A study on tata nano directions for future research similar studies can be carried out that can help in comparative analysis of different products targeted at. International strategic issue of tata motors marketing essay. However, the alliance talks soon stalled over the potential use of a platform and the practicality of the business model. Strategic management on tata motors strategic management. Heres how tata motors plans to increase domestic market share. In june 2018, tata motors set up a separate electric mobility business vertical. In the year 20 tata motors relaunched tata nano with all new features and advertising campaigns. For last few years tata motors has followed a strategy of being a low cost leader. In late january 2009, tata motors was reeling under a severe business and financial crisis.
How the peoples car failed to reshape the auto industry and create new growth. Tata motors acquisition of daewoo commercial vehicle company. The company also needed to provide a nationwide warranty, while maintaining likenew quality. These include organizations that are in a position to develop their products over time to suit the needs of their clients. With vast global experience, the company brings deep understanding of customer expectations from diverse markets, and is well positioned to cater to ever changing automotive norms and consumer trends across the globe. The tata ace harvard business publishing education. Management information system tata motor 3694 words bartleby. Levels of strategy corporate level strategy directional strategy.
The company is engaged in the manufacture of motor vehicles. The swot analysis of tata motors shows how the automobile giant has maintained its strength even in a competitive market such as automobiles. Pdf tata motors porters five model and pest analysis. To highlight the importance of matching value and profit propositions with an equally strong people proposition in ensuring the successful execution of a blue ocean strategy. The 21yearold had come up with a way to help the family business. A tata authorized workshop gives you bestinclass service for your tata vehicle. Find new and innovative ways to retain leadership in commercial segment. Tata motors mission is to create an organisation that people enjoy working for, doing business with and. The case discusses the organic and inorganic growth strategies of indias largest multinational conglomerate, the tata group. Jun 22, 2015 analysis of marketing strategy for tata nano. In its initial years, the growth strategy followed by tata group was largely organic where it grew majorly through new product developments, technological upgradations, and. Jan 12, 2018 the marketing mix of tata motors talks about the 4p of the brand which has helped the brand rise in the automobile empire. Buying a car is still a dream for many people in india.
Swot analysis of tata motors business idea, strategies. The internationalization strategy so far has been to keep local managers in new acquisitions, and to only transplant a couple. Tata motors aims to emerge as the worldclass automobile leader with the remarkable priceperformance ratio in combination with hyperefficient engines to acquire the large market share internationally. The study will put emphasis on various issues and problems faced by tata motors while adopting globalization as international strategy of expansion. Tata motors globally aims in maintaining the traditional. Scribd is the worlds largest social reading and publishing site. Doc startegic analysis of tata motors kumar gourav. Conclusion as per the findings, the marketing strategies of tata motors are fairly successful. Tata motors limited is the largest automobile manufacturer in india. Tata motors is one of the oldest multinational companies of india, founded in the year of 1945. In november, while overall auto sales in indias booming economy rose more than 22%, tata sold only. In march 2017, both players made the announcement of a potential strategic alliance with one another. International journal of global business and competitiveness. Considers the strategy and experience of tata motors, indias leading commercial truck maker, as it developed a new small commercial vehicle, the tata.
A case study of tata motor salem state digital commons. To finance the acquisition, tata motors raised a bridge loan. The product strategy and mix in tata motors marketing strategy can be explained as follows. At the same time, in part as a result of its overseas spending spree, tata s strategy has been called into question. Tata motors marketing mix 4ps tata motors marketing. Tata motors limiteds automotive segment operations include all activities relating to the.
Tata motors acquisition of daewoo commercial vehicle. Tata motors needed a viable, cost effective alternative to overhaul vehicle aggregates. The cosmetics company lakme was divested and sold to hindustan levers, as besides being a non core business, it was found to be a non competitive and would have required substantial investment to be sustained. May 29, 2019 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. Today, tata motors is present in over 175 countries, with a worldwide network comprising over 6,600 touch points.
Tata motors is involved in manufacturing of vehicles in categories that include cars hatchback, sedan and utility vehicles, trucks, buses, municipal solutions, and defence and homeland security. Strategy and organisational structure of tata motors. Tata motors,the first company from indias engineering sector to be listed in the new york stock exchange september 2004,has also emerged as an international automobile company. To analyze the structure of a company and its corporate strategy, porters five forces model is used. Critical analysis of the international strategic issue of tata motors ltd. This case and the accompanying threepart theorybased movie describe tata motors strategic move to create and launch the tata nano and the successes and setbacks of the tata nano team in actualizing this.
