index 1. The Indian Automobile Industry Today.. 2. TATA Motor ltd Overview.. 3. Various Products of TATA Motors.. 4.

Other TATA Services 5. Share Holding Pattern of TATA Motors... 6. Snapshot Analysis of Company : SWOT.. 7. Recent Business Decisions 8. Marketing Strategies.. 9. Human Resource Strategies... 10. Operation Strategies.. 11. Indian Automotive Players(Financial strategies).. 12. Conclusion 13. Bibliography.

Executive Summary

This Project report tries to take a look on various aspects on Marketing and study of Marketing strategies adopted by Tata Motors Limited. We settled for Tata Motors Limited because it Established under the parent company, Tata Group, in 1945, Tata Motors Limited has become Indias largest automobile company. It was the first Indian automobile company to list on the New York Stock Exchange. Tata Motors began manufacturing commercial vehicles in 1954 and entered the passenger vehicles market segment in 1991.

In 2005, Tata Motors acquired a 21% stake in Hispano Carrocera, a reputed Spanish bus and coach manufacturer. In May 2009, Tata Motors introduced ushered in a new era in the Indian automobile industry, in keeping with its pioneering tradition, by unveiling its new range of world standard trucks. In their power, speed, carrying capacity, operating economy and trims, they will introduce new benchmarks in India and match the best in the world in performance at a lower life-cycle cost. Tata Motors now ranks second in Indias passenger vehicle market. Hence a detailed study at the marketing strategies adopted by Tata Motors gives us an excellent learning opportunity.

Objectives

Some of the Objectives which focused upon in this report are: To study the Marketing Strategies of Tata Motors. To Focus on Marketing Mix Of Tata Motors. Milestones achieved by Tata Motors.

COMPANY OVERVIEW Founder: J. R. D. Tata Chairman: Ratan Tata

The Tata Motors group is a passenger and commercial vehicle manufacturer based in India. The motor group was established in 1945 as part of the larger Tata Group. They have long been known for their commercial vehicles and in the past ten years entered into the passenger car market. Currently, Tata Motors has a line of five passenger vehicles and a large line of commercial vehicles producing pickups, trucks, tractor trailers, tippers, and buses. Both product lines of the Tata Motors group have seen success, but much of this has been built upon the more deeply established commercial vehicle product line. Tata Motors commercial line has been established for several years in many market segments such as Europe, Africa, The Middle East, Australia, Southeast Asia, and South Asia. Tata Motors has expanded their business and market share around the world through a series of acquisitions. In 2004, they acquired Daewoo commercial vehicle Company in South Korea which was South Koreas second largest truck manufacturer. This acquisition gave Tata Motors a significant presence in the Korean market. They have also entered into joint ventures with companies such as Thonburi Automotive in 2006, which allowed them to manufacture and market pickup trucks in Thailand. We think it makes sense for Tata to expand through

acquisition (as it did in tea and steel) than spend a decade to build the business (Lehman Brothers). The commercial vehicle area of the business has certainly been how Tata Motors have built their reputation, with commercial vehicles accounting for 80-85% of company profits. They are beginning to employ a similar technique as they now expand into the passenger car business. Tata Motors have been making global headlines in the auto industry lately; the largest news being their acquisition of Jaguar and Land Rover from Ford. Tata paid 2.3 billion dollars to Ford for the two brands that cost Ford 5.3 billion (Carty, USA Today). This is a major step for the company because it catapults them into the luxury car business which they are not known for at this time. Tata, like many new businesses it acquires, is allowing this new segment of the business to be run by previous management since they have more experience in the luxury automotive business. Tata will give us some space. They want us to run our business, be a premium British car company (Mike ODriscoll, managing director of Jaguar). This is yet another large acquisition for the Tata Motors group and could create great success for the company in the near future. Furthermore, Tata Motors made another large announcement regarding their progress in the passenger vehicle segment. In January they announced that they, would release a $2,500 car that could replace the motor scooters commonly used in developing countries to cart around whole families (Carty, USA Today). This is a major breakthrough in the automotive industry and shows how far reaching, diverse, and competitive the Tata Motors group is becoming. Soon they will be serving customers in the high-class luxury market while still catering to their older niches in developing countries.

MILESTONES It has been a long and accelerated journey for Tata Motors, India's leading automobile manufacturer. Some significant milestones in the company's journey towards excellence and leadership. 1945- Tata Engineering and Locomotive Co Ltd (TELCO) is set up as a locomotive maker at the end of World War II 1954- Company shift to making trucks in a joint venture with Germanys Daimler-Benz 1961- Exports begin with the first truck begins being shipped to Ceylon (present-day Sri Lanka) 1977- First commercial vehicle manufactured in Pune 1983- Manufacture of heavy commercial vehicles commences 1986- Production of first light commercial vehicle 1991- Launch of the first passenger car, the Tata Sierra. One millionth vehicle rolled out. 1994- Enters joint venture to make Mercedes Benz cars in India 1999-Beings production of Indias first fully indigenous passenger car, the Indica 2002-Ends joint venture with Daimler 2002-TELCO is renamed Tata Motors Ltd. 2003-Tata Motors Ltd. Announces plan to build worlds cheapest car for 100,000 rupees (1,250 pounds or 2,500 dollars) 2004- Acquires South Koreas Daewoo Commercial Vehicle Company and is listed on the New York Stock Exchange 2005- Buys 21 percent stake in Spanish bus maker Hispano Carrocera SA, launches mini- truck, the Ace 2006- Signs initial agreement with Fiat 2008- Unveils one-lakh (100,000 rupee) Peoples Car also know as the Nano. Acquires Jaguar and Land Rover. 2009- Tata Motors Ltd. launches Nano. Introduction of new world standard truck range.

MARKETING MIX Marketing is the process by which a product or service originates and is then priced, promoted, and distributed to consumers. The principal marketing functions involve market research and product development, design, and testing. It is the business activity of presenting products or services in such a way as to make them desirable. One has to consider promotion that is balanced with a suitable product available at a reasonable price, provided at all places to maximize the sale of ones product.

