The document presents a case study on the revival of the automotive industry, focusing on India's significant role in the global market and the challenges it faces, such as demographic shifts and changing consumer expectations. It highlights strategies for growth, specifically the marketing and operational initiatives for Tata Nano, including collaboration, innovation, and effective resource management. The document also includes detailed appendices on employee costs and revenue models for Tata Nano.

1. CASE STUDY - REVIVE THE
AUTOMOTIVE BUSINESS
Presented by
DEVAJITH.G
D-13
SIMS, Pune

2. INTRODUCTION
• Evolution of Automobile Industry
• Global scenario
• Indian automobile industry
• Growth shift
• Opportunities and threats of Auto Industry
• Why india and china?
• Market and Growth potential

3. Contribution of Auto Industry

4. GROWTH SHIFT

5. INDIAN AUTOMOBILE INDUSTRY
 India is a key pillar of global automotive market - policy, actions and
strategies
 By 2015, India will exceed every major European market inc.
Germany, France and UK in automotive sales
 Over the next 20 years, India will be part of global automotive
triumvirate
 expecting the India automotive sales to exceed the US market by mid
2030
 The global automotive game will be pretty much decided by twin forces
for China and India

6. CHALLENGES FACED BY
AUTO
Demographic changes and profound shifts in
global economic power
Consumer expectations are changing radically.
New technologies are dramatically changing
vehicle industry
Rising oil price
Human resources
Economic meltdown

7. CHALLENGES FACED BY
AUTO……
• Product Differentiation
• Product Development
• Marketing and Distribution
• Competitive pressures
• M&A and deals
• Sustainability
• Regulation

8. Excellent Source for IT based
Engineering Solutions - for Product &
Process Integration
Scaling Costs
Optimising Resources
Benefits of investing in India

9. Case study – revival strategy for
TATA NANO
The Marketing Plan
The Marketing Strategy
The People’s car
The Buzz
Auto Exposition
Across the borders
Tata Motor Showrooms
On The web
The One Form Booking

10. POWER OF UNITY
Improve Efficiency
 Collaboration
 Innovation
 Effective recruitment
 Emphasis on low fuel consumption
 Utilize the opputunities
 Collective effort to find root cause
 Technology advancement
 Stop negative publicity

11. Appendix 1 :
Employee cost of TATA Nano
Title Salary Benefits*
CEO 228,000 273,600
COO 180,000 216,000
VP of Product Development 100,000 120,000
VP Marketing 80,000 96,000
VP Finance 100,000 120,000
Management Committee 40,200 - 51,200 48,240 - 61,440
Engineering Committee 40,200 - 51,200 48,240 - 61,440
Finance Committee 40,200 - 51,200 48,240 - 61,440
Sales Committee 46,000 - 56,000 55,200 - 67,200
Operation Committee 19,400 - 22,400 23,280 - 26,880
Total 874,000 - 920,000 1,048,800 - 1,104,000

12. Appendix 2:
Revenue Model of TATA nano
Selling the cars to clients
Bank Services
Maintenance Services
Advertising
Marchandising
Making franchises

13. Appendix 3:
GDP Trends- Global

14. Appendix 4:
GDP Growth rate