Tata Motors - Marketing St.

Summer Training Project Report
ON
Developing marketing strategies

For increasing the sale Of Light Commercial Vehicle Of TATA MOTORS
A Report Submitted to Mahamaya Technical University, Noida
In partial fulfilment for the award of Degree of
MASTER OF BUSINESS ADMINISTRATION
By
Ravi kumar
Univ. Roll No:- 1215370023 Semester III Session: 201314
Under the guidance of:Mr. Deepak Dayal

Mgr. (CVBU) TATA MOTORS
Skyline Institute of ENGINEERING and Technology
Skyline Group of Institutions, Greater Noida
(153)
Plot No - 3, Knowledge Park II, Greater Noida Gautam Buddha Nagar 201 306 ((UP)
Affiliated to Mahamaya Technical University, Noida

Approved by AICTE, Ministry of HRD, Govt. of India.
Plot No 3, Knowledge Park II, Greater Noida, Gautam Buddha Nagar 201306 (NCR UP). Ph: 0120 2320206; Fax: 2320207
Skyline Institute of Engineering & Technology
Department of Management Studies
TO Whomsoever IT MAY CONCERN

This is to certify that the Summer Training R e s e a r c h P r o j e c t R e p o r t e n t i t l e d Developing
marketing strategies For increasing the sale Of Light Commercial Vehicle Of TATA MOTORS h a s b e e n p r e p a r e d b y M r . R a v i
kumar bearing Univ. Roll No:-1215370023 and enrolled as MBA III Semester student at Skyline Institute of Engineering and Technology, Greater Noida. This report embodies the original work done by the student and partially fulfills the requirement of the Mahamaya Technical University to award the degree of Master of Business Administration
...............
Head of the Institution
Acknowledgement
I would like to thank and express deep sense of gratitude to Mr. DEEPAK DAYAL (manager LCVBU) area sales and service office ,mentor at TATA MOTORS .It was a great pleasure working under him .I express my hearty thanks to my college guide N.P.Singh. Prof. Who granted
me permission to do the project .I am indebted to Prof. N.P.Singh Who always inspires us towards achieving goal through his professional experience. Express my special thanks to the respondents who spared their valuable time in answering the questionnaire. I am also thankful to all my Friends for their constructive criticism and encouragement that helped me making my project come true... Finally my sincere thanks to all ,who were directly or indirectly
,involved with the progress and success of my work.
(RAVI KUMAR)
Preface
If we can compare marketing to a long train with a multiple compartments, then marketing research would justify claim the dual of the engines that powers the train and the links that connects the individual compartments to form a cohesive functional units. In others words, marketing research is pervasive- the brain and the brawn of any marketing organization. The automotive industry is at the centre of Indias new global dynamics. TATA MOTORS Commercial Vehicle Business Unit (CVBU) is a division of TATA MOTORS, having a TATA MOTORS product range covers Medium and heavy, light commercial vehicle, small commercial vehicle and buses. As the project title Marketing Strategy for Increasing The Sale Of Light Commercial Vehicle Suggests about the market viability of Tata LPT 407, LPT 709EX, LPT 909EX, LPT 1109EX .While doing survey I realize that the things learnt from the books are quite different from the actual practice in field. The body of the project report takes a micro level approach, using each step of the marketing research process. The main source of analyzing the data is through questionnaires. A complete analysis has been done in research methodology part to find the market potential of Light Commercial Vehicle in Jharkhand. A complete Analysis of variance has been done to find the kind of market potential in Jharkhand.
The best part of this project report is the operating economics of customers based on the customer survey. This part directly shows the market leader of Light Commercial Vehicle in Jharkhand. At the last part I wrap up the project with suggestion and recommendation to enhance the future growth and prospects of the company.
DECLARATION
I RAVI KUMAR student of Skyline Group of Institutions, Greater Noida(2012-14) declare that every part of the Project Report Developing marketing strategiesFor increasing the sale Of Light Commercial Vehicle Of TATA MOTORS that I have submitted is original. I was in regular contact with nominated guide and contacted times for discussing the project. Date of project submission:-
(RAVI KUMAR)
CONTENTS
1. . Certificate 2 Acknowledgement 3. Preface 4. DECLARATION 5. Introduction 6. History 7. Profile of TATA MOTORS 8. Problem Definition , Objectives & Scope 9. Research Methodology & Design Organization Structure 10. Distribution Channel 11. Micro Perspective on LCV sector 12. Competitors Profile 13. Finding & Analysis 14. Technical Specification & Price 15. TATA MOTORS Network 16. Details about Jharkhand 17. Sales Promotion 18. Analyzing the Competitor 19. SWOT Analysis & Pricing Issue 20. Suggestions 21. Limitations 22. Conclusion 23. Bibliography 24. Appendix
Introduction
As markets change, so does marketing. Marketing is no longer a company department charged with a limited number of tasks managing advertising, finding sales leads, providing customer etc. Marketing must be a company wide undertaking. It deals with the whole process of entering markets, establishing profitable positions and building loyal customer relationship. Management has two important components theory and practice. During the two year management course, I have to understand, feel and experience both the components. As a part of practical exposore, I got a golden opportunity to under go the summer training in TATA MOTORS, a leading name in the area of automobiles. My summer training project was Developing marketing strategy for increasing the sale of light commercial vehicles in Jharkhand. In TATA MOTORS I was entrusted with the job of meeting the customers and dealers of TATA LPT 407 EX, LTP 709 EX, LPT 909 EX , LPT 1109 EX , M&M 3200 DI, EICHER 10.50, EICHER 10.75, EICHER 10.90, EICHER 11.10, ASHOK LEYLAND 9.12, ASHOK LEYLAND 11.12 to get their feedback and recommendations about the improvement in the product and services in relation to the different project objectives. I came to know about many things about the after sales services, customer relationship and above all the importance of customer for the company. TATA MOTORS is very much responsive to customers needs. It provides the maintenance facility to the customer in reasonable price. But we all know that there is always a scope for improvement so after the studying the market we had made certain recommendation to improve the performance of the vehicles and the satisfaction level of the customers. All these recommendation, which I have made, are on the basis of my knowledge, field study and learning I have imbibed by the faculty of
MANGALMAY INSTITUTE OF MANAGEMENT AND TECHNOLOGY, GREATER NOIDA.
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TATA MOTORS
Aim of the company To become a truly global company. Vision of the company
To be a world class corporate constantly furthering the interests of all its stakeholders.
J.R.D. TATA Mission of the company Towards: Shareholders:To consistently create shareholder value by generating returns in excess of weighted Average cost of capital (WACC) during the upturn and at least equal to weighted Average Cost of Capital (WACC) during the downturn of the business cycle.
Customers:To strengthen the Tata brand and create lasting relationship with the customers by working closely with business partners to provide superior values for money over the life cycle.
Employees:To create seamless organization the incubates and promotes innovation, excellence and Tata core values.
Purpose:-
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To create economic asset for road transport for bulk movement of goods and people participate in managing these over the life of assets in order to create and capture economic values.
HISTORY OF TATA MOTORS
1945 -The Company was incorporated on 1st September at Mumbai to manufacture diesel vehicles for commercial use, excavators, industrial shunter, dumpers, heavy forgings and machine tools. -The commercial diesel vehicles which were known `Tata Mercedes Benz' (TMB)are now called `Tata' vehicles after the expiry of the collaboration agreement with Daimler-Benz AG, West Germany. The company also used to manufacture pulp and paper making machinery. 1946 -Tata Engineering undertook manufacture of 5000 'KC' broad gauge open wagons for the Indian Railway. 1959 -Research and Development Center set up at Jamshedpur. 1960 -The company's name,which was Tata Locomotive & Engineering Company Ltd. was changed to Tata Engineering & Locomotive Company Ltd. 1988 -During the year company negotiating with Daimler-Benz for manufacturing their World Concept Truck in India. These vehicles were to
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be marketed overseas by Daimler-Benz under their brand which would lead to technological upgradation of the existing range of vehicles in India.
1993 -Tata vehicles were launched in Argentina Chill, Paraguay etc.
1994 -During the year company introduced the Tata SUMO and LPT 709. The company developed a new fuel injected, 4 cylinder petrol engine with the assistance of AVL Austria. 1995 -During the year a new double pick-up and Army Version of various Telco Vehicles were developed. A new pero engine and turbo diesel engine, an up-graded 709 LCV, new sports utility vehicle Safari expected to be launched shortly. 1997 -Telco became the first Indian private company to reach the sales of Rs.10,000 crore. -Telco is the second Indian four wheel maker after Mahindra and Mahindra to participate in the show which has attracted 200 exhibitors from 28 countries including world market leaders like BMW and Mercedes. 1998 -Telco proposes to set up authorized service stations every 100 km on every highway. 1999 -In Oct 1999, the Company won the National award for R&D Efforts in Development of Indigenous Technology in the Mechanical Engineering Industries Sector instituted by Department of Scientific and Industrial Research, Ministry of Science and Technology for the year 1999.
Skyline Group of Institutions, Greater Noida 13
2002 -Uses Tata Safari in Ram Gopal Varma's film 'Road', spends close to Rs 1 crore for the in-film product. -Collaborates with Nippon-Arcelor for technical knowhow on CR steel. 2003 -Receives Teri's (The Energy and Resources Institute) CoRE-BCSD (Corporate roundtable on development for sustainable development and environment-business council for sustainable development) corporate social responsibility (CSR) awards for '01-02. -Overtakes Hyundai in passenger vehicle market. -Company turns around, posts profit of Rs 300.11 crore as against the loss of Rs 53.73 crore the previous corresponding period -Crosses production milestone of 3 million. -Tata Motors Ltd signed a binding Memorandum of Understanding (MoU) with Deawoo Commercial Vehicle Company Ltd (DWCV), Korea for the acquisition of this company. -Introduces Tata SFC 407 EX Turbo Light Commercial Vehicle (LCV). -The Company shall be changed from 'TELCO ' to 'TATA MOTORS' w.e.f December 24, 2003. 2004 -Tata Motors launch an upgraded version Indica on January 15, 2004, in a bid to shore up sales of the small car. -Auto Expo: Tata unveils new version of Indica. -Tata Motors unveils Indica V2. -Tata Motors launches new Indica V2 in Kerala. -The much hyped Rs one lakh passenger car project of Tata Motors was going ahead as planned.
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-Tata Motors in talks with bus body builders to franchise manufacturing. -Tata Motors enters agreement with Ukraine bus building firm. -Tata Motors enters into agreement with Etalon. -In a move to consolidate its presence in the light commercial vehicles segment, Tata Motors has launched a new variant of its 407 series with increased pay load capacity called SFC 407EX. -Tata Motors buys Daewoo truck unit for Rs 465 crore. -Tata Motors unveils Tata SFC 407 EX in Kerala. -Tata Motors inks agreement with Austrian, French companies. -Acquires Daewoo Commercial Vehicle Company Ltd (DWCV), Korea. -Tata Motors launches new 6-TN truck. - Tata Motors forays into used truck biz with Tata Preowned. -Tata Motors, the country's largest commercial vehicles manufacturer unveiled the new LPT 909EX Turbo Truck in Tamil Nadu. -Tata Motors and Tata Africa unveiled a range of passenger cars, utility vehicles, pick-ups, trucks and buses for the South African market. -Tata Motors has launched a facelifted version of its multiutility vehicle, Tata Sumo. -Tata motors rolls out Tata SFC 407EX BS II turbo light commercial vehicle. -HR-training division of Tata Motors bags the prestigious and internationally recognised "Golden Peacock National Training Award" in the category of `Large Employer'. . -Tata Motors launches Indigo Marina on September 14, 2004.
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-Tata Motors joins hands with Magma Leasing Ltd. -Bharat Petroleum Corporation Ltd (BPCL) has entered into a marketing tie-up with automobile manufacturer Tata Motors for marketing of engine oils as co-branded lubricants for their commercial vehicles. -Tata unveils Indigo Marina in Kerala. 2005 -Tata Motors partners with IOC for bio-diesel pilot project. -Tata Motors launches ACE. -Tata Motors unveils Tata Safari DICOR in Kerala market on August 11. 2006. -Tata Motors rolls out 2 luxury variants of Indigo. -Tata Motors unveiled new Indica V2 Turbo with a price tag of Rs 4.10 lakh for DLG variant and Rs 4.31 lakh for DLX . 2007 -Tata Motors has been presented the Golden Peacock Global Award for Corporate Social Responsibility (CSR) in the Large Business category by the Institute of Directors. -Tata Motors buys Nissan facility in S. Africa. -Tata Motors has got a prestigious order from the Delhi Transport Corporation (DTC) for 500 non-AC, CNG-propelled. 2008 -Tata Motors has captured the US based motors company Land rover and Jaguar in $2 Billion. -Tata Motors going to Launches Nano car in Rs.1 lakh. -Tata motors sell over 12000 indica vista in Kerala.
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-Tata motors to introduce Air cars it the next big things.
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The First Truck of TATA MOTORS
PROFILE OF TATA MOTORS

