industry analysis of small car segment in india induded tata motors case study
DESCRIPTION
This presentation is preparedby students of Universal Business School, Karjat, Mumbai. This presentation is prepared on actual market research conducted by students of UBS. Information and data interpretation is done on the basis of feedback provided by target group of Karjat. The research was restricted to Karjat and sample size was 120 nos.TRANSCRIPT
MARKET RESEARCH ON SMALL CAR SEGMENT
Presented By: Vivekraj Shah Chitwant Tahalynai
Abhishek Kar Vishnu Sharma Shekhar Kumar
Sanket Bhawarkar
MARKET SIZE AND PROJECTIONSIndian Auto industry is a USD $58.6 billion market as of FY 2011 and is expected to grow to USD $145 billion by FY 2016.
Of this, the Passenger Vehicle (PV) Segment account for nearly 32% of the market share.Between 2005 and 2012, the PV segment is the fastest growing segment with a CAGR of 14.5%.
CATEGORIES OF INDIAN AUTO INDUSTRY
Two Wheelers
Mopeds
Scooters
Motorcycles
Electric Two Wheelers
Passenger Vehicle (PV)
Passenger Cars
Utility Vehicles
Multi Purpose Vehicles
Commercial Vehicle
Heavy Comm Veh
Light Comm Veh
Three Wheelers
Passenger Carriers
Goods Carriers
PEST ANALYSISPOLITICAL
• 100% FDI in Auto Sector.• No minimum investment criteria.
2002 Auto Policy
• Collaboration between Govt. of India, State Government and Auto Manufacturers.
• Create a state of the art Testing, Validation and R&D infrastructure in the country.
• Set up cost: USD 388.5 million.
NATRip
• Excise duty on large premium cars increased from 22% to 27%.• 5 year extension on deduction of R&D expenditure under Income Tax
Act.
Union Budget 2013
PEST ANALYSISECONOMIC
India’s global car export volume has been increasing at a CAGR of 22.4% over FY 2005 to FY 2012.
Passenger vehicles account for a sizeable 18 per cent of overall exports.
Firms save 10-25% on operations in India compared to Europe and Latin America
PEST ANALYSISECONOMIC
Overall slowdown in the PV volume segment seen in the last 2 years. (4.3% yoy growth in 2012-13 and 4.7% yoy growth in 2011-12).
Labor Issues Inflation Fuel Prices
Interest Rates
Deep Discounting
Reasons for Slowdown
PEST ANALYSISSOCIAL
THE INDIAN GROWTH STORY IS PROJECTED TO BE VERY FAVORABLE FOR THE AUTOMOBILE SECTOR OVER THE LONG RUN.
Rising
Income
• Personal (nominal) disposable income is expected to rise annually by 8.2% over FY11-17.• Auto finance industry has grown at an average annual rate of 13 per cent during FY08-12.
Demographic
• Rising middle class is expected to touch 550 million by 2025, up from 50 million in 2010.• Rising youth population.
Alternate Ener
gy
• In FY11, the CNG market was worth more than USD330 million and is expected to grow at a CAGR of 28 per cent over FY11-FY14.
• CNG distribution network in India is expected to increase to 250 cities by 2018 from 30 cities in 2009.
PEST ANALYSISTECHNOLOGICAL
Constant R&D is being conducted by companies to improve fuel mileage, reduce cost and innovate in alternative fuel engines.
A bulk of the capacity expansion program of PV OEMs proposed over the next two years is oriented towards creation and expansion of diesel engine capacity.
Tata Nano and the upcoming Pixel have opened up the potentially large ultra-low cost car segment.
Overall product lifecycle have forced players to employ quick product launches
CASE STUDY
Plants • Jamshedpur plant Established in 1945, with an area of 822 acres.
• Pune plant Established in 1966, Pimpri and Chinchwad, with an area of 510 acres.
• Lucknow plant Established in 1991, with an area of 600 acres.
