TABLE OF CONTENT

Certificate ii

Declaration iii

Acknowledgement iv

Executive Summary v

1. Introduction

2. Company Profile

3. Objectives of the study

4. Research Methodology

5. Data Analysis & Interpretation

6. Findings

7. Recommendations

8. Conclusion

9. Limitations of the Study

Bibliography

Annexure
 Chapter 1
INTRODUCTION

1
 INTRODUCTION
What is marketing strategy?

There are many explanations and definitions which tell you what is a marketing

strategy. However, it all boils down to one sweet and simple explanation. Marketing

strategy basically tells you WHAT you are going to do for the marketing of your product /

firm or organization. Marketing strategy is a small part of Business strategy. Where

business strategy deals with manufacturing, operations, procurement etc; Marketing

strategy will look towards marketing mix, business environment, distribution and other

such marketing related areas. Both, business strategy as well as marketing strategy, are

important for a firm to move forward. A firm needs to know what Business strategy it

needs to follow? Which businesses will the organization like to be present in? Where is

the industry heading? And what moves need to be taken to establish and sustain the

business?. The same way a firm needs to know its marketing strategy. What are the

organizations strengths and weaknesses? What products does it have? What segment

can these products be sold to? Can we design a new product? Where are gaps present in

the system so that an optimum marketing strategy be designed? After taking all these

factors into consideration, a marketing plan is prepared. The marketing plan is nothing

but a written document which is a roadmap of HOW you are going to achieve your

marketing strategy. This marketing plan is then presented to investors or bankers to get

funds for your organization. Or the same can be used as a reference for the management

or in any future endeavours of the organization.

What is Marketing strategy?

A marketing strategy usually has the following factors at the core of its formation

1) Long term objectives of the firm

The vision of the firms plays a crucial role in forming a marketing strategy for the

organization. The vision defines where the firm wants to be in the long term.

2) Actions which need to be taken

The mission statement is another important part of the marketing strategy and it

defines exactly what actions need to be taken by the firm.

3) Strategic plans

Exactly how a firm will achieve its mission is known as the strategic plan. This

involves various steps such as getting to know the firms strengths and weaknesses,

formulating a product strategy, knowing the marketing mix, and

then planningresources which will be needed to implement the plan.

4) Tactics

Tactics are generally not included in long term strategic plans, however, tactics are

important for the organization to achieve short term goals and hence they can be

formulated along with the marketing strategy. Tactics may include giving sales

discounts, addition promotional support, or any such support which motivates the

customer to buy the product. Once all the above factors are in place, your marketing

strategy is formed. Forming a marketing strategy is much simpler than actually

implementing it. This is where the marketing plan plays a crucial role. The marketing

plan plays a role of a reminder wherein it reminds the management again and again

of its marketing strategy and the road map to organizations success.

15 Types of Marketing Strategies

A right marketing strategy plays an important role in the success of a business. Every

right
company chooses and spends a lot of money for the

marketing strategy to boosttheir sales. Powerful companies opt for more than one

marketing strategies.

Lets first learn about why businesses spend millions in the marketing of

their products.

1. Right marketing technique increases the visibility of the product.

2. People become familiar with your product, thus, they start trusting you.

3. Marketing creates loyalty for the brand for both prospects and existing

customers.

4. Marketing builds the credibility and authority of the brand in the market.

5. Effective marketing positions a brand as an expert in the market.

6. Motivates customers to move through the purchase decision making.

You might need more than one business marketing strategy to keep your business

growing. Different market strategy can be used to target different audience at

different stages. In this article, you will learn about the different types of marketing

strategies.
1) Business-to-consumer :

B2C market strategy is for those companies which market their products directly to

consumers. These types of businesses can work online or in store. A business-to-

consumer strategy is consumer driven. You must know your customers inside-out.

There preferences of social media, where they live, and how much money they earn.

2) Employee marketing

The strategy of this marketing type is to overtake its employees as potential customers

and brand ambassadors. We all know that companies provide employee discounts as a

part of their deal. Mostly, employees buy from their employees as long as they are

getting the best deals. In this way, employees become the advocate of the company.

They not only come to work and get paid, but they promote your products and thus,

help you to generate revenue. They will recommend your products to their family,

friends, and acquaintances. they might share about your products on social media and

can refer potential employees. Therefore, never make a mistake to ignore your

employees while building a market strategy. They can be loyal customers of your

business if treated right.

3) Business to Business :

Business-to-business marketing takes place when a business markets its products and

services to another business.

For instance, you produce equipment of machines, you are doing a business-to-

business space. It requires a different approach than business-to-consumer marketing

because there several more steps involved in it. You need to find out the decision

makers and find out ways to persuade them to business with you. to do this, you need

to build a relationship with them by providing superlative services.

4) Direct selling :

There are few products which can be sold by meeting your customers face-to-face and

providing them a demonstration of your products. For example, if you selling a

product used at home. You can call a group of customers in one person’s home and

can provide a demonstration about how that product works. There are companies like

Amway, Vestige, Avon which apply direct selling marketing strategy to built their

businesses. This market strategy is less expensive but works for a few products and it

requires sales skills and an extrovert personality to convince your customers to buy

products.
5) Cause marketing :

Many companies opt for this marketing technique to boost their sales. People get

drawn towards the businesses which are working for a cause. They feel good knowing

that their money is being used for a good cause. Therefore, there is no harm to opt for

this strategy which benefits you as well as the community. To do this, you need to get

into a partnership with a charity organization.

You can choose the cause of providing education to orphan children. For this, you

can partner with an orphanage or an NGO working for this cause. Later, you can let

your customers know so that they can add to a donation by purchasing things from

you.
6) Earned Media/PR : In the modern era, there is hardly a person who isn’t aware of this
type of marketing
strategy. Companies pay a lot of money to promote their products on various media

platforms like newspaper, television, social media etc. They even pay celebrities to

promote their products. People trusts earned media than any other sort of promotion.

7) Co-branding and affinity marketing :

By using this marketing strategy, you share your customers with businesses that

compliment your own business. For example, if you are selling Yoga related products

like a yoga mat, yoga pants etc. you can tie up with a famous yoga instructor to

promote your products by sharing a percentage of profit with them.

If you follow yoga instructors on Instagram you must have seen them promoting

products of certain brands. It is clear that co-branding or affinity marketing represents

a partnership between two businesses with similar interests. They aren’t competitors

to each other. Hence, there is no fear of losing your customer base. Affinity marketing

refers to creating a product with another business to boost its sales.

8) Internet Marketing :

Internet marketing includes various marketing from social media, blogs, email, vlogs to

landing pages. Any type of marketing that you conduct on the internet is called internet

marketing. However, internet marketing requires a strategy that how and when you

post your posts and how you encourage people to purchase your product.

9) Point-of-purchase marketing :

Point-of-purchase marketing strategy includes placing your product where customers

make the most purchase. You must have noticed that many small products are being

placed near the cash counter. This is done intentionally so that people make an

impulse purchase. In addition to this, you must have experienced cashier who tried to

sell your product. This is another example of POP marketing.

10) Word-of-mouth advertising :

Traditionally, word-of-mouth advertising was limited to face-to-face praise of the

product. Nowadays, the method of this type of marketing has been changed.

When people mention your services or products on their social media page and give a

positive review, they are doing word-of-mouth advertising of your business. You can
also pay some review bloggers to write reviews about you. These days people have a

tendency to read reviews about everything before making a purchase.

11) Paid media advertising :

Paid media advertising is the best solution to grow your business fast. Obviously, you

will have to liquidate capital to get results. But there is Return of investment on every

penny you spent. Followings are the types of paid media advertising.

 Paid search

Paid social

Television and radio commercial

Display advertising


 Print ads

Billboards

every
This type of marketing requires planning and specific goals for

ad’s performance. In case, your advertising is not working, don’t keep wasting your

money instead think about some other ways to market your product.
12) Storytelling :

Storytelling is an emotional way to reach your audience. You can produce personal

stories, brand stories or a story of one of your customers after taking their

permission. There is one more trend of saying a story in exactly six words. Here writer

requires great writing skills to create a short meaningful story. This type of marketing

strategy helps you to win the trust and loyalty of your customers.

13) Referral Program :

This type of marketing strategy makes the use of your existing customers to get new

customers on board. You pay some incentive or benefits to your customers if they ask

their friends to buy your product or service. People usually do word-of-mouth

marketing to get the benefit. The amount you pay to them is quite small in front of the

returns you are getting. Find the way to keep the track of referrals done by your

customers before giving them benefits.