MARKETING MIX PRODUCT Brand Packaging Innovations Quality PRICE Pricing Strategy Pricing & Quality Price & Alterations Discounts PROMOTION Personal Selling Advertising Public Relations PLACE Channels of Distributions Physical Distribution

1. PRODUCT (Brand, Packaging, Innovations, Quality) : a. Brand : Advertising is often used to make consumers aware of a products special low price or its benefits. But an even more important function of advertising is to create an image that consumers associate with a product, known as the brand image. The brand image goes far beyond the functional characteristics of the product. The products of Tata Motors have many special characteristics to them, but when consumers think of it, they not only think of its features, but they may also associate it with quality, performance, and class. All of these meanings have been added to the product by advertising. Consumers frequently buy the product not only for its functional characteristics but also because they want to be identified with the image associated with the brand. Tata Motors have been successful in creating and maintaining a professional brand image.

b. Packaging : A vehicle cannot have a material packaging. Here, packaging refers to and effective assembly of features. Tata Motors provide many innovative features to suit the target customers and the product. E.g. Tata Safari Dicor has Reverse Guide System which includes a weather-proof camera to help the driver while reversing the vehicle. c. Innovations : The various motives behind buying an automobile are Need, Prestige, Comfort, Fashion, Jealousy and Novelty. The R & D Department continuously strives to bring new innovations in their product. Tata have an industrial experience of over 100 years and they are well known with the Psychology of Indian customers, who desire more at less price. This experience has helped them to develop products which fulfill the expectations of Indian consumers. d. Quality Control : Tata Motors have their Quality Control standards and the QC Dept. ensures that the customer does not face any inconveniences of a defective product. Products of Tata Motors:

1. Passenger cars Indica, Indigo, Indigo Marina, Nano 2. Utility Vehicles Safari Dicor, Sumo Grandi, Xenon Xt 3. Trucks SFC 407, SFC 410, SFC 709, SFC 909, LPT 407, LPT 709, LPT 809, LPT 909. 4. Buses SFC 407 Bus, LD 407, LP 407 TT, LP 709, LP 909, LP 613, LP 713, LPO 918, LPO 1109 TC, LPO 1618

2. PRICE (Pricing Strategy, Alterations, Discounts)

a. Pricing Strategy : The prices are fixed keeping in mind a number of factors. Prices have to be at par with the prices of the competitors. Tata Motors give a relative price advantage as compares to its competitors. The various determinants of price are i. Market Condition ii. Costs incurred iii. Profit percentage desired by the Co. iv. Dealer Profit b. Alterations : The Company does not allow any alterations to any of the features of the product. If there is an alteration which affects the performance of the engine, then the warranty becomes void. However, there may be alterations in the accessories, if desired by the customer.

c. Discounts : Discounts are decided by the Co. every month. Any further discounts made from the profits of the dealer. However, the Co. may compensate the dealer for the discounts allowed to a certain extent. 3. PROMOTION (Personal Selling, Advertising, Sales Promotion, Public Relations) a. Personal Selling : There is minimal personal selling involved. The Sales Officers at the dealerships collect prospective customer databases and perform cold calling to attract customers. b. Advertising : Advertising is a form of commercial mass communication designed to promote the sale of a product or service. Tata Motors is responsible for the advertising of its products. The dealer does play any role in the advertising. The various media used for advertising are T.V., Newspapers, Magazines, Hoardings, Internet etc. The dealer conducts point-of-purchase displays to advertise the products. The advertisements done by the Co. help the dealer to capitalize on the market. c. Sales Promotion : The purpose of sales promotion is to supplement and coordinate advertising and personal selling; Sales promotions are designed to persuade consumers to purchase immediately by providing special incentives such as cash

rebates, prizes, extra product, or gifts. The Co. conducts intensive sales promotion during festivals such as festive discounts during Diwali. d. Public Relations : Public Relations is a management function that creates, develops, and carries out policies and programs to influence public opinion or public reaction about an idea, a product, or an organization. The Co. takes serious measures to maintain good public relations. The Co. follows business ethics to ensure that the customer is satisfied and receives good service whenever and wherever he desires.

Advertisement given by Tata Motors:

4. PLACE (Channels of Distribution, Physical Distribution) a. Channels of Distribution : In case of vehicles, dealership method of distribution and sales is generally adopted. Tata Motors have also adopted dealership method of distribution of its products. The dealers purchase products from the Co. at a negotiated price. The MRP is fixed by the Co. and the dealer gets a profit within these prices. As the Co. deals in commercial and passenger vehicles, there may be a single or distinct dealerships to market its commercial and passenger vehicles in a town. However, if there is a single dealership appointed, then the commercial and passenger vehicles are managed under Commercial Vehicles Dept. and Passenger Vehicles Dept. respectively. Tata Motors have contracts with the Government of India and it supplies buses and passenger vehicles, in some cases, to the Govt. Sometimes, bulk quantities of vehicles are ordered by a Govt. Dept. or a private company. The sales, distribution and billing of these are looked after by the Co. itself. b. Physical Distribution: The commercial vehicles are manufactured at Jamshedpur, Lucknow and pantagar whereas the passenger vehicles are manufactured at Pune plant. From the plant, the finished product is transported to the dealerships. The nation-wide dealership, sales, services and spare parts network comprises over 2,000 touch points. The dealerships are strategically located in the target and potential markets to ensure efficient and timely availability of its products in the market.

ANALYSIS OF THE MARKETING STRETEGIES PEST ANALYSIS POLITICAL:

Since Tata Motors operates in multiple countries across Europe, Africa, Asia, the Middle East, and Australia, it needs to pay close attention to the political climate but also laws and regulations in all the countries it operates in while also paying attention to regional governing bodies. Laws governing commerce, trade, growth, and investment are dependent on the local government as well as how successful local markets and economies will be due to regional, national and local influence. On March 26, 2008, Tata Motors reached an agreement with Ford to purchase Jaguar and Land Rover. In order to be capable of this acquisition, Tata Motors must have a full comprehension of the governing bodies and laws regulating commerce in the home country, the United Kingdom, but also in countries Jaguar and Land Rover operate in. In accordance, Tatas headquarters in Mumbai, India, strictly controls and regulates operations in all dealerships and subsidiaries, in addition to knowing and abiding by all labor laws in the multiple countries where they have manufacturing plants it has to watch political change. This will be especially vital in the future as Tata Motors continues to expand and grow into new markets. While currently about 18% of its revenues are from international business, the company's objective is to expand its international business, both through organic and inorganic growth routes. The foundation of the companys growth internationally is a deep understand of economic stimulation, customer needs, and individual government regulations and laws. Although it is the headquarters ultimate responsibility to make sure each individual office and branch is operating and abiding by the local laws, it will become increasingly more important for that duty to be taken care of at the regional or even local level.