• Pantnagar plant Established in August 2007, with an area of 953 acres.
• Sanand plant Established in November 2008, with an area of 725 acres.
• Dharwad plant Established in 3rd march 2013, with an area of 400 acres.
Output Capacity • Jamshedpur Plant = 180,000 cars• Pune = 470,000 cars• Lucknow = 230,000 cars• Pantnagar = 110,000 cars • Sanand = 250,000 cars• Dharwad= 120,000 cars
Focus Product
•Passenger Vehicles • Commercial Vehicles • Utility Vehicles
Raw material
From the design stage to production and sales, they are directed towards consuming fewer resources through product innovation and process optimization. They primarily use :-• Steel sheets and plates•Castings & forgings.•Tyres, fuel injection equipment, batteries, electrical items.•Rubber and plastic parts, paints and thinners for manufacturing the vehicles. •Aggregates such as axles, engines, gear boxes and cabs are either manufactured by them or procured from their subsidiaries, affiliates or strategic suppliers. •They also require consumables such as lubricants, welding consumables etc., for their production processes.
Material Units FY 2010-11 FY 2011-12 FY 2012-13consumedSteel Tonnes 220,133 258,980 135,873Steel Tubes Tonnes 82 43 19Non-Ferrous Alloys Tonnes 5,040 5,181 3,577Ferrous Alloys Tonnes 1,716 3,097 733Steel Melting Scrap 62,195 95,993 68,422Paints, Oils & Lubricants 12,151 14,457 10,840Kilo Liters 13,349 16,717 12,455Tyres, tubes & flaps 7,243,420 8,497,702 5,282,763Engines Numbers 135,181 152,785 100,737Sand Tonnes 75,036 78,522 52,634
Finances• Total Operating profit for March= 1,717.98 Cr Rupees•The Company has taken loans aggregating 11.52 Cr from 6 parties covered in the Register maintained under Section 301 of the Companies Act, 1956. •November sales at 40,863 units•Total share capital = 638.04 Cr Rupees•Major investments in current assets = 53024.34 Cr Rupees•The Company does not have any accumulated losses at the end of the financial year.
Merchandise• Tata Nano launched the 'Nano merchandise online store' on Ebay.
• The merchandise ranges from a wide variety of caps, mouse pads, pencil case, pencil box, pen drives, teddy bear, water bottle, T-shirts and even a mobile phone.
• Tata has come back with assured Tata merchandise for those who complete all 25 levels of “Beat The Traffic” game.
Process
Planning Designing Body Painting Resin moulding
Process
Component manufacture
Sub assembly Assembly Retailing and
DistributionEnd
customer
SUPPLY CHAIN OF TATA MOTORSSUPPLIERS
PROCUREMENTS
MANUFACTURING
CUSTOMERS
DISTRIBUTION
1200 Vendors Fuel injection pump
from Bosch, Bangalore
Jamshedpur, Pune, Lucknow, Pantnagar, Sanand & Dharwad.
Prime distributer, Area distributer, Local distributer & Installer.
Wholesales OF TATA Motors• Global wholesales of all passenger vehicles in December 2013 were 49,721 nos
• Global wholesales of Tata Motors' passenger vehicles in December 2013 were 9,477 nos
• Global wholesales for Jaguar Land Rover for the month were 40,244 vehicles
• Tata Motors Group global wholesales at 79,220 in December 2013
• Global wholesales commercial vehicles and Tata Daewoo range -- were 29,499 nos.
SUPPLIERS Major Suppliers-
• Walia Auto Ancillaries PVT.LTD for all types of Steering Nuts, Gear Box housing & Ladder Frame, Front Wheel Hubs etc.