Quality policy- Tata Motors is committed to maximizing
customer satisfaction and strives to achieve the goal of excellence through ongoing development, manufacture and sale of reliable, safe, cost-effective, quality product and services of international standards, using environmentally sustainable technologies for improving the levels of efficiency and productivity within the plants and ancillaries. Tata Motors also has a commitment towards improving the quality of life of its employees, both within and out side its plants and offices, through improved work practices and social welfare schemes. Ratan N.Tata
Board of Directors Mr. Ratan N. Tata (Chairman) Dr. J J Irani Mr. R Gopalakrishnan Wadia Mr. S A Naik Mr. Ravi Kant
Mr. P M Telang
Mr. N A Soonawala Mr. V R Mehta Mr. Nusli N Mr. S M Palia Mr. P P Kadle
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Senior Management
Mr. Ravi Kant Mr. P P Kadle Mr. A P Arya Vehicles) Mr. P M Telang Mr. Rajiv Dube Mr. Shyam Mani Mr. K C Girotra Mr. R S Thakur Mr. M V Rajarao Mr. R K Ghosh Mr. S Krishnan Mr. Zackria Sait Mr. Akshaykumar Mankad Mr. P Y Gurav Dr. S J Tambe Mr. H K Sethna Head (Car Plant) Vice President (Corporate Finance Accounts and Taxation) Vice President (Human Resource) Company Secretary Managing Director Executive Director (Finance and Corporate Affairs) President (Heavy and Medium Commercial President (Light and Small Commercial Vehicles) President (Passenger Cars) Vice-President (Sales & Marketing Commercial Vehicle Business) Vice President (Lucknow Works & FBV) Vice President (Finance) Vice President (Manufacturing - Pune) Vice President (Customer Car CommercialVehicles) Vice President (Commercial - Passenger Cars) Vice President (Technical Services)
Mr. C Ramakrishnan Vice-President (Chairman's Office)
Corporate Communications Mr. Debasis Ray
About the Company:Established in 1945, Tata Motors is India's largest automobile company, with revenues of Rs 24,000 crore (USD 5.5 billion) in 2005-06. The company began manufacturing commercial vehicles in 1954
with a 15-year collaboration agreement with Daimler Benz of Germany. It is the leader by far in commercial vehicles in each segment, and the secondlargest in the passenger vehicles market with winning products in the compact, midsize and utility vehicle segments. The company is the world's fifth-largest medium and heavy commercial vehicle manufacturer.
Areas of Business:- Tata Motors' product range covers passenger cars,