ECONOMIC: Operating in numerous countries across the world, Tata Motors functions with a global economic perspective while focusing on each individual market. Because Tata is in a rapid growth period, expanding or forming a joint venture in over five countries world-wide since 2004, a global approach enables Tata Motors to adapt and learn from the many different regions within the whole automotive industry. They have experience and resources from five continents across the globe, thus when any variable changes in the market they can gather information and resources from all over the world to address any issues. For instance, if the price of the aluminum required to make engine blocks goes up in Kenya, Tata has the option to get the

aluminum from other suppliers in Europe or Asia who they would normally get from for production in Ukraine or Russia. Tata Motors also has to pay close attention to shifts in currency rates throughout the world. Currency fluctuations can equate to higher or lower demands for Tata vehicles which in turn affect profitability. It can also mean a rise in costs or a drop in returns. But they also have to pay attention to not just the domestic currency, the rupee, but also to the dollar, euro, bhat, won, and pound, to just name a few. Just because the rupee is strong against the dollar does not mean it is strong against all the other currencies. Attention to currency is important because it influences where capital investment will develop and prosper.

SOCIAL: Undoubtedly, the beliefs, opinions, and general attitude of all the stakeholders in a company will affect how well a company performs. This includes every stakeholder from the CEO and President, down to the line workers who screw the door panel into place, from the investor to the customer, the culture and attitude of all these people will ultimately determine the future of a company and whether they will be profitable or not. For this reason, Tata Motors tends to use an integration and rarely separation technique with foreign companies they acquire. On the other hand, some economic issues that Tata Motors face must also be looked at from a more localized perspective. For instance, the market in India for cars is much different than the market for cars in Italy. For one, India has over one billion more people than Italy does, thus the market is much larger or not as limited. Second, you must also take into affect the demographics and the average income of each market. Italians have a higher average income per capita than Indians and Italian citizens tend to drive larger and fancier cars. For this reason, the Tata Nano might not do so well in the Italian market. In summation, Tata Motors views the economy from a global perspective with operations across the entire globe; however, they must also maintain a local market understanding and knowledge when it comes to product positioning and placement throughout the different markets Tata conducts business in. In 2004, Tata Motors acquired Daewoo Commercial Vehicles Company, which was at the time Koreas second largest truck maker. Rather than using de-culturation or assimilating Daewoo, Tata took an integrated approach, and continued building and marketing Daewoos

current models as well as introducing a few new models globally just as it had been done under Korean management. With the new acquisition of Jaguar and Land Rover, Tata will have to be careful with how they handle the acquisition. While Land Rover is thriving while under the helm of Ford, Jaguar was more of the trouble child. Jaguar cost Ford some $10 billion during its 18-year stewardship and its sales were in headlong decline, especially in America, its most important market. Industry analysts also struggled to see what value Tata could add that had eluded Ford, and what synergies there could be between a maker of trucks and basic cars and two luxury marquees. Separation could be a good approach for the immediate future to keep the name of Jaguar and Land Rover distinguishable and associated with the luxury automobile market. Overall, Tata does a good job of integrating some aspects of their large multi-national conglomerate into new acquisitions; however, the company must also understand that separation from the name Tata can be valuable in some social areas.

TECHNOLOGY: Tata Motors and its parent company, the Tata Group, are ahead of the game in the technology field. The Tata Group as a whole has over 20 publicly listed enterprises and operates in more than 80 countries world-wide. This equates to Tata Motors having lots of experience and

resources to draw from for research and development purposes. The foundation of the companys growth is a deep understanding of economic stimuli and customer needs, and the ability to translate them into customer-desired offerings through leading edge R&D. Employing 1,400 scientists and engineers, Tata Motors Research and Development team is ahead of the pack in Indias market and right with the rest of the field internationally. Among Tatas firsts are the first indigenously developed Light Commercial Vehicle, India's first Sports Utility Vehicle and, in 1998, the Tata Indica, India's first fully indigenous passenger car, as well as the increasingly famous Tata Nano, which is projected to be the worlds cheapest production car. In the automotive industry, it is becoming increasingly crucial for manufacturers to stay on top of the technology curve with new problems always rising such as escalating gas prices and pollution problems. Tata recognizes this and dedicates lots of resources and time into research and development to be even with or preferably ahead of other competitors, global trends, and changing economies. In all, an automobile manufacturer must change, adapt, and evolve to stay competitive in the automotive game, and this is exactly what Tata is doing with their rapid growth, and extensive research and development.

STP ANALYSIS Segmentation: Segmentation is based upon considerable evidence that a single marketing approach or formula will not work for all members of the community to be served. Geographic: The region of Tata motors is whole India with special focus on Type A and fast growing Type B cities across India. Demographic: Age anybody of age between 18 to 50 years. Income anybody with an income of over 4 lakh p.a.

 Occupation millennial employed as professional, managers and those who want to buy their first car. Social Class Middle Class, Upper Middle, Lower Upper and Upper Upper. Psychographic: Personality Dreamers, those who want to achieve big, ambitious, price conscious, took their first step towards success and value driven. Behavioral: Benefits Quality, Style. User Status Potential users and first time users. Readiness Stage those who are aware, informed, interested and intend to bye.

Targeting:

Tata Motors has full market coverage in vehicle market as they covers market through Differentiated Marketing. So Tata Motors typically creates more total sales. However it also increases the cost of doing business. Thats why they lead to both higher sales and higher costs.

Full Market Coverage M1 P1 P2 P3 After introducing Tata Nano and acquiring Jaguar & Land Rover they have full market coverage from Common men to Luxuries loving people. So, Tata Motors attempt to serve all customer groups with all the products. M2 M3

Positioning:

Tata Motors has many products for various sectors. Company has a product like Tata ACE which is used as mini-truck. This product is mostly used at agriculture level. This product can carry below 1 tone. So, in agriculture sector this mini-truck makes good image. Like that Tata Motors introduced Tata Nano car for lower level people who cannot afford car but now they can buy a car in Rs.1 lakh. It also makes a brand image on customers mind that Tata Motors is companies where Customer gets that product what he want. After acquiring Jaguar & Land they got drastic change in peoples mind. Now customer has more chooses then before. When people think to purchase a car then they always think about different companies like Tata Motors, Mahindra and Mahindra, Hyundai, Maruti etc. In this situation customer always think about his likings, styles and Tata Motors can provide this as good as possible. Everybody knows that Tata motors can give them good product by technical. So, Tata Motorss brand image instead of the people is trustworthy and reliable car company.

