Project Report

On
MARKETING STRATEGIES OF TATA MOTORS

( Submitted in partial fulfillment for BBA,C.C.S University,Meerut )

BBA V Semester
Batch 2022-2025

Institute of Management Studies, Noida

Submitted To:- Submitted By:-

MS. CHESTA JINDAL TANYA DUBEY

220919105266

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 Certificate of Approval

The following Summer Internship Project Report titled " MARKETING STRATEGIES OF

TATA MOTORS. " is hereby approved as a certified study in management carried out and

presented in a manner satisfactory to warrant its acceptance as a prerequisite for the award of

Bachelors of Business Administration for which it has been submitted. It is understood that by

this approval the undersigned does not necessarily endorse or approve any statement made,

opinion expressed or conclusion drawn therein but approve the Summer Internship Project Report

only for the purpose it is submitted to the Summer Internship Project Report Examination

Committee for evaluation of Summer Internship Project Report.

Name Signature

1. Faculty Mentor Ms. Chesta Jindal

2. Industry Mentor Pooja Chaudhary

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 Certificate from Summer Internship Project Guide

This is to certify that Ms. Tanya Dubey student of the Bachelors of Business Administration

has worked under my guidance and supervision. This Summer Internship Project Report has the

requisite standard and to the best of my knowledge, no part of it has been reproduced from any

other summer Internship project, monograph, report or book.

Faculty Mentor: Ms. Chesta Jindal

Signature :

Designation : Assistant Professor

School of Management

INSTITUTE OF MANAGEMENT STUDIES, NOIDA

Date

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 DECLARATION

I, " TANYA DUBEY “, hereby declare that the work presented herein is authentic work done

originally by me and has not been published or submitted anywhere else. Any literature, data, or

work done by others and cited within the report has been given due acknowledgment and listed

within the reference section.

TANYA DUBEY

Date:

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 Acknowledgements

I am very much grateful to my institution „ INSTITUTE OF MANAGEMENT

STUDIES‟ and my department „SCHOOL OF MANAGEMENT‟ for its unlimited
help and support.

Additionally, I would like to thank “M s . Chesta Jindal”, Assistant Professor, IMS,

NOIDA, who
believed that I could complete this training report on time. Her moral guidelines, endless
effort, and joyful encouragement made me succeed.

I owe a very special thanks to my parents who were behind me throughout my project
encouraging me perform the test. Their unwavering faith and confidence in me made my
training a success. This training report would not be accomplished without generous
contributions of any individuals & organization.

I am very much thankful to one and all who helped me with their knowledge and cleared
my doubts whenever I approached them. Kindly accept my apologies if I have done any
mistakes and thanks for your support.

TANYA DUBEY
BBA

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 Preface
If we can compare marketing to a long train with a multiple compartments,
then marketing research would justify claim the dual of the engines that
powers the train and the links that connects the individual compartments to
form a cohesive functional units. In others words, marketing research is
pervasive- the brain and the brawn of any marketing organization.

The automotive industry is at the centre of India‟s new global dynamics.

TATA MOTOR‟S Commercial Vehicle Business Unit (CVBU) is a
division of TATA MOTOR‟S, having a TATA MOTOR‟S product range
covers Medium and heavy, light commercial vehicle, small commercial
vehicle and buses.

As the project title “Marketing Strategy for Increasing the Sale of Light
Commercial Vehicle in NCR.” Suggests about the market viability of Tata
LPT 407, LPT 709EX, LPT 909EX, LPT 1109EX .While doing survey I
realize that the things learnt from the books are quite different from the
actual practice in field.

The body of the project report takes a micro level approach, using each step
of the marketing research process. The main source of analyzing the data is
through questionnaires. A complete analysis has been done in research
methodology part to find the market potential of Light Commercial Vehicle
in NCR.

A complete Analysis of variance has been done to find the kind of market
potential in NCR.

The best part of this project report is the operating economics of customers
based on the customer survey. This part directly shows the market leader of
Light Commercial Vehicle in NCR.

At the last part I wrap up the project with suggestion and recommendation to
enhance the future growth and prospects of the company.

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 Index
Sl.no. Topics Page
Number From
Institute‟certificate 2

Company‟s certificate 3

Declaration 4

Acknowledgement 5

Preface 6

Introduction 8

Company‟s Profile
22

Research & Development 38

Objectives of Study 40

Finding & Analysis 57

Finding 68

Recommendation & Suggestion 91

Limitation of the Study 93

Conclusion 94

Appendix 96

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 Introduction
As markets change, so does marketing. Marketing is no longer a company
department charged with a limited number of tasks managing advertising,
finding sales leads, providing customer etc. Marketing must is a company
wide undertaking? It deals with the whole process of entering markets,
establishing profitable positions and building loyal customer relationship.

Management has two important components theory and practice. During the
two year management course, I have to understand, feel and experience both
the components. As a part of practical exposore, I got a golden opportunity
to under go the summer training in TATA MOTORS, a leading name in the
area of automobiles. My summer training project was “Developing
marketing strategy for increasing the sale of light commercial vehicles in
NCR”.

In TATA MOTORS I was entrusted with the job of meeting the customers
and dealers of TATA LPT 407 EX, LTP 709 EX, LPT 909 EX, LPT 1109
EX, M&M 3200 DI, EICHER 10.50, EICHER 10.75, EICHER 10.90,
EICHER 11.10, ASHOK LEYLAND 9.12, ASHOK LEYLAND 11.12 to
get their feedback and recommendations about the improvement in the
product and services in relation to the different project objectives. I came to
know about many things about the after sales services, customer relationship
and above all the importance of customer for the company.

TATA MOTORS is very much responsive to customers needs. It provides

the maintenance facility to the customer in reasonable price. But we all
know that there is always a scope for improvement so after the studying the
market we had made certain recommendation to improve the performance of
the vehicles and the satisfaction level of the customers.
All these recommendation, which I have made, are on the basis of my
knowledge, field study and learning I have imbibed by the faculty of IIMT
COLLEGE OF MANAGEMENT.

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13
TATA MOTORS

Aim the company

To come a truly global company.

Vision of the company

To be a world class corporate constantly furthering the interests of all its

stakeholders.
J.R.D. TATA
Mission of the company

Towards:

Shareholders:-
To consistently create shareholder value by generating returns in
excess of weighted Average cost of capital (WACC) during the upturn

14
and at least equal to weighted Average Cost of Capital (WACC) during
the downturn of the business cycle.

Customers:-
To strengthen the Tata brand and create lasting relationship with the
customers by working closely with business partners to provide superior
values for money over the life cycle.

Employees:-
To create seamless organization the incubates and promotes innovation,
excellence and Tata core values.