multi-utility vehicles as well as light, medium and heavy commercial vehicles for goods and passenger transport. Seven out of 10 medium and heavy commercial vehicles in India bear the trusted Tata mark.The company developed India's first indigenously developed light commercial vehicle, India's first sports utility vehicle and, in 1998, the Tata Indica India's first indigenously manufactured passenger car. Within two years of launch, Tata Indica became India's largest selling car in its segment.
Commercial vehicle business unit:The company has over 130 models of light, medium and heavy commercial vehicles ranging from two tonnes to forty tonnes, buses ranging from 12seaters to 60-seaters, tippers, special purpose vehicles, off-road vehicles and defence vehicles.
Passenger car business unit:The company's passenger car range comprises the compact car Indica, the midsize Indigo and Indigo Marina in both petrol and diesel versions. The Tata Sumo, the Tata Safari and its variants are the company's multi-utility vehicle offerings. In addition to the growth opportunities in the domestic market, the company is pursuing growth through acquisitions. In 2004, it acquired the Daewoo Commercial Vehicle Company, Korea's second largest truck maker, now named Tata Daewoo Commercial Vehicles Company. In 2005, Tata Motors acquired a 21-per cent stake in Hispano Carrocera, a reputed Spanish bus
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and coach manufacturer, with an option to acquire the remaining stake as well.
Research and development:Tata Motors invests approximately up to 2 per cent of its annual turnover on research and development, with an emphasis on new product / aggregates development and technology upgradation. Its Engineering Research Centre in Pune employs over 1,400 scientists and engineers and has India's only certified crash-test facility and hemi-anechoic chamber for testing of noise and vibration. The company also draws on the resources of leading international design and styling houses like the Institute of Development in Automotive Engineering, SPA, Italy, and Stile Bertoni, Italy. The company has also been implementing several environmentally sensitive technologies in manufacturing processes and uses some of the world's most advanced equipment for emission checking and control.
Environmental responsibility:Tata Motors has led the Indian automobile industry's anti-pollution efforts through a series of initiatives in effluent and emission control. The company introduced emission control engines in its vehicles in India before the norm was made statutory. All its products meet required emission standards in the relevant geographies. Modern effluent treatment facilities, soil and water conservation programmes and tree plantation drives at its plant locations contribute to the protection of the environment and the creation of Green belts.
Exports:Tata Motors' vehicles are exported primarily to Europe, Africa, the Middle East, South and South East Asia and Australia. The company also has assembly operations in Malaysia, Bangladesh, Ukraine, Kenya and Russia. Over the years, the company has received more than 50 awards from the government of India's Engineering Export. Promotion Council, for its export initiatives. While currently about 14 per cent (as on March 31, 2005) of its revenues are from its international
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business, the company intends to increase its international business through organic and inorganic growth routes.
Associates:Tata Motors has made substantial investments in building associate and subsidiary companies that complement and support its business activities. These include: Tata Daewoo Commercial Vehicle Company manufactures heavy trucks ranging from 15T GVW to 45T GVW. Tata Motors acquired this company in March 2004. Tata Cummins, a joint venture with Cummins, USA, manufactures Cummins engines for Tata Motors. Telco Construction Equipment Company, a joint venture with Hitachi Machinery Company, Japan, is engaged in the manufacture and sale of earthmoving machinery and construction equipment such as hydraulic excavators, cranes and wheel-loaders. Tata Technologies provides IT support in the areas of engineering design, development and validation, business information systems and ERP systems. HV Axles manufactures axles for Tata Motors' medium and heavy commercial vehicles. HV Transmissions, supplies gearboxes for the company's medium and heavy commercial vehicles. Tata Holset, a joint venture between Holset Engineering Company, UK, a wholly-owned subsidiary of Cummins Engine Company, USA and the Tatas (Tata Motors, Tata International and Tata Industries are shareholders). Incorporated in 1994, this company manufactures turbochargers for engines made by Tata Cummins as well as other auto manufacturers. TAL Manufacturing Solutions manufactures painting systems, welding lines, material handling systems and robotics. It also develops factory
automation solutions and provides consultancy services in the field of manufacturing processes and factory layouts. Concorde Motors (India): Retails Tata Motors' range of passenger vehicles. Tata Precision Industries, Singapore and Tata Engineering Services, Singapore, are engaged in the manufacture of high precision tooling and spare parts, and warehousing, respectively. Nita Company, Bangladesh, is engaged in the assembly of Tata vehicles for the Bangladesh market.
Awards:Tata Motors has been chosen as India's Most Trusted Brand in cars in a Readers Digest-AC Nielsen consumer survey in 2006. Tata Motors' mini-truck, Ace, which has created an all-new category in the commercial vehicles market, received the BBC-Top Gear' Design of the Year 2006. The company's Star bus low-floor city bus and the Novus heavy truck were adjudged second and third respectively. For the second consecutive year, Tata Motors was rated by Auto Monitor as the 'Commercial Vehicle Manufacturer of the Year' for 2006. The Commercial Vehicle Business Unit won the CII-Exim Bank Award for 2005 for Business Excellence, for being a role model of excellence in management. The award particularly recognizes excellence in the management of quality as a fundamental process. The two divisions of the company also won the Tata Group's JRD QV Awards for Business Excellence in 2005. The Jamshedpur plant and the car plant at Pune received the Union Ministry of Power's National Energy Conservation Award, which recognize significant initiatives to reduce energy intensity and improve energy efficiency. The Jamshedpur plant won the award for the fourth year in a row. The Commercial Vehicle Business Unit and the Passenger Car Business Unit also received the CII's National Award
for excellence in energy management. The Foundry Division at the Pune plant received the Gargi Huttenes Albertus Green Foundry of the Year Award.
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LOCATION OF THE PLANTS

JAMSHEDPUR Birth
Plant area Divisions Facilities
June 1,1945
822acres or 35,80,632sq.meters Automobile, Foundry, Forge, HRD, R&D, Support The Township
PUNE
Birth Plant area Divisions Pimpri (1966) Chinchwad (1966) 380.44 acres 126.15 acres Production Engineering Foundry Vehicle Manufacturing complex Engineering Research Center Electronics
Training
LUCKNOW
Birth Plant Area Divisions 1991 600 acres Assembly Training
INDUSTRY GROWTH
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FUTURE OF THE AUTOMOBILE IN ECONOMY
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GROWTH AND OUTPUT IN INDUSTRY
TATA MOTORS planning to invest in Uttaranchal for new capacity manufacturing department.
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TATA MOTORS' FLASH FIGURES FOR MAY 2007

PRODUCTION
Category M& HCV LCV UTILITY CARS TOTAL May '07 13901 12159 3836 14681 44577 May '06 13594 12143 3633 17257 46627 May'05 9910 6919 2223 12206 31258 2007-08 25989 25844 7792 31546 91171 2006-07 26229 21936 6513 28568 83246 2005-06 16536 12032 4641 25888 59097
SALES
A. For the month Domestic Category M& HCV LCV UTILITY CARS TOTAL May '07 10500 10175 3363 14217 38255 May '06 12682 9221 2862 15253 40018 May '05 8177 5161 2493 11511 27342 Exports May '07 934 2012 84 1273 4303 May '06 779 1828 215 1517 4339 May '05 403 1651 10 1187 3251 Total May '07 11434 12187 3447 15490 42558 May '06 13461 11049 3077 16770 44357 May '05 8580 6812 2503 12698 30593
B. For the year Domestic Category M& HCV LCV UTILITY CARS TOTAL 2007-08 20892 19390 6703 27719 74704 2006-07 24799 16778 5110 26333 73020 2005-06 13425 8281 4529 22211 48446 Exports 2007-08 1813 4101 141 2285 8340 2006-07 1338 3467 447 2659 7911 2005-06 835 3010 27 2164 6036 Total 2007-08 22705 23491 6844 30004 83044 2006-07 26137 20245 5557 28992 80931 200506 14260 11291 4556 24375 54482
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Five core values of Tata motors

