TATA MOTORS
TATA MOTORS
2013
IMM ASSIGEMENT (TOPIC 7)
Table of Contents
1. 2. 3. INTRODUCTION ........................................................................................................................................... 3 EVENTS IN MAKING ..................................................................................................................................... 4 TATA MOTORS: GLOBAL FOOTPRINTS ........................................................................................................ 5 TATA MOTORS ACQUISITIONS............................................................................................................. 6 2 IIFT EPGDIB 2012-13 (VSAT) | INTRODUCTION
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3.1.2. 3.1.3. 3.1.4. 4.
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TATA DAEWOO .................................................................................................................................... 7 TATA HISPANO ..................................................................................................................................... 8 JAGUAR LAND ROVER .......................................................................................................................... 8
4.1. TATA MARCOPOLO ...................................................................................................................................... 8 4.2. FIAT INDIA AUTOMOBILES........................................................................................................................... 9 4.3. TELCON CONSTRUCTION SOLUTIONS ......................................................................................................... 9 5. TATA MOTORS OPERATIONS AND PRODUCT LINE ...................................................................................... 9 5.1. TATA DAEWOO, SOUTH KOREA ................................................................................................................... 9 5.2. TATA HISPANO, SPAIN ............................................................................................................................... 10 5.3. JAGUAR LAND ROVER, UK ......................................................................................................................... 10 5.4. HV TRANSMISSION AND HV AXLES............................................................................................................ 10 5.5. TATA TECHNOLOGIES ................................................................................................................................ 10 5.6. EUROPEAN TECHNICAL CENTRE ................................................................................................................ 10 6. TATA MOTORS EXPANSION STRATEGY IN VARIOUS COUNTRIES .............................................................. 10 6.1. KOREAN OPERATIONS ............................................................................................................................... 11 6.2. UK OPERATIONS ........................................................................................................................................ 12 6.3. EUROPEAN OPERATIONS ........................................................................................................................... 13 6.4. LATIN AMERICAN OPERATIONS ................................................................................................................. 14 6.5. SOUTH AFRICAN MARKET.......................................................................................................................... 14 6.6. THAILAND/ASEAN OPERATION.................................................................................................................. 15 6.7. INDONESIA ................................................................................................................................................. 15 6.8. MALAYSIA .................................................................................................................................................. 15 7. FUTURE INTERNATIONAL STRATEGY FOR SUSTAINABLE BUSINESS .......................................................... 16 7.1. RECOMMENDATION MATRIX .................................................................................................................... 16 7.2. CONTINGENCY PLANS ................................................................................................................................ 19
1. INTRODUCTION
Tata Motors is India's largest automobile company, with consolidated revenues of Rs 1,88,818 crore ($34.7 billion) in 2012-13. Tata Motors Limited is an Indian multinational automotive corporation headquartered in Mumbai, India. Part of the Tata Group, it was formerly known as TELCO (TATA Engineering and Locomotive Company). Its products include passenger cars, trucks, vans and coaches. 3 IIFT EPGDIB 2012-13 (VSAT) | INTRODUCTION
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Through subsidiaries and associate companies, Tata Motors has operations in the UK, South Korea, Thailand and Spain. Among them is Jaguar Land Rover, the business comprising the two iconic British brands. It also has an industrial joint venture with Fiat in India. Tata Motors is South Asias largest automobile company; it is the leader in commercial vehicles and among the top three in passenger vehicles. The company is the world's fourth largest truck manufacturer, the world's second largest bus manufacturer, and employs 50,000 workers. Tata Motors has produced and sold over 4 million vehicles in India since 1954. Established in 1945, when the company began manufacturing locomotives, the company manufactured its first commercial vehicle in 1954 in collaboration with Daimler-Benz AG, which ended in 1969. Tata Motors is a dual-listed company traded on both the Bombay Stock
Exchange and New York Stock Exchange. In 2010, Tata Motors surpassed Reliance to win the coveted title of 'India's most valuable brand' in an annual survey conducted by Brand Finance and The Economic Times. Tata Motors has auto manufacturing and assembly plants in Jamshedpur, Pantnagar, Lucknow, Sanand, Dharwad and Pune, India, as well as in Argentina, South Africa, Thailand and the United Kingdom. Tata Motors is the country's market leader in commercial vehicles and among the top three in passenger vehicles. It is also the world's fourth largest manufacturer of medium / heavy commercial vehicles, and the second largest bus manufacturer. Tata cars, buses and trucks are being marketed in several countries in Europe, Africa, the Middle East, South Asia, South East Asia and South America. The company, formerly known as Tata Engineering and Locomotive Company, began manufacturing commercial vehicles in 1954 with a 15-year collaboration agreement with Daimler Benz of Germany. It has, since, developed Tata Ace, India's first indigenous light commercial vehicle, Tata Safari, India's first sports utility vehicle, Tata Indica, India's first indigenously manufactured passenger car, and the Nano, the world's cheapest car. Tata Motors has over 1,400 engineers and scientists in six R&D centers in India, South Korea, Spain and the UK.