14) Growth Hacking :

This type of marketing strategy is used to gain resurgence in the audience in a short

span of time by hacking into one of the internet marketing strategies. There are many

professionals who can do this job for you in return for money. One method is to try
several marketing strategies simultaneously. You can get a huge amount of data by

following this technique.

15) Networking events :

Yes, internet marketing will get your audience. But there are other marketing techniques

too that you cannot do from behind the computer screen. For this, you need to step out

in the real world and organize some networking events to get prospects who might enjoy

your services. For example, if you are providing an online course, you can set up a booth

where people can reach you and you can share knowledge with them about your course

and encourage them to take the course by providing them additional discounts.

16) Content Marketing :

People enjoy participating in contests. You can use online platforms like Facebook,

Instagram, YouTube or other online platforms to run contests. Organizing contest is

the best way to direct traffic to your website and optimize the conversion rate. You

can keep digital devices or travel tickets as prize money.

17) Retargeting :

Using this type of marketing you target people who have shown interest in your

business before. For example, Facebook let you place a pixel on your website. A user
will see the ad of your product on Facebook if he/she has recently visited your website.

As they already know about your brand, they will recognize it and there are high chances

for them to get convert. There are other retargeting platforms too like Instagram,

YouTube etc. where you can retarget your prospects.

18) Search Engine Marketing :

Everyone wants their content to appear first in a search engine using search engine

optimization (SEO). Search engine marketing can help you generate a massive return

on investment. To do this, you need to have unique, creative, value-driven content so

that your content appears appealing to search engine. You can learn online how to

use search engine optimization to market your products and services.

19) Social Media Marketing :

Businesses make the use of social media platforms to share value-rich content and

directing traffic to their websites and landing pages, thereby, improving brand
awareness and multiplying customers. social media marketing strategy works better if

you know how to use hashtag, links, images, and videos to increase engagement.

20) Content Marketing :

This type of strategy involves sharing the content that you write of your blog or landing

pages to social media platforms. It is one of the effective marketing strategies because it

gets organic traffic to your blog and convert visitors into loyal followers. You need to

upload value-rich data constantly to keep your followers. Therefore, you should plan

your content months in advance.

21) Social media and viral marketing :

It is unpredictable that what kind of content will go viral through social shares, email,

search engine etc. however, getting your business in the eyes of your audience is one

of the best methods to increase your business. There are a few ways that you can try

to make your content viral on the internet such as

 Post visual posts like images and videos.


First, build your audience and then release your content.

Produce content on a trending topic.

Encourage your followers to share your content.


 Share emotional, inspiring, or entertaining content.

Give an incentive for every video share.

This is the oldest type of marketing strategy. Where rather than sending emails you

send postal mail to your prospect. There is one glitch in this type of marketing

strategy that you can’t do cold-call. You need to have a list of qualified prospects who

will not let your email go waste.

23) Inbound Marketing :

This type of market strategy is effective when you want to build a positive relationship

with your prospect audience without spending too much money. This includes marketing

strategies which attract your customers to your business like a magnet. You can make

your presence visible on social media use an email list to share free content. As people

have become blind to television advertisement these days. This type of marketing

strategy will surely get their attention.

24) Influencer Marketing :

This type of marketing involves online influencers like bloggers, YouTubes to

recommend your products and services to their audience. You can either give away free

products or pay them to promote your business. Every influencer has its own terms and

conditions. You should discuss with them before lending into partnership.

25) Behavioural Marketing :

In the present time, businesses can generate more data than ever before in history.

Behavioural marketing exploits this advantage to target specific consumers. By

tracking IP address, cookies, and web histories you can make sure that your

audience is viewing your content at the right time. The above were all the different

marketing types and Types of Marketing strategies which can be planned and

executed by a company. Hope the article helps you with coming up for strategies to

run for your organization.

 CHAPTER 2
COMPANY PROFILE
 COMPANY PROFILE

Tata Motors Limited

Formerly Tata Engineering and Locomotive Company Ltd.(TELCO)

Type Public

Traded as BSE: 500570

NSE: TATAMOTORS
NYSE: TTM
BSE SENSEX Constituent

Industry Automotive

Founded 1945; 74 years ago

Headquarters Mumbai, Maharashtra, India

Area served Worldwide

Key people Natarajan Chandrasekaran(Chairman)

Guenter Butschek (CEO)

Products Automobiles
Sport Cars
Commercial vehicles
Coaches
Buses
Construction equipment
Military vehicles
Automotive parts

Services Automotive design, engineering and outsourcing services

Vehicle leasing
Vehicle service

Revenue ₹301,938 crore(US$44 billion) (2019) ₹29,794 crore

Operating income (US$4.3 billion) (2019)

Net income ₹-28,724 crore (US$−4.2 billion) (2019)

Total assets ₹307,194 crore(US$44 billion) (2019)

Total equity ₹60,702 crore (US$8.8 billion) (2019)

Number of employees 82,797 (2019)

Parent Tata Group

Divisions Tata Motors Cars

Subsidiaries Jaguar Land Rover

Tata Daewoo
Tata Technologies
Tata Hispano

Website TataMotor

Tata Motors Limited, formerly Tata Engineering and Locomotive Company

(TELCO), is an Indian multinational automotive manufacturing company

headquartered in Mumbai, Maharashtra, India. It is a part of Tata Group, an Indian

conglomerate. Its products include passenger cars, trucks, vans, coaches, buses, sports

cars, construction equipment and military vehicles.

Tata Motors has auto manufacturing and assembly plants in Jamshedpur, Pantnagar,

Lucknow, Sanand, Dharwad, and Pune in India, as well as in Argentina, South Africa,

Great Britain, and Thailand. It has research and development centres in Pune,

Jamshedpur, Lucknow, and Dharwad, India and in South Korea, Great Britain, and

Spain. Tata Motors' principal subsidiaries purchased the English premium car maker

Jaguar Land Rover (the maker of Jaguar and Land Rover cars) and the South Korean

commercial vehicle manufacturer Tata Daewoo. Tata Motors has a bus-manufacturing

joint venture with Marcopolo S.A. (Tata Marcopolo), a construction-equipment

manufacturing joint venture with Hitachi (Tata Hitachi Construction Machinery), and
a joint venture with Fiat Chrysler which manufactures automotive components and

Fiat Chrysler and Tata branded vehicles. Founded in 1945 as a manufacturer of

locomotives, the company manufactured its first commercial vehicle in 1954 in a

collaboration with Daimler-Benz AG, which ended in 1969. Tata Motors entered the

passenger vehicle market in 1988 with the launch of the TataMobile followed by the

Tata Sierra in 1991, becoming the first Indian manufacturer to achieve the capability

of developing a competitive indigenous automobile. In 1998, Tata launched the first

fully indigenous Indian passenger car, the Indica, and in 2008 launched the Tata

Nano, the world's cheapest car. Tata Motors acquired the South Korean truck

manufacturer Daewoo Commercial Vehicles Company in 2004 and purchased Jaguar

Land Rover from Ford in 2008. Tata Motors is listed on the (BSE) Bombay Stock

Exchange, where it is a constituent of the BSE SENSEX index, the National Stock

Exchange of India, and the New York Stock Exchange. The company is ranked 226th

on the Fortune Global 500 list of the world's biggest corporations as of 2016. On 17

January 2017, Natarajan Chandrasekaran was appointed chairman of the company

Tata Group. Tata Motors increases its UV market share to over 8% in FY2019.
History
Tata Group entered the commercial vehicle sector in 1954 after forming a joint venture

with Daimler-Benz of Germany. After years of dominating the commercial vehicle market

in India, Tata Motors entered the passenger vehicle market in 1991 by launching the

Tata Sierra, a sport utility vehicle based on the Tata Mobile platform. Tata subsequently

launched the Tata Estate (1992; a station wagon design based on the earlier Tata

Mobile), the Tata Sumo (1994, a 5-door SUV) and the Tata Safari (1998). Tata launched

the Indica in 1998, the first fully indigenous Indian passenger car. Although initially

criticized by auto analysts, its excellent fuel economy, powerful engine, and an

aggressive marketing strategy made it one of the best-selling cars in the history of the

Indian automobile industries. A newer version of the car, named Indica V2, was a major

improvement over the previous version and quickly became a mass favourite. Tata

Motors also successfully exported large numbers of the car to South Africa. The success

of the Indica played a key role in the growth of Tata Motors. In 2004, Tata Motors

acquired Daewoo's South Korea-based truck manufacturing unit, Daewoo Commercial

Vehicles Company, later renamed Tata Daewoo. On 27 September 2004, Tata Motors

rang the opening bell at the New York Stock Exchange (NYSE) to mark the listing of Tata

Motors. In 2005, Tata Motors acquired a 21% controlling stake in the Spanish bus and

coach manufacturer Hispano Carrocera. Tata Motors continued its market area

expansion through the introduction of new products such as buses (Starbus and Globus,

jointly developed with subsidiary Hispano Carrocera) and trucks (Novus, jointly

developed with subsidiary Tata Daewoo).