Purpose:-
To create economic asset for road transport for bulk movement of goods
and people participate in managing these over the life of assets in order to
create and capture economic value

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 The First Truck of TATA MOTORS

PROFILE OF TATA MOTORS

Quality policy- “Tata Motors is committed to maximizing

customer satisfaction and strives to achieve the goal of
excellence through ongoing development, manufacture and sale
of reliable, safe, cost-effective, quality product and services of
international standards, using environmentally sustainable
technologies for improving the levels of efficiency and
productivity within the plants and ancillaries. Tata Motors also
has a commitment towards improving the quality of life of its
employees, both within and out side its plants and offices,
through improved work practices and social welfare schemes”.
Ratan N.Tata
Board of Directors
Mr. Ratan N. Tata (Chairman) Mr. N A Soonawala
Dr. J J Irani Mr. V R Mehta
Mr. R Gopalakrishnan Mr. Nusli N Wadia
Mr. S A Naik Mr. S M Palia
Mr. Ravi Kant Mr. P P Kadle
Mr. P M Telang

Senior Management
Mr. Ravi Kant Managing Director
Mr. P P Kadle Executive Director (Finance and Corporate Affairs)
Mr. A P Arya President (Heavy and Medium Commercial
Vehicles) Mr. P M Telang President (Light and Small Commercial

16
Vehicles)

17
Mr. Rajiv Dube President (Passenger Cars)
Mr. C Ramakrishnan Vice-President (Chairman's Office)
Mr. Shyam Mani Vice-President (Sales & Marketing
-
Commercial Vehicle Business)
Mr. K C Girotra Vice President (Lucknow Works &
FBV) Mr. R S Thakur Vice President (Finance)
Mr. M V Rajarao Vice President (Manufacturing - Pune)
Mr. R K Ghosh Vice President (Customer Car
CommercialVehicles) Mr. S Krishnan Vice President (Commercial -
Passenger Cars)
Mr. Zackria Sait Vice President (Technical
Services) Mr. Akshaykumar
Mankad Head (Car Plant)
Mr. P Y Gurav Vice President (Corporate Finance Accounts
and Taxation)
Dr. S J Tambe Vice President (Human
Resource) Mr. H K Sethna Company Secretary

Corporate Communications
Mr. Debasis Ray

About the Company:-

Established in 1945, Tata Motors is India's largest

automobile company, with revenues of Rs 24,000 crore (USD 5.5 billion) in
2005-06. The company began manufacturing commercial vehicles in 1954
with a 15-year collaboration agreement with Daimler Benz of Germany. It is
the leader by far in commercial vehicles in each segment, and the second-
largest in the passenger vehicles market with winning products in the
compact, midsize and utility vehicle segments. The company is the world's
fifth-largest medium and heavy commercial vehicle manufacturer.

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Areas of Business:-

Tata Motors' product range covers passenger cars,

multi-utility vehicles as well as light, medium and heavy commercial
vehicles for goods and passenger transport. Seven out of 10 medium and
heavy commercial vehicles in India bear the trusted Tata mark.The company
developed India's first indigenously developed light commercial vehicle,
India's first sports utility vehicle and, in 1998, the Tata Indica India's first
indigenously manufactured passenger car. Within two years of launch, Tata
Indica became India's largest selling car in its segment.

Commercial vehicle business unit:-

The company has over 130 models of light, medium and heavy commercial
vehicles ranging from two tonnes to forty tonnes, buses ranging from 12-
seaters to 60-seaters, tippers, special purpose vehicles, off-road vehicles and
defence vehicles.

Passenger car business unit:-

The company's passenger car range comprises the compact car Indica, the
midsize Indigo and Indigo Marina in both petrol and diesel versions. The
Tata Sumo, the Tata Safari and its variants are the company's multi-utility
vehicle offerings.

In addition to the growth opportunities in the domestic market, the company

is pursuing growth through acquisitions. In 2004, it acquired the Daewoo
Commercial Vehicle Company, Korea's second largest truck maker, now
named Tata Daewoo Commercial Vehicles Company. In 2005, Tata Motors
acquired a 21-per cent stake in Hispano Carrocera, a reputed Spanish bus
and coach manufacturer, with an option to acquire the remaining stake as
well.

Research and development:-

Tata Motors invests approximately up to 2 per cent of its annual turnover on

research and development, with an emphasis on new product / aggregates

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development and technology upgradation. Its Engineering Research Centre
in Pune employs over 1,400 scientists and engineers and has India's only
certified crash-test facility and hemi-anechoic chamber for testing of noise
and vibration.
The company also draws on the resources of leading
international design and styling houses like the Institute of Development in
Automotive Engineering, SPA, Italy, and Stile Bertoni, Italy. The company
has also been implementing several environmentally sensitive technologies
in manufacturing processes and uses some of the world's most advanced
equipment for emission checking and control.

Environmental responsibility:-

Tata Motors has led the Indian automobile industry's anti-pollution efforts
through a series of initiatives in effluent and emission control. The company
introduced emission control engines in its vehicles in India before the norm
was made statutory. All its products meet required emission standards in the
relevant geographies. Modern effluent treatment facilities, soil and water
conservation programmes and tree plantation drives at its plant locations
contribute to the protection of the environment and the creation of Green
belts.

Exports:-

Tata Motors' vehicles are exported primarily to Europe, Africa, the Middle
East, South and South East Asia and Australia. The company also has
assembly operations in Malaysia, Bangladesh, Ukraine, Kenya and Russia.
Over the years, the company has received more than 50 awards from the
government of India's Engineering Export.
Promotion Council, for its export initiatives. While currently about 14 per
cent (as on March 31, 2005) of its revenues are from its international
business, the company intends to increase its international business through
organic and inorganic growth routes.

Associates:-

Tata Motors has made substantial investments in building associate and

subsidiary companies that complement and support its business activities.
These include:

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LOCATION OF THE PLANTS
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JAMSHEDPUR

Birth June 1,1945

Plant area 822acres or 35,80,632sq.meters
Divisions Automobile, Foundry, Forge, HRD,
R&D, Support
Facilities The Township

PUNE

Birth Pimpri (1966) Chinchwad (1966)

Plant area 380.44 acres 126.15 acres
Divisions Production Engineering Foundry
Vehicle Manufacturing
complex
Engineering Research
Center
Electronics
Training

LUCKNOW

Birth 1991
Plant Area 600 acres
Divisions Assembly
Training

INDUSTRY GROWTH
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22
FUTURE OF THE AUTOMOBILE IN
ECONOMY

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GROWTH AND OUTPUT IN INDUSTRY

TATA MOTORS planning to invest in Uttaranchal for new capacity

manufacturing department.

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 TATA MOTORS‟ FLASH FIGURES FOR
MAY 2007

PRODUCTION

Category May '10 May '09 May'08 2009-10 2008-09 2007-08

M& HCV 13901 13594 9910 25989 26229 16536
LCV 12159 12143 6919 25844 21936 12032
UTILITY 3836 3633 2223 7792 6513 4641
CARS 14681 17257 12206 31546 28568 25888
TOTAL 44577 46627 31258 91171 83246 59097

SALES

A. For the month

Domestic Exports Total

May May
Category May '10 '09 May '08 May '10 May '09 May '08 May '10 May '09 '08
M& HCV 10500 12682 8177 934 779 403 11434 13461 8580
LCV 10175 9221 5161 2012 1828 1651 12187 11049 6812
UTILITY 3363 2862 2493 84 215 10 3447 3077 2503
CARS 14217 15253 11511 1273 1517 1187 15490 16770 12698
TOTAL 38255 40018 27342 4303 4339 3251 42558 44357 30593

B. For the year

Domestic Exports Total

2007-
Category 2009-10 2008-09 2007-08 2009-10 2008-09 2007-08 2009-10 2008-09 08
M& HCV 20892 24799 13425 1813 1338 835 22705 26137 14260
LCV 19390 16778 8281 4101 3467 3010 23491 20245 11291
UTILITY 6703 5110 4529 141 447 27 6844 5557 4556
CARS 27719 26333 22211 2285 2659 2164 30004 28992 24375
TOTAL 74704 73020 48446 8340 7911 6036 83044 80931 54482

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 Five core values of Tata motors

Integrity: We must conduct our business fairly, with

honesty and transparency. Everything we do must stand
the test of public scrutiny.