2. EVENTS IN MAKING
1945 Tata Engineering and Locomotive Co. Ltd. were established to manufacture locomotives and other engineering products. 4 IIFT EPGDIB 2012-13 (VSAT) | EVENTS IN MAKING
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1948 - Steam road roller introduced in collaboration with Marshall Sons (UK). 1954 - Collaboration with Daimler Benz AG, West Germany, for manufacture of medium commercial vehicles. The first vehicle rolled out within 6 months of the contract. 1959 - Research and Development Centre set up at Jamshedpur. 1961 Exports begin with the first truck being shipped to Ceylon, now Sri Lanka. 1966 - Setting up of the Engineering Research Centre at Pune to provide impetus to automobile Research and Development. 1977 First commercial vehicle manufactured in Pune. 1991 Launch of the 1st indigenous passenger car Tata Sierra. TAC 20 crane produced. One millionth vehicle rolled out. 1994 Launch of Tata Sumo the multi utility vehicle. Launch of LPT 709 a full forward control, light commercial vehicle. Joint venture agreement signed with M/s Daimler Benz / Mercedes Benz for manufacture of Mercedes Benz passenger cars in India. Joint venture agreement signed with Tata Holset Ltd., UK for manufacturing turbochargers to be used on Cummins engines. 1998 - Tata launched the Indica in 1998, the first fully indigenous Indian passenger car. 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 industry. 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 quantities of the car to South Africa. The success of 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 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 & 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 British car maker Jaguar Land Rover, manufacturer of the Jaguar, Land Rover and Daimler luxury car brands, from Ford Motor Company. In May 2009 Tata unveiled the Tata World Truck range jointly developed with Tata Daewoo. Debuting in South Korea, South Africa, the SAARC countries and the MiddleEast by the end of 2009. Tata acquired full ownership of Hispano Carrocera in 2009. 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 will invest around 6 billion on developing Futuristic Infantry Combat Vehicles in collaboration with DRDO.
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OTHER COLLABORATIONS/M&A & JVs Tata Daewoo Commercial Vehicle Hispano in Spain & Marcopolo In Brazil JV with Jardine Matheson for ConcordeMotors Technology Tie Ups at Spain,Italy North Africa Egypt West Africa Senegal LATAM Brazil West Asia Saudi Arabia Iraq, Iran South Africa South Africa* * Assembly Operations also East Africa Kenya*
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West Europe U.K. Italy Russia* Ukraine* Central Asia Afghanistan Uzbekistan
East Asia China South Korea* South Asia Bangladesh * Nepal, Sri Lanka
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2. In 2005, Tata Motors acquired 21% of Aragonese Hispano Carrocera giving it controlling rights of the company. 3. In 2007, formed a joint venture with Marcopolo of Brazil and introduced low-floor buses in the Indian Market. 4. In 2008, Tata Motors acquired British Jaguar Land Rover (JLR), which includes the Daimler and Lanchester brand names. 5. In 2010, Tata Motors acquired 80% stake in Italy-based design and engineering company Trilix for a consideration of 1.85 million. The acquisition is in line with the companys objective to enhance its styling/design capabilities to global standards.
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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. Tata Daewoo is the second-largest heavy commercial vehicle manufacturer in South Korea. 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 will start developing a new line to manufacture competitive and fuel efficient commercial vehicles to face the competition posed by the entry of international brands like Mercedes-Benz, Volvo and Navistar into the Indian market
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Marcopolo has launched a low-floor city bus which is widely used by Chennai, Coimbatore, Delhi, Hyderabad, Mumbai, Lucknow, Pune, Kochi, Trivandrum and Bengaluru transport corporations. Its manufacturing facility is based in Dharwad.