In 2006, Tata formed a joint venture with the Brazil-based Marcopolo, Tata

Marcopolo Bus, to manufacture fully built buses and coaches.

Tata Bolt

In 2008, Tata Motors acquired the English car maker Jaguar Land Rover,

manufacturer of the Jaguar and Land Rover from Ford Motor Company.

In May 2009, Tata unveiled the Tata World Truck range jointly developed with Tata

Daewoo; the range went on sale in South Korea, South Africa, the SAARC countries,

and the Middle East at the end of 2009.

Tata acquired full ownership of Hispano Carrocera in 2009.

In 2009, its Lucknow plant was awarded the "Best of All" Rajiv Gandhi National

Quality Award.

In 2010, Tata Motors acquired an 80% stake in the Italian design and engineering
company Trilix for €1.85 million. The acquisition formed part of the company's plan

to enhance its styling and design capabilities.

In 2012, Tata Motors announ ced it would invest around ₹6 billion in the development

of Futuristic Infantry Combat Vehicles in collaboration with DRDO.

In 2013, Tata Motors announced it will sell in India, the first vehicle in the world to run

on compressed air (engines designed by the French company MDI) and dubbed "Mini

CAT".

In 2014, Tata Motors introduced first Truck Racing championship in India "T1 Prima

Truck Racing Championship".

On 26 January 2014, the Managing Director Karl Slym was found dead. He fell from the

22nd floor to the fourth floor of the Shangri-La Hotel in Bangkok, where he was to

attend a meeting of Tata Motors Thailand.

On 2 November 2015, Tata Motors announced Lionel Messi as global brand

ambassador at New Delhi, to promote and endorse passenger vehicles globally.

On 27 December 2016, Tata Motors announced the Bollywood actor Akshay Kumar

as brand ambassador for its commercial vehicles range.

On 8 March 2017, Tata Motors announced that it has signed a memorandum of

understanding with Volkswagen to develop vehicles for India's domestic market.

On 3 May 2018, Tata Motors announced that it sold its aerospace and defense business

to another Tata Group Entity, Tata Advanced Systems, to unlock their full potential.
On 29 April 2019, Tata Motors announced a partnership with Nirma University in

Ahmedabad to provide a B.Tech. degree programme for employees of its Sanand

plant.

Products

For details of Tata Motors passenger cars, see Tata Motors Cars. For details of Land

Rover and Jaguar products, see Jaguar Land Rover.

Commercial vehicles

Tata Ace

Tata Ace Zip

Tata Super Ace

Tata TL/Telcoline/207 pick-up truck

Tata 407 Ex and Ex2

Tata 709 Ex

Tata 807 (Steel cabin chassis, cowl chassis, medium bus chassis, steel cabin + steel

body chassis)

Tata 809 Ex and Ex2

Tata 909 Ex and Ex2

Tata 1210 SE and SFC (Semi Forward)

Tata 1210 LP (Long Plate)

Tata 1109 (Intermediate truck/ LCV bus)

Tata 1512c (medium bus chassis)

Tata 1515c/1615 (medium bus chassis)

Tata 1612c/1616c/1618c (heavy bus chassis)

Tata 1618c (semilow-floor bus chassis) Tata 1623 (rear-engined low-floor bus chassis)

Tata 1518C (Medium truck) 10 ton Tata 1613/1615c (medium truck) Tata 1616/1618c

(heavy duty truck) Tata 2515c/2516c,2518c (heavy duty 10 wheeler truck) Tata Starbus

(branded buses for city, intercity, school bus, and standard passenger transportation)

Tata Divo (Hispano Divo) Tata CityRide (12- to 20-seater buses for intracity use) Tata

3015 (heavy truck) Tata 3118 (heavy truck) (8×2) Tata 3516 (heavy truck) Tata 4018

(heavy truck) Tata 4923 (ultraheavy truck) (6×4) Tata Novus Tata Prima Tata Ultra (ICV

Segment) Tata Winger - Maxivan

Military vehicles

Tata LSV (Light Specialist Vehicle) Tata Mine Protected Vehicle (4×4) Tata 2 Stretcher

Ambulance Tata 407 Troop Carrier Tata LPTA 713 TC (4x4) Tata LPT 709 E Tata SD 1015

TC (4x4) Tata LPTA 1615 TC (4x4) Tata LPTA 1621 TC (6x6) Tata LPTA 1615 TC (4x2)

Tata LPTA 5252 TC (12x12) Tata Sumo 4x4 Tata Xenon Tata 207 Tata Motors proposed

an overhaul of armoured fighting vehicles and infantry main combat vehicles in 2015.

The inter-ministerial committee was chaired by Secretary in the Department of

Industrial Policy and Promotion (DIPP) approved most of the proposals from the defense

Manufacturing sector in India.

Electric vehicles

Tata Motors has unveiled electric versions of the Tata Indica passenger car powered

by TM4 electric motors and inverters, as well as the Tata Ace commercial vehicle,

both of which run on lithium batteries.

Tata Motors' UK subsidiary, Tata Motors European Technical Centre, has bought a

50.3% holding in electric vehicle technology firm Miljøbil Grenland/Innovasjon of

Norway for US$1.93 million, and plans to launch the electric Indica hatchback in

Europe next year.[ In September 2010, Tata Motors presented four CNG–Electric

Hybrid low-floored Starbuses to the Delhi Transport Corporation, to be used during

the 2010 Commonwealth Games. These were the first environmentally friendly buses

to be used for public transportation in India.

STRATEGY AND ORGANISATIONAL STRUCTURE OF TATA MOTORS

As we all know, strategy and structure is one of the most fundamental and significant

part of an organization. Strategy and structure is come up by planning process during

processes of management in organization, therefore, it is not possible to ignore how

well an organization in determining its mission and goal, planning appropriate

strategies and structures of organization and implementing these strategies. Strategy is

the direct result of decision making and structure is the indirect result. Nevertheless,

both strategy and structure is the result of decision making by managers through

analyzing the organization and market, segmenting markets, selecting market,

positioning themselves and using resources to implement the process. In this article, I

will firstly) identify the mission and goals of Tata Motors, secondly) use SWOT

analysis and the Five Forces Model to evaluate how well Tata Motors in strategy

formulating and thirdly) evaluate the process of implementing these strategies.

Company’s mission and structure Tata Motors is a multinational manufacturing

company in Mumbai, India. It has operated firms in the UK, South Korea, Thailand

and Spain, moreover, it also has expanded its operations since 1961 to other countries.
The Mission of Tata Motors is “best in the manner in which we operate, best in the

products we deliver and best in our value system and ethics”. Through this mission,

24,000 employees are guided to produce high effective and useful automobiles to satisfy

customers’ needs for maximum profits.

Otherwise, Tata Motors is in a group of companies called “Tata Group”. Tata Group was

established by Jamsetji Tata in 1868, which is the largest corporate group in India and

has the biggest capitalization and revenues. Tata Group has several major companies,

which are Tata Motors, Tata Steel, Tata Consultancy Services, Tata Power, Tata

Chemicals, Tata Global Beverages, India Hotels and Tata Communications(Shown on

graph below).

This group has concentrated on seven areas: communications and information

technology, engineering, materials, services, energy, consumer products and chemicals.

Tata Group has two main decision-making managers who are the Group Executive

Office(GEO) and the Group Corporate Centre(GCC). The GEO consider about

implementing strategies in corporate governance, micro-environment and macro-

environment, human resources, etc, which ensures the companies in Tata Group

effectively and efficiently expands their business.

The GCC guides future adjustments and strategies to Tata Group. Therefore, Tata

Motors are guided by the Tata Group and supported by all the companies in Tata

Group, which ensures that Tata Motors being always in right direction and

appropriate strategies to be implemented. (Omid, N and Patrica, A.N, 2012) (source

from Tata Motors, 67th Annual Report 2011-2012)

SWOT Analysis on Tata Motors Strengths(Strategies with different time horizons): Long-

term Strategies Three-pronged strategy: Tata Motors concentrates on better

communication and recognition of innovative ideas and efforts(Omid, N and Patrica, A.N,

2012). That means, Tata Motors pays more attention on innovation and decides to put

innovation in significant role in R&D. What Tata Motors have done is to improve the

communication and recognition tools for exchanging ideas of innovation, and this

improvement can increase frequency of information exchange.

