We have been expanding our international footprint through exports since 1961. 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. Tsmg works closely with the chairmans office and the leadership of tata group companies to develop and support implementation of the groups business strategy. Its been a rough season for tata motors muchpublicized peoples car, the nano. Blue ocean pedagogical materials, used in over 2,800 universities and in almost every country in the world, go beyond the standard casebased method. To recommend any alternative actions that can be taken by the company 2. Tata motors is currently situated in india with only 6% of the revenue coming from exports. 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.
Tata nano marketing strategies the vision of ratan tata, to launch worlds cheapest car in the indian market came true in 2009, when tata nano was launched, popularly known as lakhtakiya. Through subsidiaries and associate companies, tata motors has operations in the uk, south korea, thailand, south africa and indonesia. Guenter butschek, the new ceo of tata motors is working on a three year 2019 plan to put the companys domestic business on track. A turn around for tata motors purposethis case study focuses on understanding the impact of social media campaign and celebrity endorsement on. In november, while overall auto sales in indias booming economy rose more than 22%, tata sold only. This has been ratan tatas answer to the middle class familys quest of an affordable car. Tata motors porters five model and pest analysis marketing. Until now tata motors use different marketing plans for there automobiles. Find new and innovative ways to retain leadership in commercial segment. Today, tata motors is present in over 175 countries, with a worldwide network comprising over 6,600 touch points.
Marketing plan is feature plans for an organization, for proper marketing plan organization should know about present marketing conduction. A war of visions strategy documents have a special place in the tata groups scheme of things. When tsmg was founded in 1991, it operated exclusively in the strategy spce and worked mostly with tata group companies. Tata motors acquisition of daewoo commercial vehicle company. 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.
From this report we can find about various marketing plans and strategy used. 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 the bottom of the pyramid. Other marketing plans of tata motors are product upgrade. The company has gone for a strategy of direct marketing for this product. The tata group, one of indias largest business conglomerates, was established by jamshedji tata in the second half of the 19th century. Tata motors case study by dasha kozhevnikova on prezi. Jun 18, 2011 marketing strategies of tata motors is one of the most successful marketing strategies in automobile industry. Tata nano the journey from lakhtakiya to kushiyoon ki chaabi to awesomeness awaits. Marketing strategy of tata motors tata motors marketing. Twowheeler presents a large market with unexplored potential. By looking at the marketing strategies of tata motors, the swot analysis the strengths, weakness, opportunities and threats can clearly tell us why tata motors marketing strategies is one of the successful stories in automobile industry nowadays. Tata motors, also listed in the new york stock exchange september 2004, has emerged as an international automobile company. Our multimedia cases and interactive exercises are designed to help you build a deeper understanding of key blue ocean strategy concepts, developed by worldrenowned professors chan kim and renee mauborgne. Critical analysis of the international strategic issue of tata motors ltd.
Marketing strategies of tata motors swot analysis marketing. They also provide free insurance, 2 to 3 years warranty, and after sales service and so on. Apr 19, 2020 marketing mix of tata group analyses the brandcompany which covers 4ps product, price, place, promotion and explains the tata group marketing strategy. Marketing mix of tata group analyses the brandcompany which covers 4ps product, price, place, promotion and explains the tata group marketing strategy. A turn around for tata motors purposethis case study focuses on understanding the impact of social. Hence i conducted a study on the consumer perception about small cars.
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. Marketing mix of tata nano tata nano marketing mix and 4 ps. Jan 11, 2011 its been a rough season for tata motors muchpublicized peoples car, the nano. Price in the marketing mix of tata motors the prices of tata motors are generally affordable acceptable by the general public at large. Marketing segmentation of tata nano in india and its targeting and positioning strategy. Tata motors in trouble business strategy case studies. Tata motors marketing mix 4ps tata motors marketing. International strategic issue of tata motors marketing essay. Launched in 2009, the small car from tata motors made headlines all over the world. In late january 2009, tata motors was reeling under a severe business and financial crisis. Tata motors has recognised its major strengths and competences in its domestic market and developed a strategy, based on the customization of its approach to each foreign market. As of 2020, there are several tata group marketing strategies like productservice innovation, marketing investment, customer experience etc. The author analyses the strategy of tata motors in entering south africa and the occurred issue with setting up a dealer network in this market. Even today, according to a recent survey, tata motors.
Marketing strategies of tata motors linkedin slideshare. A project report on effect of declining market on tata motors by enrollment no. Zen estilo, indica and santro for a comparative study of small car segment. Tata nano is a product of the parent company tata motors and built with the intention of manufacturing and selling in india. Marketing strategies of tata motors is one of the most successful. Marketing strategies of tata motors, how the largest automobile manufacturer of india sells its products. The case highlights the problems faced by tata motors, the largest automobile company in india. Tata strategic management group tata industries tata group. Marketing strategies of tata motors 8079 words bartleby. Tata motors group continuously assesses customer needs to develop new and innovative products which deliver better value to its customers. The study and practice of marketing have broadened considerably, from an emphasis on marketing as a functional management issue, to a wider focus on. Now it is possible to buy a tata nano from any dealer directly. Tata strategic management group tsmg is the strategy centre of excellence for the tata group.