The Indian Auto Industry Today

In 2009 estimated rate of growth of India auto industry is going to be 9 percent. Auto industry in India has been hit hard by ongoing global financial recession. Sales figures of India automobile industry for December 2008 have shown devastating after effects of global financial slowdown. However, there is still hope for automobile industry of India in 2009 as there are certain factors working in its favor. India is blessed with a middle class, which is getting economically stronger with every passing day. This class is being touted as potential consumers for India auto industry in years to come. Indian economy has been, more or less, able to withstand tremors of global financial meltdown. Even though its rate of growth has slowed down considerably, there are hopes of an economic revival. Work force of auto industry of India is relatively well trained. All these factors indicate that there could be a decent future for India auto industry in days

Hyundai, a major automobile establishment of South Korea, has put in large sums of money in India automobile market. As per its estimates, India auto industry could become a major center for small car manufacturing organizations in future.

There are some other automobile companies of world who have shown interest in India auto market. Major names among these are General Motors, Skoda Auto and Mercedes-Benz. These companies have major plans lined up for India auto industry and are likely to invest a huge amount of money in India automobile market

India domestic auto industry has been passing through a tough phase in 2008 and such a trend is supposed to continue in 2009 as well. Leading members of India auto industry have forecast a difficult path in 2009. Shinzo Nakanishi, managing director of Maruti Suzuki, has said that 2009 would present them with a number of challenges.

Tata Motors Limited Overview

Tata Motors Limited, formerly known as TELCO (TATA Engineering and Locomotive Company), is a multinational corporation headquartered in Mumbai, India. It is India's largest passenger automobile and commercial vehicle manufacturing company. Part of the Tata Group, and one of the world's largest manufacturers of commercial vehicles. The OICA ranked it as the world's 20th largest automaker, based on figures for 2006. Tata Motors was established in 1945, when the company began manufacturing locomotives. The company manufactured its first commercial vehicle in 1954 in a collaboration with DaimlerBenz AG, which ended in 1969 Tata Motors was listed on the NYSE in 2004, and in 2005 it was ranked among the top 10 corporations in India with an annual revenue exceeding INR 320 billion. In 2004, it bought Daewoo's truck manufacturing unit, now known as Tata Daewoo Commercial Vehicle, in South Korea. It also, acquired a 21% stake in Hispano Carrocera SA, giving it controlling rights in the company. Tata Motors launched the Tata Nano, noted for its Rs 100,000 price-tag, in January 2008. In March 2008, it finalised a deal with Ford Motor Company to acquire their British Jaguar Land Rover (JLR) business, which also includes the Rover, Daimler and Lanchester brand names.The purchase was completed on 2 June 2008 Tata Motors has its manufacturing base in Jamshedpur, Pantnagar, Lucknow, Ahmedabad and Pune.

1. History

Tata Motors launches its first truck in collaboration with Mercedes-Benz Tata Motors is a part of the Tata and Sons Group, founded by Jamshedji Nussarwanji Tata and J. Baker. The company was established in 1945 as a locomotive manufacturing unit and later expanded its operations to commercial vehicle sector in 1954 after forming a joint venture with Daimler-Benz AG of Germany. 2.Cars

Tata Indica After years of dominating the commercial vehicle market in India, Tata Motors entered the passenger vehicle market in 1992 by launching the Tata Sierra, a multi utility vehicle. After the launch of three more vehicles, namely, Tata Estate (1992, a stationwagon design based on the earlier 'TataMobile' [1989] a light commercial vehicle which some people may still think of as Tata's first passenger car), Tata Sumo (LCV, 1994) and Tata Safari (1998, India's first sports utility vehicle); In 1998 Tata launched the Indica, the first fully indigenous passenger car of India. Though the car was initially panned by auto-analysts, the car's excellent fuel economy, powerful engine and aggressive marketing strategy made it one of the best selling cars in the history of the Indian automobile industry. A newer version of the car, named Indica V2, was a

major improvement over the previous version and quickly became a mass-favorite. A badge engineered version of the car was sold in the United Kingdom as the Rover CityRover. Tata Motors also successfully exported large quantities of the car to South Africa. The success of Indica in many ways marked the rise of Tata Motors. Note: In 1996-97 Tata launched the Tata Sumo Deluxe and the Tata Sierra Turbo variants respectively. 3.Daewoo acquisition Main article: Tata Daewoo Commercial Vehicle

Tata Novus is one of the best selling commercial trucks in South Korea. With the success of Tata Indica, Tata Motors aimed to increase its presence worldwide. In 2004, it acquired the Daewoo Commercial Vehicle Company of South Korea. The reasons behind the acquisition were:

Companys global plans to reduce domestic exposure. The domestic commercial vehicle market is highly cyclical in nature and prone to fluctuations in the domestic economy. Tata Motors has a high domestic exposure of ~94% in the MHCV segment and ~84% in the light commercial vehicle (LCV) segment. Since the domestic commercial vehicle sales of the company are at the mercy of the structural economic factors, it is increasingly looking at the international markets. The company plans to diversify into various markets across the world in both MHCV as well as LCV segments.

To expand the product portfolio Tata Motors recently introduced the 25MT GVW Tata Novus from Daewoos (South Korea) (TDCV) platform. Tata plans to leverage on the strong presence of TDCV in the heavy-tonnage range and introduce products in India at an appropriate time. This was mainly to cater to the international market and also to cater

to the domestic market where a major improvement in the Road infrastructure was done through the National Highway Development Project On its journey to make an international foot print, it continued its expansion through the introduction of new products into the market range of buses (Starbus & Globus). 4. Joint ventures

Tata MarcoPolo NON-AC City Bus in Delhi.The NON-AC version is only used in Delhi while AC versions are used in Bangalore, Mumbai and Delhi alike In 2005, sensing the huge opportunity in the fully built bus segment, Tata Motors acquired 21% stake in Hispano Carrocera SA , Aragonese bus manufacturing company and introduced its highend inter-city buses in the country. Tata Motors has also formed a 51:49 joint venture with Marcopolo S.A., a Brazil-based global leader, lead by Brian Behrle, in bus body building. This joint venture is to manufacture and assemble fully-built buses and coaches targeted at developing mass rapid transportation systems. The joint venture will absorb technology and expertise in chassis and aggregates from Tata Motors, and Marcopolo will provide know-how in processes and systems for bodybuilding and bus body design.

