Established in 1945, Tata Motors’ presence indeed cuts across the length and breadth of India. Over 4 million Tata vehicles ply on Indian roads, since the first rolled out in 1954. The company’s manufacturing base in India is spread across Jamshedpur (Jharkhand), Pune (Maharashtra), Lucknow (Uttar Pradesh), Pantnagar (Uttarakhand) and Dharwad (Karnataka). The company is establishing a new plant at Sanand (Gujarat). Tata Motors, the first company from India’s engineering sector to be listed in the New York Stock Exchange (September 2004), has also emerged as an international automobile company. Tata Motors is also expanding its international footprint, established through exports since 1961. The foundation of the company’s growth over the last 50 years is a deep understanding of economic stimuli and customer needs, and the ability to translate them into customer-desired offerings through leading edge R&D. With over 2,000 engineers and scientists, the company’s Engineering Research Centre, established in 1966, has enabled pioneering technologies and products. It was Tata Motors, which developed the first indigenously developed Light Commercial Vehicle, India’s first Sports Utility Vehicle and, in 1998, the Tata Indica, India’s first fully indigenous passenger car. In January 2008, Tata Motors unveiled its People’s Car, the Tata Nano, which India and the world have been looking forward to.
The years to come will see the introduction of several other innovative vehicles, all rooted in emerging customer needs. Besides product development, R&D is also focussing on environment-friendly technologies in emissions and alternative fuels.
“The all-embracing function that links the business with customer needs and wants in order to get the right product to the right place at the right time”. IT is the management process that identifies, anticipates and supplies customer requirements efficiently and profitably.
A plan is a way of achieving something. Many first-time business owners think that by simply placing an ad in a local newspaper or a commercial on a radio or a television station, customers will automatically flock to purchase their product or service. This is true to a certain extent. Some people are likely to learn about your invention and try it, just out of curiosity. But hundreds, even thousands, of other potential customers may never learn of your business. Company’s aim is not only to attract and keep a steady group of loyal customers, but also to expand customer base by identifying and attracting, new customers and to reduce risks by anticipating market shifts that can affect company’s bottom line. So, Proper marketing plan is needed and it should include market research, business location, the target customer group, competition, the product or service being sold, budget, and advertising and promotion.
Tata Motors owes its leading position in the Indian automobile industry to its strong focus on indigenisation which has driven the Company to set up world-class manufacturing units with state-of-the-art technology. Every stage of product evolution-design, development, manufacturing, assembly and quality control, is carried out meticulously. It involves five categories of product manufacturing.
A well developed transportation system plays a key role in the development of an economy, and India is no exception to it. With the growth of transportation system the Automotive Industry of India is also growing at rapid speed, occupying an important place on the ‘canvas’ of Indian economy. Today it is fully capable of producing various kinds of vehicles and can be divided into 3 broad categories : Cars, two-wheelers and heavy vehicles. India is the 11th largest Passenger Cars producing countries in the world and 4th largest in Heavy Trucks.
As of 2002, there were 590 million passenger cars worldwide (roughly one car per eleven people).Around the world, there were about 806 million cars and light trucks on the road in 2007; they burn over 260 billion gallons of gasoline and diesel fuel yearly. The numbers are increasing rapidly, especially inChinaandIndia. Most automobiles in use today are propelled bygasolineordieselinternal combustion engines, which are known to causeair pollutionand are also blamed for contributing toclimate changeandglobal warming.Increasing costs of oil-based fuels, tightening environmental lawsand restrictions ongreenhouse gasemissions are propelling work on alternative power systems for automobiles. Efforts to improve or replace existing technologies include the development of hybrid vehicles, and electric and hydrogen vehicleswhich do not release pollution into the air. Tata Motor is looking forward in this direction.
The company’s goal is to strengthen its leadership position in the Indian market, maintain operational excellence, and expand its international business in selected countries through organic as well as inorganic growth initiatives.
Tata Motors will target following two market segments :
This is the group of customers who dreams to buy product which is market competitive and inexpensive.
This is the group of customer who believes in being with modern trends and technology.
Tata Motors believes in technology for tomorrow. By looking at the Marketing strategies of TATA motors, the SWOT analysis can clearly tells why Tata Motors marketing strategies is one of the successful stories in automobile industry nowadays. Tata Motors Company is able to produce more than 4 million different types of vehicles, since the company began in 1945.
The Marketing Mix(MM) model (also known as the 4 P’s) can be used by marketers as a tool to assist in implementing the Marketing strategy. The function of the MM is to help develop a package that will not only satisfy the needs of the customer within the target markets, but simultaneously to maximize the performance of the organization.
Every business started from 0, from no one knows it until everyone know it. Advertising is one of the most common ways to make car buyer or car enthusiast aware of the new car with special promotion price. In future an Electric Car will be in high demand by the point of view of rising Gasoline rate and air pollution worldwide.
There are various factors to determine a price of a car, such as market condition, cost incurred to build a car, profit by company, dealer profit. Giving discount every month and special promotion for certain type of vehicle is one of the strong strategy used by Tata Motors. So, company will make every effort to maintain a competitive pricing policy with approximate 10-12% profit margin
Place of dealership does play an important role. The channel of distribution, physical location, and dealership method of distribution and sales is generally adopted. The distribution of vehicle must be in a very systematic way, from the plant to dealership and to end user. This is not only in India itself but also to the world-wide dealership. Company has the biggest market of Indian population . It has also tie-up with another foreign automobile companies to export the products internationally.
During the first year of operation company will present new product in industrial events like Auto Expo, and will evaluate advertising campaign through the media like Television, Radio, Posters etc. After launching the product it will provide test-drive at show rooms and introduce high-tech features of the new product to the customers.
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