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Tata Hispano Motors Carrocera, S.A. is a bus and coach cabin manufacturer based in Zaragoza, Aragon, Spain and a wholly owned subsidiary of Tata Motors. Tata Hispano has plants in Zaragoza, Spain and Casablanca, Morocco
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these countries, Tata Motors now has dedicated manufacturing facilities, marketing teams and sales teams. The idea is to have self-sustained operations in this narrow band of countries. The company evaluates locations on the basis of market opportunities and labor skills. In the framework pertaining to international expansion strategies, Tata Motors can be identified as an Extender, and is focusing on expanding into markets similar to those of the home base, using competencies developed at home
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Challenges faced by Tata Motors Need for Quick and dirty Due Diligence Complimentary product range Beyond the bid price - Winning acceptance of DWCV employees Structured program to educate DWCV about India, Tata Group and Tata Motors Communication (in Korean) to management, unions and employees emphasizing Tata Motors capabilities and Tata Groups reputation for good corporate governance. Respecting strong work ethics of Koreans through significant efforts during the Due diligence process Managing the Korean culture Respecting hierarchy and values Managing Unions
Measuring Success TDCV launched a new range of medium trucks in 2006 first major product launch since 2000 Doubling of exports in 2004 and 2005 accounting for 66% of heavy truck exports from South Korea Launch of Novusin Indian market Increased market share in HCVsfrom 25% to 28% and achieved market share of 13.5% in MCVs Joint development of World Truck between Tata Motors India and TDCV, Korea launched in 2009
6.2. UK OPERATIONS
Jaguar and Land Rover In June 2008, Tata Motors Ltd. announced that it had completed the acquisition of the two iconic British brands - Jaguar and Land Rover (JLR) from the US-based Ford Motors for US$ 2.3 billion. Forming a part of the purchase consideration were JLR's manufacturing plants, two advanced design centres in the UK, national sales companies spanning across the world, and also licenses of all necessary intellectual property rights.
Reason for entry As this is a more technically developed country the infrastructure available is much more advance and stable then India. Tata motors European technical center (TMETC) brought up for R&D a purpose which is steadily taking Tata motors towards achieving global standards. The political environment of United Kingdom is very stable and well structured. The laws and trading policies are well developed. Tata Motors will acquire a global footprint and enter the high-end premier segment of the global automobile market 12 IIFT EPGDIB 2012-13 (VSAT) | UK OPERATIONS
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Tata Motors gets access to latest technology which would allow Tata to improve their core products in India This deal provided Tata an instant recognition and credibility across globe
Challenges faced by Tata Motors Buying over Land Rover and Jaguar for 2.3$ billions Tata was under tremendous pressure as there were mixed reactions from all Britain. Plenty feared about devaluation by Indian brand and suggested government to take control of Jaguar brand, as it symbolizes best of British There were some MPs who did not like an Indian brand taking over British Companies The British health and safety laws for the better conditions of workers are the most strong and predominant The only problem that the firm faces is the high tax rates. Which makes it more expensive as the raw material increases the cost of productions also goes up automatically and this is the reason why many firms stay out of United Kingdom. There are also some policies by the labour contract to avoid exploitation of labour which makes this country much more expensive.
Challenges faced Country fares poorly in terms of the number of patents received as compared to France and Germany. 13 IIFT EPGDIB 2012-13 (VSAT) | EUROPEAN OPERATIONS
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Tata Motors has taken its alliance with Fiat to produce a new one-tonne pick-up truck, for Latin American markets from Fiat's facility in Argentina. This arrangement will also see Tata Motors forming a joint venture with a subsidiary of Iveco, the commercial vehicle division on Fiat, to set up a distribution network. TATA Tata Marcopolo Motors Limited (TMML) is a 51:49 joint venture company of Tata Motors Ltd. (TML) India and Marcopolo S.A. Brazil for manufacturing of buses in India. Reason for entry Tata Motors, through the joint venture, would benefit from Marcopolo's technology for mass production of buses along with its expertise in the mass rapid transport (MRT) systems. The technology and expertise in chassis and aggregates will be provided by Tata Motors, and know-how in processes and systems for bodybuilding and bus body design will come from Marcopolo The JV with Marcopolo, which is one of the largest bus body builders, will enable Tata Motors to successfully address the growing demand in India
Measuring Success The joint venture of the state-of-the-art bus manufacturing by Tata Marcopolo Motors in the well-established plant at Dharwad (Karnataka) helped the company in achieving its goals in the commercial operations with the production of vehicles. It was the understanding between the two companies at 51:49 shares in establishment. Both the companies Tata Motors and Marcopolo of Brazil have become successful in managing the higher profit range with better deals in sales
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With the growing demand of cars among the country itself, the company targeted not only the local people but international markets as its targets as well.
