FORSCHER CONSULTANCY

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Partial DSVAP (Decoding Decoding Statement for Valuable Action Plan) Analysis of TATA motors Goal.

By Sarang Forscher Consultancy E Email-1: sarang@forscher.co.in Email Email-2: being.innovator@gmail.com Date: 16th Sept 2011.

2011, Forscher Consultancy.

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TATA Motors Goal:

To o enhance its leadership in India, and establish meaningful

presence in select international markets markets. The 1st step ep of DSVAP is Breakdown the words of f statement for clear and common understanding in all Team Members Members. Lets start breakdown as below. Enhance = 1. To make greater, as in value, beauty, or effectiveness; augment. 2. To provide with improved, advanced, or sophisticated features. features (These meanings are as per dictionary. Lets consider you are the member of Management Team of TATA Motors and you along with other members settle down on 2nd meaning i.e. To To provide with improved advanced or sophisticated features. This will help the team to concentrate and invest time and money on advance features than beauty, effectiveness of engine.) Leadership = A person or thing that holds a dominant or superior position within its field, and is able to exercise a high degree of control or influence over others. others (As As your team of TATA motors lets consider you and your team believe in setting up superior position rather than creating dominance or control in market market. . So team focus will be on listing TATA Motors in the superior Cars list rather than No. 1 selling Cars list.) India = Urban part of the Indian country. (So team focus and product development team will keep urban Indian customer in mind while developing new featu feature car.) Establish = a. To set up or found. b. To place or settle in a secure position or condition; ( As your company has already bought Jaguar and Land Rover you and your team want to secure TATA Motors position in abroad market. So, everyone will focus on bringing steady demand for listed cars. cars.)

2011, Forscher Consultancy.

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Meaningful Presence = Let say 100 1000 cars per city in UK. (You need to discuss something like 1000 1000 cars per city in UK plus 3000 enquiries per month on major outlets for meaningful presence to achieve. It depends on what common objective you choose ose to focus, this allows to channelize team energy and time in one direction.) Select International = UK, USA, and Europe Urban as well as interior parts. parts Market = here Market includes market of Luxury and SUV cars cars (Jaguar is luxury car while Land Rover is kind of Heavy Duty SUV. . So focus will be on o two segments of Auto, Luxury xury as well as SUV cars.) Now, you and your team are on common platform with same point of focus. Lets move in next phase of DSVAP an analysis. In this step we will list down logical reasons on why TATA motors will fail to achieve this Goal. Once we will have all the logical reasons we e will make action plan for avoiding its failure, thus we will minimize the risk of failure of this Goal. Lets 1st simplify the statement ement based on above breakdown. Now the Goal statement after simplifying is as follows: 1. To list TATA Motors in superior Urban cars list with addition of New advance features in existing or New Models of Cars. 2. Also, In UK, USA and Europe Europes s Luxury and SUV market TATA motor will at least sell 1000 cars per city and generate 3000 enquiries per mega showrooms for remarkable presence. Lets consider 1st part of Goal. Who: TATA Motors What: Will make in the list of superior urban cars. Why: yet to determine. How: by adding advance features in the existing and new cars. When: Say in 2012-2013.
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FORSCHER CONSULTANCY
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Where: Indian Facility. Lets list logical reasons for its failure. Who: TATA Motors What: Will not make in the list of superior urban cars. Why: 1) Customer doesnt know about all advance features. 2) Customer doesnt use or require many advance features. 3) Customer finds frequent problems in advance featur features. 4) Customer finds better advance features in other top cars in India. 5) New advance features are same as other top cars have. 6) can you think of any other logical reason ?? How: (Each listed reason under Why will have sub reason under How How) 1) Customer doesnt know about all advance features. 1. Advertising is not effective or focused on features. 2. Less Awareness about other advance features of car can have, , other than just design, speed and fuel efficiency. 3. Customer is not educated on how to use new features and how it can benefit him. 2) Customer doesnt use or require many advance features. 1. Advance features are just copied from western cou countries ntries but have very little application in India. Features are so advance advanced but customer is not ready to use it now. (Like ike 3D tv. Customer just exploring plasma TV and not used all features of it so launching 3D tv will be advance feature of TV but customer will be reluctant to buy it as he want to explore his plasma TV 1st. So, technology is advance but market is not ready for it. )
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2.

Features are consuming more battery or fuel. This can make customer

reluctant to use advance feature. 3. Alternate system is more comfortable to use so customer is not using particular advance feature for which alternate system is available. Like instead of using Plasma screen in car customer prefer to use I I-pad pad or other tab screen for entertainment. So no use of advance plasma screens. 3) Customer finds frequent problems in advance featur features. 1) Frequent break downs in features. 2) Some parts of advance features making trouble. 4) Customer finds better advance features in other top cars in India. 1) Features are not design by keeping other top car features in mind. 2) Same features tures works better in other to cars. 5) New advance features are same as other top cars have. 1) Features are not unique or Innovative, exclusively available in TATA cars. 2) Same features are making customer confuse to vote TATA car as superior car.

Now, we stop analysis here, , its only 1/4rth analysis analysis, , actual analysis will be in more details and may go 10 pages if we go in further details details. Now, we will try to make action plan to eliminate above listed reasons responsible for failure of goal. Its easy to make action plan as issues are in basic level of understanding and any one can contribute to address these issues. So we started from complex goal and reached to simple list of issues need to be addressed in systematic fashion using DSVAP. I suggest few action plans and you can try for rest. I am sure you will make more effective action plan with wit this better understanding of Goal. Lets take 1st issue:

2011, Forscher Consultancy.

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1) Customer doesnt know about all advance features. 1. Advertising is not effective or focused on features. 2. Less Awareness about other advance features car can have have, other than just design, speed and fuel efficiency. 3. Customer is not educated on how to use new features and how it can benefit him. Action Plan: Advertising should be focused on projecting new advance features of Cars effectively. Secondly, conduct awareness camps in cities to educate customers with new features of cars. The camp mp should focus on not only educating how to use new features but why they are helpful and when can be used by customer. 2) Customer doesnt use or require many advance features. 1. Advance features are just copied from western cou countries ntries but have very little application in India. Features are so advance advanced that market is not ready to use them. 2. Features are consuming more battery or fuel. 3. Alternate system is more comfortable to use so customer is not using particular advance feature for which alternate system is available. Like instead of using Plasma screen in car customer prefer to use I I-pad pad or other tab screen for entertainment. So no use of advance plasma screens in car. Action Plan: Features should be designed or copied from western country by keeping Indian customer in mind. Make sure product development team keep advance features development as per current society trend and products used by target customers. Also, make sure that one feature may not have adverse effect on other function / features of car. Make sure to include customer feedback on new feature to avoid conflict with alternate system.

2011, Forscher Consultancy.

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Now, for rest of 3 reasons of failure you can give try to make action plan. . I would like to stop analysis here. If you have any queries on analysis or DSVAP technique or you would like to carry out training on D DSVAP technique ique for your management team then please mail me on: sarang@forscher.co.in being.innovator@gmail.com Thanks Sarang Forscher Consultancy

2011, Forscher Consultancy.

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