Tata Motors

CARGO MOTORS

SEMINAR ON CONTEMPORARY ISSUE A STUDY ON

Tata Motors

www.studygalaxy.com

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CARGO MOTORS

Preface The underlying aim of the seminar on contemporary issue as an integral part of MBA program is to provide the students with practical aspects of the organization – working environment. Such type of presentation helps a student to visualize and realize about the congruencies between the theoretical learning in the premises of college and actual followed by the organization. It gives the knowledge of application aspect of the theories learnt in the classroom. The seminar project in TATA MOTORS is a complete experience in itself, which provide me with the understanding. This has become as inspirable of my knowledge of management being learned in MBA program.

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Table of contents Executive summary • Introduction • Objective of the study • Scope of the study • Evolution of automobile industry • Segmentation of Automobile Industry • History • Production area • Vision and Mission Statement • Values • Tata motors in international market  Tata Daewoo Commercial Vehicle  Tata novus  World truck • Future plans •

BCG matrix of TATA motors

• Product profile •

Opportunities and threats 3

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•

Data analysis and interpretation

• Observation and finding • Limitations • Suggestions • Conclusion • references

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EXECUTIVE SUMMARY Focus of the research is to “Developing the understanding of the consumer’s preferences towards the various heavy vehicle options”

Company Profile Tata Motors Limited is India’s largest automobile company, with revenues of Rs. 35651.48 crores (USD 8.8 billion) in 2007-08. IT is the leader by far in commercial vehicles in each segment, and among the top three in passenger in vehicles market with winning products in the compact, midsize car and utility vehicle segments. The company is the world's fourth largest truck manufacturer, and the world’s second largest bus.

Dealer Profile Cargo Motors Limited was established by late Shri Y.P. Nanda, founder Chairman & Managing Director of Cargo Motors. He started his career in the Automobile Industry around 1948 and in 1959 seeing his enterprising abilities Telco awarded a Dealership to the Company for Sales and Service of Tata Vehicles, for the remote area of Kutch at Gandhidham in Gujarat. Cargo Motors continued to set landmarks for the automobile trading wherever Cargo Motors' business expanded be it Gujrat, Punjab, Rajasthan or Delhi & NCR.

Scope & objective 5

CARGO MOTORS The study will be helpful to know the consumer behavior towards the TATA Motors and nature of heavy vehicle industry.

Primary Objective: To find out the consumer preference criteria for heavy commercial vehicles and consumer’s perception & attitude towards TATA Motors.

Secondary Objective •

To find out the various options people consider for heavy vehicles

•

To determining the factors that will help to achieve customer satisfaction.

Research methodology 1. Research design 2. Sampling plan 3. Instruments of collection of data 4. Data analysis and interpretation

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CARGO MOTORS Conclusion Indian HCV users are more concern about resell value, insurance facilities and brand name. Price and fuel efficiency are other parameters of buying HCV. Tata Motors has made a great brand image in the mind of people. People are highly satisfied with Tata Motors. High resell value and availability of spare parts and service center are major advantages of Tata Motors. We can say Tata Motors is in the position of Market leadership. But to sustain this position it need to make strong strategies to fight with upcoming players. At the same time it should make some new plans to fight with existing players.

Limitation Within the limit period of time it is too difficult to cultivate in a whole market. Cost is also a major factor of pushing back to us in our research.

Recommendation The price of Tata Motors vehicle is higher as compare to Ashok Leyland. So company can design some low cost HCV to fight the low cost rivals. Spare parts of Tata HCV are costlier so customers buy low quality parts. Company should work on higher price of spare parts.

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CARGO MOTORS

INTRODUCTION The purpose of this training was to have practical experience of working within the organization, in the field of marketing and to have exposure to the important management practices in field of marketing. While writing this report the language has been keep simple and the entire Discussion has been logical and has coherent outlines. The main motto of the Project work was “Buying behavior of heavy vehicle users and their perception and experience about Tata Motors” for Tata Motors. It includes market research of consumer preference criteria for heavy commercial vehicles and in detail consumer (Satisfaction) responses analysis, by surveying number of consumers. The project report is divided into two parts: 1) First part consists market research for finding consumer’s preferences

towards the various heavy vehicle options and their level of satisfaction from Tata Motors. 2)

Second part consist some assignments like gathering data (Fleet information) from various HCV owners, knowing their future possibilities to find out potential customers and convince them to preferred Cargo Motors ( Authorized dealer of Tata Motors). For that purpose attended 2 days training programme organized by MERCURI GOLDMANN (INDIA) Pvt. Ltd. for the marketing people of Tata Motors on How to make an effective sales call.