Integrity: We must conduct our business fairly, with honesty and transparency. Everything we do must stand the test of
public scrutiny.
Understanding: Excellence: Unity:
We must be caring, show respect, compassion and humanity for our colleagues and customers around the world, and always work for the benefit of the communities we serve. We must constantly strive to achieve the highest possible standards in our day-to-day work and in the quality of the goods and services we provide. We must work cohesively with our colleagues across the Group and with our customers and partners around the world, building strong relationships based on tolerance, understanding and mutual cooperation.
Responsibility: We must continue to be responsible, sensitive to the countries, communities and environments in which we work, always ensuring that what comes from the people goes back to the people many times over.
TATAs Culture
Organizational Culture:It refers to a set of shared meaning held by the members of the organization that differentiates one organization from the other. Every organization has its own unique culture.
Tatas Culture is very much prevalent in its statement:-
Improving the quality of Life. A century of Trust Aspects of TATAS culture:Integrity Team approach Equality Honest and ethical in every aspects Working in teams Treating all employees equally discrimination on grounds of cast, creed, sex, etc. without any
Flexibility
Open to change in the present competitive scenario
Welfare Improving the life of its employees both organization as well as outside the organization.
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Subsidiaries:Tata Construction equipment company Ltd.(TELCON) :- Its principal business is manufacture and sale of construction, material handling and earthmoving equipment. Tata technologies Ltd.:- It oversees the IT requirements of Tata engineering and provides services for SAP implementation;CAD/CAM based design and e-commerce facilities to customers in India and abroad. Seba properties Ltd.:- It is an investment and finance company and a wholly owned subsidiary of tata engineering since its inception. It is registered with RBI as a non Banking finance company. Telco Dadajee Dhakjee Ltd. (TDDL):- It is an investment and finance company and proposes to undertake activities pertaining to the sales and services of tata engineerings vehicles and spare parts. Minicar (India) Ltd.:- Formerly known as Mazda Industrial chemicals Ltd., this company was incorporated on January 18, 1972 and is currently engaged in the business of automobile sales and services. HV Transmission Ltd.:- It was incorporated on March 13, 2000 with the objective of acquiring the Heavy- Duty Gear Box Division of Tata engineering at Jamshedpur as a going concern. It supplies transmissions and their parts to Tata engineering against purchase orders raised by Tata engineering on HVTL. HV Axles Ltd.:- It was incorporated on March 13, 2000 with the objective of acquiring the Heavy duty axle division of Tata engineering at Jamshedpur as a going concern. It supplies axles and their parts to Tata engineering against purchase order raised by Tata engineering on HVAL. Telco Automation Ltd.:- It was incorporated on March 13, 2000 with the objective of acquiring the machine tool and growth division of tata engineering as a going concern. As and when required, tata engineering sources factory automation equipment from TAL.
Tata Technologies, USA : - It was incorporated on August 22, 1999 and became a wholly owned subsidiary of Tata technologies limited on December 22, 2000. The company is engaged in the business of computer consultancy and related services. Tata Motor finance: - Tata Motor finance is the auto financing arm of Tata Motors, providing finance primarily for Tata Motors vehicles. It was established in June 2003, through the joint marketing arrangement, between Tata Motors' Bureau for Hire Purchase and Credit (BHPC) division, and Tata Finance's Asset Financing arm. It became a division of Tata Motors in April 2005, with the merger of Tata Finance with Tata Motors.
Strategic alliances:Tata engineering has several joint ventures and alliance. These included Tata Cummins Ltd.:- A joint venture with Cummins engine company inc., USA, makes fuel efficient, low emission, environment friendly diesel engines. Tata Holset Ltd.:- A joint venture with Holset engineering company, UK, makes turbochargers for diesel engines manufactured by Tata Cummins Ltd. and other OEMs. Concorde Motors Ltd.:- A joint venture with Jardine International Motors (Mauritius) for dealership of passenger vehicles. Concorde has dealership for Tata engineering passenger vehicles in Delhi, Mumbai, Bangalore, Ludhiana, Hyderabad, Chennai and Lucknow. Tata precision Industries Pvt. Ltd.:- Singapore for the manufacture and sale of high precision tooling as well as electronic and plastic components for the computer industry. Tata Engineering Services Ltd.:- Singapore, for the sale of spare parts for tata vehicles. Nita company Ltd.:- Bangladesh, for the assembly and sale of the tata commercial vehicles.
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RESEARCH AND DEVELOPMENT

TATA MOTRORS with 1,400 engineers and scientists, the company's Engineering Research Centre, established in 1966, has enabled pioneering technologies and products. The company today has R&D centers in Pune, Jamshedpur, Lucknow, in India, and in South Korea, Spain, and the UK. Tata Motors invest up to 1.3% of its total turnover on research and development, with an emphasis on new product/aggregate development and technology up gradation. The company also draws on the resource of leading international design styling house like Institute of Development in Automotive Engineering, SPA and Italy. Designing and Styling (CAD CENTRE) The CAD centre is equipped with 53 state-of-the-art CAD stations and the latest software. The CAD centre is a vital organ of ERC's Cab Design Section. CAD designing involves development of vehicle specifications, styling interiors and exteriors, reviewing the styling from the engineering and aesthetic points of view, virtual prototyping to check for design acceptability and feasibility of manufacture.
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INTRODUCTION TO PROJECT
DEVELOPING MARKETING STRATEGIES FOR INCREASING THE SALE OF LIGHT COMMERCIAL VEHICLES OF TATA MOTORS IN JHARKHAND
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PROBLEM DEFINITION
A marginal decrease in the market share of TATA MOTORS in the light commercial vehicle sector in Jharkhand.
OBJECTIVE OF THE STUDY

1. To develop marketing strategies for increasing the sale of TATA MOTORS light commercial vehicles in Jharkhand. To evaluate critically market acceptance of Tata Motors (L.C.V) products. To identify the market acceptance of TATA 407, 709, 909, 1109 To find out the customers perception on different attributes of the products . To identify the factors which can affect the sales of the above mentioned vehicles. To analyze the strength and the weakness of the Tata motors in the L.C.V sectors and its competitors. To acquire knowledge about the different financer and their term and conditions. To analyze the channels of distribution.
2.
3. 4.
5.
6.
7.
8.
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SCOPE OF THE STUDY

Scope of the study covers a wide range of theoretical application and administrative aspect, under which product reaches from the producer to the ultimate consumer. The objective is mainly to find the true value of business activity of the firm. Finally, it will be concluded after successful completion of the studies in respect of fruitful implementation of the knowledge. The present study aims to analyse the existing practices in market by Tata Motors and its competitors and to suggest any modification if required in the marketing strategy to increase the market share in the Jharkhand. We can primarily be concluded its scope under following heads: To know the level of customer satisfaction. To study the market share of each company. The impact of various promotional activities of the companies. Comparative study of the strategies applied by the competitors Increasing sales volume of the products. Analyzing the marketing mix
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RESEARCH DESIGN
The study was exploratory type at the beginning because much was not known about the dealers and the customers but at the later stage it was a descriptive type because it depicts characteristics or functions of the market. It describes the number, distribution and socio-economic characteristics of potential customer for the product. The study was undertaken to answer the following research questions. 1) 2) 3) 4) 5) What are the demographic and socio-economic characteristics of primary member? How extensively vehicles are used and the attributes towards such vehicles. What will be the interest for the new upgrade vehicle? How can be distribution channel more effective. In which of the basic features TATA needs to be work on.
RESEARCH METHODOLOGY First of all an exploratory study was conducted with the help of a pilot questionnaire with a sample size of 10 in order to know the various attributes differentiating the different models of LCV in this competitive market. Based on the findings of the study a descriptive study was conducted.
The survey was conducted by taking in-depth interview of dealers of the four companies along with fleet owners and staffs of the LCV. Datas were also collected from the regional
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transport office to know which vehicle has sold the most in which city in the last fiscal year 2006-07 ending march 31st.
TOOLS USED FOR DATA COLLECTION

DATA SOURCES
PRIMARY DATA
SECONDARY DATA
INDEPTH TELEPHONIC QUESTIONNAIRE INTERVIEW
RTO
NEWSPAPERS
REPORTS
JOURNAL PAMPHLETS
INTERNET
Statistical Tools used for analysis

