Tata Motors started in 1954 in a joint venture with Daimler-Benz and launched its first SUV, the Tata Sierra, in 1991. It has since grown to be a leader in multiple vehicle segments through strategic acquisitions and new models. In 2008, Tata acquired Jaguar Land Rover, expanding into the luxury market, and launched the ultra-low-cost Tata Nano to target middle-income consumers. By applying both cost leadership and differentiation strategies, Tata has established itself across economic classes in India and as a major global automaker.

1. CASE STUDY OF TATA MOTORS
A JOURNEY FROM INDICA TO
JAGUAR
BY-Itishree Pattanaik

2. HISTORY
• Started in 1954 in a joint venture of
Germany’s Daimler- Benz.
• Founder- J.R.D Tata
• First SUV car launched in India –TATA Sierra
(1991).
• First passenger car of tata – TATA Indica
(1988).

3. TATA MOTORS
• Mission :- To be passionate in anticipating
and providing the best vehicles and
experiences that excite our customers
globally.
• Vision :- Most admired by our customers,
employees, business partners and
shareholders for the experience and value
they enjoy form being with us.

4. JOURNEY OF TATA MOTORS
• 2004- Acquired Daewoo’s south korea
manufacturing unit(commercial vehicles).
• 2005- Acquired 21% of controlling stake of
Hispano carocerra ( Spanish bus and coach
manufacturers).
• 2006- Joint venture with Marcopolo (Brazil
based bus and coach manufacturing company.
• 2008- Acquired Jaguar Land rover
• Launched TATA NANO (Economically city car)

5. CONTINUED……
• 2009- Started TATA trucks with Tata Daewoo .
• Acquired Hispano carocerra.
• 2010- Acquired 80% stakes of italian design
and engg. Company Trillex.
• 2012- Invested with DRDO in development
for futuristic combat vehicles .
• 2014- Introduced first truck racing
championship in India “T1 prima Truck Racing
Championship”.

6. INTERPRETATION
• As per the journey we have seen so far of TATA
Motors who started with a joint venture with Mercedes
now is in each and every segment of Automobiles
industry.
• First when TATA motor started it with passenger car
tata indigo which targeted taxi market.
• And the first SUV car they launched was tata Sierra
which was targeting a totally different class of
population.
• They acquired and ventured with coach and bus
making companies like Hispano corerra and marcopolo
which are the targets for public transport industry.

7. CONTINUED…….
• In 2008 tata took two significant steps first is
launching tata nano which targeted the
middle class population of India and acquired
companies like Jaguar Land rover which are
well-known and reputed car brands in higher
class society.
• So in 2008 we can say tata targeted almost
each and every economical classes.

8. CONTINUED…..
• By manufacturing buses and utility vehicles it
acquired public transport, by Nano middle
class and by acquiring Jaguar land rover
higher class.
• After acquiring whole population of all
classes tata started with truck manufacturing
it targeted heavy utility vehicle’s market as
well.

9. STRATEGIES WHICH TATA HAS USED
• Focused cost Leader ship:- By launching Tata
nano at most economical price tata used cost
leadership strategy to gain market share which
was acquired by two wheelers and public
transport or any other low end cars like Alto and
Maruti 800.
• And Nano had variants for Middle class to higher
middle class like from basic to sports edition so it
became a major step by tata although it was n’t
much successful but still tata acquired quite a
significance in automobile industry.

10. CONTINUED…..
• Focused differentiation strategy- Tata
acquired Jaguar land rover and by doing that
it targeted higher class of society whose
needs are totally different from the
population of cost leadership strategy.
• What this class needs is status symbol,
features , they don’t concentrate on price
they concentrate on features and quality and
services.

11. CONCLUSION
• As we saw that tata applied both strategies
focused cost leadership as well as
differentiation by launching and acquiring
two totally different class products it can be
explained as best example of melding both
strategies as one and getting most out of it so
we can say Tata used integrated strategy of
both focused as well as differentiation.