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MARKETTING RESEARCH ON TATA NANO

A Summer Project Report


Submitted in the partial fulfillment of the requirement for the award of the Degree of Bachelor of Business Administration

2010-13
SUBMITTED BY: Meenal Pasricha Princy Sethia Kalpana Dagar Damini maheshwari Ila rai

Certificate
This is to certify that the project titled Marketting research on Tata nano is an academic work done by us submitted in the partial fulfillment of the requirement for the award of the Degree of Bachelors of Business Administration from Amity university Noida under my guidance & direction. To the best of my knowledge and belief the data & information presented by him/her in the project has not been submitted earlier.

Mrs. Supriya Jha

Acknowledgement
With an overwhelming sense of gratitude, We acknowledge the valuable guidance and consistent encouragement extended to me by our knowledgeable faculty member with whose guidance we are able to accomplish this endeavor. Their technical acumen and years of experience have provided me with crucial inputs at critical stage. We are especially grateful to Mrs. Supriya Jha for her alacrity to provide all the necessary facilities, which helped us in accomplishing the task assigned. Meenal Pasricha Princy Sethia
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Damini Maheshwari Kalpana Dagar Ila Rai (BBA(gen)-C) (II Year)

CONTENTS
Sr. No. Particulars Page No. 7-8 9-12 Chapter I Theoretical Frame Work Ch 1.1 Descriptive Research Chapter II Research Methodology Ch 2.1 Objective Ch 2.2 Need Ch 2.3 Scope Ch 2.4 Method Of data collection Ch 2.5 Limitations Company Profile Chapter III Introduction of Tata motors Ch 3.1 Introducrion of Tata Nano Ch 3.2

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Chapter IV Ch 4.1 Ch4.2 Data Collection (Primary) Interpretation 33-35 36-39 40-41 42

Chapter V Conclusions Chapter VI Bibliography

Descriptive research does not fit neatly into the definition of either quantitative or qualitative research methodologies, but instead it can utilize elements of both, often within the same study. The term descriptive research refers to the type of research question, design, and data analysis that will be applied to a given topic. Descriptive statistics tell what is, while inferential statistics try to determine cause and effect. The type of question asked by the researcher will ultimately determine the type of approach necessary to complete an accurate assessment of the topic at hand. Descriptive studies, primarily concerned with finding out "what is," might be applied to investigate the following questions: Do teachers hold favorable attitudes toward using computers in schools? What kinds of activities that involve technology occur in sixth-grade classrooms and how frequently do they occur? What have been the reactions of school administrators to technological innovations in teaching the social sciences? How have high school computing courses changed over the last 10 years? How do the new multimediated textbooks compare to the print-based textbooks? How are decisions being made about using Channel One in schools, and for those schools that choose to use it, how is Channel One being implemented? What is the best way to provide access to computer equipment in schools? How should instructional designers improve software design to make the software more appealing to students? To what degree are specialeducation teachers well versed concerning assistive technology? Is there a relationship between experience with multimedia computers and problem-solving skills? How successful is a certain satellite-delivered Spanish course in terms of motivational value and academic achievement? Do teachers actually implement technology in the way they perceive? How many people use the AECT gopher server, and what do they use if for?
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Descriptive research can be either quantitative or qualitative. It can involve collections of quantitative information that can be tabulated along a continuum in numerical form, such as scores on a test or the number of times a person chooses to use a-certain feature of a multimedia program, or it can describe categories of information such as gender or patterns of interaction when using technology in a group situation. Descriptive research involves gathering data that describe events and then organizes, tabulates, depicts, and describes the data collection (Glass & Hopkins, 1984). It often uses visual aids such as graphs and charts to aid the reader in understanding the data distribution. Because the human mind cannot extract the full import of a large mass of raw data, descriptive statistics are very important in reducing the data to manageable form. When in-depth, narrative descriptions of small numbers of cases are involved, the research uses description as a tool to organize data into patterns that emerge during analysis. Those patterns aid the mind in comprehending a qualitative study and its implications.

RESEARCH METHODOLOGY
The purpose of methodology section in the report making is to describe the research process that is followed while doing the main part. The research design plays a pivotal role in the quality and content of the data in making of any project report. The type of research design chosen is seen to have a bearing on all the aspects of report writing.

METHOD OF DATA COLLECTION


Secondary Data
Secondary data has been collected from companies, previous projects, report, , internet etc.

Primary Data
Survey Method (questionnaire) Sample size is 52. We have chosen sampling method and method of sampling is non probationary . we have done the convenience sampling.

SCOPE OF THE STUDY


A big boom has been witnessed in Automobile Industry in recent times. A large number of new players have entered the market and are trying to gain market share in this rapidly improving market. The study deals with TATA MOTORS. A Marketting Research on Tata Nano The study goes on to evaluate and analyze the findings so as to present a clear picture of importance of Marketting Research on Tata Nano.