• Knorr Bremse CV Systems for Commercial vehicles air brakes
• Tata Yazaki Auto comp Ltd for wiring Harness
• Tata Toyoo Radiators Ltd for Radiator assemblies
DEALERS OF TATA MOTORS
TATA MOTORS SELLS CARS THROUGH 131 DEALERSHIPS IN 57 CITIES ACROSS INDIA
DELHI- RAMA MOTORS, HIM MOTORS
MUMBAI-CONCORDE CARS , FORTUNE CARS
KOLKATA-LEXUS MOTORS , GOSH MOTORS
Consumer Preference
Major Suppliers-• Walia Auto Ancillaries PVT.LTD for all types of Steering Nuts, Gear Box housing & Ladder Frame, Front Wheel Hubs etc• Knorr Bremse CV Systems for Commercial vehicles air brakes• Tata Yazaki Auto comp Ltd for wiring Harness• Tata Toyoo Radiators Ltd for Radiator assemblies
Market Share of TATA Motors
Major Suppliers-• Walia Auto Ancillaries PVT.LTD for all types of Steering Nuts, Gear Box housing & Ladder Frame, Front Wheel Hubs etc• Knorr Bremse CV Systems for Commercial vehicles air brakes• Tata Yazaki Auto comp Ltd for wiring Harness• Tata Toyoo Radiators Ltd for Radiator assemblies
STRENGTHS: • Globally cost competitive.
• Adheres to strict quality controls. • Adoption or Access to latest technology.
WEAKNESS: • Low research and development.• Most component companies are
dependent on global majors for technology.
OPPORTUNITIES: • Sourcing hub for global automobile
majors. • Export opportunities may be
realized .
THREATS: • Imports from FTA Regime Countries.
• Smaller players, who do not upgrade to global standards, would get extinct.
SWOT
PROBLEM FORMULATION
EVALUATE THE CUSTOMER BUYING PREFERENCE AND TARGET MARKET OF SMALL CAR SEGMENT IN KARJAT CITY.
OBJECTIVES
1• To identify the main factors that influence
consumers in selecting a car in the Karjat area.
2• To identify the target demographic of the car
segment in Karjat.
3• To analyze the influence of various car
advertisements on consumer buying preference.
HYPOTHESIS 1
To identify the main factors that influence consumers in selecting a car in the Karjat area
Price is the most important factor in selecting a car.
Consumers prefer petrol cars over diesel cars.
Females prefer safety over price for a car.
The consumer’s personal car’s service station is in the city vicinity.
HYPOTHESIS 2
To identify the target demographic of the car segment in Karjat.
A household income of over INR 10,000 either has a car or desires a car
Car owners finance their cars.
A joint family will have at least one car.
A car owner will also have a two wheeler in the household
HYPOTHESIS 3To analyze the influence of various car advertisements on
consumer buying preference.
The purchased car decision is being influenced by Friends and Family.
Price is the key feature that the consumer recalls in car advertisements.
RESEARCH DESIGN
What is study about? Evaluate the customer buying preference and target market of small car segment in Karjat city. Where it was done? Karjat
For what period of time will it be done? January 2014
Method of? Descriptive
RESEARCH DESIGN
DATA COLLECTION METHODS
Need Of Data Collection
To get information for analysis To get idea about real time situation For comparison between two situations.
Primary Data
Primary data – data collected for the first time. It is the real time data collected by the researcher
himself.
Surveys Focus groups Questionnaires Personal interviews Experiments and observational study
Primary Data - Examples
Secondary data – data someone else has collected. These are usually in journals, periodicals, dailies,
publications etc
Secondary Data
Secondary Data - Examples
Commercial research Internet Government publication International publication Books and newspaper
SAMPLE DESIGN
All items under consideration any field of inquiry
constitutes a “universe” or “population”
and
Selected items are known as sample and selection
procedure is known as sample design
STEPS IN SAMPLE DESIGN
•Types of universe•Sampling unit•Source unit•Sample size
•Sampling procedure
TYPES OF SAMPLE DESIGN
• Probability sampling technique1. Simple random2. Systematic3. Stratified4. cluster• Non-probability sampling technique1. Snowball2. Judgemental3. Quota
ANALYSIS
FAMILY INCOME
Valid 100
Missing 0
4.84
5.00
N
Mean
Median
Statistics
Family income
Frequency PercentValid
Percent
Cumulativ
e Percent
Upto
100000
3 3.0 3.0 3.0
Rs.10000
1-200000
3 3.0 3.0 6.0
Rs.