5. Tata Ace

Tata Ace was India's first mini truck Main article: Tata Ace Tata Ace, India's first indigenously developed sub-one ton mini-truck, was launched in May 2005. The mini-truck was a huge success in India with auto-analysts claiming that Ace had changed the dynamics of the light commercial vehicle (LCV) market in the country by creating a new market segment termed the small commercial vehicle (SCV) segment. Ace rapidly emerged as the first choice for transporters and single truck owners for city and rural transport. By October 2005, LCV sales of Tata Motors had grown by 36.6 percent to 28,537 units due to the rising demand for Ace. The Ace was built with a load body produced by Autoline Industries.By 2005, Autoline was producing 300 load bodies per day for Tata Motors. Ace is still one of the number maker for TML, TML sold the 2,00,000th Ace in August 2008, within 4 years since its introduction. Tata Ace has also been exported to several European, South American and African countries. Electric-versions of Tata Ace are sold through Chrysler's Global Electric Motorcars division.

6. 2007

Tata Pick Up, unveiled in 2007, is expected to enter European and American market by 2009. In 2007, Tata Motors generated revenues of Rs 31,884.69 crore. In 2007, Tata Motors launched several concept models and future designs of existing models. It also formed joint ventures with various local companies in several countries to assemble Tata cars. Tata Motors launched a re-designed version of Tata Xenon TL during Motor Show Bologna which would be assembled in Thailand and Argentina. A pick-up variant of Tata Sumo was also launched under the program 'Global Pick-Up'. The company plans to launch the new pick-up model in India, Southeast Asia, Europe, South Africa, Turkey and Saudi Arabia. Tata Motors also unveiled newer model of Tata Indigo and Tata Elegante concept-car during the Geneva Auto Show. Tata Motors also formed a joint venture with Fiat and gained access to Fiats diesel engine technology.Tata Motors is looking to extend its relationship with Fiat and Iveco to other segments like the 'Global Pick-Up' program. The launch of the 'Global Pick-Up' will mark the entry of the company into developed markets like Europe and the United States. The project was initially a collaboration between Tata Motors and its subsidiary Tata Daewoo Commercial Vehicles, but later Tata Motors decided to work with Iveco as Daewoos design was not in sync

with the needs of sophisticated European customers. The company has formed a joint venture with Thailands Thonburi Company, an independent auto assembler, in which Tata Motors will hold a 70% stake. 7.2008 onwards 8. Compressed air car Motor Development International of Luxembourg has developed the world's first prototype of a compressed air car, named OneCAT.In 2007, MDI owner Guy Negre was reported to have "the backing of Tata" It has airtanks that can be filled in 4 hours by plugging the car into a standard electrical plug. In 2008 MDI planned to also design a gas station compressor, which would fill the tanks in 3 minutes.There are no gasoline costs and no fossil fuel emissions from the vehicle when run in town, but "the compressed air driving the pistons can be boosted by a fuel burner". OneCAT is a five seat vehicle with a 200-litre (7.1 cu ft) trunk. With full tanks it will run at 100 km/h (62 mph) for 90 kilometres (56 mi) range in urban cycle. It is actually a dual fuel car but it is more efficient than any present Hybrid cars. 9. Tata Nano

Tata Nano Tata has developed a car, named Tata Nano, that aims to sell in 2008. It is the least expensive production car in the world: the price is about Rs. 1,00,000 (USD $2,000)The company unveiled

the supermini car during the Auto Expo 2008 exhibition in Pragati Maidan, New Delhi. Bajaj Auto and Mahindra-Renault have[when?] plans to launch cars in this price range. Tata has faced controversy over developing the Nano. Some environmentalists are concerned that the launch of such a low-price car could lead to mass motorization in India with adverse effects on pollution and global warming. There was also strong opposition to the compulsory acquisition of land for the proposed car factory in Singur West Bengal. NowTata Motors Limited plan to set up the Nano factory in Sanand, Gujarat, because of the problems faced in West Bengal. To solve this, Tata is goingto produce the E-Nano, an electric version, in partnership with Miljbil Grenland AS 10. Jaguar Cars and Land Rover Main articles: Jaguar Cars and Land Rover As of 27 March 2008, Tata Motors reached agreement with Ford to purchase their Jaguar and Land Rover operations for US$2 billion. The sale is expected to be completed by the end of the second quarter of 2008Tata will also gain the rights to the Daimler, Lanchester, and Rover brand names. In addition to the brands, Tata Motors has also gained access to 2 design centers and 3 plants in UK. The key acquisition would be of the intellectual property rights related to the technologies. 11.Electric vehicles Tata Motors unveiled the electric versions of passenger car Tata Indica and commercial vehicle Tata Ace. Both run on lithium batteries . The company has indicated that the electric Indica would be launched locally in India in about 2010, without disclosing the price. The vehicle would be launched in Norway in 2009. Tata Motors' UK subsidiary, Tata Motors European Technical Centre, has bought a 50.3% holding in electric vehicle technology firm Miljbil Grenland/Innovasjon of Norway for

US$1.93 M, which specialises in the development of innovative solutions for electric vehicles, and plans to launch the electric Indica hatchback in Europe next year. 12. Global operations

The purchase of Jaguar Cars is expected to help give Tata Motors a foothold in European and American markets.

With the unveiling of Tata Elegante during Geneva Motor Show, Tata Motors revealed its intention to enter the sedan and sports car markets.

Tata Indica during an auto exhibition in Bangkok, Thailand. Indica and Xenon TL will be assembled in Thailand and Argentina.