Understanding: We must be caring, show respect,

compassion and humanity for our colleagues and
customers around the world, and always work for the
benefit of the communities we serve.

Excellence: We must constantly strive to achieve the

highest possible standards in our day-to-day work and in
the quality of the goods and services we provide.

Unity: We must work cohesively with our colleagues

across the Group and with our customers and partners
around the world, building strong relationships based on
tolerance, understanding and mutual cooperation.

Responsibility: We must continue to be responsible,

sensitive to the countries, communities and
environments in which we work, always ensuring that
what comes from the people goes back to the people
many times over.

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 TATA„s Culture

Organizational Culture:-

It refers to a set of shared meaning held by the members of the organization

that differentiates one organization from the other. Every organization has its
own unique culture.

Tata‟s Culture is very much prevalent in its statement:-

“Improving the quality of Life.”

“A century of Trust”

Aspects of TATA‟S culture:-

Integrity Honest and ethical in every aspects

Team approach Working in teams

Equality Treating all employees equally without any

discrimination
on grounds of cast, creed, sex, etc.

Flexibility Open to change in the present competitive scenario

Welfare Improving the life of its employees both organization as well

as outside the organization.

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Subsidiaries:-
Tata Construction equipment company Ltd. (TELCON):- Its principal
business is manufacture and sale of construction, material handling and
earthmoving equipment.

Tata technologies Ltd.:- It oversees the IT requirements of Tata

engineering and provides services for SAP implementation; CAD/CAM
based design and e-commerce facilities to customers in India and abroad.

Seba properties Ltd.:- It is an investment and finance company and a

wholly owned subsidiary of tata engineering since its inception. It is
registered with RBI as a non Banking finance company.

Telco Dadajee Dhakjee Ltd. (TDDL):- It is an investment and finance

company and proposes to undertake activities pertaining to the sales and
services of tata engineering‟s vehicles and spare parts.

Minicar (India) Ltd.:- Formerly known as Mazda Industrial chemicals Ltd.,

this company was incorporated on January 18, 1972 and is currently
engaged in the business of automobile sales and services.

HV Transmission Ltd.:- It was incorporated on March 13, 2000 with the

objective of acquiring the Heavy- Duty Gear Box Division of Tata
engineering at Jamshedpur as a going concern. It supplies transmissions and
their parts to Tata engineering against purchase orders raised by Tata
engineering on HVTL.

HV Axles Ltd.:- It was incorporated on March 13, 2000 with the objective
of acquiring the Heavy duty axle division of Tata engineering at Jamshedpur
as a going concern. It supplies axles and their parts to Tata engineering
against purchase order raised by Tata engineering on HVAL.

Telco Automation Ltd.:- It was incorporated on March 13, 2000 with the
objective of acquiring the machine tool and growth division of tata

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engineering as a going concern. As and when required, tata engineering
sources factory automation equipment from TAL.

Tata Technologies, USA: - It was incorporated on August 22, 1999 and

became a wholly owned subsidiary of Tata technologies limited on
December 22, 2000. The company is engaged in the business of computer
consultancy and related services.
Tata Motor finance: - Tata Motor finance is the auto financing arm of Tata
Motors, providing finance primarily for Tata Motors vehicles. It was
established in June 2003, through the joint marketing arrangement, between
Tata Motors' Bureau for Hire Purchase and Credit (BHPC) division, and
Tata Finance's Asset Financing arm. It became a division of Tata Motors in
April 2005, with the merger of Tata Finance with Tata Motors.

Strategic alliances:-

Tata engineering has several joint ventures and alliance. These included

Tata Cummins Ltd.:- A joint venture with Cummins engine company inc.,
USA, makes fuel efficient, low emission, environment friendly diesel
engines.

Tata Holset Ltd.:- A joint venture with Holset engineering company, UK,
makes turbochargers for diesel engines manufactured by Tata Cummins Ltd.
and other OEMs.

Concorde Motors Ltd.:- A joint venture with Jardine International Motors

(Mauritius) for dealership of passenger vehicles. Concorde has dealership for
Tata engineering passenger vehicles in Delhi, Mumbai, Bangalore,
Ludhiana, Hyderabad, Chennai and Lucknow.

Tata precision Industries Pvt. Ltd.:- Singapore for the manufacture and sale
of high precision tooling as well as electronic and plastic components for the
computer industry.
Tata Engineering Services Ltd.:- Singapore, for the sale of spare parts for
tata vehicles.
Nita company Ltd.:- Bangladesh, for the assembly and sale of the tata
commercial vehicles.

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 RESEARCH AND DEVELOPMENT

TATA MOTRORS with 1,400 engineers and

scientists, the company's Engineering Research
Centre, established in 1966, has enabled
pioneering technologies and products. The
company today has R&D centers in Pune,
Jamshedpur, Lucknow, in India, and in South
Korea, Spain, and the UK.
Tata Motors invest
up to 1.3% of its total turnover on research and
development, with an emphasis on new
product/aggregate development and technology
up gradation.
The company also draws on the resource of
leading international design styling house like
Institute of Development in Automotive
Engineering, SPA and Italy.

Designing and Styling (CAD CENTRE)

The CAD centre is equipped with 53 state-of-the-art CAD stations and the
latest software. The CAD centre is a vital organ of ERC's Cab Design
Section.
CAD designing involves development of vehicle specifications, styling
interiors and exteriors, reviewing the styling from the engineering and
aesthetic points of view, virtual prototyping to check for design acceptability
and feasibility of manufacture.

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 INTRODUCTION
TO
PROJECT

“DEVELOPING
MARKETING
STRATEGIES FOR
INCREASING THE SALE
OF LIGHT COMMERCIAL
VEHICLES OF TATA
MOTORS IN NCR”

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 OBJECTIVE OF THE STUDY

1. To develop marketing strategies for increasing the sale of TATA

MOTOR‟S light commercial vehicles in NCR.

2. To evaluate critically market acceptance of Tata Motors (L.C.V)

products.

3. To identify the market acceptance of TATA 407, 709, 909, 1109

4. To find out the customers perception on different attributes of the

products.

5. To identify the factors which can affect the sales of the above
mentioned vehicles?

6. To analyze the strength and the weakness of the Tata motors in the
L.C.V sectors and its competitors.

7. To acquire knowledge about the different financer and their term and
conditions.

8. To analyze the channels of distribution.

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 SCOPE OF THE STUDY
Scope of the study covers a wide range of theoretical application and
administrative aspect, under which product reaches from the producer to the
ultimate consumer.

The objective is mainly to find the true value of business activity of the firm.
Finally, it will be concluded after successful completion of the studies in
respect of fruitful implementation of the knowledge.

The present study aims to analyse the existing practices in market by Tata
Motors and its competitors and to suggest any modification if required in the
marketing strategy to increase the market share in the NCR.