Tata group marketing mix 4ps strategy mba skoolstudy. To study the various marketing strategies employed by tata motors ii. Research design research design refers to the manner of conducting the research. Tata motors can also consider to launch up a new car in the market named as nano plus. Marketing strategies of tata motors is one of the most successful marketing strategies in automobile industry. Tata motors began in 1945 since then it produced more than 3 million vehicles. Tata motors is set to offer utility vehicles at every price point right from rs. Tata motors got started on what it has tagged the customer relationship managementdealer management system crmdms at the turn of the millennium, when it was battling to regain relevance at a difficult time in its history. The company adopted tailored approaches to product design, distribution, marketing, service, and sourcing for the vehicle.
By looking at the swot analysis of tata motors, you will know why tata motors company is able to produce more than 4 million different types of vehicles such as cars, trucks, commercial vehicles, 4. By looking at the swot analysis of tata motors, you will know why tata motors company is able to produce more than 4 million different types of vehicles such asc a r s, trucks, commercial vehicles, 4. In january 2004, the chairman of the indiabased tata group, announced that the tata group would focus its efforts on international expansion to become globally competitive. The product strategy and mix in tata motors marketing strategy can be explained as follows. Strengths o the internationalization strategy so far has been to keep local managers in new. There is a possibility that selling to the bottom of. Tsmg also helps tata companies in developing and incubating new business ideas. Marketing strategies of tata motors what makes the marketing strategy so successful. Tata is looking at doubling suv annual volumes to over 70,000 units in the next 1218 months, including exports. Conclusion as per the findings, the marketing strategies of tata motors are fairly successful. Oct 21, 2012 product differentiation strategy tata motors new launches like aria and the new 2011 safari to regain its lost market share. Here a case study of tata motors has been taken to examine. How the peoples car failed to reshape the auto industry and create new growth.
After being without a ceo for nearly two years, tata. The marketing strategy behind 100 years of tata ads. In november, while overall auto sales in indias booming economy rose. Tata motors is an indian multinational automotive manufacturing company and a member of tata. Tata always have something for the lower class people with nano being their trump card. Other important marketing strategies are such as the packaging, innovations, and quality control. A famous marketer once told me that a man buys a car for what he wants. Marketing segmentation of tata nano in india and its. Targeting and positioning strategy of tata nano and recommendations for the company are given. Sep 17, 2018 the marketing strategy behind 100 years of tata ads. The customer has to visit either the sales office or any organized event and make a booking.
Product differentiation strategy tata motors new launches like aria and the new 2011 safari to regain its lost market share. May 29, 2019 market analysis in the marketing strategy of tata motors with a market share of 44% in commercial vehicles segment in a 20172018 brand is a market leader in the sector. Tata nano has an apt tag line peoplescar and this concept has led to its popularity in the indian automobile market. Essay on marketing strategies of tata motors 8073 words. This largely domestic vehicle manufacturing firm subsequently acquired a leading established south korean firm, daewoo commercial vehicle company dcvc. Tata motors porters five model and pest analysis marketing essay. Giving discount every month and special promotion for certain type of vehicle also one of the strong strategy use by tata motors. Heres how tata motors plans to increase domestic market share. Marketing strategies of tata motors free download as word doc. 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. Today, tata motors is present in over 175 countries, with a worldwide. Advertising is one of the most common ways to make car buyer or car enthusiast aware of the new car with special promotion price. And how they are using there marketing strategy to compete with other organization. Over the years tata motors have been successful in creating their brand image.
Tata motors is one of the leading automobile companies in india and is a subsidiary to tata group, which is one of the leading business grou. In pursuance of this strategy, the company has developed significant inhouse capabilities and works with a range of partners to keep its product profile rich and meet market expectations. After successfully targeting the niche, considers how tata motors might grow its presence in the segment with new models, enter new regional markets, export to developing or developed countries, and face new competition. 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 study and practice of marketing have broadened considerably, from an emphasis on marketing as a functional management issue, to a wider focus on the strategic role of marketing in overall. Jamshedjis vision for the group was in line with nationalist goals and ideals then, and was envisaged to make india selfreliant. 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. Brand registered a staggering growth of 64% in its domestic sales for the first quarter apriljune 2018, fy19 at 164,579 units. When the nano was announced, tata motors had 300,000 orders, a waiting list of close to two years, but the delay caused much of the excitement to. Here was an emergingmarket brand apparently outinnovating its global rivals, creating a product that met the needs. Project report on tata motors strategic analysis management. Headquartered in mumbai tata motors formerly known as telco acronym form for tata engineering and locomotive company are an indian multinational automotive manufacturing company and a member of tata group. For tata motors, though, this has always been an imperative.
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