COURSE: LEADING CHANGE FOR SUSTAINABLE FUTURES

CASE STUDY: ELECTRIC VEHICLES IN INDIA

Student name (full name):

Question 1 Identify the change….

Change Initiative being Undertaken by Tata Motors is

“Transformational Change.”

Transformational Changes are the changes that have high complexity

but also have a significant impact on the organization.

Transformational change occurs in response to, or in anticipation of,

significant changes in an organization's environment or technology.

Which company among….

Question 2a
TATA Motors SWOT Analysis

Strength (S)-

1. India’s second-largest carmaker

2. Focus on personal spaces.
3. Fast charging capability
4. Wide spread of charging station

Weakness (W) -
 1. Very high price
2. Presence of Tata motor service center for EV
3. Dependency for technology
4. Less option in Fleet Market

Opportunity (O) -

1. Durability and Safety majors

2. Recyclable Batteries
3. Increase in milage (from 250km to 312km)

Threat (T) –

1. Competitor/s Price
2. Availability of suitable raw materials
3. Quality and Safety major for Battery

Mahindra Electric SWOT Analysis

Strength (S)-

1. India’s Leading Fleet car maker

2. NEMO Cloud platform
3. Low Price for Fleet segment
4. Design studio for cars
5. Research & Development Department
6. Strong Sales & After Sales Service Network
7. Various program and support for Fleet segements.

Weakness (W) -

1. Less Charging Station

2. Less presence in Retails Customer Segment
 3. Less usage of Lithium batteries

Opportunity (O) -

1. Lite & Commercial Vehicle

2. Expansion of Fleet Market
3. B2B segment market preference

Threat (T) –

1. Competitor/s Price
2. Availability of suitable raw materials
3. Quality and Safety major for Battery

On the basis of your SWOT analysis….

Question 2b
On the basis of above SWOT analysis “Mahindra Electrics” can cater
the needs of EV Fleet segments batter.

Foot note –

1. https://mahindralastmilemobility.com/
Mahindra provides wide range of fleet vehicles with low
maintenance cost as low as 0.12 Rupees per KM.
2. https://ev.tatamotors.com/
Tata motors target is only individual customer.
Part II

Going by the statements….

Question 3
Going by the statement of N Chandrasekaran on EVs, the two key
features of the leader’s vision is –

A. Logical & Passionate

B. Flexible

A. Logical & Passionate – Here, Mr. N Chandrasekaran said that

– “In the country with 15 most polluted cities, the arguments
cannot be more compelling.” So, this is an logical appealing
with emotion to the people, not only to his employees at Tata
Motors but to the wide nation. This leads to Logical
understanding that our country India needs to revive from this
old legacy machine which creates pollution and should be
shifted to advance electric, nature friendly machine with same
comfort and luxury. Also, he said with the Passion that – “ At
TATA motors, we see this as both a nation building opportunity
and a business opportunity” means he and his team want to
change the India with new advance environment friendly
machine.

B. Flexible – Here, Mr. N Chandrasekaran explain that they are

developing mobility solution and optimize their investment
since last 2 years. They are building entire ecosystem with
TATA E Universe to cater the needs of new EV and people
requirement.
 Recommend the various communication strategies…before the change.
Question 4a
Mahindra & Mahindra should use below communications strategies
before the change –

1. Message should be “Simple.”

The message is most important thing and sender should be able
to send and the receiver should be able to receive and
understand the same in correct way, otherwise the message will
not bear any value to receiver. And hence, complicated jargons
should be avoided by Mahindra management while
communicating the change its Vision & change its execution
effort so that each of the employee should be able to accept the
change and understand the reason for the change.

2. Use of “Multichannel” and “Repetitive”

The Management should consider the various available
channels to communicate the message for upcoming changes in
the organization. Also, it should be Repetitive in nature as this
will help employee to remember easily (just like the
advertisement which is coming on the TV set frequently) the
requirements for these changes.