We can primarily be concluded its scope under following heads:-

• To know the level of customer satisfaction.

• To study the market share of each company.

• The impact of various promotional activities of the companies.

• Comparative study of the strategies applied by the competitors

• Increasing sales volume of the products.

• Analyzing the marketing mix

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 RESEARCH DESIGN

The study was exploratory type at the beginning because much was not
known about the dealers and the customers but at the later stage it was a
descriptive type because it depicts characteristics or functions of the market.
It describes the number, distribution and socio-economic characteristics of
potential customer for the product. The study was undertaken to answer the
following research questions.

1) What are the demographic and socio-economic characteristics of

primary member?

2) How extensively vehicles are used and the attributes towards such
vehicles.

3) What will be the interest for the new upgrade vehicle?

4) How can be distribution channel more effective?

5) In which of the basic features TATA needs to be work on.

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 RESEARCH METHODOLOGY

First of all an exploratory study was conducted with the help of a

pilot questionnaire with a sample size of 10 in order to know the
various attributes differentiating the different models of LCV in
this competitive market. Based on the findings of the study a
descriptive study was conducted.
The survey was conducted by taking in-depth interview of dealers of the four
companies along with fleet owners and staffs of the LCV. Data‟s were also
collected from the regional transport office to know which vehicle has sold
the most in which city in the last fiscal year 2006-07 ending march 31st.

The data was collected both with the help of primary as well as
secondary
Sources.

PRIMARY DATA

For primary data, I proceeded with the drafting of the questionnaire for consumers was
structured
as undisguised, & Personal -interview retailers. And it was handed personally by me to
the respondents
to be analysed.
The questionnaire method was used-
a) To get first and relevant and unbiased information
b) Questionnaire provides versatility and solutions can be obtained by just asking the
questions.
c) Questioning is usually faster and cheaper.
d) Moreover, there is more control over data gathering activities

35
SECONDARY DATA

Secondary data was also collected personally by me, which the company has furnished for the
general public. The secondary data was gathered with the help of various magazines, newspapers,
journals, brochures and also through the internet. For secondary sources no field work was
employed.

In order to amplify the empirical findings from primary and secondary sources, a survey was
conducted both of consumers and retailers in order to gauge the market opinion.

The questionnaire was of multiple choices and the pattern of questions was as simple as possible.
With every question, multiple choices were given and respondents were asked to select one of them.
The questionnaire technique was structured and not disguised as the questions followed one pattern
and reason behind the questionnaire was stated properly. All the questions were directly related to
the subject

36
 TOOLS USED FOR DATA
COLLECTION

DATA SOURCES

PRIMARY DATA SECONDARY DATA

INDEPTH TELEPHONIC QUESTIONNAIRE

INTERVIEW

RTO NEWSPAPERS REPORTS

JOURNAL INTERNET
PAMPHLETS

Statistical Tools used for analysis

1. Bar diagram
2. Pie charts
3. Tables

37
Sample size

The total sample size was 142.

APPROACHES TO DATA COLLECTION

The approach to data collection was survey method. Survey is conducted

through questionnaire .The questionnaires are comprised of both open ended
and close-ended question. Close-ended questions are used to bring
objectives to the survey and to bring forth the answers needed elaborating
open-ended question were used, so that respondents can express their views
clearly without any binding of format.

AREA COVERED FOR THE STUDY

Tatanagar

Ranchi (capital)

Hazaribagh

Dhanbad

38
 ORGANIZATIONAL STRUCTURE
BUSINE SS UNIT(CVBU)

Sr VP (Manuf JSR)
DGM(CUSTOMER SERVICES-CV

Sr vp (manuf pune)

GM Manuf lucknow)
Lobs 1,2,3,4
Gen eral Man ager
GM (Corporate HRD)
Sales –( CV BU)

AGM Mgr RM
AGM DM LCV RM RM
Logistics RM East
Govt &Inst sales O&DD SALES North South
West

Area Area
Area Office Office Area
Office Office

RSO RSO RSO

RSO

The figure above shows the organizational hierarchy which is related with
the working of the Area office with other departments. The project was
conducted in the Area office which primarily deals with the Marketing and
sales of the commercial and passenger Vehicles.

AREA OFFICE

NEW DELHI ,CHANDIGHAR, LUCKNOW, JAIPUR, DEHRADUN,

HYDERABAD,VIJAYWADA,CHENNAI,BANGALORE,
AHMADABAD, INDORE, JAMSHEDPUR, RAIPUR, NAGPUR,
PUNE, MUMBAI, KOLKATA, PATNA, GUWAHATI,
BHUWANESHWAR

39
 TATA MOTORS PRODUCT LINE

THE ABOVE FIGURE SHOWS US THE PRODUCT LINE OF TATA

MOTORS LTD

40
DISTRIBUTION CHANNEL

41
 DISTRIBUTION CHANNEL

Name & Address of the Dealers Tel / Fax / Cable / e-Mail in

NCR

Mr. R. P. Kamani
ENAR INDUSTRIAL ENTP. LTD. Tel.:'06542-247696 /
WESTERN AVENUE, BOKARO 247684 ; 9431180444
STEEL CITY DHANBAD - 827 001 Fax.06542-242915
NCR Cable:ENARCO
E-mail.: [email protected]

Mr S. P. Sinha

JMA STORES LTD.

15, 16 PALIKA MARKET, NEAR BUS STAND Tel.:0326- 2303794
/ HAZARIBAGH - 825 301 2303018;
NCR 9835184669
Fax.0326-2303794
Mr R. P. Choudhary

JMA STORES P. LTD. Tel.:06542-247641

JHARIA ROAD, DHANSAR / 247772; 06546-
DHANBAD - 828 106 09835149711
NCR Fax.:246977
e-mail.: [email protected]

42
 A MICRO PERSPECTIVE ON
COMMERCIAL VEHICLE SECTOR
Global demand for truck is largely cyclic and the stage of cycle is related to
the prevailing macro economic conditions. The economies are more
interconnected now than ever before.

Value chain profitability: A series of cost reduction and restructuring

programmes have been undertaken. The business has now been redefined
from one that was historically associated with manufacturing buses to one
which encompasses all the aspects of providing means of transportation and
conveyance by road.

Indian scenario: In developing countries such as India, the commercial

vehicle sector is broadly classified into light commercial vehicles (LCV‟s)
with gross vehicle weight (GVW) upto 7 tonnes and pay load upto 11 tonnes

The key to growth in India is the development of the transport

infrastructure. The political environment is pushing for significant labor
benefits and investment to aid development of both the industrial and
transport infrastructure. This would seem to be a major factor in fuelling
demand for buses over the next decade.

Government policies: The commercial vehicle sector is controlled by the

government policies on depreciation norms, diesel pricing and the motor
vehicles act. Change in depreciation norms will significantly affect the
demand for vehicles as they provide tax shelter to operators.

The motor vehicles act that came into effect in July 1989, intended to
streamline laws related to emission norms, maximum age of vehicles,
restructuring on payload and other safety measures. However overloading
practices still prevail. The pricing of commercial vehicles to a great extent
depends upon excise duty which was rationalized to 16% in 2001-2002
budgets.