1. Bar diagram 2. Pie charts 3. Tables
Sample size
The total sample size was 142 . APPROACHES TO DATA COLLECTION The approach to data collection was survey method. Survey is conducted through questionnaire .The questionnaires are comprised of both open ended and close-ended question. Close-ended questions are used to bring objectives to the survey and to bring forth the answers needed elaborating open-ended question were used, so that respondents can express their views clearly without any binding of format.
AREA COVERED FOR THE STUDY Tatanagar Ranchi ( capital ) Hazaribagh Dhanbad
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ORGANIZATIONAL STRUCTURE
BU SINE SS U NIT(C VB U)
Sr VP ( Manu f JSR) DGM (CUST OME R SERVIC ES -CV Sr vp (man uf pun e) GM Manu f lucknow ) GM (Corpo rate HRD)
Gen er al Man age r Sales ( CV B U)
Lobs 1,2, 3 ,4
A GM Govt &Inst sales
DM O&D D
AGM LCV SALES
Mgr Logistics
RM Nor th
RM South A rea Offi ce
RM West A rea Offi ce
RM East
Area Offi ce
Area Offi ce
RSO
R SO
RSO R SO
The figure above shows the organizational hierarchy which is related with the working of the Area office with other departments. The project was conducted in the Area office which primarily deals with the Marketing and sales of the commercial and passenger Vehicles.
AREA OFFICE
NEW DELHI ,CHANDIGHAR, LUCKNOW, JAIPUR, DEHRADUN, HYDERABAD,VIJAYWADA,CHENNAI,BANGALORE, AHMADABAD, INDORE, JAMSHEDPUR, RAIPUR, NAGPUR,
PUNE, MUMBAI, BHUWANESHWAR
KOLKATA,
PATNA,
GUWAHATI,
TATA MOTORS PRODUCT LINE
TATA MOTORS LTD
LOB
CVBU
PCBU
LOB
M&H CV LCV/ICV
LOB
LOB
BUS INDICA
SCV
16 TON 4 TON
LCV 4 - 7 TON
207 DI
I MCV 11 15 TON
25 TON + HAVIES
ICV 9 11 TON
ACE
LCV 4T 7 T
TRUCK TRIPPER TRAILER
ACE PLATFORM
SOME NEW COME THE ABOVE FIGURE SHOWS US THE PRODUCT LINE VEHICLES OF TATA SOON MOTORS LTD
43
DISTRIBUTION CHANNEL
Name & Address of the Dealers Tel / Fax / Cable / e-Mail in Jharkhand
Mr. R. P. Kamani ENAR INDUSTRIAL ENTP. LTD. WESTERN AVENUE, BOKARO STEEL CITY DHANBAD - 827 001 Jharkhand e-mail.: kamanirp@hotmail.com Mr S. P. Sinha JMA STORES LTD. 15, 16 PALIKA MARKET, NEAR BUS STAND Tel.:0326- 2303794 / HAZARIBAGH - 825 301 2303018 ; Jharkhand 9835184669 Fax.:0326-2303794 Mr R. P. Choudhary JMA STORES P. LTD. 247641 JHARIA ROAD, DHANSAR DHANBAD - 828 106 Jharkhand e-mail.: jmajsr111@rediffmail.com Mr. Bipin Parikh / Mr. Diloo B. Parikh MITHILA MOTORS LTD. A-3, 2ND PHASE, ADITYAPURKANDRA MAIN ROAD JAMSHEDPUR - 831 013 Tel.:0657-2407595 / 2409159 / 2409961 09835199324/9334658600 Tel.:06542/ 247772 ; 0654609835149711 Fax.:246977 Tel.:'06542-247696 / 247684 ; 9431180444 Fax.06542-242915 Cable:ENARCO
44
Jharkhand e-mail.: mithilamotors@tatanagar.com
Fax.:0657-2200646
A MICRO PERSPECTIVE ON COMMERCIAL VEHICLE SECTOR

Global demand for truck is largely cyclic and the stage of cycle is related to the prevailing macro economic conditions. The economies are more interconnected now than ever before. Value chain profitability: A series of cost reduction and restructuring programmes have been undertaken. The business has now been redefined from one that was historically associated with manufacturing buses to one which encompasses all the aspects of providing means of transportation and conveyance by road. Indian scenario: In developing countries such as India, the commercial vehicle sector is broadly classified into light commercial vehicles (LCVs) with gross vehicle weight (GVW) upto 7 tonnes and pay load upto 11 tonnes The key to growth in India is the development of the transport infrastructure. The political environment is pushing for significant labor benefits and investment to aid development of both the industrial and transport infrastructure. This would seem to be a major factor in fuelling demand for buses over the next decade. Government policies: The commercial vehicle sector is controlled by the government policies on depreciation norms, diesel pricing and the motor vehicles act. Change in depreciation norms will significantly affect the demand for vehicles as they provide tax shelter to operators. The motor vehicles act that came into effect in July 1989, intended to streamline laws related to emission norms, maximum age of vehicles, restructuring on payload and other safety measures. However overloading practices still prevail. The pricing of commercial vehicles to a great extent depends upon excise duty which was rationalized to 16% in 2001-2002 budget.
Infrastructure key growth driver: In the long term, the long haul market will shift towards medium and heavy multi axel vehicles following closely the trends in developed countries. M&HCVs are used for transport of heavy commodities such as steel, cement and fertilizers. LCVs are preferred for high volume, low bulk cargo such as consumer goods and textiles for short distance haulage. The commercial vehicles apart from being highly capital intensive are characterized by strong entry barriers, which include requirement of strong distribution/after sale service network, vendor/ancillary network, long gestation period and technological adoptions to peculiar Indian conditions. Due to these barriers, the significant threats from MNC ventures. The product life cycle for a commercial vehicle has new product launches to retain market share. New products that cater to niche consumer segments have also increased the marke4t segments. High ancillarisation is an integral feature of the industry. Legislation: Environmental legislation have made a significant impact on the development of vehicle technology and the exhaust gas and particulate structure of the industry since the early 1980s, particularly with regard to emission and safety. Emission norms: India is implementing emission norms in two phases. Bharat stage 1 (EURO 1) norms were implemented in 1996 and Bharat stage 2(EURO 2) norms came into effect from October 1, 2001. Future trends: The new product launched in recent times emphasize the increasing customer expectations in terms of total solution to their needs, assured quality deliveries value for money and ready to use products. Technological up gradation: Todays customer is happy with low cost technology and is not worried by uptime issues. Technological up gradation will be key activities for CV manufacturers and with need to focus on cost, weight, safety and noise suppression technology forecasting skills are gaining prominence and vehicles manufacturers are channeling their efforts in these areas to remain competitive.Value added services: The current scenario with factors such as good damage, haphazard pricing of freight movement, no adherence to schedules, lack of quality services and no
collaboration transportation for express/small cargo business provides immense opportunities.
The Main Competitors Of TATA MOTORS in LCV sector are: Ashok Leyland
Mahindra& Mahindra
Eicher
The origin of Ashok Leyland can be traced to the urge for selfreliance, felt by independent India. Pandit Jawaharlal Nehru, India's first Prime Minister persuaded Mr. Raghunandan Saran, an industrialist, to enter automotive manufacture. In 1948, Ashok Motors was set up in what was then Madras, for the assembly of Austin Cars. The Company's destiny and name changed soon with equity participation by British Leyland and Ashok Leyland commenced manufacture of commercial vehicles in 1955. Since then Ashok Leyland has been a major presence in India's commercial vehicle industry with a tradition of technological leadership, achieved through tie-ups with international technology leaders and through vigorous in-house R&D. Access to international technology enabled the Company to set a tradition to be first with technology. Be it full air brakes, power steering or rear engine busses, Ashok Leyland pioneered all these concepts. Responding to the operating conditions and practices in the country, the Company made its vehicles strong, over-engineering them with extra metallic muscles. "Designing durable products that make economic sense to the consumer, using appropriate technology", became the design philosophy of the Company, which in turn has moulded consumer attitudes and the brand personality.
Ashok Leyland vehicles have built a reputation for reliability and ruggedness. The 5,00,000 vehicles we have put on the roads have considerably eased the additional pressure placed on road transportation in independent India. In the populous Indian metros, four out of the five State Transport Undertaking (STU) buses come from Ashok Leyland. Some of them like the double-decker and vestibule buses are unique models from Ashok Leyland, tailor-made for high-density routes. In 1987, the overseas holding by Land Rover Leyland International Holdings Limited (LRLIH) was taken over by a joint venture between the Hinduja Group, the Non-Resident Indian transnational group and IVECO. (Since July 2006, the Hinduja Group is 100% holder of LRLIH). The blueprint prepared for the future reflected the global ambitions of the company, captured in four words: Global Standards, Global Markets. This was at a time when liberalization and globalization were not yet in the air. Ashok Leyland embarked on a major product and process up gradation to match world-class standards of technology. In the journey towards global standards of quality, Ashok Leyland reached a major milestone in 1993 when it became the first in India's automobile history to win the ISO 9002 certification. The more comprehensive ISO 9001 certification came in 1994, QS 9000 in 1998 and ISO 14001 certification for all vehicle manufacturing units in 2002. It has also become the first Indian auto company to receive the latest ISO/TS 16949 Corporate Certification (in July 2006) which is specific to the auto industry.
Ashok Leyland has six manufacturing plants - the mother plant at