Tata motors has entered into strategic acquisition and joint ventures in its mid stage and launched new products at a rapid pace in various markets. These products are manufactured with the purpose of providing comfort, reliability, safety, capacity and value to the end customers. Tata motors offers a wide range of sedan, hatchback, mpv, suv, cargo trucks and many other models. Tata motors was listed on the new york stock exchange tata established in. Porters five forces strategic analysis of the tata motors case study.
Strategic analysis of tata motors table of contents s. Founded in 1868, the group now consists of more than 100 companies, with a. As a market leader in the commercial vehicle segment, tata motors has been at the forefront of constantly innovating and defining the market with new technologies and categories. Tata motors is a part of the tata group and the use of the tata name and trademark logo is governed by manuals, codes and agreements issued by tata sons. Tata motors is an indian multinational automotive manufacturing company and a member of tata. An analysis of this case provides the basis for determining what criteria should be considered to guide a successful acquisition. Strategy documents have a special place in the tata groups scheme of things by continuing to use this site you consent to the use of cookies on your device as described in our cookie policy unless you have disabled them. The business vertical chosen for the conducting the case study analysis tata is tata motors. Oct 21, 2012 business level strategy tata nano, the cheapest car in the world swach, the cheapest water filter from tata chemicals. Jun 20, 2016 guenter butschek, the new ceo of tata motors is working on a three year 2019 plan to put the companys domestic business on track.
Tata is indias oldest and largest private sector business entity. Tata motors case study solution and analysis of harvard. For all your vehicle maintenance and repair needs, we have a network of tata motors authorized workshops spread across india. Business strategies of tata group 898 words bartleby.
Marketing strategies of tata motors 8079 words bartleby. Marketing strategies of tata motors is one of the most successful marketing strategies in automobile industry. Tata motors in trouble business strategy case studies. Tata motors a business strategy report marketing essay. Marketing strategy of tata motors tata motors marketing.
C e r t i f i c a t e this is to certify that the project title effect of declining market on tata motors is a bonafide work carried out by divya kirola student of specialization of master business administration, noida for fulfillment of a project report. Tata strategic management group tsmg is the strategy centre of excellence for the tata group. Tata strategic management group tata industries tata group. Tsmg works closely with the chairmans office and the leadership of tata group companies to develop and support implementation of the groups business strategy. Business strategies for tata motors india on innovations operating in the automobile industry today is profitable, especially for companies that are able to embrace innovation. Tata motors case study by dasha kozhevnikova on prezi. Tata motors to carve out pv biz as separate entity, to see change of guard.
Its percentage of revenue from international operations has increased from 9% in 2016 to 79. Innovation is the most fundamental and essential factor in growth of company. Tata motors a business strategy report marketing essay tata motors scant, indias vastst automobile union, is the chief by distant in interchangetalented behaviors, and the assist vastst in the practicefarer behaviors negotiate with seductive consequences in the amalgamate, midsize car and usefulness behavior sections. The company is engaged mainly in the business of automobile products consisting of all types of commercial and passenger vehicles, including financing of the vehicles sold by the corporation. In this model, five forces have been identified which play an important part in shaping the market and industry. Car satisfies the need of owners for transportation they also obtain psychological satisfaction from the possession of products like a car keeping in mind tata motors unveiled its peoples car, the tata nano, which india and the world have been looking forward to. In this paper the author has examined the growth of the in dian automobile giant tata mo tors, both domestically and. After being without a ceo for nearly two years, tata. International ization has many risks like economy, technology, customer segments, competition intensity etc. Business strategy project on tata motors ltd sudhanshu taneja r no. Business strategy project on tata motors ltd sudhanshu taneja.