Recommend the various communication strategies…during the change

Question 4b
Mahindra & Mahindra should use below communications strategies
during the change –
 1. Use of “Authentic” message –
Management should use of Authentic message like real stories
of events, real thrill that people who has participated feels and
finally a success of that project. It should be communicated to
entire organization in effective and honestly so that people in
the other team can feel enthusiastic and also who has already
participated they can share their experience and encourage other
team members to participate in the changes and accept it.
People engagement would help organization to achieve their
target and enjoy desired outcome. If company did not share the
experience and benefits correctly and honestly, people
motivation can be lost and organization cannot achieve further
goal of the company.

2. Engaging Employee –
Leader should use multichannel and should repetitively
encourage employee to participate and discuss the change
vision which is necessary and how it can impact their work and
how it benefits to the employee and organization at large.
Keeping open door policy to encourage the employee to
participate in discussion and make them feel one of them and
feel the self-importance in the company.

Critically analyses the major…

Question 5
Drivers –

The compact SUV charged up the entire ecosystem with smart

partnerships. Tata Nexon EV is first and most popular “Made in India”
Electric Car. It was launched during the Covid 19 battered in 2020. The
Nexon model itself is stylish and the safest car with the highest rating.
Combinations all these factors helped change buyer perception about
EVs. Today, if anyone is planning to by a car in ₹10-15 lakh range in
big cities, he/she will definitely consider Nexon EV

Strategies -

A smart strategy with a clear focus on breaking the key EV barriers and
partnerships with group companies such as Tata Power, Tata
Chemicals, Tata AutoComp Systems, and Tata Capital for establishing
the EV ecosystem, has paid dividends for the company. This helps Tata
Motors to launch “Made in India” car.

Other details found from the resource mentioned below.

With a total of 2,529 Nexon EVs sold in the calendar year 2020, Tata
has surpassed all previous records, making it the most popular electric
vehicle in India by a significant margin. More than 1,000 Nexon EVs
were sold in India between September 2020 and November 2020,
according to the company.

Footnote –

Reference to - https://www.thehindubusinessline.com/news/how-tata-
made-nexon-ev-a-success-story/article33439138.ece
 Recommend the potential solutions for…. new sales pitch for selling
Question 6a
EVs to customers.

This is the case of People Roadblocks, and it is recommended to use

“ADKAR MODEL”

Knowledge

- Management should identifying knowledge gaps and it should be

filled by Training and knowledge sharing session.

- Encouraging employees to use of the new system which can reduce

the resistance due to knowledge.

Ability

- Encourage face to face communication and doubt solving.

- Encourage for new learning and create ability.

- Necessary Training and Brainstorming sessions

- Share the knowledge from past experience and encourage to accept

the changes.

Recommend the potential solutions for…. against a standard

Question 6b
onboarding timeline of 3 months.

This is the case of Process Roadblocks, and it is recommended to use

“Kubler- Ross change curve”
 - As process impacted it is a Shock & Denial stage and hence should be
handle properly to avoid further process breakout and its implication.

- We need to use Sponsors and Change Champion to remove barrier

which is identified.

- Sponsors should make change in process as required and can provide

exception, if any, to the existing process.

- We need to define New Roles and Responsibilities to fix the gap.

- We need to have proper documentation of this new processes.

The Tata Group….

Question 7
1. Set up New Process for EV segment – The process for short term
win should be use with care and make replica of the setup to new
facility for EV Automobiles. The change process should be
communicated to each employee and there should be necessary training
and knowledge sharing sessions to avoid the resistance from the
employees towards new process and new changes in their working.

2. Set up New Strategy for EV segment- Tata Motors should come up

with a new branding and sales strategy. The sales strategy should
encourage to existing employees to learn new techniques and do more
sale and should make an EV a more lucrative proposition in the eyes of
the consumers.

3. Set up New Service Centers for EV segment - Tata should

consider increasing after sales services through opening more and
easily accessible service center with modern techniques to attract more
customer.