Ennore near Chennai, two plants at Hosur (called Hosur I and Hosur II, along with a Press shop), the assembly plants at Alwar and Bhandara. The total covered space at these six plants exceeds 450,000 sq m and together employs over 11,500 personnel.
MANUFACTURING PLANTS ENNORE HOSUR : UNIT 1
49
HOSUR : UNIT 2 HOSUR : UNIT 2A ALWAR BHANDARA
The birth of Mahindra & Mahindra began when K.C. Mahindra visited the United States of America as Chairman of the India Supply Mission. He met Barney Roos, inventor of the rugged 'general purpose vehicle' or Jeep and had a flash of inspiration: wouldn't a vehicle that had proved its invincibility on the battlefields of World War II be ideal for India's rugged terrain and its kutcha rural roads? Swift action followed thought. The Mahindra brothers joined hands with a distinguished gentleman called Ghulam Mohammad. And, on October 2nd, 1945, Mahindra & Mohammad was set up as a franchise for assembling jeeps from Willys, USA. Two years later, India became an independent nation and Mahindra & Mohammad changed its name to Mahindra & Mahindra. Ghulam Mohammad migrated to Pakistan post-partition and became the first Finance Minister of Pakistan.
50
Since then, Mahindra & Mahindra has grown steadily in size and stature and evolved into a Group that occupies a premier position in almost all key sectors of the economy. The Group's history is studded with milestones. Each one taking the Group forward. In fact, today, its total turnover is about 4* billion dollars. These days, Mahindra is a group in a hurry, engaged in an ambitious, sustained and prolonged penetration into the global arena. Its spirit can be encapsulated in the words of the poet Robert Frost, a favorite of India's first Prime Minister, Pandit Jawaharlal Nehru:
"The woods are lovely, dark and deep, But I have promises to keep, And miles to go before I sleep, And miles to go before I sleep. "
For Mahindra & Mahindra, this translates into many more milestones to be set up before it rests. If ever. The Company's current Board of Directors is as follows: 1. Mr. Keshub Mahindra 2. Mr. Anand G. Mahindra Director ) 3. Deepak Shantilal Parekh 4. Nadir Burjorji Godrej 5. M. M. Murugappan 6. Bharat Narotam Doshi ( Chairman ) ( Vice Chairman and Managing ( Director ) ( Director ) ( Director ) ( Executive Director )
51
7. 8. 9. 10. 11. 12.
Arun Kumar Nanda ( Executive Director & Secretary ) Narayanan Vaghul ( Director) Dr. Ashok Sekhar Ganguly ( Director ) R. K. Kulkarni (Director ) Anupam Pradip Puri ( Director ) Thomas Mathew T. ( Nominee of LIC )
Eicher Motors was founded in 1982 to manufacture a range of reliable, fuel-efficient commercial vehicles of contemporary technology. The unit manufactures and markets commercial vehicles with Gross Vehicle Weight (GVW) ranging from 5-25 tons. Today, Eicher Motors is one of the leading manufactures of commercial vehicles in India with a 33% market share in the 7T-11T segment. The success and growth of this unit is a result of various customer- driven strategies. The manufacturing facility is situated in Central India Pithampur, Madhya Pradesh. Eicher Motors has stepped into the Heavy Commercial Vehicle segment with its state-of-
52
the-art HCV, the "Eicher 20.16", the first commercial vehicle designed and developed indigenously. Eicher Motors functions through a strong threetier service network consisting of authorised distributors, service centres and company trained private mechanics. The vehicles are sold and serviced through a network of over 576 Authorized Contact Points all over India, supported by service centres and over 4500 company trained private mechanics, who are close at hand on all major highways throughout India to provide initial "first aid" to the vehicles if required. In 1986, Eicher Motors entered into a technical and financial collaboration with Mitsubishi Motor Corporation of Japan to manufacture the Canter range of vehicles. The technical assistance agreement with Mitsubishi ended in March 94 after successful transfer of technology and on achieving total indigenisation with only a few parts sourced globally. Eicher Motors has acquired formidable expertise in designing and developing commercial vehicles. It has a world-class R&D centre manned by a team of brilliant engineers and equipped with latest Computer Aided Design (CAD) and Computer Aided Engineering facilities like NASTRAN, FEM analysis packages. Leveraging its in-house expertise, this unit has successfully developed a wide range of commercial vehicles to meet varying customer needs. The product range includes Trucks : Eicher 10.50, Eicher 10.75, Eicher 10.90, Eicher 11.10, Eicher 20.16 & 30.25; Buses: Eicher Skyline, Eicher Cruiser and Eicher School Bus range of buses. Besides the basic models, it offers over 85 models of ready-to-use custombuilt vehicles for various specialized applications. Eicher Motors products have been well accepted in the market. This is also demonstrated by significant sales of its commercial vehicles in export markets where the company competes with reputed international brands.
53
54
& ANALYSIS
CABIN COMFORT LEVEL
TATA
MAHINDRA & MAHINDRA
8% 0% 30% 62% ASHOK LEYLAND 0%
TOTALLY SATISFIED 0% SOME WHAT SATISFIED NEUTRAL 38% SOME WHAT NOT SATISFIED TOTALLY NOT SATISFIED TOTALLY SATISFIED 0% 0% 0% 14% 25% EICHER 56% 6% 0%
TOTALLY SATISFIED SOME WHAT SATISFIED NEUTRAL SOME WHAT NOT SATISFIED TOTALLY NOT SATISFIED TOTALLY SATISFIED SOME WHAT SATISFIED NEUTRAL SOME WHAT NOT SATISFIED TOTALLY NOT SATISFIED
7% 27%
0%
SOME WHAT SATISFIED NEUTRAL 66% SOME WHAT NOT SATISFIED SATISFIED
Skyline Group of Institutions, Greater Noida TOTALLY NOT
61%
55
62% of the tata motors customers are satisfied with the cabin comfort level but side by side 8% of the customer are not so much satisfied with it , which is less in the case of M&M and Ashok Leyland which are its main competitors
56
STABILITY
TATA
MAHINDRA & MAHINDRA
TOTALLY SATISFIED 0% 15% 0% SOME WHAT SATISFIED NEUTRAL 30% 55% SOME WHAT NOT SATISFIED TOTALLY NOT SATISFIED 16%
0% 0% 31%
TOTALLY SATISFIED SOME WHAT SATISFIED NEUTRAL SOME WHAT NOT SATISFIED TOTALLY NOT SATISFIED
53%
ASHOK LEYLAND
EICHER
0% 20% 0% 33%
31%
0% 0% 44%
47%
25%
In this TATA MOTORS is leading the market followed by M&M, ASHOK LEYLAND and Eicher respectively.
HIGH LOAD CAPACITY
TATA
MAHINDRA & MAHINDRA
TOTALLY SATISFIED 0% 13% 0% SOME WHAT SATISFIED NEUTRAL 49% 38% SOME WHAT NOT SATISFIED TOTALLY NOT SATISFIED
0% 0% 0% 47% 53%
ASHOK LEYLAND
0%
EICHER
0% 0% 20% 0%
17%
0% 8%
80%
75%
In high load capacity Ashok Leyland is ahead of Tata Motors with 80% totally satisfied which is 49% in the case of Tata motors.
MAINTANANCE COST
TATA 0% 0% 23% 25%
MAHINDRA & MAHINDRA
0% 0% 31% 38%
52%
31%
ASHOK LEYLAND 0% TOTALLY SATISFIED SOME WHAT SATISFIED NEUTRAL 67% SOME WHAT NOT SATISFIED TOTALLY NOT SATISFIED 0%
EICHER
0% 0% 33% 0%
TOTALLY SATISFIED 17% 8% SOME WHAT SATISFIED NEUTRAL SOME WHAT NOT SATISFIED TOTALLY NOT SATISFIED
75%
59
In this TATA MOTORS is lagging behind of M&M strongly. M&M leads