Infrastructure key growth driver: In the long term, the long haul market will
shift towards medium and heavy multi axel vehicles following closely the
trends in developed countries. M&HCV‟s are used for transport of heavy
commodities such as steel, cement and fertilizers. LCV‟s are preferred for
43
 The
Main Competitors
Of
TATA MOTORS
In LCV sector are:-
 Ashok Leyland
 Mahindra & Mahindra

44
  Eicher

The origin of Ashok Leyland can be traced to the urge for self- reliance, felt
by independent India. Pandit Jawaharlal Nehru, India's first Prime Minister
persuaded Mr. Raghunandan Saran, an industrialist, to enter automotive
manufacture. In 1948, Ashok Motors was set up in what was then Madras,
for the assembly of Austin Cars. The Company's destiny and name changed
soon with equity participation by British Leyland and Ashok Leyland
commenced manufacture of commercial vehicles in 1955.
Since then Ashok Leyland has been a
major presence in India's commercial vehicle industry with a tradition of
technological leadership, achieved through tie-ups with international
technology leaders and through vigorous in-house R&D.
Access to international technology
enabled the Company to set a tradition to be first with technology. Be it full
air brakes, power steering or rear engine busses, Ashok Leyland pioneered
all these concepts. Responding to the operating conditions and practices in
the country, the Company made its vehicles strong, over-engineering them
with extra metallic muscles. "Designing durable products that make
economic sense to the consumer, using appropriate technology", became the
design philosophy of the Company, which in turn has moulded consumer
attitudes and the brand personality.
Ashok Leyland vehicles have built a
reputation for reliability and ruggedness. The 5, 00,000 vehicles we have
45
put on the roads have considerably eased the additional pressure placed on
road transportation in independent India.
In the populous Indian metros, four out of the five State Transport
Undertaking (STU) buses come from Ashok Leyland. Some of them like the
double-decker and vestibule buses are unique models from Ashok Leyland,
tailor-made for high-density routes.
In 1987, the overseas holding by Land Rover Leyland International Holdings
Limited (LRLIH) was taken over by a joint venture between the Hinduja
Group, the Non-Resident Indian transnational group and IVECO. (Since July
2006, the Hinduja Group is 100% holder of LRLIH).
The blueprint prepared for the future reflected the global ambitions of the
company, captured in four words: Global Standards, Global Markets. This
was at a time when liberalization and globalization were not yet in the air.
Ashok Leyland embarked on a major product and process up gradation to
match world-class standards of technology.
In the journey towards global standards of quality, Ashok Leyland reached a
major milestone in 1993 when it became the first in India's automobile
history to win the ISO 9002 certification. The more comprehensive ISO
9001 certification came in 1994, QS 9000 in 1998 and ISO 14001
certification for all vehicle manufacturing units in 2002. It has also become
the FIRST INDIAN AUTO COMPANY TO RECEIVE THE LATEST
ISO/TS 16949 CORPORATE CERTIFICATION (in July 2006)
which is specific to the auto industry.
Ashok Leyland has six manufacturing plants - the mother plant at
Ennore near Chennai, two plants at Hosur (called Hosur I and Hosur II,
along with a Press shop), the assembly plants at Alwar and Bhandara. The
total covered space at these six plants exceeds 450,000 sq m and together
employs over 11,500 personnel.

MANUFACTURING PLANTS

ENNORE

HOSUR : UNIT 1

HOSUR : UNIT 2

46
HOSUR : UNIT 2A

ALWAR

BHANDARA

The birth of Mahindra & Mahindra began when K.C. Mahindra visited the
United States of America as Chairman of the India Supply Mission. He met
Barney Roos, inventor of the rugged 'general purpose vehicle' or Jeep and
had a flash of inspiration: wouldn't a vehicle that had proved its invincibility
on the battlefields of World War II be ideal for India's rugged terrain and its
kutcha rural roads?
Swift action followed thought. The Mahindra brothers joined hands with a
distinguished gentleman called Ghulam Mohammad. And, on October 2nd,
1945, Mahindra & Mohammad was set up as a franchise for assembling
jeeps from Willys, USA.
Two years later, India became an independent nation and Mahindra &
Mohammad changed its name to Mahindra & Mahindra. Ghulam
Mohammad migrated to Pakistan post-partition and became the first Finance
Minister of Pakistan.
Since then, Mahindra & Mahindra has grown steadily in size and stature and
evolved into a Group that occupies a premier position in almost all key
sectors of the economy. The Group's history is studded with milestones.

47
Each one taking the Group forward. In fact, today, its total turnover is about
4* billion dollars.
These days, Mahindra is a group in a hurry, engaged in an ambitious,
sustained and prolonged penetration into the global arena. Its spirit can be
encapsulated in the words of the poet Robert Frost, a favorite of India's first
Prime Minister, Pandit Jawaharlal Nehru:

"The woods are lovely, dark and deep,

But I have promises to keep,

And miles to go before I sleep,

And miles to go before I sleep. "

For Mahindra & Mahindra, this translates into many more milestones to be
set up before it rests. If ever.

The Company's current Board of Directors is as follows:

1. Mr. Keshub Mahindra (Chairman)

2. Mr. Anand G. Mahindra (Vice Chairman and Managing Director)
3. Deepak Shantilal Parekh (Director)
4. Nadir Burjorji Godrej (Director)
5. M. M. Murugappan (Director)
6. Bharat Narotam Doshi (Executive Director)
7. Arun Kumar Nanda (Executive Director & Secretary)
8. Narayanan Vaghul (Director)
9. Dr. Ashok Sekhar Ganguly (Director)
10. R. K. Kulkarni (Director)
11. Anupam Pradip Puri (Director)
48
12. Thomas Mathew T. (Nominee of LIC)

Eicher Motors was founded in 1982 to manufacture a range of reliable, fuel-

efficient commercial vehicles of contemporary technology. The
unit manufactures and markets commercial vehicles with Gross Vehicle
Weight (GVW) ranging from 5-25 tons.

Today, Eicher Motors is one of the

leading manufactures of commercial vehicles in India with a 33% market
share in the 7T-11T segment. The success and growth of this unit is a result
of various customer- driven strategies. The manufacturing facility is situated
in Central India –Pithampur, Madhya Pradesh. Eicher Motors
has stepped into the Heavy Commercial Vehicle segment with its state-of-
the-art HCV, the "Eicher 20.16", the first commercial vehicle designed and
developed indigenously.

Eicher Motors functions through a strong three-

tier service network consisting of authorised distributors, service centres and
company trained private mechanics. The vehicles are sold and serviced
through a network of over 576 Authorized Contact Points all over India,

49
supported by service centres and over 4500 company trained private
mechanics, which are close at hand on all major highways throughout
India to provide initial "first aid" to the vehicles if required.

In 1986, Eicher Motors

entered into a technical and financial collaboration with Mitsubishi Motor
Corporation of Japan to manufacture the Canter range of vehicles. The
technical assistance agreement with Mitsubishi ended in March „94 after
successful transfer of technology and on achieving total indigenisation with
only a few parts sourced globally.