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IMPORTANCE OF THE TOPIC The project report is all about market research to find out consumer’s preference criteria and to measure the satisfaction level of consumers of Tata Motors. Market research enables the company to focus on the consumer’s preferences and expectations of the product which they offer. Satisfaction level helps to know whether the consumers are satisfied with products and services provided by Tata Motors

Objectives of the Study Focus of the research is to “Developing the understanding of the consumer’s preferences towards the various heavy vehicle options”

The study will also be helpful to know the consumer behavior towards the TATA Motors and nature of heavy vehicle industry.

Primary Objective:

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CARGO MOTORS To find out the consumer preference criteria for heavy commercial vehicles and consumer’s perception & attitude towards Tata Motors.

Secondary Objective: •

To study the consumer’s buying behavior for buying or rejecting heavy vehicles.

•

To determining the factors that will help to achieve customer satisfaction.

•

To find out consumer’s expectations for authorized dealers and service stations.

•

Understand the marketing system of HCV in Rural Market.

•

To compare Tata Motors with its competitor.

•

Market Surveyed to find the demand of Tata Vehicles

Scope of the Study •

The result of this research would help the company and the researcher to have a better understanding about the consumer behavior towards heavy commercial vehicle.

•

The study helps the company to know that what is the major parameters consumer looks before buying a vehicle. 10

CARGO MOTORS

•

The study also enables the company to focus on the consumer’s preferences and expectations of the product which they offer.

•

It helps to know about the consumer perceptions about Tata Motors.

•

The study also helpful to know that what are customer expectations from the authorized distributor offering a vehicle.

•

The research was conducted at Chottorgarh and Bhilwara Resign

only. The survey was conducted by visiting different places like Industries (J.k. Cement, Birla Cement etc.), Transport offices and meet with people like Drivers, attachment contractors etc.

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Introduction of company The time has gone when people just wanted to have vehicles as a means of transportation but nowadays they are more aware about the vehicle model, their price and various other features which make them owner of a commodity which makes their neighbors feel envy of their choice. As India opened its gates for the foreign companies various automobiles giants entered our country seeking it as their target market. We Indians also got a wide variety of commercial vehicle to choose from. MAN entered in India with a view to capture the small market segment earlier captured mostly by two giant Indian companies- Tata Motors and Ashok Leyland. Tata is one of the company in which the Indians trust like anything. It has diversified itself in a number of sectors gaining the trust and proving its competence in every such field. It had a wide choice of commercial wheelers to satisfy the varied Indian choices. In the other hand Ashok leyland is also a well known brand in India. Now these two companies even have to fight for their existence in this automobile sector and had to produce in context of giving tough competition to the various foreign companies. If we think about just these two companies they are also tough competitor of each other since ages. They had always tried to give their customers the products to cherish upon. There are products which are liked by the customers in India and worldwide.

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Evolution of Autom obile Industry Initial Years Early to m id 90s Manufacturing was licensed •Seller’s m arket and long •High Custom s duty on im port waiting periods •Steep excise duties & •sales tax •2 Major players: Prem ier Autom obiles Ltd & Hindustan Motors

•Delicensing in 1993 •Rem oval of capacity restrictions •Decrease in custom s & excise

M id 90s– Early 2000s •Buyers m arket •Increase in Indigenization •Easy Auto finance

•Manufactures diversifying 1980s into related activities: finance lease, fleet •Auto finance boom - m ore •Entry of MUL, better product, m anagem ent, insurance players (foreign banks & with governm ent support and used car m arket non banking com panies, better schem es. •Seller’s Market •Long W aiting Periods

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Segmentation of Automobile Industry

Automobile

2 Wheeler

3 Wheeler

L.C.V.

Truck

Passenger Vehicle

M.C.V.

Trailer

Tipper

L.C.V. (Light Commercial Vehicle) M.C.V. (Medium Commercial Vehicle) H.C.V. (Heavy Commercial Vehicle)

Indian Automobile Industry

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Commercial Vehicle

H.C.V.