200001-300000
13 13.0 13.0 19.0
Rs.
300001-500000
25 25.0 25.0 44.0
Rs.
500001-700000
23 23.0 23.0 67.0
Rs.
700001-1000000
10 10.0 10.0 77.0
Rs.
1000000 and above
23 23.0 23.0 100.0
Total 100 100.0 100.0
Family income
Valid
Gender
Gender
Frequency PercentValid Percent
Cumulatve Percent
Valid F 12 12 12 12M 88 88 88 100Total 100 100 100
88%
12%
AGE
Frequency Percent
25-30
Years
25 25.0
31-35
Years
26 26.0
36-40
Years
26 26.0
41-45
Years
23 23.0
Total 100 100.0
Valid
Valid 100
Missing 0
2.47
2.00
Age
N
Mean
Median
Statistics
23%
26%
25%
26%
THE CONSUMER’S OWNED CAR’S SERVICE STATION IS
IN THE CITY VICINITY
N Y
Count 41 1 42
% within Car
owned
97.6% 2.4% 100.0%
% within
Service Station
51.3% 5.0% 42.0%
% of Total 41.0% 1.0% 42.0%
Count 39 19 58
% within Car
owned
67.2% 32.8% 100.0%
% within
Service Station
48.8% 95.0% 58.0%
% of Total 39.0% 19.0% 58.0%
Count 80 20 100
% within Car
owned
80.0% 20.0% 100.0%
% within
Service Station
100.0% 100.0% 100.0%
% of Total 80.0% 20.0% 100.0%
Total
Service Station
Total
Car
owned
N
Y
Car owned * Service Station Crosstabulation
FEMALES PREFER SAFETY OVER
PRICE FOR A CAR
SAFETY Total
Gender F 2 12
M 17 88
Total 19 100
Gender * Buying Influence Crosstabulation
PRICE IS THE MOST IMPORTANT FACTOR IN
SELECTING A CAR
Buying Influence * Gender Cross tabulation
Gender Total
F M
Buying Influence
BRAND
Count 0 16 16
% within Buying Influence 0.0% 100.0% 100.0%
% within Gender 0.0% 18.2% 16.0%
% of Total 0.0% 16.0% 16.0%
FEATURES
Count 2 8 10
% within Buying Influence 20.0% 80.0% 100.0%
% within Gender 16.7% 9.1% 10.0%
% of Total 2.0% 8.0% 10.0%
MILEAGE
Count 1 15 16
% within Buying Influence 6.2% 93.8% 100.0%
% within Gender 8.3% 17.0% 16.0%
% of Total 1.0% 15.0% 16.0%
PRICE
Count 7 31 38
% within Buying Influence 18.4% 81.6% 100.0%
% within Gender 58.3% 35.2% 38.0%
% of Total 7.0% 31.0% 38.0%
SAFETY
Count 2 17 19
% within Buying Influence 10.5% 89.5% 100.0%
% within Gender 16.7% 19.3% 19.0%
% of Total 2.0% 17.0% 19.0%
SERVICE
Count 0 1 1
% within Buying Influence 0.0% 100.0% 100.0%
% within Gender 0.0% 1.1% 1.0%
% of Total 0.0% 1.0% 1.0%
Total
Count 12 88 100
% within Buying Influence 12.0% 88.0% 100.0%
% within Gender 100.0% 100.0% 100.0%
% of Total 12.0% 88.0% 100.0%
CONSUMERS PREFER PETROL CARS OVER DIESEL CARS
Gender * Fuel Preferrence Crosstabulation
Fuel Preferrence Total
C D P
Gender
F
Count 3 6 3 12
% within Gender 25.0% 50.0% 25.0% 100.0%
% within Fuel Preferrence 18.8% 9.7% 13.6% 12.0%
% of Total 3.0% 6.0% 3.0% 12.0%