the market in case of maintenance cost
.PROFITABILITY
TATA TOTALLY SATISFIED 0% 8% 30% 49% 13% 0% SOME WHAT SATISFIED NEUTRAL SOME WHAT NOT SATISFIED TOTALLY NOT SATISFIED 38% MAHINDRA & MAHINDRA
0% 0% 0%
TOTALLY SATISFIED SOME WHAT SATISFIED NEUTRAL 62% SOME WHAT NOT SATISFIED TOTALLY NOT SATISFIED
ASHOK LEYLAND
PROFITABILITY EICHER
0% 0% 33% 0%
TOTALLY SATISFIED SOME WHAT SATISFIED NEUTRAL 67% SOME WHAT NOT SATISFIED TOTALLY NOT SATISFIED 28%
0% 0% 44%
28%
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In case of profitability 49% of tata motors customers feels that TATA MOTORS much more profitable for the business than other companies ,but 8% feels that it is not so that is because of high maintenance cost.
RELIABILITY
TATA 0% 0% 18% 20% TOTALLY SATISFIED SOME WHAT SATISFIED NEUTRAL SOME WHAT NOT SATISFIED TOTALLY NOT SATISFIED 21% MAHINDRA & MAHINDRA
0% 0% 0%
62%
79%
ASHOK LEYLAND
EICHER
0% 0% 20% 0%
TOTALLY SATISFIED SOME WHAT SATISFIED NEUTRAL SOME WHAT NOT SATISFIED TOTALLY NOT SATISFIED 31%
0% 0% 0%
TOTALLY SATISFIED SOME WHAT SATISFIED NEUTRAL 69% SOME WHAT NOT SATISFIED TOTALLY NOT SATISFIED
80%
61
In reliability ASHOK LEYLAND in leading the market followed by TATA MOTORS, M&M respectively
62
AVAILABILITY OF SPARE PARTS
TATA
MAHINDRA & MAHINDRA
0% 0% 10% 0%
0% 0% 28%
90%
16%
ASHOK LEYLAND 0% 0% 0% 27% SOME WHAT SATISFIED NEUTRAL SOME WHAT NOT SATISFIED TOTALLY NOT SATISFIED TOTALLY SATISFIED 0% 0%
EICHER
TOTALLY SATISFIED 28% SOME WHAT SATISFIED NEUTRAL 0% SOME WHAT NOT SATISFIED TOTALLY NOT SATISFIED
73%
72%
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In case of availability of spare parts 90% of TATA MOTORS CUSTOMERS thinks that Tatas spare parts are available every where. In case of its competitors these facility is not available.
AFTER SALES SERVICE
TATA 0% 0% 23% 3%
MAHINDRA & MAHINDRA
0% 0% 31%
74%
40%
ASHOK LEYLAND 0% 0% 20% 0% SOME WHAT SATISFIED NEUTRAL SOME WHAT NOT SATISFIED TOTALLY NOT SATISFIED
0% 14%
EICHER TOTALLY SATISFIED SOME WHAT SATISFIED NEUTRAL SOME WHAT NOT SATISFIED 58% TOTALLY NOT SATISFIED
TOTALLY SATISFIED
0% 0% 28%
80%
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IN CASE OF AFTER SALE & SERVICE TATA MOTORS IS FAR BEHIND FROM THE SATISFACTION LEVEL OF THE CUSTOMERS ACHIVED BY EICHER, M&M.
SATISFACTION LEVEL
TATA 3% 0% 8% 25% TOTALLY SATISFIED 25% SOME WHAT SATISFIED NEUTRAL 64% SOME WHAT NOT SATISFIED TOTALLY NOT SATISFIED 38% SOME WHAT NOT SATISFIED TOTALLY NOT SATISFIED 0% 0% 37% TOTALLY SATISFIED SOME WHAT SATISFIED NEUTRAL
ASHOK LEYLAND 0% 0% 20% 0% SOME WHAT SATISFIED NEUTRAL SOME WHAT NOT SATISFIED TOTALLY NOT SATISFIED
28%
EICHER 0% 0% 8% TOTALLY SATISFIED SOME WHAT SATISFIED NEUTRAL SOME WHAT NOT SATISFIED TOTALLY NOT SATISFIED
TOTALLY SATISFIED
80%
64%
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64% of TATA MOTORS customers are totally satisfied with it, 25%says that they are some what satisfied and 8% are neutral.
MILEAGE
TATA
MAHINDRA & MAHINDRA 0% TOTALLY SATISFIED 0% 13% 6% TOTALLY SATISFIED SOME WHAT SATISFIED NEUTRAL SOME WHAT NOT SATISFIED TOTALLY NOT SATISFIED
10% 15%
0% 37%
SOME WHAT SATISFIED NEUTRAL SOME WHAT NOT SATISFIED TOTALLY NOT SATISFIED
38%
81%
ASHOK LEYLAND 0% 0% 0% 33% TOTALLY SATISFIED SOME WHAT SATISFIED NEUTRAL 67% SOME WHAT NOT SATISFIED TOTALLY NOT SATISFIED 0% 0% 0%
EICHER
TOTALLY SATISFIED 22% SOME WHAT SATISFIED NEUTRAL SOME WHAT NOT SATISFIED TOTALLY NOT SATISFIED
78%
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TATA MOTORS leads in mileage with 37% totally satisfied followed by M&M with 6% totally satisfied.
FINDINGS
In Jharkhand TATA MOPTORS leads the market with 92% in LCV sector. Its main competitor is mahindra and mahindras 3200 di, which is taking over TATAS 407 model. Presently it is estimated to be holding 3-4 % of market share. The cost of TATA MOTORS spare parts is high compared to its competitors . The sale of TATA MOTORS is increasing consistently though its market share has fallen marginally in Jharkhand. The brand image of TATA is proving to be the driving force behind its sales. Organizing customer meet is quite helpful in determining the technical problems in the vehicles. Experienced sales executives are leaving the company getting attracted by high incentives offered by the competitors. share
67
LCV volumes increased 20.3 % to 24,254 units all over India for year ending March 2007. The percentage of LCV in TATA MOTORS product mix has increased marginally over passenger vehicles.
CVs Leading the pack