Bus

CARGO MOTORS India is emerging as one of the most attractive automotive markets in the world, and is poised to become a key sourcing base for auto components.

Indian Automobile Industry •

Largest three wheeler market in the world.

•

2nd largest two wheeler market in the world.

•

4th largest passenger vehicle market in Asia.

•

4th largest tractor market in the world.

•

5th largest commercial vehicle market in the world.

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CARGO MOTORS The industry structure spans all segments The automotive industry in India has been growing impressively in the last two decades. Due to the liberalization policies implemented by the government, the automotive industry has emerged as one of the fastest growing industries in the country. A number of global automobile companies have set up their marketing hubs in India following the trend of surging demand of vehicles in the nation. It’s not only in the sector of passenger cars and auto components that the various firms have earned huge revenue but they have also substantially increased their profit margins in the sector of heavy commercial vehicles or HCVs.

Market share of Heavy Commercial Vehicle in India

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CARGO MOTORS Concentrated in regional clusters Automobile manufacturing units are located all over India. These are, however, concentrated in some pockets such as Chennai and Bangalore in the south, Pune in the west, the National Capital Region (NCR, which includes New Delhi and its suburban districts) in the north, Jamshedpur and Kolkata in the east and Pithampur in the central region. Following global trends, the Indian automotive sector also has most auto suppliers located close to the manufacturing locations of OEMs, forming regional automotive clusters. Broadly, the three main clusters are centered around Chennai, Pune and the NCR.

The Indian automobile industry is highly competitive with a large number of players in each industry segment. Most of the global majors are present in the passenger vehicle and two wheeler segments. In terms of volume, two wheelers dominate the sector, with nearly 80 per cent share, followed by passenger 17

CARGO MOTORS vehicles with 13 per cent. The industry had few players and was protected from global competition till the 1990s. After government lifted licensing in 1993, 17 new ventures have come up. At present, there are 12 manufacturers of passenger cars, 5 manufacturers of multi utility vehicles (MUVs), 9 manufacturers of commercial vehicles, 12 of two wheelers and 4 of three wheelers, besides 5 manufacturers of engines. With the arrival of global players, the sector has become highly competitive.

History:

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CARGO MOTORS Established in 1945, Tata Motors is one of the 32 publicly listed enterprises infer the Tata Group, India’s largest business conglomerate. Tata Motors collaborated with Germany’s Daimler Benz in 1945 for 15 years to manufacture commercial vehicles .Since then, Tata Motors has grown enormously and produces several vehicles through their main Divisions- Passenger Cars, Utility Vehicles and Commercial Vehicles. In 1959, they set up their first and largest R&D centre in Jamshedpur .In 1961, exports had begun and the first truck was shipped to Sri Lanka. Another R&D Centre was started in Pune in 1966 to support automobile research which produced the first commercial vehicle by 1983 and light commercial vehicles three years later. With increasing sales popularity, they sold their one millionth vehicle by 1991 .Their interest in tapping the diesel engine market was evident through their joint venture with Cummins Engine Co. Inc in 1993 for the production of high horsepower and emission friendly diesel engine. The company’s manufacturing base in India is spread across Jamshedpur (Jharkhand), Pune (Maharashtra), Lucknow (Uttar Pradesh) and Pantnagar (Uttarakhand). Following a strategic alliance with Fiat in 2005, it has set up an industrial joint venture with Fiat Group Automobiles at Ranjangaon (Maharashtra) to produce both Fiat and Tata cars and Fiat powertrains. The company is establishing two new plants at Dharwad (Karnataka) and Sanand (Gujarat). The company’s dealership network comprises over 3500 touch points; Tata Motors also distributes and markets Fiat branded cars in India. Tata Motors, the first company from India’s engineering sector to be listed in the New York Stock Exchange (September 2004), has also emerged as an 19

CARGO MOTORS international

automobile

company.