M
Count 13 56 19 88
% within Gender 14.8% 63.6% 21.6% 100.0%
% within Fuel Preferrence 81.2% 90.3% 86.4% 88.0%
% of Total 13.0% 56.0% 19.0% 88.0%
Total
Count 16 62 22 100
% within Gender 16.0% 62.0% 22.0% 100.0%
% within Fuel Preferrence 100.0% 100.0% 100.0% 100.0%
% of Total 16.0% 62.0% 22.0% 100.0%
THE PURCHASED CAR DECISION IS BEING
INFLUENCED BY FRIENDS AND FAMILY
Frequency PercentValid
Percent
Cumulativ
e Percent
Friends & family 35 35.0 35.0 35.0
TV
Advertisement
37 37.0 37.0 72.0
Radio
Advertisement
9 9.0 9.0 81.0
Newspaper
Advertis ing
13 13.0 13.0 94.0
Others 6 6.0 6.0 100.0
Total 100 100.0 100.0
Buying Influencers
Valid
A HOUSEHOLD INCOME OF OVER INR 3,00,000 EITHER HAS
A CAR OR NOT
Count 12 1 13
% within
Family income
92.3% 7.7% 100.0%
% within
Car owned
28.6% 1.7% 13.0%
% of Total 12.0% 1.0% 13.0%
Count 11 14 25
% within
Family income
44.0% 56.0% 100.0%
% within
Car owned
26.2% 24.1% 25.0%
% of Total 11.0% 14.0% 25.0%
Rs.
200001-300000
Rs.
300001-500000
Family income * Car owned Crosstabulation
CAR OWNERS FINANCE THEIR CARS
Car owned * Financing Crosstabulation
Financing Total
N Y
Car owned
N
Count 42 0 42
% within Car owned 100.0% 0.0% 100.0%
% within Financing 59.2% 0.0% 42.0%
% of Total 42.0% 0.0% 42.0%
Y
Count 29 29 58
% within Car owned 50.0% 50.0% 100.0%
% within Financing 40.8% 100.0% 58.0%
% of Total 29.0% 29.0% 58.0%
Total
Count 71 29 100
% within Car owned 71.0% 29.0% 100.0%
% within Financing 100.0% 100.0% 100.0%
% of Total 71.0% 29.0% 100.0%
A JOINT FAMILY WILL HAVE AT LEAST
ONE CAR
N Y
Count 12 20 32
% within
Family structure
37.5% 62.5% 100.0%
% within
Car owned
28.6% 34.5% 32.0%
% of Total 12.0% 20.0% 32.0%
Joint
Family
Car owned
Total
N Y
Count 17 20 37
% within Family structure
45.9% 54.1% 100.0%
% within Car owned
40.5% 34.5% 37.0%
% of Total 17.0% 20.0% 37.0%
Car owned
Total
Nuclear Family
A CAR OWNER WILL ALSO HAVE A TWO WHEELER IN THE
HOUSEHOLD
Scooter/M
otorcycle Colour TVRefrigerat
or Total
Count 11 12 10 42
% within Car owned 26.2% 28.6% 23.8% 100.0%
% within Product
ownership
47.8% 50.0% 35.7% 42.0%
% of Total 11.0% 12.0% 10.0% 42.0%
Count 12 12 18 58
% within Car owned 20.7% 20.7% 31.0% 100.0%
% within Product
ownership
52.2% 50.0% 64.3% 58.0%
% of Total 12.0% 12.0% 18.0% 58.0%
Count 23 24 28 100
% within Car owned 23.0% 24.0% 28.0% 100.0%
% within Product
ownership
100.0% 100.0% 100.0% 100.0%
% of Total 23.0% 24.0% 28.0% 100.0%
Car
owned
N
Y
Total
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