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OBJECTIVES OF THE RESEARCH


1. 2.

To understand the market research process. To gather the information Tata Motors and Tata Nano.

3. To determine how public has responded to the introduction of Tata Nano. 4. To analyze the challenges that Tata Nano may face in future. 5. To study that cost cutting features of Tata Nano are beneficial or not.

LIMITATION OF REPORT
The study faced some limitations which made it difficult to rely on the information extracted. Some of the constraints are as follows. 1. Time constraint - the time available for the study was limited because of which the in formation available might not be complete in all sense
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2. Knowledge constraint- there was lack of proper knowledge about the subject and the company under study, therefore, there might be some information missing. 3. We did sample survey. There may be some sampling errors.

COMPANY
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PROFILE
Introduction to TATA Motors
Tata Motors is geared up to go global. The company -India's largest automobile maker by sales -- makes buses, trucks, tractor-trailers, passenger cars (Indica, Indigo, Safari, Sumo, and the ultra budget-conscious Nano), light commercial vehicles, and utility vehicles. The company also makes construction equipment and provides IT services. Tata Motors sells through more than 1,500 dealers in India, as well as exports vehicles to countries in Africa, Asia, Europe, the Middle East, and South America. In addition, the company distributes Fiatbrand cars in India through its Tata-Fiat dealer network. In 2008 Tata Motors bought Tata Motors Limited is India's largest automobile company, with consolidated revenues of Rs. 92,519 crores (USD 20 billion) in 2009-10. It is the leader in commercial vehicles in each segment, and among the top three in passenger vehicles with winning products in the compact, midsize car and utility vehicle segments. The Company is the world's fourth largest truck manufacturer, and the world's third largest bus manufacturer.

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The Company's over 25,000 employees are guided by the vision to be "best in the manner in which we operate, best in the products we deliver, and best in our value system and ethics." Established in 1945, Tata Motors' presence indeed cuts across the length and breadth of India. Over 5.9 million Tata vehicles ply on Indian roads, since the first rolled out in 1954. The Company's manufacturing base in India is spread across Jamshedpur Jharkhand, Maharashtra, Uttar Pradesh, Uttarakhand, (Gujarat) and Dh(Karnataka). Following a strategic alliance with Fiat in 2005, it has set up an industrial joint venture with Fiat Group Automobiles at Maharashtra to produce both Fiat and Tata cars and Fiat powertrains. The Company's dealership, sales, services and spare parts network comprises over 3500 touch points; Tata Motors also distributes and markets Fiat branded cars in India. Tata Motors, the first Company from India's engineering sector to be listed in the New York Stock Exchange (September 2004), has also emerged as an international automobile company. Through subsidiaries and associate companies, Tata Motors has operations in the UK, South Korea, Thailand and Spain. Among them is Jaguar Land Rover, a business comprising the two iconic British brands that was acquired in 2008. In 2004, it acquired the Daewoo Commercial Vehicles Company, South Korea's second largest truck maker. The rechristened Tata Daewoo Commercial Vehicles Company has launched several new products in the Korean market, while also exporting these
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products to several international markets. Today two-thirds of heavy commercial vehicle exports out of South Korea are from Tata Daewoo. In 2005, Tata Motors acquired a 21% stake in Hispano Carrocera, a reputed Spanish bus and coach manufacturer, and subsequently the remaining stake in 2009. In 2006, Tata Motors formed a joint venture with the Brazil-based Marcopolo, a global leader in bodybuilding for buses and coaches to manufacture fully-built buses and coaches for India and select international markets. In 2006, Tata Motors entered into joint venture with Thonburi Automotive Assembly Plant Company of Thailand to manufacture and market the Company's pickup vehicles in Thailand. The new plant of Tata Motors (Thailand) has begun production of the Xenon pickup truck, with the Xenon having been launched in Thailand in 2008. Tata Motors is also expanding its international footprint, established through exports since 1961. The Company's commercial and passenger vehicles are already being marketed in several countries in Europe, Africa, the Middle East, South East Asia, South Asia and South America. It has franchisee/joint venture assembly operations in Kenya, Bangladesh, Ukraine, Russia, Senegal and South Africa. The foundation of the Company's growth over the last 50 years 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. With over 4,500 engineers and scientists, the Company's Engineering Research Centre, established in 1966, has
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enabled pioneering technologies and products. The Company today has R&D centres in Pune, Jamshedpur, Lucknow, Dharwad in India, and in South Korea, Spain, and the UK. It was Tata Motors, which developed 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. Within two years of launch, Tata Indica became India's largest selling car in its segment. In 2005, Tata Motors created a new segment by launching the Tata Ace, India's first indigenously developed mini-truck. In January 2008, Tata Motors unveiled its People's Car, the Tata Nano, which India and the world have been looking forward to. The Tata Nano has been subsequently launched, as planned, in India in March 2009. A development, which signifies a first for the global automobile industry, the Nano brings the comfort and safety of a car within the reach of thousands of families. The standard version has been priced at Rs.100, 000 (excluding VAT and transportation cost). Designed with a family in mind, it has a roomy passenger compartment with generous leg space and head room. It can comfortably seat four persons. Its mono-volume design will set a new benchmark among small cars. Its safety performance exceeds regulatory requirements in India. Its tailpipe emission performance too exceeds regulatory requirements. In terms of overall pollutants, it has a lower pollution level than two-wheelers being manufactured in India today. The lean design strategy has helped minimize weight, which helps maximize performance per unit of
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energy consumed and delivers high fuel efficiency. The high fuel efficiency also ensures that the car has low carbon dioxide emissions, thereby providing the twin benefits of an affordable transportation solution with a low carbon footprint. 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 called Prima. 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 is equally focused on environment-friendly technologies in emissions and alternative fuels. It has developed electric and hybrid vehicles both for personal and public transportation. It has also been implementing several environment-friendly technologies in manufacturing processes, significantly enhancing resource conservation.