Through

subsidiaries

and

associate

companies, Tata Motors has operations in the UK, South Korea, Thailand and Spain. Among them is Jaguar Land Rover, a business comprising the two iconic British brands that was acquired in 2008. In 2004, it acquired the Daewoo Commercial Vehicles Company, South Korea’s second largest truck maker. Today two-thirds of heavy commercial vehicle exports out of South Korea are from Tata Daewoo. In 2005, Tata Motors acquired a 21% stake in Hispano Carrocera, a reputed Spanish bus and coach manufacturer, with an option to acquire the remaining stake as well. In 2006, it formed a joint venture with the Brazil-based Marcopolo, a global leader in body-building for buses and coaches to manufacture fully-built buses and coaches for India and select international markets. In 2006, Tata Motors entered into joint venture with Thonburi Automotive Assembly Plant Company of Thailand to manufacture and market the company’s pickup vehicles in Thailand. Tata Motors is also expanding its international footprint, established through exports since 1961. The company’s commercial and passenger vehicles are already being marketed in several countries in Europe, Africa, the Middle East, South East Asia, South Asia and South America. It has franchisee/joint venture assembly operations in Kenya, Bangladesh, Ukraine, Russia and Senegal. In January 2008, Tata Motors unveiled its People’s Car, the Tata Nano, which India and the world have been looking forward to. A development, which signifies a first for the global automobile industry, the Nano brings the comfort and safety of a car within the reach of thousands of families. When launched in India later in 20

CARGO MOTORS 2008, the car will be available in both standard and deluxe versions. The standard version has been priced at Rs.100,000 (excluding VAT and transportation cost). The years to come will see the introduction of several other innovative vehicles, all rooted in emerging customer needs. Besides product development, R&D is also focusing on environment-friendly technologies in emissions and alternative fuels. True to the tradition of the Tata Group, Tata Motors is committed in letter and spirit to Corporate Social Responsibility. It is a signatory to the United Nations Global Compact, and is engaged in community and social initiatives on human rights, labour and environment standards in compliance with the principles of the Global Compact. It has been a long and accelerated journey for Tata Motors, India's leading automobile manufacturer. Some significant milestones in the company's journey towards excellence and leadership from the glorious year of 1945 till date it is working on it success road.

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Production area

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CARGO MOTORS Vision and Mission Statement Tata Motors is committed to maximizing customer satisfaction and strives to achieve the goal of excellence though ongoing development manufacture and sale of reliable, safe, cost effective, quality products and services.

VALUES •

Trust

•

Ethics

•

Customer Centric

•

Innovation

•

Team Work

•

Simplicity

•

Integrity

Tata Motors has proven excellence over the years through its technologically advanced products, market expansion, customer satisfaction and increasing sales. Tata Motors consistently strives to increase shareholder value, build stronger customer relations and work with its business partners to provide the best value for money. The company is also involved in accelerating the country’s economic growth and protecting the environment.

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TATA Motors-International Business Major international ventures of TATA Motors in recent past are discussed below:

1. Tata Daewoo Commercial Vehicle - In

2004, Tata Motors acquired the Daewoo Commercial Vehicle Company of South Korea. Tata remains India's largest heavy commercial vehicle manufacturer and Tata Daewoo is the 2nd largest heavy commercial vehicle manufacturer in South Korea.

2. TATA Novus – To expand the product

portfolio Tata Motors introduced the 25MT GVW TATA Novus from Daewoo’s (South Korea) (TDCV) platform. Tata plans to leverage on the strong presence of TDCV in the heavy-tonnage range and introduce products in India at an appropriate time. This was mainly to cater to the international market and also to cater to the domestic market where a major improvement in the Road infrastructure was done through then National Highway Development.

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3.

World Truck- Tata Motors unveiled its

‘World Truck’ range, developed jointly with Tata Daewoo Commercial Vehicles of South Korea in May’09. The developing infrastructure in India makes it possible for transporters to reap the benefit of trucks with higher power, speed and carrying capacity. The new range from Tata Motors will meet those needs. It will also help it penetrate international markets more effectively and competitively.

Future Plans: The commercial launch of these trucks in India is scheduled during SeptemberNovember 09. They will debut in South Korea, South Africa, the SAARC countries and the Middle-East by the end of the fiscal. The trucks will be made at the Jamshedpur facility and at Gunsan in South Korea. The company expects international volumes to be at par with numbers in India.

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BCG Matrix for Tata Motors

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Product Profile Tata Motors constantly looks for ways to offer the customer the best value for money. Beginning with a single truck model way back in the 1950s, Tata Motors manufactures more that 130 models of light, medium and heavy commercial vehicles ranging from two tones to 40 tones. Tippers, trailers, 4x4 off road vehicles, multi-utility vehicles-our range is vast.