Therefore, managers acquire innovative ideas quickly and give feedback to employees

quickly, which significantly improves effectiveness in company and highly develops

innovation level. Tata Motors purchases some facilities for learning from other

companies. Actually, Tata Motors is always on the way learning from its competitors

to improve itself through purchasing their facilities or even part of their firms and

brands. It will be shown below in short-term strategies. Tata Motors supports

collaborative research and partnerships with academic institutions for win-win results.

b) Pursuing innovation in two levels: High-end level: ‘Frugal Innovation’(Omid, N and

Patrica, A.N, 2012), which means new products designed to appeal to poor people
and the rising middle class. Tata Motors concentrates on most customers’ needs, that

means, Tata Motors is going to produce more products to satisfy low and middle

classes’ needs, such as providing low price products. Low-end level:

Tata Motors is a fast leaner in globalizing, absorbing lessons from other companies in

innovation. Benchmarking is one of the effective method to learn from other

companies, for example, when purchasing brand of JLR from Ford, Tata Motors not

only purchase the authority of usage of JLR but also acquire the product line of JLR so

Tata Motors learn how to produce SUV cars from this investment. (source from Tata

Motors, 67th Annual Report 2011-2012)

Short-term strategies In 2008, Tata Motors purchased two world car brands- Jaguar

and Land Rover from Ford Motors for US$2.3 billion and started to make JLR to be the

main business of Tata Motors(Richard, L, 2009). As JLR is one of the most famous

brands in the world, the investment made by Tata Motors gained both advanced

products and high reputation all over the world. In 2008, there was one car
called “Nano” to be produced by Tata Motors, which only costs US$2000. This

product turned to be the main products to large and low-price car market both in India

and other developing countries.

Obviously, Tata Motors’ targeting market is mainly low-price markets in developing

countries because in these markets, customers do not have plenty of money and they

only afford low price products. Many companies ignore these markets because they

may think it is difficult to gain a lot profit from these markets, so Tata Motors decided

to target these markets and provided low price cars that customers can afford.

Weaknesses: The weaknesses of Tata Motors are mainly too many competitors form

domestic and foreign: Domestic competitors: Because of the barriers to entry Indian

automobiles markets by government policy, there are mainly three major competitors:
The first one is “Maruti Suzuki”, which is controlled by Japanese company Suzuki

and is the largest passenger car segment in India.The second one is “Mahindra and

Mahindra”, whichSector
-Utility Vehicle is targeting
(MUVs)Multi
market. MUVs are the cars that are larger than

passenger cars and also can be used in transportation, and Mahindra is the market

leader in MUVs market who stands for about 50% market

shares. The third competitor is “Hindustan Motors”, which is targeting passenger cars,
trucks and other commercial vehicles.

Even though Hindustan Motors is the smallest among above four companies, because of

its ownership of famous family, the Birla Group, Hindustan has potential to follow up.

(Richard, L, 2009) Name of CompetitorsTargeting Market

Maruti Suzukipassenger car MahindraMulti-Utility Vehicle Sector (MUVs)

Hindustan Motorspassenger cars, trucks and other commercial vehicles

Foreign competitors Even though Tata Group has been the leader in auto industry in

India already, it has many foreign competitors such as Ford Motor Co., Toyota, General

Motors Corporation, etc. For expanding its business to other countries, especially

some developing countries such as China and Korean, Tata Group has to compete with

these multinational auto companies through analyzing their strategies. As below

shown the main foreign competitors.(Richard, L, 2009) Opportunities

Since Tata Motors uses three-pronged strategy, which includes better communication

of ideas, learning from other companies and supporting collaborative, Tata Motors

firstly focuses on efficiency of exchanging of ideas, and this strategy provides ideas
changing rapidly and smoothly, that means, innovative ideas can be discussed among

all employees and brainstorm can be easily applied so that innovative ideas will be

applied soon also.

Tata Motors secondly focuses on learning from other companies, benchmarking is

used by managers that Tata Motors will get advanced technologies and experiences

from other leading companies such as Ford and Toyota. Thirdly, Tata Motors

supports collaborative research that some academic institutions will give

suggestions to Tata Motors so Tata Motors can get professional improvements from

this strategy. Tata Motors is focusing on innovation. Innovation is the most

fundamental and essential factor in growth of company.

Without innovation, companies cannot acquire competitive advantages compared with

other innovative companies because innovation significantly satisfy customers’

changing demands. Tata Motors has been applying two short-term strategies includes
acquiring JLR brand and producing cheapest cars called “Nano”. Actually, these two
strategies are based on long-term strategies mentioned above. Acquiring JLR brand

improves reputation of Tata Motors and also Tata Motors acquire acknowledge of
JLR and producing cheapest cars “Nano” is innovative activity to Tata Motors’
targeting market.

Threats: As weaknesses showed above, Tata Motors are facing to many competitors

includes domestic and foreign competitors. Among these competitors, the domestic

competitors that contains Maruti Suzuki, Mahindra and Hindustan Motors are all

followers compared to Tata Motors. However, in some specific area such as in

passenger market, Maruti Suzuki is the leader and in Multi-Utility Vehicle Sector

market Mahindra has more than 50% market shares. Therefore, they are threats to

Tata Motors in India market and they set barriers to entry to Tata Motors because of

their economic of scale in their targeting market.

Otherwise, among foreign competitors, Toyota is the leader in Asian market, and Ford

and General Motors have big market shares in Euro market. If Tata Motors wants to

expand its business abroad, it is difficult to challenge them. Tata acquired JLR brand and

has made great success on it especially in China market. However, the activities
of purchasing other companies’ brands will make Tata Motors facing to risks because

the payment costs a lot. Meanwhile, the other strategy of producing innovative cars

“Nano” did not bring expected profit to Tata Motors which cost plenty of capital and

human resources.

Conclusion and Implications All in all, Tata Motors has been in a good structured

group, Tata Group, and has many strategies for improving itself. Tata Motors has

been the biggest automobile company in India because of the passion from the

Chairman Jamsetji Tata. What he wanted to see Tata Motors is going to be the top

one in India and abroad. Even though Tata Motors has a lot of competitors in both

domestic and abroad, Tata Motors insists on innovation strategy and purchasing

other world brand for learning and improving reputation.

However, as the loss of producing Nano cars, what Tata Motors needs to do is focusing

on segmenting market, selecting targeting marketing and exactly positioning market

position. For doing these, Tata Motors need to deeply understand what
customers’ real needs and demands and following this direction, Tata Motors’

innovation strategies can attract new customers and remain existed customers to get

profits.
Marketing Strategy of Tata Motors

Headquartered in Mumbai Tata Motors (formerly known as TELCO acronym form for

TATA Engineering and Locomotive Company) are an Indian multinational automotive

manufacturing company and a member of Tata group. Products offered by the

company varies from cars, trucks, vans, coaches, military vehicles, sports cars, buses

and construction equipment. TATA Motors is ranked as 226th in the Fortune Global

500 list of world’s biggest corporations as of 2016.

Segmentation, targeting, positioning in the Marketing strategy of

Tata Motors –

Tata Motors does not follow a single marketing approach or formula but it believes

that all members of the community should be served. Brand targets crowd from the

rural part to the metros with its offerings varying from NANO to Jaguar Land

Roversegment.

It targets anyone above 4 Lakh p.a. salary, millennial employed as professionals,

managers and all those looking to switch from 2-wheeler to 4-wheeler. The age

bracket for brand’s offering varies from 21-65 years with all Middle class. Upper

middle class, High class and Affluent class in its target category.

Tata Motors offers products such as Tata ACE a mini truck mainly used for

agriculture transport purpose, Tata NANO for the middle class, Tata Indica

and Indigo for commercial purposes and Jaguar in the high-class segment thus

creating the image that there’s something for everyone in its huge line of offerings.
Differentiated targeting strategy is used by Tata Motors to target the customers and

satisfy their needs and wants.

M
ofio lsisbfeion – “We innovate with passion,
il”ity
m solutions to enhance the quality
“Aissi oan h i–g h-performance
V
organization, we are by, FY2019

 Among the top 3 in the global CV and

domestic PV
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Tagline – “Connecting Aspirations”.

Competitive advantage in the Marketing strategy of Tata

Motors –

Based in India serves as a huge competition for the company as it offers the brand

low-cost labour base with the help which company not only targets the Indian market

but also other emerging markets with a huge range of economical segment vehicles.

The products thus offered are manufactured at a much lower cost and sold to new

markets earning huge profits for the company.

The policies and regulations for the automobile sector in the country along with the

least expensive automobile parts availability are the some of the major conditions

which help the brand in its business expansion.

The excellent innovation and research and development at TATA Motors have set up

an example for its competitors. With its various research centres across the country,

the brand is working on the improvement of the engine efficiency, design, style and

instrumentation of vehicles.