Tata Prima was unveiled during the Geneva Motor Show in 2009. The Luxury Sedan was designed by Pininfrina and has marked the entry of Tata into the international sedan market. The car is to be sold in India by 2013 and around the world by 2015 Tata Motors has expanded its production and assembly operations to several other countries including South Korea, Thailand, South Africa and Argentina and is planning to set up plants in Turkey, Indonesia and Eastern Europe. 13.Global brands Tata Motors has been aggressively acquiring foreign brands to increase its global presence. In 2004, Tata Motors bought Daewoo's truck manufacturing unit, now known as Tata Daewoo Commercial Vehicle, in South Korea. In March 2005, it acquired a 21% stake in Hispano Carrocera SA, giving it controlling rights in the company. On 26 March 2008 Tata Motors agreed to purchase Jaguar Cars and Land Rover from Ford Motor in a deal worth $2.3bn (1.15bn)Tata Motors has also acquired from Ford the rights to three other brand names: Daimler, Lanchester and Rover. it was rumoured in 2008 that Tata was in negotiations along with Fiat, General Motors and Renault-Nissan as a possible suitor for the rapidly declining Chrysler, which is currently owned by Cerberus Capital Management 14. Present global challenge

Tata Motors have some distinct advantages in comparison to other multi-national competitors. There is definite cost advantage as labor cost is 8-9 percent of sales as against 30-35 percent of sales in developed economies. Tata motors have extensive backward and forward linkages and it is strongly interwoven with machine tools and metals sectors. Tata Group's strong expertise in the IT based engineering solution for products and process integration has helped Tata Motors. India has a large auto component industry noted for its world class capabilities. There is huge demand in domestic markets due to infrastructure developments and Tata Motors is able to leverage its knowledge of Indian market. There are favorable Government polices and regulations to boost the auto industry. However, some major automakers have moved their operations to India to cut costs. Volvo entered India in 1998 to focus on production of its fully built buses. In India, it has focused on providing economical transport solutions in consonance with its values of safety, quality, and environmental care. Its competitive advantage is its high technology which makes the vehicle a very comfortable option to travel through. Tata's trucks have long been reputed for their unmatched performance, build, and technological advancements that are the flag bearers in their production activities in India. It is still operating in the niche market of high end buses where the Tata compete through its Hispano Carrocera and Marcopolo S.A. JV buses. The Government of India announced an automobile policy in December 1997. The policy required majority-owned subsidiaries of foreign car firms to invest at least US$50 million in equity if they wished to set up manufacturing projects in India. It also forced them to take on export obligations to fund their auto part imports and required them to submit to a schedule for increasing the share of locally made parts in their cars. Mere car assembling operations were not welcomed. An Indian cabinet panel will soon consider a new automobile policy that aims to set fresh investment guidelines for foreign firms wishing to manufacture vehicles in the country. Investments in making auto parts by a foreign vehicle maker will also be considered a part of the minimum foreign investment made by it in an auto-making subsidiary in India. The move is aimed at helping India emerge as a hub for global manufacturing and sourcing for auto parts. The policy sets an export target of $1 billion by 2005 and US$2.7 billion by 2010. The policies

adopted by Government will increase competition in domestic market, motivate many foreign commercial vehicle manufactures to set up shops in India, whom will make India as a production hub and export to nearest market. Thus Tata Motors CV will have to face tough competition in near future, which might affect its growth negatively.

15.Future challenges

Tata Xover Plastic Car Production- Tata plans on producing a car that is made of nearly 100% plastic.

Mahindra and Mahindra: JV with ITEC, North American leader in heavy trucks. M&M has formed a 51:49 JV called Mahindra International with ITEC, USA (parent Navistar International), to manufacture commercial vehicles and to bolster its position in the CV business. ITEC is the leader in medium and heavy trucks and buses in North America, and is the world's largest manufacturer of medium-duty diesel engines. Mahindra International aims to have a presence across the CV market (6-35 tonnes GVW) with variants of passenger transport, cargo and specialised load applications and is likely to start producing medium/heavy commercial vehicles from FY09.

Force Motors Ltd: JV with MAN for manufacturing high-tonnage vehicles Force Motors has paired up with MAN in a 70:30 JV to manufacture high-tonnage and specialty vehicles, such as long-haul trucks, tippers, tractor trailers and multi-axle vehicles in the 16-32 tonne range at its Pithampur plant, with an initial capacity of 24,000 units per

annum and at an investment of Rs7bn. The JV plans to sell nearly half of its production in the domestic market, while the rest is to be exported to the Middle East, Turkey, Russia, Asia and Africa. Further, the two companies have formed another JV to manufacture buses in India from end-2007.

Ashok Leyland: Acquisition of Czech Republic-based Avia. Ashok Leyland (ALL) recently acquired the truck unit of Czech Republic-based Avia for US$35m. Avia manufactures 6-9 tonne LCVs and has a capacity of 20,000 units per annum. The acquisition has given ALL direct access to an entire range of Avia trucks, Avias press shop with dies and tools, welding lines, state-of-the-art paint shop and R&D facilities. ALL has also entered into technology agreements with Hino Motors of Japan and ZF of Germany to complement its in-house R&D efforts and developing complementary components and aggregates.

Various Products of TATA Motors [1] Passenger cars and utility vehicles

Tata Indigo SW

Tata Sierra Tata Estate Tata Sumo/Spacio Tata Safari Tata Indica Tata Indigo

Tata Indigo Marina Tata Winger Tata Nano (3RD March 2009) Tata Xenon XT Tata Xover (2009)

[2] Concept vehicles

Tata Cliffrider

2000 Aria Roadster 2001 Aria Coupe 2002 Tata Indica 2002 Tata Indiva 2004 Tata Indigo Advent 2005 Tata Xover 2006 Tata Cliffrider 2007 Tata Elegante 2009 Tata Prima

[3] Commercial vehicles

Tata 1616 Starbus

Tata Marcopolo Buses in the Delhi BRT.