Today, tatas largest manufacturing businesses are steel and motors after the. Doc startegic analysis of tata motors kumar gourav academia. Nano is the cheapest car in the world retailing at little more than a motorbike. The move is aimed at securing mutually beneficial strategic alliances that provide access to products, architectures, power. The cosmetics company lakme was divested and sold to hindustan levers, as besides being a non core business. In its initial years, the growth strategy followed by tata group was largely organic where it grew majorly through new product developments, technological upgradations, and innovation. What does financial and strategic analytics reveal about ford motors and tata motors and how do they compare. In harmony with tata group sustainability policy and tata code of conduct, our business strategy and decisions are taken considering the environmental. A case study of tata motors honors thesis presented in partial fulfillment of the requirements for the degree of bachelor of science in business administration in the bertolon school of business at salem state university by michael crawford professor jian gu faculty advisor department of management. These products are manufactured with the purpose of providing comfort, reliability, safety, capacity and. Whilst the world is getting ready for greener alternatives to gasguzzlers, is the nano the answer in terms of concept or brand. What is the future outlook of ford motors and tata motors for the next five years. Strategic management on tata motors free download as powerpoint presentation.
The paper strategic supply chain report for tata motors states that to avoid the risk of having a large inventory of outdated raw materials and the high cost of studentshare our website is a unique platform where students can share their papers in a matter of giving an example of the work to be done. Analyzing business informationof tata motors introduction tata motors is indias largest automobile company, with consolidated revenues of rs1,65,654 crore usd32. The challenge is how to turn that potential into an opportunity tata motors is yet to hire a new as md. Case study on tata motors international strategy free sample. Pdf in the past few years, tata motors succeeded by exploiting international. Divestment strategy tata oil mill tomco was divested and sold to hindustan levers as soaps and a detergent was not considered a core business for the tata. Tata groups growth strategiesbusiness strategycase study. Through subsidiaries and associate companies, tata motors has operations in the uk, south korea, thailand, spain and south africa.
Anuj gupta, a student of under graduate degree in bba 20142017, amity school of business, noida has worked under the able guidance and supervision of ms. Tata groups growth strategiesbusiness strategycase. Each tata company or enterprise operates independently under the guidance and supervision of its own board of directors. In the past few years, tata motors succeeded by exploiting international opportunities. Her work is found to be satisfactory and complete in all respect. These companies collectively employ over 720,000 people. Tata motors launched the ace truck in may 2005 for just above rs 200,000. Tata motors is currently situated in india with only 6% of the revenue coming from exports. Jan 11, 2011 its been a rough season for tata motors muchpublicized peoples car, the nano.
Tata motors limited, on the other hand, had been dealing with increased competition from new automobile players. The case highlights the problems faced by tata motors, the largest automobile company in india. Tata motors mission is to create an organisation that people enjoy working for, doing business with and investing in. Indias automobile market has grown steadily over the last seven to eight years, with the exception of the previous two years where the effects of the global downturn were felt, primarily in sales of passenger vehicles. The case of tata motors prashant salwan growth and internationalization go hand in hand. Marketing strategies of tata motors, how the largest automobile manufacturer of india sells its products.
The use of the tata brand defined in and regulated by tata brand equity and business promotion agreement. Marketing strategies of tata motors is one of the most successful. Tata motors limited the company also has a strong auto finance operation, tata motor finance,for supporting customers to purchase tata motors vehicles. Strategic supply chain report for tata motors case study. Tata motors, which has embarked on a mega reorganisation strategy, today revealed an aggressive strategy aimed at turning around its passenger vehicle business. Sample paper on business strategies for tata motors india. While some feel that the tatas can leverage the benefits of the acquisition with their existing business, others poohpooh the. Guenter butschek, the new ceo of tata motors is working on a three year 2019 plan to put the companys domestic business on track. Tsmg also helps tata companies in developing and incubating new business ideas. Competitive advantage launch nano in other markets. Tata s market share and also the sale has gone down in last two years in executive and luxury car segment where price is not the deciding factor for customers exhibit 4.
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. Tata motors porters five model and pest analysis marketing essay. 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 limited, indias largest automobile company, is the leader by far in commercial vehicles, and the second largest in the pa. 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. This research paper moves around developing an understanding about the corporate social responsibility csr, delving into its concept and finding out its scope taking the case study of the tata.
1050 286 1136 1273 1358 648 1372 758 999 631 223 647 550 29 960 1508 1389 603 1302 558 32 1422 1607 1407 349 163 176 751 833 1270 715 1223 712 1536 1084 1266 117 7 1 537 331 51 731