For breaking into foreign markets TATA Motors has over the years acquired various

foreign companies. While the company has delivered amazing results in the domestic

market, its subsidiary Jaguar land rover has broken all the records of competitors as a

top luxury automobile manufacturer. This mega expansion mode calls for

national
major product development, capacity capitalization and various

and international mergers.

BCG Matrix in the Marketing strategy of Tata Motors –

Indica being the most preferred commercial vehicle features in the star segment along

with Safari Dicor, Manza, Winger and Magic.

With Safari, Sumo and Indigo CS being their cash cow, Nano& Zest still continues to

be in question mark segment.

Distribution strategy in the Marketing strategy of Tata Motors –

With 576 car dealers across 424 cities in India, TATA Motors holds a robust dealers

network in the country through it sells more than 56,000 in the month of July 2018.

Brand registered a staggering growth of 64% in its domestic sales for the first quarter

(April-June 2018), FY19 at 164,579 units compared to 100,141 units over the

previous year due to its strong network of dealers.

Brand equity in the Marketing strategy of Tata Motors –

TATA aims to fulfil the emerging needs of the automobile industry by coming up

with a new range of products. These products are manufactured with the purpose

of providing comfort, reliability, safety, capacity and value to the end customers. In

order to stay ahead of the competition, the company is going for huge investments

in the area of product development. TATA Nano carries an image of the cheapest

car in the world, TATA Ace is being introduced in the commercial vehicle market for

snatching the market share of its rivals. Another sporty vehicle Nexon with both

diesel and petrol engine is also attracting customers already.

Competitive analysis in the Marketing strategy of Tata Motors –

With the Indian automotive market being overcrowded with a lot of national and

international players following a red ocean strategy. Companies like Hyundai, Fiat, Maruti

Suzuki, Toyota & Honda are giving a stiff competition to the brand with everyone eating

each other’s market share.

Market analysis in the Marketing strategy of Tata Motors
–

With a market share of 44% in commercial vehicles segment in a 2017-2018 brand is a

market leader in the sector. With an initiative Turnaround, 2.0 company is targeting to

regain its market share in Passenger vehicle segment. Part of this has already put in

place which has already started showing signs of improvement for the company’s PV

firm. With the focus on serviceability tapping and penetrating the growing markets will

further help the company with its Turnaround 2.0 initiative in this highly competitive

sector.
Customer analysis in the Marketing strategy of Tata Motors –

Customers of TATA Motors are the low, middle groups who are looking to switch to 4-

wheeler from 2-wheeler who are looking to purchase a car for a family purpose at

affordable prices. Customers of the brand also include youth and high-class business

professional who is looking for innovative, trending vehicles with world-class safety

features.

Promotional strategy in the Marketing strategy of Tata Motors –

TATA Motors carries out its promotional strategy in 2 ways:

Above the line (ATL)

 It includes: print ads (newspaper advertisements by local dealers, magazines)

 TV, Radio

Below the line (BTL) Promotions:

 It includes: exchange fair

 Rural fair

 Loan fair,
  Society activities

 Corporate display activities

Marketing Mix of TATA MOTORS

Tata motors is a leading automobile brand. It is most widely known for its

commercial vehicles such as buses and trucks. However, TATA motors has also

started an excellent expansion in passenger cars and it is rapidly gaining market share.

The Marketing mix of Tata Motors talks about the 4P of the brand which has helped

the brand rise in the automobile empire.

1. Product in the marketing mix of Tata Motors Tata has a very wide range

of products it has passenger cars, utility vehicles, Trucks, Commercial passenger

Carriers And Defence Vehicles

Passenger cars UtilityVehicles Trucks Commercial

Passenger Carriers

Indica vista Safari Dicor Tata Novas Buses

Indigo XL Sumo Grande TL 4×4 Winger

Nano Sumo Magic

Fiat cars Xenon XT

2. Price in the marketing mix of Tata Motors The prices of Tata motors are generally

affordable acceptable by the general public at large. Tata always have something for the

lower class people with Nano being their trump card. Giving discount every month and

special promotion for certain type of vehicle also one of the strong strategy use by Tata

Motors. Discount can be made from Company’s profit or from dealer’s profit at certain

range.
3. Place in the marketing mix of Tata Motors – Tata Motors has an extensive dealer

network covering Indian and International markets. Wherever you are, there is a Tata

Motors Sales and Service dealership close to you. The channel of distribution,

physical location, and dealership method of distribution and sales is generally

adopted. The distribution of vehicle must be in a very systematic way, from the plant

to dealership and to end user. This is not only in India itself but also to the world-wide

dealership.

4. Promotion in the marketing mix of Tata Motors – Tata motors promote their

products via Advetising and after sales services

5. People in the marketing mix of Tata Motors – Tata Motors owe our success to

the highly motivated and talented staff. Our recruitment division picks the crème-de-

la-crème from premier universities, management and engineering institutes in India.

they put them through rigorous training programmes to hone their entrepreneurial

skills and impart comprehensive product knowledge.

6. Processes in the marketing mix of Tata Motors – Tata motors follow Balanced

overall
Scorecard Collaborative, Inc for achieving excellence in

Company performance.

7. Physical Evidence in the marketing mix of Tata Motors – The management of

the company has managed to keep their hopes alive even in this recession and hopes
that the worse is behind Tata Motors recently launched the most awaited car of the

year, Tata Nano and the company has already received 203,000 booking that are fully

paid and 70 percent of the applicants are ready to wait till the end of 2010 for the car

to be manufactured.
 SWOT analysis of Tata Motors
Tata Motors is one of the stronger players in the Indian market as well as globally

with the acquisition of Jaguar. Here is the SWOT analysis of Tata motors.

Strengths in the SWOT analysis of Tata motors

1. The internationalization strategy so far has been to keep local managers in new

acquisitions, and to only transplant a couple of senior managers from India into the new

market. The benefit is that Tata has been able to exchange expertise. For example after

the Daewoo acquisition the Indian company leaned work discipline and how to get the

final product ‘right first time.’

2. The company has a strategy in place for the next stage of its expansion. Not only is it

focusing upon new products and acquisitions, but it also has a programme of intensive

management development in place in order to establish its leaders for tomorrow.

3. The company has had a successful alliance with Italian mass producer Fiat since 2006.

This has enhanced the product portfolio for Tata and Fiat in terms of production and

knowledge exchange. For example, the Fiat Palio Style was launched by Tata in 2007,

and the companies have an agreement to build a pick-up targeted at Central and South

America.
 Weaknesses in the SWOT analysis of TATA Motors

1. The company’s passenger car products are based upon 3rd and 4th generation

platforms, which put Tata Motors Limited at a disadvantage with competing car

manufacturers.

2. Despite buying the Jaguar and Land Rover brands; Tata has not got a foothold in the luxury

car segment in its domestic, Indian market. Is the brand associated with commercial

vehicles and low-cost passenger cars to the extent that it has isolated itself from lucrative

segments in a more aspiring India?

3. One weakness which is often not recognized is that in English the word ‘tat’ means

rubbish. Would the brand sensitive British consumer ever buy into such a brand?

Maybe not, but they would buy into Fiat, Jaguar and Land Rover
 Opportunities in the SWOT analysis of TATA Motors

1. In
thethe summer
Land Rover of
and2008 Tatabrands
Jaguar Motor’s announced
from thatfor
Ford Motors it had
UK successfully
£2.3 million. purchased
Two of the
World’s luxury car brand have been added to its portfolio of brands, and will

undoubtedly off the company the chance to market vehicles in the luxury segments.

2. Tata Motors Limited acquired Daewoo Motor’s Commercial vehicle business in 2004

for around USD $16 million.

3. Nano is the cheapest car in the World – retailing at little more than a motorbike. Whilst the

World is getting ready for greener alternatives to gas-guzzlers, is Nano the answer in terms

of concept or brand? Incidentally, the new Land Rover and Jaguar models will cost up to 85

times more than a standard Nano!

4. The new global track platform is about to be launched from its Korean (previously

Daewoo) plant. Again, at a time when the World is looking for environmentally friendly

transport alternatives, is now the right time to move into this segment? The answer to this

question (and the one above) is that new and emerging industrial nations such as India,

South Korea and China will have a thirst for low-cost passenger and commercial vehicles.

These are the opportunities. However the company has put in place a very proactive

Corporate Social Responsibility (CSR) committee to address potential strategies that will

make is operationsmore sustainable.

5. The range of Super Milo fuel efficient buses are powered by super-efficient, eco-

friendly engines. The bus has optional organic clutch with booster assist and better air

intakes that will reduce fuel consumption by up to 10%.