Tata StarBus in Nagpur, Maharashtra. Tata Low Floor Buses are also used by administrations in Delhi, Mumbai, Pune, Udaipur and Indore

Tata Ace Tata TL/Telcoline/207 DI Pickup Truck Tata 407 Ex and Ex2 Tata 709 Ex Tata 809 Ex and Ex2 Tata 909 Ex and Ex2 Tata 1109 (Intermediate truck) Tata 1510/1512 (Medium bus) Tata 1610/1616 (Heavy bus) Tata 1613/1615 (Medium truck) Tata 2515/2516 (Medium truck) Tata Starbus (Medium Bus) Tata Globus (Low Floor Bus) Tata Marcopolo Bus (Low Floor Bus) Tata 3015 (Heavy truck) Tata 3118 (Heavy truck) (8X2) Tata 3516 (Heavy truck) Tata 4923 (Ultra-Heavy truck) (6X4) Tata Novus (Heavy truck designed by Tata Daewoo)

[4] Military vehicles

Tata LSV (Light Specialist Vehicle)

Tata 2 Stretcher Ambulance Tata 407 Troop Carrier, available in hard top, soft top, 4x4, and 4x2 versions 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 T

Other Tata services: 1) Tata Insurance: Tata AIG Life Insurance Company Limited and Tata AIG General Insurance Company Limited (collectively 'Tata AIG') are joint ventures of the Tata Group and American International Group, Inc. (AIG). Tata AIG combines the strength and integrity of the Tata Group with AIG's international expertise and financial strength, 2) Tata motor finance: Tata Motors is the largest automobile company in this part of Asia. The company has grown in a big way in recent years and has embarked on expansion and acquisition programs. As part of it, Tata Motors has also strengthened and expanded on its finance wing Tata Motor Finance that provides for loan and financing options to the customers buying Tata Motors automobiles.Tata Motorfinance (TMF) is the automobile financing wing of Tata Motors. It was launched in June 2003 and provides for loans on various segments of company automobiles like passenger cars, utility and commercial vehicles along with construction equipments. The company that has grown into most of the Indian cities along with a significant presence in some of the foreign markets too, today boasts of 109 branches in 22 Indian states. Some of the terms associated with the Tata Motor finance are as follows: Car financing/loan options available for customers belonging to different categories

 The repayment period varies to the tune of 36 months-84 months The interest paid on the loans are on the lower end Finance on passenger and commercial vehicles on all Tata vehicles and Fiat models Palio and Adventure include top up loans, used vehicle finance, loan takeover and refinancing The paperwork is limited and the financing company's representative can be called even at home to complete the formalities, including calculating the likely Equated Monthly Installment (EMI) that the customer might have to pay.

Marketing Strategies

a) Introduction of the new Tata nano The introduction of the Nano received media attention due to its targeted low price. The Financial Times reported[: "If ever there were a symbol of Indias ambitions to become a modern nation, it would surely be the Nano, the tiny car with the even tinier price-tag. A triumph of homegrown engineering, the $2,200 (1,490, 1,186) Nano encapsulates the dream of millions of Indians groping for a shot at urban prosperity." The car is expected to boost the Indian economy, create entrepreneurial-opportunities across India as well as expand the Indian car

market by 65% The car was envisioned by Ratan Tata, Chairman of the Tata Group and Tata Motors, who has described it as an eco-friendly "people's car". Nano has been greatly appreciated by many sources and the media for its low-cost and eco-friendly initiatives which include using compressed-air as fuel and an electric-version (E-Nano Tata Group is expected to mass-manufacture the Nano, particularly the electric-version, and, besides selling them in India, to also export them worldwide[25][26] Critics of the car have questioned its safety in India (where reportedly 90,000 people are killed in road-accidents every year), and have also criticised the pollution that it would cause (including criticism by Nobel Peace Prize winner Rajendra Pachauri). However, Tata Motors has promised that it would definitely release Nano's eco-friendly models alongside the gasoline-model The Nano was originally to have been manufactured at a new factory in Singur, West Bengal, but increasingly violent protests forced Tata to pull out October 2008. (See Singur factory pullout below.) Currently, Tata Motors is reportedly manufacturing Nano at its existing Pantnagar (Uttarakhand) plant and a mother plant has been proposed for Sanand Gujarat.]The company will bank on existing dealer network for Nano initially. The new Nano Plant could have a capacity of 500,000 units, compared to 300,000 for Singur. Gujarat has also agreed to match all the incentives offered by West Bengal government. Cost Cutting features

The Nano's boot does not open, instead the rear seats can be folded down to access the boot space

It has a single windscreen wiper instead of the usual Some exterior parts of it are glued together, rather than welded.

It has no power steering. Its door opening lever was simplified. It has 3 nuts on the wheels instead of the statutory 4 nuts. It only has 1 side view mirror

Price Tata initially targeted the vehicle as "the least expensive production car in the world"aiming for a starting price of 100,000 rupees or approximately US$2000 (using exchange rate as of March 22, 2009)6 years ago, despite rapidly rising material prices at the time As of August 2008, material costs had risen from 13% to 23% over the cars development, and Tata faced the choice of:

introducing the car with an artificially low price through government subsidies and taxbreaks

forgoing profit on the car using vertical-integration to artificially boost profits on cars at the expense of their materials industries

partially using inexpensive polymers or biodegradable plastics instead of a full metalbody raising the price of the car option.

Model versions At its launch the Nano was available in three trim levels:

the basic Tata Nano Std priced at 123,000 Rupees has no extras; the deluxe Tata Nano CX at 151,000 Rupees has air conditioning; the deluxe Tata Nano TX at 135,000 Rupees has air conditioning, Yellow Colour Taxi Version;

the luxury Tata Nano LX at 172,000 Rupees has air conditioning, power windows and central locking

the Nano Europa, European version of the Tata Nano has all of the above plus a larger body, bigger 3-cylinder engine, anti-lock braking system (ABS) and meets European crash standards and emission. The base model will have fixed seats, except for the driver's, which will be adjustable, while the deluxe and luxury models will get air conditioning and body coloured bumpers.

b)Modification in tata sumo New Tata Sumo The Toyota Qualis and now competes with Chevrolet Tavera. The discontinuation of Qualis to launch the Toyota Innova proved advantageous to Tata Sumo. The Sumo has seen a series of changes in terms of refinement in this decade. It has been the favourite choice for cab owners, as it is rugged and affordable. The Tata Sumo has been enjoying its position in the MUV market since 1994. It had stiff competition with new Sumo Victa has been portrayed as a family lifestyle vehicle, but in fact is a carry over of the old Sumo, with some cosmetic changes. The Sumo comes in nine Victa variants: CX 10/7 Str, DI CX 7/9/10 Str, DI EX 7/9 Str, DI GX 7/9 Str, DI LX 7/9 Str, EX 10/7Str, GX 7 Str, GX TC 7 Str, and LX 10/7 Str. All variants, except the Victa DI variants, are powered by a 2-litre Inline-4 diesel engine. The GX and GX TC variants get a 2-litre turbocharged diesel engine that generates 89 bhp. The Victa DI variants get a 3-litre turbocharged diesel engine. Refinement, both internal and external, is evident across the variants. Tata's latest three variants under the 'Sumo Grande' category are LX, EX and GX available in 2seater, 7-seater and 8-seater configurations. Sumo Grande boasts of a powerful 2.2-L direct injection common rail (DICOR)

engine.