Eicher Motors has acquired formidable expertise in designing and

developing commercial vehicles. It has a world-class R&D centre manned
by a team of brilliant engineers and equipped with latest Computer Aided
Design (CAD) and Computer Aided Engineering facilities like NASTRAN,
FEM analysis packages. Leveraging its in-house expertise, this unit has
successfully developed a wide range of commercial vehicles to meet varying
customer needs. The product range includes Trucks : Eicher 10.50, Eicher
10.75, Eicher 10.90, Eicher 11.10, Eicher 20.16 & 30.25; Buses: Eicher
Skyline, Eicher Cruiser and Eicher School Bus range of buses. Besides the
basic models, it offers over 85 models of ready-to-use custom-built vehicles
for various specialized applications. Eicher Motors‟ products have been well
accepted in the market. This is also demonstrated by significant sales of its
commercial vehicles in export markets where the company competes with
reputed international brands.

50
51
 ANALYSIS
CABIN COMFORT LEVEL

TATA MAHINDRA & MAHINDRA

TOTALLY SATISFIED TOTALLY SATISFIED

8% 0%
0 0% SOME WHAT 6% SOME WHAT
0%
% SATISFIED
SATISFIED
30% NEUTRAL
NEUTRAL
38% 56%
SOME WHAT NOT
62% SOME WHAT NOT SATISFIED
SATISFIED
TOTALLY NOT
TOTALLY NOT SATISFIED
SATISFIED

ASHOK LEYLAND EICHER

0
TOTALLY SATISFIED % TOTALLY SATISFIED
0% 0%
7% 0% SOME WHAT 14% 25% SOME WHAT
27% SATISFIED SATISFIED
NEUTRAL NEUTRAL

66% SOME WHAT NOT SOME WHAT NOT

SATISFIED 61% SATISFIED
TOTALLY NOT TOTALLY NOT
SATISFIED SATISFIED

62% of the tata motors customers are satisfied with the cabin comfort level
but side by side 8% of the customer is not so much satisfied with it, which is
less in the case of M&M and Ashok Leyland which are its main competitors

52
 STABILITY

TATA MAHINDRA MAHINDRA

&

TOTALLY SATISFIED 0% TOTALLY SATISFIED

0% 0%
15% SOME WHAT 16% SOME WHAT
0% 31%
SATISFIED SATISFIED
NEUTRAL NEUTRAL

30% 55% SOME WHAT NOT

SOME WHAT NOT
SATISFIED 53% SATISFIED
TOTALLY NOT TOTALLY NOT
SATISFIED SATISFIED

ASHOK LEYLAND EICHER

0% TOTALLY SATISFIED TOTALLY SATISFIED

0%
0%
20% SOME WHAT 0% SOME WHAT
33% 31
SATISFIED SATISFIED
% 44%
NEUTRAL NEUTRAL

SOME WHAT NOT SOME WHAT NOT

SATISFIED 25% SATISFIED
47%
TOTALLY NOT TOTALLY NOT
SATISFIED SATISFIED

In this TATA MOTORS is leading the market followed by M&M, ASHOK

LEYLAND and Eicher respectively.

53
 HIGH LOAD CAPACITY

TATA MAHINDRA & MAHINDRA

0%
TOTALLY SATISFIED TOTALLY SATISFIED
0% 0%
13% 0% SOME WHAT 0% SOME WHAT
SATISFIED SATISFIED
47%
NEUTRAL NEUTRAL
49% 53%
38% SOME WHAT NOT SOME WHAT NOT
SATISFIED SATISFIED
TOTALLY NOT TOTALLY NOT
SATISFIED SATISFIED

ASHOK LEYLAND EICHER

0%
0%
TOTALLY SATISFIED 0% TOTALLY SATISFIED
0%
20% 0% 17% 8% SOME WHAT
SOME WHAT
SATISFIED SATISFIED
NEUTRAL NEUTRAL

SOME WHAT NOT SOME WHAT NOT

80% SATISFIED 75% SATISFIED
TOTALLY NOT TOTALLY NOT
SATISFIED SATISFIED

In high load capacity Ashok Leyland is ahead of Tata Motors with 80%
totally satisfied which is 49% in the case of Tata motors.

54
 MAINTANANCE COST

TATA MAHINDRA & MAHINDRA

0%
TOTALLY SATISFIED TOTALLY SATISFIED
0%
0%
23% 25% SOME WHAT 0%
SOME WHAT
SATISFIED 31%
38% SATISFIED
NEUTRAL NEUTRAL

SOME WHAT SOME WHAT NOT

52% NOT SATISFIED SATISFIED
31%
TOTALLY NOT TOTALLY NOT
SATISFIED SATISFIED

ASHOK LEYLAND EICHER

0%
0%
TOTALLY SATISFIED TOTALLY SATISFIED
0%
0%
0% 17% SOME WHAT
SOME WHAT
33% SATISFIED
SATISFIED 8%
NEUTRAL NEUTRAL

SOME WHAT NOT SOME WHAT NOT

67%
SATISFIED 75% SATISFIED
TOTALLY NOT TOTALLY NOT
SATISFIED SATISFIED

In this TATA MOTORS is lagging behind of M&M strongly. M&M leads

the market in case of maintenance cost

55
 .PROFITABILITY

TATA MAHINDRA & MAHINDRA

TOTALLY SATISFIED
0%
TOTALLY SATISFIED
0% SOME WHAT 0%
8% 0% SATISFIED 0% SOME WHAT
NEUTRAL 38% SATISFIED
30%
NEUTRAL
49% SOME WHAT NOT
SATISFIED 62% SOME WHAT NOT
TOTALLY NOT SATISFIED
13%
SATISFIED TOTALLY NOT
SATISFIED

ASHOK LEYLAND PROFITABILITY EICHER

0%
TOTALLY SATISFIED TOTALLY SATISFIED
0% 0%
0% SOME WHAT 28% 0% SOME WHAT
33% SATISFIED SATISFIED
44%
NEUTRAL NEUTRAL

67% SOME WHAT NOT SOME WHAT NOT

SATISFIED 28% SATISFIED
TOTALLY NOT TOTALLY NOT
SATISFIED SATISFIED

In case of profitability 49% of tata motors customers feels that TATA

MOTORS much more profitable for the business than other companies ,but
8% feels that it is not so that is because of high maintenance cost.

56
 RELIABILITY

TATA MAHINDRA & MAHINDRA

0%
0%
TOTALLY SATISFIED TOTALLY SATISFIED
0% 0%
18% 20% SOME WHAT 21% 0% SOME WHAT
SATISFIED SATISFIED
NEUTRAL NEUTRAL

SOME WHAT NOT SOME WHAT

SATISFIED 79% NOT SATISFIED
62%
TOTALLY NOT TOTALLY NOT
SATISFIED SATISFIED

ASHOK LEYLAND EICHER

0% 0%
TOTALLY SATISFIED TOTALLY SATISFIED
0% 0%
20% 0% SOME WHAT 0% SOME WHAT
31%
SATISFIED SATISFIED
NEUTRAL NEUTRAL

SOME WHAT 69% SOME WHAT

80% NOT SATISFIED NOT SATISFIED
TOTALLY NOT TOTALLY NOT
SATISFIED SATISFIED

In reliability ASHOK LEYLAND in leading the market followed by TATA

MOTORS, M&M respectively

57
 AVAILABILITY OF SPARE PARTS

TATA MAHINDRA & MAHINDRA

0% 0%
TOTALLY SATISFIED TOTALLY SATISFIED
0% 0%
10% 0% SOME WHAT 28% SOME WHAT
SATISFIED SATISFIED
NEUTRAL NEUTRAL

56%
SOME WHAT SOME WHAT NOT
16%
90% NOT SATISFIED SATISFIED
TOTALLY NOT TOTALLY NOT
SATISFIED SATISFIED

ASHOK LEYLAND EICHER

0%
0% 0%
TOTALLY SATISFIED TOTALLY SATISFIED
0% 0%
27% SOME WHAT 28% SOME WHAT
SATISFIED SATISFIED
NEUTRAL NEUTRAL

0%
SOME WHAT NOT SOME WHAT NOT
73% SATISFIED 72% SATISFIED
TOTALLY NOT TOTALLY NOT
SATISFIED SATISFIED

In case of availability of spare parts 90% of TATA MOTORS

CUSTOMERS thinks that Tata‟s spare parts are available every where. In
case of its competitors these facility is not available.
58
 AFTER SALES SERVICE