 Threats in the SWOT analysis of TATA Motors

1. Other competing car manufacturers have been in the passenger car business for 40, 50 or

more years. Therefore Tata Motors Limited has to catch up in terms of quality and lean

production.

2. Sustainability and environmentalism could mean extra costs for this low-cost producer.

This could impact its underpinning competitive advantage. Obviously, as Tata globalises

and buys into other brands this problem could be alleviated.

3. Since the company has focused upon the commercial and small vehicle segments, it

has left itself open to competition from overseas companies for the emerging Indian

luxury segments. For example ICICI bank and DaimlerChrysler have invested in a new

Pune-based plant which will build 5000 new Mercedes-Benz per annum. Other

players developing luxury cars targeted at the Indian market include Ford, Honda and

Toyota. In fact the entire Indian market has become a target for other global

competitors including Maruti Udyog, General Motors, Ford and others.

4. Rising prices in the global economy could pose a threat to Tata Motors Limited on a

couple of fronts. The price of steel and aluminum is increasing putting pressure on the

costs of production.
 Tata Motors has a strong global network of subsidiaries and associate companies,

including Jaguar Land Rover in the UK and Tata Daewoo in South Korea. Our

international footprint was established with our first export in 1961. Today, we have

over 134 direct and indirect subsidiaries in India and abroad. Key Subsidiaries

 Websites Concorde Motors (India) Limited

www.concordemotors.com

Concorde Motors India Ltd. (CMIL) is a fully-owned subsidiary of Tata Motors. A

pioneer in professionalising the automobile retail business in the country, CMIL is a

one-stop shop for the complete range of Tata Motors’ passenger vehicles, sales,

service and spare parts.

 Jaguar Land Rover Automotive Plc

www.jaguarlandrover.com

Jaguar Land Rover brings together two prestigious British car brands. Tata Motors

acquired the brands from Ford in 2008, merging them into a single company in 2013.

One of the world’s leading premium car brands, Jaguar Land Rover presents the

future of sustainable mobility.

 Tata Motors European Technical Centre PLC (TMETC)

www.tmetc.com

Based in Coventry, UK, Tata Motors European Technical Centre PLC (TMETC) is a

wholly-owned subsidiary of Tata Motors. As a centre of excellence for automotive

 design and engineering, TMETC is an active partner in a number of collaborative

projects in low carbon technology, and electric and hybrid vehicle technology for

future passenger and light commercial vehicles. Tata Motors Insurance Broking

 and Advisory Services Limited (TMIBASL)

www.tatamotorsinsurancebrokers.com

A wholly-owned subsidiary of Tata Motors, TMIBASL provides end-to-end insurance

solutions in the retail sector with a focus on the automobile sector. TMIBASL offers

services to various OEMs in the passenger vehicle, commercial and construction

equipment markets, including to us.

 TMF Holdings Limited

www.tmf.co.in

TMF Holdings Limited (TMFHL) - a wholly owned subsidiary of the Company, is the

vehicle financing arm under the brand "TMF Holdings Limited".

 TML Distribution Company Limited (TDCL)

TML Distribution Company Limited, or TDCL, our wholly-owned subsidiary, was

incorporated on March 28, 2008. TDCL provides distribution and logistics support for

distribution of our products throughout India.

 TRILIX Srl

Trilix Srl, founded in 2006, is a mid-sized commercial art and graphic design

company, located in Nichelino, Italy.

 Tata Technologies Limited

 www.tatatechnologies.com/us/ A global leader in engineering services outsourcing and

product development IT services to the global manufacturing industries, Tata

Technologies is a company of innovators, specialists in the design engineering space,

who apply cutting-edge technologies to provide competitive advantage to customers in

the manufacturing sector. The company is headquartered in Singapore. Tata Marcopolo

Motors Limited (TMML)

Tata Marcopolo Motors Limited (TMML) is a 51:49 joint venture company of Tata

Motors Ltd. (TML) India and Marcopolo S.A. Brazil for manufacturing of buses in

India.

 TML Holdings Pte. Limited

TML Holdings Pte. Limited is a 100% subsidiary of Tata Motors with effect from

2008.

 Tata Daewoo Commercial Vehicle Company Limited

www.tata-daewoo.com

Since its inception in 2004, Tata Daewoo Commercial Vehicle has established a solid
foothold in the industry as one of the nation’s most reputed truck makers. Today, it

exports its products to more than 60 countries. Tata Daewoo has worked with Tata

Motors, its parent company to develop a medium and long-term plan to grow into a

global market leader.

 Our Management Team comprises eminent industry experts

who bring a wealth of knowledge that help in strategic decision

making towards improving operations and performance.

Board of directors


Mr. N Chandrasekaran
Non-Executive Director and Chairman


Mr. Nasser Munjee
Non-Executive, Independent Director

Mr. Vinesh K Jairath
Non-Executive, Independent Director


Dr. Ralf Speth
Non-Executive Director


Ms. Falguni S Nayar
Non-Executive, Independent Director

Mr. O P Bhatt
Non-Executive, Independent Director

Ms. Hanne Sorensen

Non-Executive, Independent Director

Ms. Vedika Bhandarkar

Non-Executive, Independent Director

Mr. Guenter Butschek

CEO and Managing Director
 Statutory Committees of the Board
Audit Committee

Mr. Nasser Munjee, Chairman

Non-Executive, Independent Director

 Mr. Vinesh Kumar Jairath

Non-Executive, Independent Director

 Ms. Falguni Nayar

Non-Executive, Independent Director

 Mr. O P Bhatt

Non-Executive, Independent Director

Nomination & Remuneration Committee

Mr. O P Bhatt, Chairman

Non-Executive Independent Director

 Mr. N Chandrasekaran

Non-Executive Director & Chairman

 Mr. Nasser Munjee

Non-Executive Independent Director

 Corporate Social Responsibility Committee

Mr. O P Bhatt, Chairman

Non-Executive, Independent Director

 Ms. Falguni Nayar

Non-Executive, Independent Director

 Mr. Guenter Butschek

Chief Executive Officer & Managing Director

Risk Management Committee

Ms. Hanne Sorensen, Chairperson

Non-Executive Independent Director

 Mr Guenter Butschek

Chief Executive Officer & Managing Director

 Mr P B Balaji

Group Chief Financial Officer

Stakeholders Relationship Committee

Ms. Falguni Nayar

Non-Executive, Independent Director

 Mr. Guenter Butschek

Chief Executive Officer & Managing Director

 Ms Hanne Sorensen

Non-Executive Independent Director

 Non-statutory Committees of the Board
Safety, Health & Sustainability Committee

Mr. Vinesh Kumar Jairath

Non-Executive, Independent Director

Mr. Guenter Butschek

Chief Executive Officer & Managing Director

 CHAPTER 3
OBJECTIVES OF THE
STUDY
 OBJECTIVE OF THE STUDY
 To study the various marketing strategies of Tata Motors Lucknow.

 To find the satisfaction level of the customer regarding the service provided.

 To find out any drawbacks in the service delivery.

 To determine the performance of the company

 To mark suggestions for promotional measures to increase the customer

satisfaction.
 CHAPTER 4
RESEARCH
METHODOLOGY
 RESEARCH METHODOLOGY

Methodology is the systematic, theoretical analysis of the methods applied to a field of

study. ... Typically, it encompasses concepts such as paradigm, theoretical model,

phases and quantitative or qualitative techniques. A methodology does not set out to

provide solutions - it is, therefore, not the same as a method.

Research design -The research design refers to the overall strategy that you choose

to integrate the different components of the study in a coherent and logical way,

thereby, ensuring you will effectively address the research problem; it constitutes the

blueprint for the collection, measurement, and analysis of data.

Exploratory Research is research conducted for a problem that has not been clearly

defined. It often occurs before we know enough to make conceptual distinctions or to

posit an explanatory relationship. Exploratory research helps determine the best

research design, data-collection method and selection of subjects. It should draw

definitive conclusions only with extreme caution. Given its fundamental nature,

exploratory research often concludes that a perceived problem does not actually exist.

Universe- Lucknow

Sample Area –Lucknow

Sample Size- 100

Sample Design: A sample design is made up of two elements. Sampling method.

Sampling method refers to the rules and procedures by which some elements of the

population are included in the sample. Some common sampling methods are simple

random sampling , stratified sampling , and cluster sampling .

Judgmental Sampling Design: Judgmental sampling design is usually used when a

limited number of individuals possess the trait of interest. It is the only viable

sampling technique in obtaining information from a very specific group of people. It is

also possible to use judgmental sampling if the researcher knows a reliable

professional or authority that he thinks is capable of assembling a representative

sample.