Quick Take * Fuel Economy Available Engines 9/14 kmpl (city/highway) 2.0L Inline-4, 67 bhp diesel 2.0L Inline-4, 89 bhp turbo diesel 3.0L Inline-4, 69 bhp diesel 2.2L DiCOR In-line 4, 118 bhp diesel Available Transmissions 5-speed Manual Transmission (MT)

c) New version of indigo,indigo Dicor Dicor Variants

The DICOR (common rail diesel) version of Tata Indigo is available in two variants which has already hit the bull's eyes. The beefy & bony structured sedan has the capacity to deliver maximum torque of 140Nm @ 1800 - 3000 rpm. The Indigo Dicor from Tata Motors has been made apt for Indian roads especially with its driver & co passengers oriented positive attributes such as :

Anti-submarine front seats New electronic instrument cluster with engine RPM meter Rear Seat with double folding backrest Video player with MP3: with headrest mounted LCD screens 1.4-litre as rail diesel engine

Indigo

LX

Dicor

Tata Indigo LX Dicor on the other hand features manually operated with chrome strip outer rear view window, black dials with chrome rings & star check as the new pattern for its console&ACfascia.

Indigo

LS

Dicor

Tata Indigo LS Dicor features manually operated outer rear view mirror, black dials, & Benz silver as the new pattern for console & AC fascia. It has no mounted LCD screens.

ENGINES

Petrol

1396 cc MPFI Petrol Engine with 32-Bit Microprocessor Max. power - 85 PS @ 5500 rpm Max. torque - 12 Kgm @ 3500 rpm

Diesel

Turbo-charged 1405 cc Indirect Injection Engine with Intercooler Max. Power 70 PS @ 4500 rpm Max. Torque - 13.5 kgm @ 2500 rpm

Dicor

32-bit microprocessor based 1396 cc DICOR(Direct Injection Common Rail) 16valve engine with Dual Over Head Camshafts and a Variable Geometry Turbocharger(VGT) Max.power-70 PS@4000 rpm Max.torque - 140Nm@18003000 rpm

e) Tapping of Rural Markets

According to the National Council for Applied Economic Research, or NCAER, rural India accounts for 70% of Indias population, 56% of the national income, 64% of the total expenditure and one-third of the total savings. So, the difficulties faced in cracking these markets pale before the huge potential they offer a company. Of the total sales (of consumer goods), around 55% come from rural India, and going ahead, the contribution is likely to grow. NCAER data suggests that in real terms, at 1999 prices, the size of the rural economy will be about Rs16 trillion in 2012-13 compared with Rs12 trillion in 2007-08. The share of non-farm income will be about two-thirds of the rural economy by 2012-13.

Noticing this huge potential Tata motors now plans to tap the rural market, 60 per cent of which runs on cash. Tata motors ltd. are working on strategies to make inroads into these markets.

Human Resource Strategies

a) Hiring Practices Hiring the right talent is the greatest challenge in business environment and new and innovative hiring strategies are the need of the hour if Indian companies have to succeed in the changing global scenario. With Indian companies entering the phase of global mergers and acquisitions, already there is a shift in standard hiring practices, the compensation being offered, sharing the vision of the company and transmitting a sense of passion in the company to the prospective employee will go a long way in attracting the right talent.

Some of the innovative hiring strategies could include hiring teams and not just individuals and offering education and placement packages. Over the past few years HR is witnessing a dramatic increase in lateral hiring of professionals with some years of experience, hiring from the public sector as well as experienced people looking for second careers. The challenge facing many firms is to hire with retention.

A smart and sophisticated workforce will be the most important corporate resource over the next 20 The demand for this resource is sure to go up; however, the supply is already dwindling.

2.Re-organizing the organizational structure of co.:

At the time of recession its important task of hr personal to reorganize the structure of the company.so as to avoid extra man force and duplication of work.

3.Reducing in the incentives given to employees.:

Human resourse manger should cut incentives of individuals.for ex-If marketing manager used to get incentives for hotelling accommodations 2000 per day.it should be cut down to 1200 per day..as already due to recession he will get equal amount of service by paying the less price.

4.providing various offers to employee so to maintain the moral to work hard. It is very important from company point of view to survive in recession.so company should provide different offers and gifts. For achievements of certain targets so as to maintain the moral of working in the company. Of employees..

5. No salary cuts and increase in Resource and Development

They have not cut salaries of employees. But they have reduced the extra working hours, which means the work which is to be done in two hours it has to be completed in two hours. They have reduced delayes in work.

Operations Strategies

a) Reducing no. of shifts :

Tata motors has reduced its number of shifts frm 3 to 2 in a day and so as to control reduce cost of production. And started making production according to the sales required.

b) Quality Management

Quality management is crucial to effective operations management, particularly continuous improvement. More recent advancements in quality, such as benchmarking and Total Quality Management, have resulted in advancements to operation s management as well.

c)Inventory Management Costs can be substantial to store and move inventory. Innovative methods, such as Just-in-Time inventory control, can save costs and move products and services to customers more quickly.

From this project we conclude that the marketing strategies of Tata motors are according to market. They always look after their consumers and their needs. They make changes in their product what consumer wants, thats why most of the consumers, are satisfied from the company. Company wants that every people can purchase their product so, they have product

from low price to high price with number of different styles and designs without compromising product quality. Company is also providing good services to their customers. Company has its own show rooms and service centers in different places so customers cant face many difficulties to purchase their products. Success will largely be determined to the extent a company can differentiate itself in terms of intangibles that go with a car. Success could well hinge on the best of bundle of services that a carmaker can provide.

BIBLIOGRAPHY

[1] Philip Kotler, Kevin Keller, Marketing Management (Twelth Edition)

[2] Marketing Management, The McGraw.Hill company, Rajan Saxena (Third Edition)

[3] www.pearsoned.co.in/pkotler

[4] http://www.genmills.com/corporate/company/india.aspx

[5] http://www.utube.com

www.wikipedia.com

[6] http://iegd.institut.com

[7] http://www.rotman.utoronto.com