Tata Motors was founded in 1945 and entered the passenger vehicle market in 1991. The marketing analysis examines Tata Motors' market share, products, competitors, customer segmentation, and recommendations. It found that while Tata has a strong brand legacy, it could improve its after-sales service and expand its service center network. The future prospects suggest Tata will launch new models, invest in R&D, and double its dealer outlets by 2020.

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

7. TATA MOTORS CARSPRODUCT

8. MAJOR COMPETITORS

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