Sample Unit: Individuals

Data source- Primary data & Secondary Data

The two main sources of data for the present study have been primary data and

secondary data.

1. Primary Data:

Primary data consists of original information collected for specific purpose. The

primary data for this research study was collected through a direct survey with the

viewers guided by a structured questionnaire. The questions were structured and

direct as to make viewers understand easily.

2. Secondary Data:

Secondary data consists of information that already exists somewhere, having been

collected for specific purpose in the study. The secondary data for this study collected

from various books, company websites, and from company brochures.

Data Collection Tools: Questionnaire

A questionnaire is a research instrument consisting of a series of questions and other

prompts for the purpose of gathering information from respondents. Although they are

often designed for statistical analysis of the responses, this is not always the case.
1. Research Type:

Descriptive Research – Descriptive research has been conducted as the primary

data was studied and analyzed according to the need of the study.

2. Data Collection Method:

The method of data collection is questionnaire method.

3. Sample unit:

Each respondent was considered as a single unit in the survey.

4. Sample Size:

The sample was done taking 100 units.

5. Collection Of Data:

Mostly, the information which has been collected is primary in nature. Some

secondary data have also been extracted from the various websites, published

journals, magazines, and newspapers.

6. Data Analysis Method & tools:

The data analysis instrument used for conducting the research is

Tabulation, Bar Chart, Line Chart and Pie chart.

7. Area Selected:

Survey was conducted in Lucknow City.

 CHAPTER 5
DATA ANALYSIS

&
INTERPRETATION
 DATA ANALYSIS
1. What made you to buy this vehicle?
S. No. Features No. of Respondents %
1. Model 23 23
2. Price 13 13
3. Quality 21 21
4. Brand Name 29 29
5. Other Benefits 14 14
100 100

35
29
No. of Respondents

30
Model
25 23
21 Price
20
14 Quality
15 13
Brand Name
10 Other Benefits
5
0
Model Price Quality Brand Other
Name Benefits

Reason for buying TATA Vehicle

Interpretation :
29% of the customer’s opted Tata vehicle basing on the brand name, 23% basing on
the model, 21% basing on the quality, 14% basing on other benefits and 13% basing
on the price. The brand name of the TATA and quality of product should be taken
care of while providing service.
2. Are you satisfied about the explanation about the benefit / features /
warranty of the vehicle and the financial schemes and the delivery procedure
at the time of purchase?
S. No. Features No. of Respondents %

1. Delighted 4 4

2. Very satisfied 27 27

3. Satisfied 45 45

4. Somewhat dissatisfied 12 12

5. Very dissatisfied - 0

6. No response 12 12

100 100

Delighted
50 45 Very satisfied
45
Satisfied
No. of Respondents

40
Somewhat dissatisfied
35
Very dissatisfied
30 27
25 No response

20
15 12 12
10
4
5
0
0
Delighted Very satisfied Satisfied Somewhat Very No response
dissatisfied dissatisfied
Satisfaction Level

Interpretation: 76% of the customers are satisfied about the explanation about the
benefits, features, etc., at the time of purchase, out of which 27% are very satisfied, also
12% are somewhat dissatisfied, so the company had to made more effort to satisfy the
dissatisfied customers.
 3. How is the reception at the time of enquiry by the sales personnel?

S. No. Features No. of Respondents %

1. Delighted 12 12
2. Very satisfied 30 30
3. Satisfied 42 42
4. Somewhat dissatisfied 4 4
5. Very dissatisfied - 0
6. No response 12 12
100 100

45 Delighted
42
Very satisfied
40
No. of Respondents

Satisfied
35
30 Somewhat dissatisfied
30
Very dissatisfied
25
No response
20
15 12 12
10
5 4
0
0
Delighted Very satisfied Satisfied Somewhat Very No response
dissatisfied dissatisfied

Satisfaction Level

Interpretation:
42% of the customers are satisfied by the reception of the sales personnel at the time
of enquiry, 30% are very satisfied, 12% are delighted so the sale personnel are
performing their task quite efficiently. Also there are 4% customers that are somewhat
dissatisfied and 12% had not responded to the above question.
 4. Are you satisfied with the time taken to open the job card (work order).

S. No. Features No. of Respondents %

1. Delighted 23 23
2. Very satisfied 44 44
3. Satisfied 25 25
4. Somewhat dissatisfied 8 8
5. Very dissatisfied - 0
100 100
Interpretation:

50
44
45
40
No. of Respondents

35
Delighted
30
Very satisfied
25
25 23 Satisfied
20 Somewhat dissatisfied
15 Very dissatisfied
10 8

5
0
0
Delighted Very satisfied Satisfied Somewhat Very dissatisfied
dissatisfied

Satisfaction Level

44% of the customers are very satisfied by the time taken to open the job card,
25% are satisfied, 23% are delighted and 8% are somewhat dissatisfied.
 5. Are you satisfied with the reception of the service advisor?
S. No. Features No. of Respondents %
1. Delighted 11 11
2. Very satisfied 50 50
3. Satisfied 30 30
4. Somewhat dissatisfied 9 9
5. Very dissatisfied - 0
100 100

60

50
50
No. of Respondents

40 Delighted

30 Very satisfied
30 Satisfied
Somewhat dissatisfied
20
Very dissatisfied
11
9
10

0
0
Delighted Very satisfied Satisfied Somewhat Very dissatisfied
dissatisfied

Satisfaction Level

Interpretation: As we see that 61% of the customers are more than just satisfied by the
reception of
the service advisors, thus the service advisors are performing their duties with
perfection; there are only 9% customers that are somewhat dissatisfied from service
advisors.
 6. Are you satisfied with the facilities of the service station like customer
waiting room etc.,

S. No. Features No. of Respondents %

1. Delighted 13 13
2. Very satisfied 30 30
3. Satisfied 51 51
4. Somewhat dissatisfied 4 4
5. Very dissatisfied 2 2
100 100

60
51
50
No. of Respondents

40 Delighted

30 Very satisfied
30 Satisfied
Somewhat dissatisfied
20
Very dissatisfied
11
10 8

0
0
Delighted Very satisfied Satisfied Somewhat Very dissatisfied
dissatisfied

Satisfaction Level

Interpretation: 51% of the customers are satisfied by the facilities of the service station,
30% are very
satisfied, and the valuable suggestions can be taken from the unsatisfied customers to
improve the facilities.
7. Are the services being attended correctly to the relevant complaint?

S. No. Features No. of Respondents %

1. Yes 85 85
2. No 15 15
100 100

90 8500%

80
70
60
50 Yes
40 No
30
20 1500%
10
0
Yes No

Interpretation:
85% of the customer’s say that the service is being attended correctly to
relevant complaint. Whereas 15% feel that the service is not attended correctly to
relevant complaint.
8. Are you satisfied with the solutions to all the problems reported by you?

S. No. Features No. of Respondents %

1. Delighted 6 6
2. Very satisfied 40 40
3. Satisfied 34 34
4. Somewhat dissatisfied 16 16
5. Very dissatisfied 4 4
100 100

45
40
40
34
No. of Respondents

35
Delighted
30
Very satisfied
25
Satisfied

20 Somewhat
16 dissatisfied
15 Very dissatisfied

10
6
5 4

0
Delighted Very satisfied Satisfied Somewhat Very
dissatisfied dissatisfied

Satisfaction Level

Interpretation:
40% of the customers are very satisfied with the solutions to all the problems
reported by them, 34% are satisfied, 16% are somewhat dissatisfied, 6% are delighted
and 4% are very dissatisfied. Thus 20% of the customers are not totally satisfied with
the solution for their problem thus the service advisor has to provide most satisfactory
solution.
9. Are you satisfied with the delivery made i.e., is the delivery made in time
as per the conditions desired by you from service station.

S. No. Features No. of Respondents %

1. Delighted 10 10
2. Very satisfied 33 33
3. Satisfied 34 34
4. Somewhat dissatisfied 19 19
5. Very dissatisfied 4 4
100 100

40

34
35 33
No. of Respondents

30
Delighted
25
Very satisfied
19
20 Satisfied

15 Somewhat dissatisfied
10 Very dissatisfied
10

5 4

0
Delighted Very satisfied Satisfied Somewhat Very
dissatisfied dissatisfied

Satisfaction Level

Interpretation:
34% of the customers are satisfied with the delivery made from the service
station, 33% are very satisfied, 19% are somewhat dissatisfied, 10% are delighted and
9% are very dissatisfied.
10. Are you satisfied with the explanation of job done and bill at the time of
delivery.

