,
 Society activities
 Corporate display activities
 5.Conclusion:

Tata Motors is one of the best cars manufacturing company in India. People
feel that Tata Cars are people's car as it is satisfactory on all parameters. Tata
Motors have knowledgeable sales persons, the employees of TATA Motors
spend enough time before and during sales. The prices are affordable as it is
a low cost producer, attractive discounts are offered, waiting area is pleasing,
TATA Motors service station is excellent. The Maintenance Cost of Tata
Motors is high and resale value is low. These are the only two main areas in
which the customers are dissatisfied. Therefore, Tata Motors has to work in
terms of maintaining quality standards. In continuation with its commitment
to providing Indian customers with

cutting-edge global technology, the auto industry aims to become a centre

of excellence for engineering and ensure quick turnaround time to changing
consumer needs. All and all With a product line spanning commercial, utility,
and passenger vehicles, Tata Motors is on the road to forging ever stronger
relationships with the people who have bet their money on the company’s
products.

Through our analysis of Tata Motors, we have evaluated that Tata Motors has
been evolving throughout the years but it needs some improvements. By
being more efficient with their products, they have a possibility of increasing
their market share. They must work with their suppliers to improve and
maintain the quality of the materials being used. Also, they should have better
relationships with suppliers to make sure they have table sources of inputs.
Without such resources they will have a negative impact on their production
process. Their manufacturing process is currently going through
improvements but other companies have already started such changes. They
need to concentrate on their marketing strategies to the point where people
think of the company it automatically comes up with economical. Consumers
must be aware of its consumer cost that would attract someone to buy the
car. In order to export and be more international, they can hire public figures
for advertising and even have one as an Ambassador that would cause people
to see what company Also, if you were to ask Americans about Tata Motors
they probably have no clue what company is. Marketing your product
correctly will bring a good name for the company. At the moment, they are
doing great in India but not necessarily in other countries. By being diverse
with its advertising, they could have higher sales within those countries. One
key point is building customer relationship. If they were to improve brand
loyalty they can have free marketing by word of mouth.

Tata Motors laid off thousands of workers when they went through their
organizational change. When it comes to their ethics, there can be some
improvement. By laying off thousands of workers, this can impact the
companies reputation as one that is not ethical.

Since Tata Motors is a global company, it must be in regulation with its trade
policies. If no done correctly, the company can be fined and lose money. They
must follow the standards of each country.

Moreover, their ties with West port Fuel Systems has been an active role in
reducing pollution and reducing consumer costs. Their manufacturing of
electric vehicles is also another strategy to help them evolve.

In conclusion, we feel Tata Motors should not ever feel settled with their
innovation but continue because the competition is always there. They must
be aware of what is happening with their competitors and be quick with their
advances. They must know how to utilize their resources and capabilities to be
more competitive in the automotive industry locally as well as globally. They
have the products for different consumers so they must use that to their
advantage.
 6.REFERENCES:

 https://ukdiss.com/
 http://www.ijbmer.com/
 https://www.marketing91.com/
 www.tatamotors.com
 https://en.wikipedia.org/
 https://businessmavericks.org/
 https://www.superheuristics.com/
 https://www.mbaskool.com/
 https://timesofindia.indiatimes.com/
 https://epaper.hindustantimes.com/