MARKET ENTRANCE STRATEGY OF

TATA MOTORS
 COMPANY PROFILE
 Tata motors were established on September
1, 1945, originally for the manufacture of
Steam Locomotives at Jamshedpur and it’s
the first Indian industry who is listed in the
New York stock exchange

 In 1969 Tata motors had become an

independent producer of Medium
Commercial Vehicles. It had also developed
the capability of designing, testing and
manufacturing such vehicles.
 It is the country's leading commercial vehicle
manufacturer and has significant presence in the
multi-utility and passenger car segments.

 With the Launch of Tata Indica, an Euro 2

compliant vehicle, is the country’s first
indigenously designed, developed and
manufactured passenger car.
 Tata Motors has auto
manufacturing and assembly plants
in Jamshedpur, Pantnagar, Lucknow,
Ahmadabad and Pune in India.

 Tata Motors has been aggressively

acquiring foreign brands to increase
its global presence. Tata Motors has
operations in the UK, South Korea,
Thailand and Spain
 With the launch of Tata nano, Tata has
penetrated the market to its extreme by
making a car available for Rs. 132000 only.
This is the cheapest car in India till date and
with the announcement of its diesel variant
it has made potential buyers to eagerly wait
for it.
PLAYERS IN THE COMPACT
SEGMENT
 Maruti Udyog Ltd.
 Zen estilo, WagonR
 Hyundai motors India Ltd.
 Santro
 Fiat India Automobiles Pvt. Ltd.
 General Motors
 Sparks
 Main Market strategies
Its aims to presence worldwide through

 Acquisitions &

 Joint ventures
 Acquisition of Daewoo
commercial vehicles
 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

 Now the Tata motors wants to enter in the heavy

commercial vehicles segments , so they approach to the
Daewoo commercial vehicle company because company
global plan to reduce the domestic exposure

 To expand the product portfolio Tata Motors recently

introduced the 25MT GVW Tata Novus from Daewoo’s
(South Korea) (TDCV) platform.
 Tata Novus is one of the best selling
commercial trucks in South Korea.

Hispano Divo at the 2008

FIAA in Madrid
 Acquisition Hispano
Carrocera

 In 2005, sensing an opportunity in the

fully-built bus segment, Tata Motors
acquired a 21% controlling stake in
Hispano Carrocera SA the leading
European bus and coach cabin maker. In
2009, the company picked up the
remaining 79% stake in Hispano Carrocera
SA for an undisclosed sum, making it a
fully-owned subsidiary.
 Acquisition of British
Jaguar Land Rover
 After acquiring the world’s top automobile
company the Tata Motors became a major
player in the international automobile market.

 On 27 March 2008, Tata Motors reached an

agreement with Ford to purchase their Jaguar
and Land Rover operations for US$2 billion.
The sale was completed on 2 June 2008 Tata
has gained the rights to the Daimler,
Lanchester, and Rover Company
 Joint ventures
 Tata motors have joint venture with the
Macrcoplo of Brazil its is working in bus body
building venture is to manufacture and
assemble fully-built buses and coaches
targeted at developing mass rapid
transportation system

 Tata and Marcopolo have launched a low-floor

city bus which is widely used by Delhi, Mumbai
and Bangalore Transport Corporations.
Tata MarcoPolo released this low-floor bus in India and now
it is widely used as public transport in Delhi, Mumbai and
Bangalore
 Joint ventures with fiat’s
diesel
 Tata Motors also formed a joint venture with
Fiat and gained access to Fiat’s diesel
engineering technology
 Tata Motors sells Fiat cars in India and is
looking to extend its relationship with Fiat and
Iveco to other segments. Fiat's first body-on
frame pickup will have the same styling as
Tata Xenon and is to be named Fiat Terra.
 Tata has also formed several JV's with many
small companies in various countries around
the world.