Trucks LPTA 713

LPT 1109

Power : 119 HP

Power : 90 HP

Weight : GVW 7650 kg


Drive : 4x4

Drive : 4x2

Available in Right Hand Drive & Left Hand Drive

Available in Right Hand Drive

LPT 1112

SE 1613

Power : 125 HP

Power : 125 HP



Drive : 4x2

Drive : 4x2



LPT 1613

LPT 1615

Power : 130 HP

Power : 138 HP

Weight : GVW 15660 /16200 kg


Drive : 4x2

Drive : 4x2



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LPT 1518/1618

LPT 1918

Power : 178 HP

Power : 175 HP



Drive : 4x2

Drive : 6x2



LPT 2515

LPT 2518

Power : 142 HP

Power : 176 HP



Drive : 6x2

Drive : 6x2



LPT 2516 Power : 157 HP Weight : GVW 25000 kg Drive : 6x4 Available in Right Hand Drive

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CARGO MOTORS

Tippers SK 1613

LPK 1615

Power : 119 HP

Power : 145 HP



Drive : 4x2

Drive : 4x2

Tipper Body Vol : 8.5 cubic meter




LPK 1518/1618

LPK 2516

Power : 178 HP

Power : 176 HP



Drive : 4x2

Drive : 6x4

Tipper Body Vol : 6-8.5 cubic meter

Tipper Body Vol : 12-14 cubic meter



SAK 1212

LPK 2518 TC

Power : 119 HP

Power : 176 HP



Drive : 4x4

Drive : 6x4


Tipper Body Vol : 14 cubic meters

Available in Right Hand Drive Available in Right Hand Drive

Trailers

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LPS 3516 Power : 160 HP Weight : GVW 35200 kg Drive : 4x2 Available in Right Hand Drive

LPS 4923 TC Power : 227 HP Weight : GVW 49000 kg Drive : 6x4 Available in Right Hand Drive

LPS 4018 Power : 177 HP Weight : GVW 40200 kg Drive : 4x2 Available in Right Hand Drive

Opportunities •

There are very few competitors available in the market. So Tata has opportunity to capture the market. 30

CARGO MOTORS

•

Expansion in international markets.

•

Make the sales force a differentiating factor by proper training.

•

Company has brand equity in the eyes of customers, so its product can easily penetrates in the market.

•

Company can come with less price vehicle to compete the Ashok Leyland.

•

Enter the rural areas and capture a large segment there.

•

Tata can launch more engine capacity vehicle to fight the competition.

•

Make plans which even suit the bottom of pyramid customers.

•

To expand the product line Tata Motors has jointly worked with Tata Daewoo to develop trucks such as Novus and World Truck.

Threats •

Increases in prices of raw materials 31

CARGO MOTORS

•

Tata Motors face intense competition from its domestic as well as foreign competitors including Ashok Leyland, Man Motors, Swaraj mazda, M&M and so on.

•

•

Threat of new competitors entering in the market like MAN, Ford etc.

Government regulations regarding vehicle emission levels, noise, safety and levels of pollutants generated by its production facilities, increasing share of Foreign partners.

•

Public expectations which are hard to fulfill and are always changing. If not fulfilled can damage the company’s image.

Data Analysis and Interpretation

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Sample Size

: 100 users

Tata Motors

: 80 users (No. of trucks 280)

Ashok Leyland : 50 Users (No. of Trucks 130) Other company : None

Observation and Finding During our project, we visited many Heavy commercial vehicle users in Chittorgarh and Bhilwara region. From the data, we observed and found that….

1.

Tata Motors has made a great brand image in the mind of the

customers.

2.

Mostly customers purchase the vehicle on the basis of higher resell

value. Price is another factor which influences the customer more.

3. Tata Motors and Ashok Leyland are major players in HCV market. The

percentage of Tata Motors is more than the Ashok Leyland.

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CARGO MOTORS 4.

People prefer Tata because of good resell value. And in case of

Ashok Leyland people buy it because of less price.

5.

Ashok Leyland provides better financial help to customers than Tata

Motors.

6.

Availability of spare parts and service center is more in case of Tata

Motors as compare to Ashok Leyland.

7.

Respondents have problems from Tata Motors regarding insurance

facilities most. Whereas Ashok Leyland users face problem like availability of genuine spare parts.