6.7. INDONESIA
Operations through wholly-owned Jakarta-based subsidiary PT Tata Motors Indonesia Commercial launch and local assembly in 2013 Countrywide dealer network being established for sales Service and spare parts Plans for development of components locally with Indonesian vendors. Reason for Entry Indonesia is a key market for Tata Motors, which has a wide range of products from small cars to buses in passenger vehicles and from 0.5T mini-trucks to 49T heavy trucks in commercial vehicles. The company will begin to launch its products in 2013, for which extensive preparations are now on.
6.8. MALAYSIA
As part of its plans, the company has plotted broadly three routes for international expansion: Traditional method of export Setting up assembly operations abroad Third is JV & Acquisition In order to that Malaysia played a very important role for Tata motors as far as international expansion is concerned. Tata Motors worked on setting up assembly operation strategy by setting up first assembly operation in Malaysia in 1974. Since then the company has similarly expanded into Malaysia, Bangladesh, Senegal, South Africa and Ukraine. All these assembly operations are set up by the distributors of Tata Motors for these countries. 15 IIFT EPGDIB 2012-13 (VSAT) | ThAILAND/ASEAN OPERATION
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Reason for Entry
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Malaysia is very lucrative market in ASEAN due to its world class infrastructure & demand. Malaysias membership of AFTA & its bilateral agreement with Japan made it more attractive for Tata motors
In terms of product reliability, Tata Motors offers products of reasonably high standards. However, foreign players like Volvo and even local competitors like Ashok Leyland arguably offer products that are far more refined. But this is more than compensated by a dependable service network and extensive channel reach. Tata's service and distributor network is by far the most extensive of any player in the trucks industry. Hence in overall weighted average terms, Tata Motors still has a winning proposition.
16 IIFT EPGDIB 2012-13 (VSAT) | Future International Strategy for sustainable business
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Tangible The strategies in this domain are primarily directed at sustaining Tata Motors' first mover advantage with respect to its offering in the Small Commercial Vehicle segment - ACE. Strategy Sustaining the First Mover's Advantage of ACE Tata Motors has an unparalleled network of dealers and service stations across the National country for Medium and Heavy Commercial Vehicles (M and HCV). However most of Footprint these service stations are along inter-city routes. It would need to replicate this network at intra-city level for its hugely successful SCV - the Tata ACE. For this Tata
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Motors can liaise with small garages, train them and certify them as 'Tata Authorized Service Station'. Tata Motors has positioned ACE as a multipurpose vehicle (MPV). This is where Tata Motors can learn from the Maruti small car strategy that posits that 'there is no such
Product Portfolio
thing as a small car buyer'. Hence Tata Motors should endeavour to move form a multi-purpose positioning to a mass customization positioning for ACE, wherein multiple variants are offered on the ACE platform, each uniquely suited for a specific application - such as tippers, long base trawlers, and milk carriers.
Intangible In intangible terms, Tata Motors needs to bolster its brand loyalty, by providing a unique customer experience. Strategy Intangible Assets In commercial vehicles industry, the uniqueness of customer experience is largely driven by the efficacy of the 'Support' framework. If your car breaks down, you can take a taxi to office. But that's not so for a transport operator. For him, his vehicle is at the heart of his business and hence responsive after-sales support is critical. Unique Customer Experience 1. Consider introducing mobile service units for Tata ACE that can respond to customer calls anywhere within a given city. 2. Start treating "Services" as a dedicated profit center. Towards this end, the company should "productize" annual maintenance contracts. Brand Building a reputation will help sustain sales, without having to engage in discount Minimizing downtime calls for a service network that is highly responsive and easily accessible. Besides, Tata Motors should also
Reputation sales.
Capabilities There are two broad capabilities that Tata Motors should seek to acquire. Strategy Technology Capability Acquisition Technology Appropriation is the key to Tata Motor's ambitions to offer products
Appropriation with engines larger than 210 HP. As the share of ultra heavy commercial vehicles 18 IIFT EPGDIB 2012-13 (VSAT) | Recommendation Matrix
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grows, the company will need to face up to technologically superior players like Volvo. Here, Tata will have to carefully spearhead its 'World Truck' program by carefully coordinating technology appropriation from its numerous international technology partners, notably Daewoo, Fiat and Hispano. Tata Motors has made significant investments in IT systems to network its countrywide service network. This helps them maintain very high spares parts
Robust
availability at their service stations and minimize downtime. In the years to come, it
Supply Chain would need to include their SCV service station within this framework. This will however be a big challenge, since these service stations would largely be managed by illiterate and not-so-tech-savvy repairmen.
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