Tata Motors Marketing Analysis and Growth Strategies
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Marketing analysis of tata motors and its competitors
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Tata Motors Marketing Analysis and Growth Strategies
- 1. MARKETING ANALYSIS OF Presented by Group 2: Shamli Sharma Shivani Sharma Shubham Raj Devolia Sourabh Yadwad Shubham Sureka
- 3. The basic purpose of our project was to analyse the market size, marketing strategy, growth, trends etc. and to come up with the recommendations that can improve the competitive positioning and profitability of TATA MOTORS. AIM OF SURVEY
- 4. Tata Motors was founded in 1945, as of locomotive manufacturer Tata Group entered the commercial vehicle sector in 1954 after forming a joint venture with Daimler-Benz of Germany. After years of dominating the commercial vehicle market in India, Tata Motors entered the passenger vehicle market in 1991 by launching the Tata Sierra, a sport utility vehicle based on the Tata Mobile platform. ABOUT THE COMPANY
- 6. MISSION, VISION AND VALUES
- 9. CARS • Brand image • Extensive distribution and service network • Strong brand legacy • Association like JLR, Hispanso, Macropolo etc. MUV • Limited customer base • Smaller proportion of market share in passenger vehicles • Limited customer base • Low ROI on Tata motors shares • Safety Standards are often ignored HYBRID • Increasing fuel cost • Current slowdown in automobile sector • Competition from other automobile giants SUV • Developing EV’ , hybrid cars • Increase per capita income in purchasing capability of consumer • Increasing dealership and service network in various countries
- 10. STP Segmentation Income level- 4 to 20 lakhs Age-20 years & above Targeting Differentiated market Positioning High NCAP rating Indian origin brand
- 11. PRODUCT PRICE PROMOTION PLACE • SUVs • SEDANs • HATCHBACKs • 7 to 17Lakhs • 5.5 to 9Lakhs • 4.4 to 7.7Lakhs • Discounts • Exchange Bonus • Newspaper advertisement • Brand Ambassador • Offline distribution through dealerships
- 12. Substitutes Bargaining power of Supplier Potential Entrants Tata Motor High competition in market so bargaining power is high Raw material supplier can decrease the margin Kia Motors Morris & Garage Tesla Metro Railways Toyota Ford Hyundai Mahindra Bargaining power of customers Competition PORTER’S MODEL
- 14. Maruti Suzuki 25% Tata 22% Toyota 8% Ford 5% Mahindra 20% Hyundai 10% New buyers 10% Customer’s Current Car Maruti Suzuki Tata Toyota Ford Mahindra Hyundai New buyers Maruti Suzuki 30% Toyota 15% Ford 15% Mahindra 10% Hyundai 20% Honda 10% Alternative choices for customers Maruti Suzuki Toyota Ford Mahindra Hyundai Honda SURVEY RESULT & ANALYSIS
- 15. 0 5 10 15 20 Above 20 L 20L-15L 15L-10L 10L-8L 8L-5L CUSTOMER’S BUDGET Above 20 L 20L-15L 15L-10L 10L-8L 8L-5L 0 2 4 6 8 10 12 14 Brand Name Features Price Mileage Others REASON FOR CUSTOMER CHOICE Brand Name Features Price Mileage Others SURVEY RESULT & ANALYSIS (CONTD.)
- 16. RECOMMENDATION • Diverse portfolio • Should improve after sales service • Not enough number of service centers • Technology improvement in service of cars
- 17. • To double the outlets by 2020 • By 2023-24,most probably have complete new product portfolio and the future products are going to be based on two new architectures ALFA(Agile Light Advanced Architecture) and OMEGA(Optimal Modular Efficient Global Advanced Architecture) • The company has already unveiled its future platforms including the E-vision,H5X and 45X concepts which are based on updated IMPACT 2.0 design philosophy. • Tata Motors to launch 12 new models and will invest Rs. 12000 crore over next three years in India FUTURE PROSPECTS