ppt on tata

8/3/2019 ppt on tata

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Comparative Analysis of Consumer response towards

TATA Motors & Others


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Executive Summary

As TATA MOTORS is regarded as one of thebest fuel efficient cars. Hence I conducted astudy on the consumer perception about small

cars. Firstly, I took three brands of small cars;Zen estilo, Indica and Santro for a comparativestudy of small car segment.Later I went through the process of filling the

questionnaires, to know exactly what thecustomers of small cars perceived about theircars.


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All the cars taken for the sample showedthat the consumers perceived them asalmost same in all the attributes like safety,comfort and luxury.But, at the end the research was limiteddue to small sample size, small sample areaand time constraints.


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COMPANY PROFILE

Tata motors were established onSeptember 1, 1945, originally for themanufacture of Steam Locomotives atJamshedpur.In 1969 Tata motors had become an

independent producer of MediumCommercial Vehicles. It had alsodeveloped the capability of designing,testing and manufacturing such vehicles.


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It is the country's leading commercialvehicle manufacturer and has significantpresence in the multi-utility and passengercar segments.With the Launch of Tata Indica, an Euro 2

compliant vehicle, is the countrys firstindigenously designed, developed andmanufactured passenger car.


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With the launch of Tata nano, Tata haspenetrated the market to its extreme by

making a car available for Rs. 132000only. This is the cheapest car in India tilldate and with the announcement of its

diesel variant it has made potential buyersto eagerly wait for it.


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Marketing Strategies Followed By

TATA MOTORS1. Product, Branding, and Advertising

Advertising is one of the most common ways to make car buyer orcar enthusiast aware of the new car with special promotion price.

Another more important way of advertising is to create an image orbrand image. Take BMW Z3 for example, it was introduced in 1996and shortly the car has been used in the famous James Bond movie.Over the years Tata Motors have been successful in creating theirbrand image.

Other important marketing strategies are such as the

packaging, innovations, and quality control. Tata Motors providemany innovative features to attract car lover. One of theseinnovations is the Tata Safari 4X4 Dicor that has Reverse GuideSystem. A weather -proof camera is fixed to the rear car to help thedriver while reversing the car.


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2. Pricing StrategyThere are various factors to determine a price of

a car. These factors are such as market condition(it cant be too low or too high with the prices of same vehicle from competitors, it has to be atpar), cost incurred to build a car, profit bycompany, dealer profit.Giving discount every month and special

promotion for certain type of vehicle also one of the strong strategy use by Tata Motors. Discountcan be made from Companys profit or fromdealers profit at certain range.


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3. PlacePlace of dealership does play an important

role. The channel of distribution, physicallocation, and dealership method of distribution and sales is generally adopted.The distribution of vehicle must be in a verysystematic way, from the plant to dealershipand to end user. This is not only in Indiaitself but also to the world-wide dealership.


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S.W.O.T MATRIX

Internal Analysis

Strengths Weaknesses

External Analysis

Opportunities Threaths


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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


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PLAYERS IN THE COMPACT SEGMENT

Maruti Udyog Ltd.Zen estilo, WagonR

Hundai motors India Ltd.Santro

Fiat India Automobiles Pvt. Ltd.

punto General Motors

Sparks


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ResearchResearch Methodology: The data for the project was collected from

malls, customers at showrooms, markets and from public in Delhi.

Sample Size : Sample size of 60 was taken based on convenient SimpleRandom Sampling.

Research Tools : The data was collected through Survey QuestionnaireMethod.

Data Collection: Data was collected through the following-a) Primary sources: Questionnaire from General publicb) Secondary Sources: Magazines, newspapers, Internet.


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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 respondents

and they were asked to fill their opinion.The data was then analyzed and inferences were drawn onthat basis.


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DATA ANALYSISData 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 satisfactionprovided by various operators.


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ANALYSIS

Sample size 60 Respondents:

Owners of Santro 18 Owners of Zen estilo - 8 Owners of Indica 9 Owners of other cars 5


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FINDINGSQ) What do you own? a) car b) Two Wheeler c) Nothing

From that it was found that40 people owned a car15 owned two wheelers and5 dont nothing

Car

Tw owheeler

Nothing


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Q) Which car do you own?a) zen estilo b) santro c) indica d) others

From that it was found that :

8 people owns zen estilo18 people owns santro9 people owns indica5 people owns others

0

5

10

15

20

Response


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Q) Are you satisfied with it? A) Yes b) No

From that it was found that35 were satisfied and25 were not.

05

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3035

Ye s No

Response


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How much do you spend on maintenance on a monthly basis?

a) 4000

From that it was found that38 spends below 100015 spends between 2000-40007 spends above 4000

4000


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Q) Out of these which you will see first when you will buy a car?

From that it was found that.5 people consider cost before purchasing a car.4 people consider style before purchasing a car.

12 people consider performance before purchasing a car.15 people consider performance & style before purchasing a car.

0 5 10 15

cost

Style

performance

performance & style

cost & peformance

Response


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

From that it was found that2 people want to purchase in a month5 people want to purchase within 2 months12 said 6 months20 said in a year21 said not in near future

05

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In 1month

1 year

response


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Q. Would You will purchase tata nano?

From that it was found that18 said yes32 said no10 said cant say

YES

NO

CAN'T SAY


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Conclusion

In small segment consumer seeks for-:Good mileage

low maintenanceeasy availability of spare partseasy finance

Price


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Recommendations

Should increase No. of service centersShould bring more variants

Easy availability of spares partsShould Increase No. of outletsShould employee more trained employees


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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.


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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/http://www.autoweb.com/http://www.autoweb.com/


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presented by- Abhishek Goel

0652061707(27)

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