HISTORY OF TATA MOTORS


Indian manufacturers Tata Motors have quite the history under their belt, starting with the company's foundation in 1945 as a locomotive producer. Tata Motors is just one part of the business group Tata, formerly known as TELCO
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(Tata Engineering and Locomotive Company), which also has several other ventures, including a steel making plant and even a tea producing company. Tata got into the motoring business in 1954 when it starting producing heavy trucks in a joint venture with DaimlerBenz AG. So, in 1960. the first truck rolled out of the factory's door in Pune, India, a copy of a German Daimler truck. Tata starting exporting heavy-duty trucks but for the local market, they had to come up with lighter versions because of the infrastructure of the country. The first LCV (Light Commercial Vehicle) model, the Tata 407, began production in 1986. At the beginning of the 90s, the company sought to evolve and expand into the car market, and it began a collaboration with Cummins Engine Company to produce more efficient diesel engines. Their first car was the Tata Indica, a model that enjoyed an unexpected success both in India and on other European markets, despite the fact that car-analysts gave it bad reviews.

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The Indica won people over with it's low fuel consumption and powerful engine. It was so successful that Rover began selling it in the UK under the name of City Rover. The second generation of Indica, the V2, was even more successful. Indica's major success gave Tata Motors the financial power to take over Daewoo Motors in 2004, in a effort to take their brand more international exposure. Other surprising acquisitions by the Tata Group include Jaguar and Land Rover as of March 26th, 2008 for a net 2 billion US dollars. Lately, Tata has made known its aggressiveness when it comes to gaining exposure and acquiring new brands.

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Tata Nano

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The Tata Nano is an inexpensive, rear-engined, fourpassenger city car built by the Indian company Tata Motors and is aimed primarily at the Indian domestic market. Tata Motors began selling its "one-lakh car" in March, 2009. This nickname is due to the Nano's price point, near 100,000 (one lakh rupees). It is the cheapest car in the world today, though the price continues to rise due to increasing material costs. In 2008 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 Nano encapsulates the dream of millions of Indians groping for a shot at urban prosperity." "Homegrown engineering" is a relative term here as much of the systems and parts used in the Nano may not have been developed or produced in India.

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PRICE
Announcing the vehicle as the least expensive production car in the world, Tata aimed for a starting price of one lakh, or 100,000, rupees. This was approximately US$2000 at the time. As of December, 2010, the cheapest Nano costs around US$2900. Rapidly rising material prices (up 13% to 23% over the cars development time are blamed for these price rises. In late October 2010, Reuters reported that prices will be raised by an average of 9,000 rupees (US$202) from November because of rising material costs, and as of the beginning of 2011 the Nano costs 140,000 rupees (more than US$3,000).

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CONCLUSION
From the data that we have collected so far, we can conclude that Tata Nano is a fuel efficient and a low priced car. That is why people are interested in buying Nano.and the person who is from middle class who has dream to own a four wheeler mostly prefer Nano.and marketing research plays a very crucial role in knowing the market.through market research only marketeers come to know about the demand og their product.

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BIBLIOGRAPHY
http://www.vedpuriswar.org/articles/Case %20Method/Tata%20Motors%20in%202004.doc http://in.jobstreet.com/jobs/2007/1/t/60/1261507.htm? fr=J

http://www.rediff.com/money/2005/mar/17inter.htm http://www.oppapers.com/subjects/methods-adoptedfor-performance-appraisal-in-tata-motor-companypage50.html www.autoindia.com

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