8.

Tata motors vehicle has strong resell value as compare to Ashok

Leyland.

9.

In terms of maintenance Ashok Leyland need less maintenance as

compare to Tata Motors.

10.

Fuel efficiency of Tata Motors is much higher than Ashok Leyland. 34

CARGO MOTORS

11. In terms of power of engine Tata users face more problems.

12.

According to those people who have both companies trucks Tata

Motors vehicles are better in performance as compare to Ashok Leyland.

13.

Mostly customers except from authorized distributers that they

should charge reasonable price from the customer for service and spare parts.

14.

In other facilities they expect facilities like service guarantee,

accommodation and food facilities for driver, availability of genuine spare parts, less hidden charges etc.

Limitations •

Rural area was the major problem in respect of language and convenience.

•

Findings are based on the views expressed by the consumers. So it may suffer from biased prejudices. 35

CARGO MOTORS

•

Some of the respondents were not co-operative and many seem to be having no interest because of recession.

•

The study has not been intended on a very large scale, having the possibility of errors, which cannot be ruled out.

•

Area was specified.

•

The respondents knows us as people from Tata Motors thereby they could have been bias.

•

The time was itself a limitation as it was tough to meet too many respondents in the given time span.

•

The company does not provide any financial assistance.

Suggestions 1.

Tata Motors has made a great brand image in the mind of people

so company should take the advantage of this brand image to diversify the customers of other competitors.

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CARGO MOTORS 2.

People look for resell value at the time of purchasing any HCV.

And vehicles of Tata Motors have a good resell value. Company should try to get benefit of this advantage.

3.

The price of Tata Motors vehicle is higher as compare to Ashok

Leyland. So company can design some low cost HCV to fight the low cost rivals.

4.

There are very few numbers of HCV manufacturers who can be

considered as real competitors of Tata Motors. So this fact goes in favor of Tata Motors. It should try to achieve the market leadership position.

5.

Ford Motors is planning to enter into the Indian luxurious HCV

segment. Now Tata Motors need to develop some luxurious HCV to compete with Ford Motors. Like it can develop some A.C. enable HCV.

6.

MAN is coming with high capacity engine and powerful vehicle

which are developed according the need of Indian geographical 37

CARGO MOTORS conditions. So Tata Motors can develop some high engine capacity vehicle to penetrate the market.

7.

Tata Motors should provide more financial help to their customers

so that it number of customer can be increase and it can achieve market leadership position.

8.

Maintenance and servicing of Tata HCV vehicles is costlier from

authorized service center. So Tata Motors need to make it cheaper so that the customers will service their vehicle from authorized service center rather than local garages.

9.

Spare parts of Tata HCV are costlier so customers buy low

quality parts. So company should work on higher price of spare parts.

10.

Mostly customers except from authorized distributers that they

should charge reasonable price from the customer for service and spare parts. In other facilities they expect facilities like service guarantee, accommodation and food facilities for driver, genuine spare parts, less hidden charges etc. so company should help the providers to accomplish their expectations.

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CARGO MOTORS

Conclusion Tata Motors has proven excellence over the years through its technologically, advanced products, market expansion, customer satisfaction and increasing sales. Tata Motors consistently strives to provide the best value for money.

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CARGO MOTORS In HCV segment of automotive industry in India Tata Motors has a Market share of 64% which is a highest of HCV segment. It has high growth in international market also. Indian HCV users are more concern about resell value, insurance facilities and brand name. Price and fuel efficiency are other parameters people looks for before buying HCV. Tata Motors has made a great brand image in the mind of people. People are highly satisfied with Tata Motors. High resell value and availability of spare parts and service center are major advantages of Tata Motors. But there are some hinders in the path of success of Tata Motors like international competition, new entries in HCV segment and customer dissatisfaction from Tata Motors regarding finance facilities. We can say Tata Motors is in the position of Market leadership. But to sustain this position it need to make strong strategies to fight with upcoming players. At the same time it should also make some new plans to fight with existing players.

References

Websites •

www.tatamotors.com 40

CARGO MOTORS •

www.autonews.com

•

www.just-auto.com

•

www.autolineind.com

Books

•

Marketing Management

•

Research methodology

•

SPIN Selling

News Papers

•

The Times of India

•

The Economics Times

•

Business Today

41

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42

Tata Motors

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