Yosephat Suryo, ST.

/ 8112414011
1. By launching the product or service, what conclusions can you draw about the strategic
capabilities of that company?
Tata Motors Limited's largest automobile company in India and this year began operating
in Indonesia to meet the unmet needs of the market. The presence of Tata Motors not to be
rival Japanese cars. After doing some research, Tata Motors found that there are great
opportunities for Tata Motors vehicle products in Indonesia. The needs of consumers in
Indonesia are similar to the needs of consumers in India. Tata Motors focus on building a
network of services and strong parts. The plan, initial production will be starting next year,
mainly for passenger and commercial vehicles.
Tata Nano be the first product in Indonesia, although the price is cheap, Tata Nano could
create markets and new trends such as in India. "Tata Nano was first produced in 2008 in
Gujarat, India. Then sold with price of approximately US $ 3,000 in 2009. Due to low, car
genre city car has a capability of 600 cc with economical fuel consumption, a liter of gasoline
can travel a distance of 20 kilometers is sold in the market and labeled people's car.
Tata Motors Indonesia is not only just launched Tata Nano, the plan would bring
approximately 14 types of vehicles, both commercial and passenger segments of various
types. Tata Motors Indonesia itself will launch the product after build between 10 to 15
dealers and will spend $ 500,000 - $ 1 million per store. The plan, in the next three years,
Tata Motors Indonesia will create 60 to 100 dealers and more than 300 parts store.
Tata Motors will be a smart choice for Indonesian consumers. "Tata Motors will
progressively introduce a wide choice of passenger and commercial vehicles that are relevant
for Indonesia, is equipped with a distribution infrastructure and services for consumers. Tata
Motors will feature 14 vehicle models at the Indonesia International Motor Show (IIMS) 20
to 30 September. A total of 14 vehicles will be adapted to the terrain in Indonesia. Tata Group
comprises over 100 subsidiaries operating in seven business sectors. "Operating in more than
80 countries on six continents, and is a company which exports products and services to 85
countries with a total income of the company when combined is approximately USD 83.3
billion during 2011 to 2012 with a contribution of 58% came from outside India. Tata name
has been respected in India for more than 140 years thanks to its adherence to strong values
and business ethics.

Tata Motors has expanded its international reach, through exports since 1961. The
commercial vehicles and passenger Tata Motors already marketed in several countries in
Europe, Africa, the Middle East, Southeast Asia, South Asia, CIS, Russia and South America.
Tata Motors also has a network of franchise / joint venture companies that perform assembly
in Bangladesh, Ukraine, and Senegal.

2. Are the advantages of these capabilities sustainable over time?

Advantage of this ability will persist because, Tata Motors is very focused on
environmentally friendly technologies, emissions and alternative fuel where it is desperately
needed by consumers. Tata Motors has developed electric and hybrid vehicles both for
personal and public transportation. Tata Motors has also been implementing several
environment-friendly technologies in manufacturing processes, which significantly increase
resource conservation.
Besides Tata Motors also entered into a joint venture with Thonburi Automotive
Assembly Plant Company in Thailand to manufacture and market pickup vehicles in Thailand
types. The new plant of Tata Motors (Thailand) has been the production of the Xenon pickup
truck, which was launched in Thailand in 2008. Tata Motors (SA) (Proprietary) Ltd, a joint
venture between Tata Motors by Tata Africa Holdings (Pty) Ltd, has assembly plants in
Rosslyn, South Africa, north of Pretoria, in the Gauteng Province, South Africa. The factory is
capable of assembling equipment ranging from semi-knocked down (SKD), light commercial
vehicles, medium and heavy with weights ranging from 4-50 tons.

3. What unique resources does the company possess? Does it have core competencies?
Which became the foundation for the growth of Tata Motors over the past 66 years is a
deep understanding of economic stimuli and customer needs, as well as the ability to
translate customer desires through field-leading RD. With more than 4,500 engineers and
scientists, the company Research Center began to be established in 1966, has produced
pioneering technologies and products. Tata Motors currently has offices RD center in Pune,

Jamshedpur, Lucknow, Dharwad, India, and in South Korea, Spain and the United Kingdom.
Tata Motors is the first company to develop light commercial vehicle which is also the first
Indian production of sport utility vehicles, in 1998, the Tata Indica, this vehicle is the first
passenger car original India. Within two years since its launch, Tata Indica has been the bestselling car in its class in India. In 2005, Tata Motors created a new segment by launching the
Tata Ace, mini-trucks pure first developed in India.
Through its subsidiary, Tata Motors developed the engineering and automotive solutions,
construction equipment manufacturing, automotive vehicle components manufacturing and a
network of spare parts, machine tools and factory automation, tooling and plastic and
electronic components for the high-precision automotive and computer applications, as well
as retail services and servicing of vehicles. Tata Motors is committed to improving the
quality of life by promoting progress in four areas, namely the ability of labor, education,
health and the environment. Tata Motors activities touch the lives of more than one million
residents. Support companies on education and employability focused mainly on youth and
women. Ranging from schools to technical education institutions to facilitate their efforts to
earn income. In the health sector, Tata Motors is involved in the efforts of health care, both
preventive and curative. Environmental care is achieved through tree planting, water saving
and creating new waters and, last but not least, by introducing appropriate technology in our
vehicle products and our business activities in order to improve the quality of the
environment.

4. Why would it be difficult for competitors to obtain or imitate the competencies that the
company has?
Because Tata Motors know deep understanding of economic stimuli and customer needs,
as well as the ability to translate customer desires through field-leading R D. Therefore, Tata
Motors can become the product leader for fuel efficient cars because he has produced pioneering
technologies and products. Within two years since its launch, Tata Indica has been the bestselling car in its class in India. In 2005, Tata Motors created a new segment by launching the Tata
Ace, mini-trucks pure first developed in India.

Besides the presence of Tata Motors not to be rival Japanese cars but finding a great
chance for vehicles Tata Motors products in Indonesia by doing research. It is considered the
most effective due to the need for consumers in Indonesia are similar to the needs of consumers
in India.
Tata Nano so the first product in Indonesia, although the price is cheap, Tata Nano could
create markets and new trends such as in India. The genre city car with a 600 cc capabilities with
economical fuel consumption, a liter of gasoline can travel a distance of 20 kilometers.
Tata Motors vehicles will be a smart choice for Indonesian consumers. "Tata Motors will
progressively introduce a wide choice of passenger and commercial vehicles that are relevant for
Indonesia, is equipped with a distribution infrastructure and services for consumers. Therefore,
the competitors will be hard to imitate or even take a long time to replicate the competence of
Tata motors because of the strategy that is used is very broad ranging from RnD aspect that raises
fuel efficient car technology to marketing distribution strategies to support after sales service
such as spare parts ,