new tata motors

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MARKET ANALYSIS OFCONSUMER RESPONSETOWARDS TATA MOTORS



COMPANY PROFILE

Tata motors were established on September 1st 1945,originally for the manufacture of Steam Locomotives atJamshedpur.

In 1969 Tata motors had become an independentproducer of Medium Commercial Vehicles. It had alsodeveloped the capability of designing, testing andmanufacturing such vehicles.

Consolidated Revenue of 20 billion USD(09-10).

24,000 workers.



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 compliantvehicle, is the country’s first indigenously designed,

developed and manufactured passenger car.

First commercial rolled out in 1954 with Daimler-

Benz.Dual listed company at BSE And NYSE.

2010 “India's Most Valuable Brand”.



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.



Marketing Strategies Followed By TATA MOTORS

1.PRODUCT

Branding, and AdvertisingAdvertising is one of the most common ways to make car

buyer or car enthusiast aware of the new car with specialpromotion price. Another more important way of advertising isto create an image or brand image. Over the years Tata Motorshave been successful in creating their brand image.

Other important marketing strategies are such as the packaging,

innovations, and quality control. Tata Motors provide manyinnovative features to attract car lover. One of theseinnovations is the Tata Safari 4X4 Dicor that has “ReverseGuide System”. A weather -proof camera is fixed to the rear carto help the driver while reversing the car.



2. Pricing StrategyThere are various factors to determine a price of a car. Thesefactors are such as market condition (it can’t be too low or toohigh with the prices of same vehicle from competitors, it has tobe at par), cost incurred to build a car, profit by company, dealer

profit.Giving discount every month and special promotion for certaintype of vehicle also one of the strong strategy use by Tata Motors.Discount can be made from Company’s profit or from dealer’sprofit at certain range.



3. Place

Place of dealership does play an important role. Thechannel of distribution, physical location, anddealership method of distribution and sales is

generally adopted. The distribution of vehicle must be in a very systematic way, from the plant todealership and to end user. This is not only in Indiaitself but also to the world-wide dealership.



S.W.O.T MATRIX

Internal Analysis

Strengths Weaknesses

External Analysis

Opportunities Threaths



SWOT Matrix

Strengths► Brand Image

► Dealers and service network

► Large shareholders base for capitalneeds

► Own steel plants

Weaknesses► Lack of competence

► few models lined up

► Not a strong player in luxurysegment

Opportunities► largest aspiring middle class

► prospective buyers from 2-wheelersegment

Threats► strong competition

► safety and realibility

► aggressive policies by maruti



PLAYERS IN THE COMPACT SEGMENT

Maruti Udyog Ltd - Zen estilo, WagonR, A Star.

Hundai motors India Ltd - Santro, i10Fiat India Automobiles Pvt Ltd –

Punto.

General Motors – Sparks, Beat.



RESEARCH

Research Methodology:The data for the project was collected from malls, customers atshowrooms, markets and from public in Delhi.

Sample Size:

Sample size of 50 was taken based on “ convenient Simple RandomSampling”.

Research Tools :

The data was collected through “Survey Questionnaire Method”.

Data Collection: Data was collected through the following-

a) Primary sources: Questionnaire from General public

b) Secondary Sources: Magazines, newspapers, Internet.



Questionnaire

Questionnaire is a source of Primary Data.

It is a simple way to collect data from general public

A multiple choice questions were given to the respondentsand they were asked to fill their opinion.

The data was then analyzed and inferences were drawn onthat basis.



DATA ANALYSIS

Data analysis is the most important part of any questionnaire.

The data was analyzed according to the answers filed

in by respondents.The data was put in charts to get a clear comparison of

services and satisfaction provided by variousoperators.



FINDINGS

Q1) What do you own?

a) car b) Two Wheeler c) Nothing

From that it was found that35 people owned a car10 owned two wheelers and5 don’t nothing

Car

Twowheeler

Nothing



Q2) Are you satisfied with it?

a) Yes b) No

From that it was found that35 were satisfied and15 were not.

0

5

10

15

2025

30

35

Yes No

Response



Q3) Which feature of CAR attracts you most, that inspires youto go for?

a) Price b) Designc) Mileage

d) Interior spacee) All the abovef) Can’t say

From that it was found that :12 people Said Price

8 people Said Design15 people Said Mileage5 people Said Interior Space8 People Said All the Above2 People Said Can’t Say

0

2

4

6

810

12

14

16

pr ice inte rior

Response



Q4) How much do you spend on maintenance of car on a monthly basis?

a) <2000 b) 2000-4000 c) >4000

From that it was found that:-28 spends below 100015 spends between 2000-40007 spends above 4000

<2000

2000-4000

>4000



Q5) Name a car that comes first in your mind when you think of small segment car in India?

From that it was found that :18 said Hyundai15 said Maruti16 said TATA 1 said Others

HYUNDAI

MARUTI

TATA

OTHERS



Q6) Are you planning to buy a car within next?

From that it was found that

2 people want to purchase in a month5 people want to purchase within 2 months12 said 6 months20 said in a year11 said not in near future

0

5

10

15

20

In 1

month

1 year

response



Q7) Would You will purchase tata nano?

From that it was found that20 said yes28 said no2 said cant say

YES

NO

CAN'T SAY



Conclusion

In small segment consumer seeks for-:

Good mileage

low maintenance

easy availability of spare parts easy finance

Price



Recommendations

Should increase No. of service centers

Should bring more variants

Easy availability of spares parts

Should Increase No. of outlets Should employee more trained employees



Limitations

The size of sample was very small.

Some information may vary for different people.

Respondents might have given biased answers.

Small sample size did not cover all age groups.

Time constraint.

The figures of result and analysis are approximate.



Biblography

Internet:

http://www.tata.com/0_careers/our_people/20020214_suman1.htm http://www.tata.com/0_b_sectors/index.htm http://www.cybersteering.com/auto_makers/telco/tata.html http://www.tata.com/tata_engg/index.htm http://www.tatainternational.com/automob_products.asp http://www.tata.com/tata_engg/articles/index.htm http://www.telcoindia.com/home.htm http://www.tata.com/tata_engg/media/20020228.htm http://www.tata.com/tata_engg/articles/2000106051indica2.htm http://www.tata.com/tcs/articles/20011110_auto_engg_service(1).htm www.marutiudyog.com www.hyudaimotorindia.com www.autoweb.com

Magazines: Auto Car 2008 Auto India January 2007-08 Newspapers Times of India Hindustan times

http://www.autoweb.com/





presented by-

Akshay aggarwal Amit Singh Amit Goel

SudipRamneek Harshit

new tata motors

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