S. No. Features No. of Respondents %

1. Delighted 10 10
2. Very satisfied 41 41
3. Satisfied 37 37
4. Somewhat dissatisfied 12 12
5. Very dissatisfied - 0
100 100

45
41
40 37
No. of Respondents

35

30 Delighted

25 Very satisfied

Satisfied
20
15 Somewhat dissatisfied
12
10 10 Very dissatisfied

0 0

Delighted Very satisfied Satisfied Somewhat Very

dissatisfied dissatisfied

Satisfaction Level

Interpretation:
41% of the customers are very satisfied with the explanation of job done and
bill at the time of delivery, 37% are satisfied, 12% are somewhat dissatisfied and 10%
are delighted.
11. Are your receiving our service reminders regularly ?

S. No. Features No. of Respondents %

1. Yes 56 56
2. No 44 44
100 100

60 5600%

50
4400%

40
Yes
30
No
20

10

0
Yes No

Interpretation:
56% of the customers are receiving the service remainders regularly. Whereas
44% of the customers are not receiving the service remainders regularly.
12. Have you been informed about the next service schedule?

S. No. Features No. of Respondents %

1. Yes 60 60
2. No 40 40
100 100

70
6000%
60
50
4000%
40
Yes
30 No

20
10
0
Yes No

Interpretation :
60% of the customers have been informed about the next service schedule.
Whereas 40% of the customers are not informed about the next service schedule.
CHAPTER 6
FINDINGS
 FINDINGS
 29% of the customer opted Tata vehicle basing on the brand name, 23%

basing on the model, 21% basing on the quality, 14% basing on other benefits

and 13% basing on the price.

 45% of the customers are satisfied about the explanation about the benefits,

features, etc., at the time of purchase, 27% are very satisfied, 12% very

satisfied, 12% are somewhat dissatisfied, 4% are delighted and 12% had not

responded to the above question.

 42% of the customers are satisfied by the reception of the sales personnel at

the time of enquiry, 30% are very satisfied, 12% are delighted, 4% are

somewhat dissatisfied and 12% had not responded to the above question.

 50% of the customers are very satisfied by the reception of the service advisor,
30% are satisfied, 11% are delighted and 9% are somewhat dissatisfied.

 44% of the customers are very satisfied by the time taken to open job card,
25% are satisfied, 23% are delighted and 8% are somewhat dissatisfied.

46% of the customers are satisfied by the attitude of the service personnel,

28% are very satisfied, 40% are somewhat dissatisfied, 11% are delighted and

1% very dissatisfied.

51% of the customers are satisfied by the facilities of the service station, 30%

are very satisfied, 11% are somewhat dissatisfied and 8% are delighted.

73% of the customers say that they are being informed if any extra job is

required to their vehicle. Whereas 27% of the customers are not informed

about the extra job required for their vehicle.

 85% of the customer’s say that the service is being attended correctly to

relevant complaint. Whereas 15% feel that the service is not attended correctly

to relevant complaint. 40% of the customers are very satisfied with the solutions

 to all the problems reported by them, 34% are satisfied, 16% are somewhat

dissatisfied, 6% are delighted and 4% are very dissatisfied. 53% of the

customers are very satisfied with the quality of washing, 27% are satisfied, 12%

 are delighted, 7% are somewhat dissatisfied and 1% is very dissatisfied. 34% of

the customers are satisfied with the delivery made from the service station, 33%

are very satisfied. 19% are somewhat dissatisfied, 10% are delighted and 9%

 are very dissatisfied 41% of the customers are very satisfied with the

explanation of job done and bill at the time of delivery, 37% are satisfied, 12%

are somewhat dissatisfied and 10% are delighted. 46% of the customers are

satisfied with the general appearance of the workshop, 40% are very satisfied,

8% are delighted, 4% are somewhat dissatisfied and 2% are very dissatisfied.

 42% of the customers are satisfied by the labour and spare parts charge, 42%
are somewhat dissatisfied, 7% are very satisfied, 6% are very dissatisfied and

3% are delighted. 56% of the customers are receiving the service remainders

regularly, where as 44% of the customers are not receiving the service

remainders regularly.


 CHAPTER 7
RECOMMENDATION
 RECOMMENDATION

 Prompt delivery of the vehicle should be made.

 Top priority must be given to taxes and long distance vehicles then local vehicles.

 Facilities like A/C. News papers, Drinking water and weeklies must be provided and

they must be up to the standards in customer waiting room. A separate phone must

 be made available to deal with customers to inform them whether the service station

is ready to accept their Vehicles for service The organization must appoint persons to

 deal with the customers in phone and to explain the customers about the job done at

the time of delivery. Shelter must be their while going through job card. The

 organization must instruct the workers not only to considers the job card they must

 also go through the vehicle and if they find and things extra jobs to be done them

they must inform the owner and they must entire it in job card and then go through

the work. Labour charges should be decreased Service reminders should be sent

regularly Billing should be made faster.


CHAPTER 8
CONCLUSION
 CONCLUSION
The overall performance of the services in the workshop is satisfactory to many of the

customers. Nothing in the world can be perfect. Some faults are seen in the services

though not major ones but some of the problems may give side effect and make

because more trouble in the future. So the problems need to be identified and solved

immediately. Some of the main things are as follows.

 Prompt delivery should be made.

 Charges are high and need to be decreased.

 The efficiency of workers is to be increased.

 Check list should be maintained so that any other extra jobs that the

customers are unaware can be solved.

If the problems identified are solved effectively, then the customer satisfaction level

increases on the organization.

 CHAPTER 9
LIMITATIONS
 LIMITATIONS OF THE STUDY

It is well known fact that constraint and limitations are bound to be present in any

study do this also has some limitation as:-

 We considered Lucknow region only because of limited time duration.

 Due to this, the sample size is only 100, which is not very large.

 All the respondents could not fill their questionnaire on their own due to

language problem, time constraints and lack of positive behavior.

 Respondent may give biased answer due to some lack of information about

other brands.
BIBLIOGRAPHY
 BIBLIOGRAPHY
Books :
 Kothari. C.R (2004): Research Methodology Methods & Techniques‟, New
Age International Publishers, New Delhi, 2nd Edition.

 Richard I. Levin, David S. Rubin (2004): „Statistics for Management‟, Prentice

Hall of India Private Limited, New Delhi, 7th Edition.

 Jayaram, N. and Sandhog, R.S. (1998), Housing in India - Problems,

Policy andperspectives, B.R. Publishing Corporation, Delhi.

 Jeffrey Gitomer (1998), Customer satisfaction is worthless: Customer

loyalty is priceless: How to make customers love you, keep them coming
back and tell everyone they know, Austin TX: Board Press.

Websites:
http://www.tatamotors.com/
https://en.wikipedia.org/wiki/Tata_Motors’
http://www.tatamotors.com/about-us/company-profile/
ANNEXURE
 QUESTIONNAIRE

1. What made you to buy this vehicle?

a) Model
b) Price
c) Quality
d) Brand Name
e) Other Benefits

2. Are you satisfied about the explanation about the benefit / features /
warranty of the vehicle and the financial schemes and the delivery
procedure at the time of purchase?
a) Delighted
b) Very satisfied
c) Satisfied
d) Somewhat dissatisfied
e) Very dissatisfied
f) No response

3. How is the reception at the time of enquiry by the sales personnel?

a) Delighted
b) Very satisfied
c) Satisfied
d) Somewhat dissatisfied
e) Very dissatisfied
f) No response

4. Are you satisfied with the time taken to open the job card (work order)?
a) Delighted
b) Very satisfied
c) Satisfied
d) Somewhat dissatisfied
e) Very dissatisfied
5. Are you satisfied with the reception of the service advisor?
a) Delighted
b) Very satisfied
c) Satisfied
d) Somewhat dissatisfied
e) Very dissatisfied

6. Are you satisfied with the facilities of the service station like customer
waiting room etc?
a) Delighted
b) Very satisfied
c) Satisfied
d) Somewhat dissatisfied
e) Very dissatisfied

7. Are the services being attended correctly to the relevant complaint?

a) Yes
b) No

8. Are you satisfied with the solutions to all the problems reported by you?
a) Delighted
b) Very satisfied
c) Satisfied
d) Somewhat dissatisfied
e) Very dissatisfied

9. Are you satisfied with the delivery made i.e., is the delivery made in time
as per the conditions desired by you from service station?
a) Delighted
b) Very satisfied
c) Satisfied
d) Somewhat dissatisfied
e) Very dissatisfied
10. Are you satisfied with the explanation of job done and bill at the time of
delivery.
a) Delighted
b) Very satisfied
c) Satisfied
d) Somewhat dissatisfied
e) Very dissatisfied

11. Are your receiving our service reminders regularly?

a) Yes
b) No

12. Have you been informed about the next service schedule?
a) Yes
b) No