TATA MAHINDRA & MAHINDRA

0%
TOTALLY SATISFIED 0% TOTALLY SATISFIED
0%
0%
23% SOME WHAT SOME WHAT
29% 31%
SATISFIED SATISFIED
3%
NEUTRAL NEUTRAL

SOME WHAT NOT SOME WHAT NOT

74% SATISFIED SATISFIED
40
TOTALLY NOT % TOTALLY NOT
SATISFIED SATISFIED

ASHOK LEYLAND EICHER

TOTALLY SATISFIED
0% 0%
TOTALLY SATISFIED
0% 0% SOME WHAT
20% 0% 14% SATISFIED
SOME WHAT 0% 28%
SATISFIED NEUTRAL
NEUTRAL
SOME WHAT NOT
SATISFIED
SOME WHAT
80% NOT SATISFIED 58% TOTALLY NOT
SATISFIED
TOTALLY NOT
SATISFIED

IN CASE OF AFTER SALE & SERVICE TATA MOTORS IS FAR

BEHIND FROM THE SATISFACTION LEVEL OF THE CUSTOMERS
ACHIVED BY EICHER, M&M.

59
 SATISFACTION LEVEL

TATA

3% 0% TOTALLY SATISFIED
TOTALLY SATISFIED
0% 0%
25% SOME WHAT
8% SOME WHAT 37% SATISFIED
SATISFIED NEUTRAL
25%
NEUTRAL
SOME WHAT NOT
64% SOME WHAT 38% SATISFIED
NOT SATISFIED TOTALLY NOT
TOTALLY NOT SATISFIED
SATISFIED

ASHOK LEYLAND
EICHER

0% 0%
TOTALLY SATISFIED
0% TOTALLY SATISFIED
0%
20% 0% SOME WHAT 8%
28% SOME WHAT
SATISFIED SATISFIED
NEUTRAL NEUTRAL

SOME WHAT NOT SOME WHAT

80% SATISFIED 64% NOT SATISFIED
TOTALLY NOT TOTALLY NOT
SATISFIED SATISFIED

64% of TATA MOTORS customers are totally satisfied with it, 25%says
that they are some what satisfied and 8% are neutral.

60
 FINDINGS

 In NCR TATA MOPTORS leads the market with 92% share in

LCV sector.
 Its main competitor is mahindra and mahindra‟s 3200 di, which is
taking over TATA‟S 407 model. Presently it is estimated to be
holding 3-4 % of market share.
 The cost of TATA MOTORS spare parts is high compared to its
competitors.
 The sale of TATA MOTORS is increasing consistently though its
market share has fallen marginally in NCR.
 The brand image of TATA is proving to be the driving force behind
its sales.
 Organizing customer meet is quite helpful in determining the technical
problems in the vehicles.
 Experienced sales executives are leaving the company getting
attracted by high incentives offered by the competitors.
 LCV volumes increased 20.3 % to 24,254 units all over India for year
ending March 2007.
 The percentage of LCV in TATA MOTORS product mix has
increased marginally over passenger vehicles.

61
 PRICES OF THE PRODUCTS.

SL PRODUCT MODEL PRICE (Rs.)

LINE
1 SFC407 TRUCK SFC407/31 CLB EX BSII 5,16,898
2 SFC407 TRUCK SFC407/31 HD EX BSII 5,28,704
3 SFC407 TRUCK SFC407/31 CAB EX BSII 5,12,481
4 LPT 709 LPT709 6,52,012
EX/38WB,CLB,497TCICBSII
MECH,STR
5 LPT 709 LPT709 6,22,276
EX/38WB,CAB,497TCICBSII
MECH,STR
6 LPT 909 LPT 909/38CLB BSII 7,09,078
7 LPT 909 LPT 909/38CAB BSII 6,79,343
8 LPT1109 LPT1109/36CLB EXBSII 7,46,641
9 LPT1109 LPT1109/36CAB EXBSII 7,24,714
10 LPT1109 LPT1109/42CLB EXBSII 7,25,509
11 LPT1109 LPT1109/42CAB EXBSII 7,62,317

62
TATA MOTORS NETWORK IN INDIA

Main Dealer
Branch
Telc Authorized Service Station

60
 SALES PROMOTIONS
The Promotion element of marketing mix communicates the customers
for their solution. Hence, promotion to the design and manage the
marketing mix element to inform perused and remind current and
potential customer. There are five forms of promotion

 Personal selling
 Adverting
 Sales Promotion
 Public Relations
 Publicity

In our survey I have found that the tata motors mainly focuses and put
stress more on sales promotion, public relation than the rests.

1. Tata motors provides discounts such as in the month of March 2007

it has provided the following discount

 Tata 407 --- cash discount Rs. 50,000

 Tata 709 --- cash discount Rs. 20,000
 Tata 909 --- cash discount Rs. 20,000
 Tata 1109 --- cash discount Rs. 20,000
And so on

The amount of discount may change from time to time.

2. Various financing schemes are run by tata motors from time to time
in collaborations with various financial institutions to provide easy and
flexible financing facility to its customers.

3. Free after sales service.

61
4. Various exchange offers are provided to the public, in which people
can exchange there old vehicles with brand new ones

5. Various camps are also conducted to provide free demonstrations to

the public

6. TMF offers range of refinance products to suit the need of its

customers.

Available for vehicles from 0-8 years of age for loan duration of
12 to 48 months. All this with TMF advantages of faster loan
disbursals, attractive interest rates and flexible terms.

REFINANCING is available for:

1) SALARIED INDIVIDUALS –

Eligibility Criteria:-

- Minimum age of Applicant: 21 years

- Maximum age of Applicant at loan maturity: 60 years
- Minimum employment: 1 year from date of joining

Documents required:-

Proof of Identity:-
Passport , Photo Credit Card, PAN Card, Voters Id car, driving license,
Employee ID issued by Government of India, PSU, Limited
companies, Local Panchayat ID card, Notary certification with
Photograph.

Income Proof: -
Latest salary slip with form 16.

