- Tata Motors is an Indian multinational manufacturing company founded in 1945 and headquartered in Mumbai, India. It operates in over 6 continents with automotive interests in commercial and passenger vehicles. - A SWOT analysis identifies Tata's strengths as its well-known brand reputation and large employee base, while weaknesses include limited international presence and occasional quality issues. Opportunities exist in emerging markets and acquisitions, while threats include rising costs and competition. - Tata pursues a polycentric approach by treating each foreign market individually through local subsidiaries. It targets markets where customer needs align with India, such as commercial vehicles in South Korea, buses in Spain, and luxury vehicles in Western countries through Jaguar

1. Presented By:
Anand Jha

2. Company Profile
• Founded: 1945
• Founder: JRD Tata
• Head Quarters: Mumbai, India
• Key People: Ratan Tata, Chairman,
Cyrus Pallonji Mistry, Chairman
Chandrasekaran Ramakrishnan , President &
Chief Financial Officer
•Parent: Tata Group
•Products: Automobiles and engines
•Revenue: $32.23 billion (FY 2012-13)
•Net Profit:334.52 crores
•It has auto manufacturing and assembly plants in Jamshedpur, Pantnagar,
Lucknow, Sanard India and as well as Argentina, United Kingdom, South
Africa, Thailand

3. Bangladesh *
Nepal, Sri Lanka
Malaysia*
Thailand
Global Footprint
Russia*
U.K. Ukraine*
Italy
Kenya*
OTHER COLLABORATIONS/M&A & JVs
• Tata Daewoo Commercial Vehicle
• Hispano in Spain & Marcopolo In Brazil
• JV with Jardine Matheson for
ConcordeMotors
• Technology Tie Ups at Spain,Italy
North Africa
Senegal
Afghanistan
Uzbekistan
Brazil
South Africa*
Egypt
Saudi Arabia
Iraq, Iran
China
South Korea*
LATAM
West Africa
West Europe
Central Asia
East Asia
South Asia
South East Asia
West Asia
South Africa East Africa
* Assembly Operations also
3

4. SWOT analysis
• Strengths
 Well-known brand with
good reputation
 Huge employee base.
 Dedicated engineering
and R&D department
•Opportunities
 Increasing per capita income and
purchasing capability of potential
customer base
Mergers and acquisitions to acquire
newer technology
 Augmenting the distribution and
service network in various countries
•Weakness
 Limited international
presence
 Sometimes faces alleged
quality and durability issues
Not much customer
engagement programs and
activities
•Threats
 Increasing fuel costs
Competition from other big
automobile giants
Product innovations and frugal
engineering by competitors
Rising cost of manufacturing

5. Polycentric Approach
• Tata Motors gives importance to every country’s
domestic market, as there is a belief in uniqueness of
every market and its need to be addressed in an individual
way.
• It operates either by wholly owned subsidiaries or
through marketing subsidiaries, separately in each
country.
• It produces high quality products. It concentrates its
attention on foreign markets which have similar consumer
needs and conditions similar to domestic market.

6. Segmentation
• Geographic
• Demographic
i. Age : Any Body above age 18
ii. Income : Available in all ranges
iii.Occupation : All
• Psychographic
i. Personality : Available in different segment.
• Behavioral
I. Benefit : Quality & style
II. Users : Potential Users & First Time Users
III.Readiness Stage: Those who are aware, informed, interested and are
intended to buy.

7. Targeting
• Acquired Daewoo (2004)
– Commercial Vehicle Company,
– South Korea’s second largest truck maker, for 102 million
dollars.
• Acquired Hispano Carrocera (2005)
– Bus manufacturing Spain-based company, acquired 21 Percent
of 12 million Euro.
– Acquired full ownership in 2009
• Tata paid Ford Motor Company 2.3 billion for Jaguar and
Land Rover companies
– It allows Tata to enter into the luxury car market
– To enter into the very competitive and highly desirable mature
markets in Europe and in future hopes of securing market
segments in the United States.

8. Continued..
• Bangladesh car market- launched the Manza and Vista hatchback
model.
• China- Sold approximately 26,000 units making it 3rd largest market
for Jaguar and Land Rover.
• South Africa- Opened assembly plant for targeting the operations
and presence of Tata group in South Africa.
• Tata Electric Car- Planning for launch in North America
• Tata and Samsung deal in for car infotainment systems targeting
Indian customers.
• Sri-Lanka & Malaysia for installing sales process system and face to
face customer meets

9. Positioning
• Passenger cars.
• Utility vehicles.
• Commercial vehicles.
• Passenger buses.
• Land Rover and Jaguar for Elite Group.
• TATA Nano for middle class people.
• Chipset car developer in the world.
• Highest Seller of Trucks in India.
• TATA Hispano High facility Buses.

10. Competitive Analysis

11. Threats of New Entrants
Factors Tata Motors Advantages New Entrance Threats
Entry Cost Yes Low
Retaliation by TATA in case
of Competition
Yes, Because of large
resources available with
TATA
Low
Experience High Low
Other Cost Advantage Yes Low

12. Buyer Bargaining Power
Factors Tata Motors Advantages Buyer Bargaining Power
Differentiation Price , Durability , Brand equity Low
Concentration Large number of consumers Low
Profitability Easy availability of loans Low
Quality Best Low

13. Supplier Bargaining Power
Factors Tata Motors Advantages Supplier Bargaining
Power
Concentration High Low
Switching Costs High Low
Number of Suppliers High Low
Ability to substitute High Low

14. Threats of Substitute Product
Factors TATA Motors Advantages Substitute Threats
Availability Cars are available in all ranges High
Performance High High
Buyers willingness High High
Quality of Substitute High Quality High

15. Competitive Rivalry
Factors TATA Motors Advantages Competitive Rivalry
Brand Image High High
Switching Cost Low High
Differentiation High High
Industry Concentration High High