Address Proof: -
Lease Agreement, Ration card, Driving license, House Tax Challan,
Housing Society Bill, Voters card, passport, telephone bill, electricity bill,
Water Tax Challan, Telephone Bill / WLL Connection, Credit Card
Statement, Post Paid mobile bills (2 bills required – bill of the last
completed month and of 6 month before the last completed month), PAN
62
Card, Bank

63
Certification / Statement duly certified by the bank in original, Gas
Connection Bill.

2.) SELF EMPLOYED -

Eligibility Criteria:-

- Minimum age of Applicant: 21 years

- Maximum age of Applicant at loan maturity: 70 years
- Minimum employment: At least 2 years in business

Documents required:-

Proof of Identity:-
Passport, PAN Card, Voters Id car, driving licence,Latest Sales tax
assessment order, Sale tax registration certificate.

Income Proof: -
Latest ITR.

Address Proof: -
The documents collected towards identity proof to reflect the current address
of the concern/firm.

3.) PARTNERSHIP FIRMS -

Eligibility Criteria/Documents required:-

Proof of Identity:-
Partnership deed, Shop & Establishment Act certificate, Latest Sales tax
assessment order, Sale tax registration certificate.
Income Proof: -

64
 SWOT ANALYSIS
(A THEORETICAL ASPECT)
This is the technique that plays a very crucial role at the time of making
policy and strategy regarding a particular field. Almost, all the companies
adopt this technique and review it time to time for making their strategies
more effective so that they achieve their smoothly.
Actually, the term SWOT
consists of four letters and all the letters represent its own attributes as
follows:-

S (Strength): this is the present the most strongest and favorable

condition for the smoothly running of business and almost most of the
purchasers buy its product by considering these strengths.

W (Weakness): this is the attribute which require more attention for

correction and it deviate the purchasers from buying the products.

O (Opportunity): A marketing opportunity is an area of buyer need in

which a company can perform profitably. In other words, it presents the
plate form for expanding the business.

T (threats): An environmental threat is a challenge posed by an

unfavorable trend or sales or profit.

(Opportunity and Threat Analysis)

In general, a business unit has to monitor key

environment forces (demographic economic, technological, political-legal
and social-cultural)and significant microenvironment actors (customer,
competitors,distributors,suppliers) that affect its ability to earn profits.The
business unit should set up a marketing intelligence system to track trends
and important developments.For each trend or development, management
needs to identify the associated opportunities
andthreat(Strenths/Weaknesses Analysis)
It is one thing to discern attractive opportunities and another
to have the competencies to succeed in these opportunities. Each business
needs to evaluate its internal strengths and weaknesses periodically. It can
65
do so by using a form like the one shown management-or outside
consultant- competencies and rates each factor as a major strength, minor
strength, neutral factor, minor weakness, or major weakness.

Now we want to analyze the SWOT in context of TML as follow:-

Strengths: -
1. Good availability of parts everywhere. It means spare parts of
TML available in any place.

2. Availability of service center in large number by which transporters

don‟t have any problem.

3. Its engine consumes less energy so only 12 volt battery is enough.

4. Good resale value of TATA‟S vehicle so they purchase these vehicle

and original parts they used in these vehicles.

5. Knowledge about parts and engines is easier for mechanics of

TATA‟S vehicles.

6. All the parts are available in TATA‟S retailer but not available in
Ashok Leyland‟s retailer.

7. Quality of motor parts no doubt is very good.

8. Always prefer original parts because you never want to send your child
in inferior school.

Weakness:-
1. High price of part about 10% higher price to other competitor.

66
 LIMITATION OF THE STUDY
A perusal of the study will definitely lead one to understand
that the present study has been taken-up under a number of
constraints. By n large, I faced these difficulties and
limitations.
The study was conducted in 45 days and that was not enough for such a
vast topic.
1. Lack of resources like proper information and data.
2. Absence of the vehicle owners were also a reason not to get the
correct information.
3. Lack of proper information of the owner & the vehicle staff.
4. The company could not provide data for initial understanding of the
automobile market and also the database of customers.
5. The area of survey is restricted to the geographical area of four cities
of NCR (Jamshedpur, Ranchi, Dhanbad and Hazaribag) as the area
was assigned by the concerned.
6. The size of sample is limited to 142 because of the time constraints
through it has been tried to make this sample as representative as
possible.

The above-mentioned limitations are not exhaustive but rather indicative.

67
CONCLUSION:-
In the span of 6 years

TATAMOTORS has proved its excellence in delivering quality & service to

its customers in Light Commercial Vehicle (LCV) business unit. It is well

known among the people for its core value “trust & loyalty “. This leads to

high expectation among the customer.

Findings say that TATA MOTORS has always scope to regain its lost

market share.

68
Technical specifications –

 Leaflets and pamphlets of the four companies.

Books –

 Philip Kotler, Marketing Management.

 Kothari, Research Methodology.

Internet sites –
www.tatamotors.comwww.tata.com
www.wikipedia.com
www.mahindra.com
www.ashokleyland.com
www.eicher.com, www.google.com (images)
69
 Appendix
Questionnaires

NAME……………………………………………………………….
ADDRESS……………………………………………………………
PHONE NO…………………………………………………………..

1. Do you have any light commercial vehicle (LCV)?

YES………………….… NO………………..………

2. If yes which one. Company……………………….

…………………………………..
Model…………………………………..………………………..…

3. When did you buy it?

Date……….…………………………………………….…………..

4. Was it financed?
YES…………………… No….…………………..

5. Which financer?
……………………..………………………………..………………

6. Application

a. Down Payment
b. Rate of Interest
c. Advanced EMI Paid YES……NO… How much…...……………………
d .Tenure in Month YES…….NO... Amount/Percentage……….………

7. Was your choice suggested by the dealer in some other product?

YES…………………….. NO……..…………………

70
8. What was your previous choice?
…………………………………........................................................

9. How do you rate the cabin comfort level?

A. b. C. d. E.

Low High

10. How do rate the mileage?

A. b. C. d. E.

Low High

11. How do you rate the stability at high speed?

A. b. C. d. E.

Low High

12. How do you rate the high load capacity?

A. b. C. d. E.

Low High

13. How do you rate the maintenance?

A. b. C. d. E.

Low High

14. How do you rate the protable?

A. b. C. d. E.

Low High

15. How do rate the reliability?

A. b. C. d. E.

Low High

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 Savings to Industry Certificate

This is to certify that Ms. Khushi Yadav students of BBA from, Galgotias University,
Greater Noida has completed Internship successfully from...........................................to
……………………. During this period, he/she has shown good interest in the
assignment/works given to them and worked hard.

Students have worked during internship period on following project/industrial problem

under the guidance of ……………………………

During their tenure of internship, they were hard working and focused on activities
assigned to them. Project work submitted by them has the potential to save cost up to Rs.
….. lakh/year. Also, they were entitled for stipend of Rs. NIL /- per month along with
canteen, transportation & accommodation facilities.

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 Cost of Industrial Solution Certificate

This is to certify that Mr./Ms. ………………………….. students of

……………………….. from ……………………., Galgotias University, Greater Noida has
completed Internship successfully from ……………………….. to
……………………………. During this period, he/she has shown good interest in the
assignment/works given to them and worked hard.

Students have worked during internship period on following project/industrial problem

under the guidance of ……………………….

Industry has spent Rs.NIL* amount on their ideas/industries problem, which they have
successfully implemented.
(*** Enter NIL amount if industry does not agree to mention amount)

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