CV volumes grew 13% YoY in March 07 to 55,220 units. Domestic volumes rose 13.2% YoY to 49,245 units and exports increased 11.7% YoY to 5,975 units. Among various sub-segments, M/HCV volumes rose 7.9% YoY to 30,966 units and LCV volume increased 20.3% YoY to 24,254 units.
Winners and losers.
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TAMO continued to be the market leader with 61.3% market share (up 90bps YoY); however, ALL lost market share by 220bps to 27.5%. M&M registered a 420bps market share gain to 24.1% in LCVs.
LCV M&M GAINS M/HCV- TATA MOTORS GAINS
TAMOs
total CV volumes grew 25.1% YoY to 35,078 units. Further, domestic sales rose 12.3% YoY to 30,720 units and exports increased 10.3% YoY to 4,358 units. M/HCV volumes increased 10% YoY to 19,083 units domestic sales for the segment rose 8.3% YoY to 17,673 units and exports surged 36.1% YoY to 1,410 units. LCV volumes, too, rose 15.1% YoY to 13,047 units on the back of continued buoyancy in the demand for the mini-truck ACE domestic sales of the LCV segment increased 18.8% YoY to 13,047 units and exports rose 1.1% YoY to 2,948 units . ALLs volumes dipped 1.6% YoY to 8,444 units on the back of a 1.9% YoY decline in domestic volumes to 7,936 units even as exports rose marginally 3.7% to 508 units. Among various segments, volumes for M/HCV goods segment declined 1.9% YoY to 6,773 units in March 07. M/HCV passenger segment volumes rose 4.9% YoY to 1,671 units.
M&Ms LCV volumes grew 45.6% YoY to 5,529 units in March 07.
Further, domestic sales increased 50.4% YoY to 4,934 units and exports rose 15.1% YoY to 595 units. M&Ms market share in the LCV segment rose 420bps to 24.1%.
69
70
It is clear from the above charts that the volume growth of Commercial Vehicles (C.V) has increased by 13.1% from FY05 as the market share and the volume of sale has increased consistently. So opportunity always lies for TATA MOTORS.
PRODUCT MIX OF TATA MOTORS.
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From this diagram it can be seen that the percentage of commercial vehicles has increased in the product mix of TATA MOTORS so its C.V (M/HCV & L.C.V.) plays an important role in the process of gaining market share in the competitive market.
Technical Specs 407 EX

ENGINE POWER TORQUE FIP CLUTCH GEAR BOX BRAKE TYRES GVW PAYLOAD(TONS) FEATURE SFC EX LPT Dry Type :TATA 497SP TURBO (BHARAT STAGE-II) : 75 PS @ 2800 rpm : 23mkg@ 1500-1800rpm :Mechanical Rotary-MICO :Single plate dry friction type, 240 mm dia :G18.M Synchronomesh, 5 F,1 R :Vacuum assisted dual circuit hydraulic with tandem master cylinder. :8.25 x 16 -16PR : 5.7(SFC) 6.25(LPT) :3.6(SFC) 3.8(LPT) BENEFIT Enhanced Safety;Easy Maintainability Less Maintenance Lower Cost as no need to regularly change oil Reinforced Chassis provides higher durability Special Anti-Corrosion treatment gives a long life.
Cab Air Filter
C channel (180 mm) Chassis frame
72
Tyre
8.25x 16 16 PR Rear - Lug, Front Rib Spigotted with M16 axle shaft bolts Polyester
Wheel Hubs Paint
Bigger and more rugged tyres give better load carrying capacity and tyre life on Indian roads. Higher Tyre & Rim life. No bolt loosening even under overload Higher Initial Gloss Longer Gloss retention - increases resale value For resting during waiting hours Protects against sun glare.
Gap Seat Tinted Band Windscreen on
EX-Deluxe CABIN
Rear Sliding Glass Better cabin ventilation Magazine/Bottle Pocket Holder 4-way adjustable Gap Seat Excellent 3 year / 3 lakh km Cab Chassis Cab Load body Cab High Deck Load body Cowl Chassis(SFC407) 6250 (LPT) / 5700 (SFC) 3830 / 3626 4 SP Turbo (BSII) Ample space to keep things Superior Ergonomics Higher Comfort For resting during waiting hours Higher Saving Better Warranty coverage
Driver Seat
Resale Value Warranty
Options Available
Wide choice to the customer Higher load carrying capacity Superior Technology Superior Fuel Combustion, Better Fuel Average
GVW Payload(kgs) Engine
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Power Torque
75 PS @ 2800rpm 23 mkg @ 1500-1800 rpm
Better pickup and acceleration Max torque is at lower RPM, giving better engine life A flat torque means less number of gear shifts and therefore higher driver comfort
Gear box
G18.M-Six speed gearbox (5- F & 1-reverse) More speed, less trip time, smoother ride
Technical Specs LPT 709 EX

ENGINE II) POWER TORQUE FIP CLUTCH GEAR BOX BRAKE TYRES GVW PAYLOAD(TONS) :TATA 497 TURBO (BHARAT STAGE: 90 Ps @ 2400 rpm : 33mkg@ 1300-1600 rpm :Mechanical Rotary-MICO : Single plate dry friction type, 280 mm dia :GBS 27 Synchronomesh, 5 F,1 R :Dual circuit full air S-Cam brake :7.50X16,16PR :7490 :4.7
74
FEATURE GVW Payload(kgs) Engine 7490 4730 497 Turbo (BSII)
BENEFIT Higher load carrying capacity
Superior Technology Superior Fuel Combustion, Better Fuel Average
Power
90 PS @ 2400rpm 33 mkg @ 1300-1500 rpm
Better pickup and acceleration Max torque is at lower RPM, giving better engine life A flat torque means less number of gear shifts and therefore higher driver comfort
Gear box
GBS-27Synchromesh (5- forward & 1-reverse) SFC LPT
More speed, less trip time, smoother ride Enhanced Maintainability Longer Deck Length Safety,Easy
Cab
Air Filter Dry Type Less Maintenance Lower Cost as no need to regularly change oil Reinforced Chassis provides higher durability Special Anti-Corrosion treatment gives a long life. Bigger and more rugged tyres give better load carrying capacity and tyre life on Indian roads.
Chassis frame
C channel (Depth-200 mm)
Tyre 7.5 x 16 16PR
Rear - Lug, Front Rib
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Technical Specs LPT 909 EX ENGINE POWER TORQUE FIP CLUTCH GEAR BOX BRAKE TYRE GVW PAYLOAD(TONS) : TATA 497 TURBO (BHARAT STAGEII) : 90Ps @ 2400 rpm : 31mkg@ 1500-2000rpm :Mechanical Rotary-MICO :Single plate dry friction type, 280 mmdia :GBS-27 Synchronomesh, 5 F,1R : S-Cam air Brakes with LCRV . :8.25X16 16PR :9600 :6.6
Technical Specs LPT 1109 EX

ENGINE POWER TORQUE FIP CLUTCH GEAR BOX BRAKE TYRES GVW PAYLOAD(TONS) : TATA 497 TURBO (BHARAT STAGE-II) : 90Ps @ 2400 rpm :31mkg@ 1400-2000rpm : Mechanical Rotary-MICO :Single plate dry friction type, 310 mm dia : GBS-40 Synchronomesh, 5 F,1 R : S-Cam air Brakes. :8.25 X 20 -14 Ply - Front, 8.25 X 20 -16 Rear :11900 :8.3
GVW Payload Engine
FEATURE 11900 8355 497 Turbo with
BENEFIT Higher payload ,More revenue, More profits Superior Fuel Combustion, better fuel
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Power Torque
Intercooler 90 PS @ 2800rpm 31 mkg @ 1400-2000 rpm
Gear box Brakes Clutch Chassis frame
GBS 40-Five speed synchromesh gearbox Dual Circuit Full Air S Cam Brakes 310 dia. C channel depth of 219 mm
average Better pickup and acceleration Max torque is at lower RPM, giving better engine life A flat torque means less number of gear shifts and therefore higher driver comfort and more trips High reliability, longer life Smoother gearshift Best In Class, Efficient braking system. Longer life. Higher reliability. Higher Uptime
Wider cross-section leading to stronger more durable chassis Reinforced Chassis provides higher durability Special Anti-Corrosion treatment gives a long life Especially suitable for driving in hills Bigger and more rugged tyre will give better tyre life on Indian roads Higher Tyre & Rim life No Bolt loosening even under overload Longer life. Higher reliability. Higher Uptime Wider cross-section leading to stronger more durable chassis Reinforced Chassis provides higher durability Special Anti-Corrosion treatment gives a long life
Exhaust Brakes Tyre Wheel Hubs
Optional for hilly route applications 8.25 x 20 14PR-Front 83.5x20-16 PR-Rear Spigotted
Clutch Chassis frame
310 dia. C channel depth of 219 mm
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Aust Brakes Tyre Wheel Hubs
Optional for hilly route applications 8.25 x 20 14PR-Front 83.5x20-16 PR-Rear Spigotted
Especially suitable for driving in hills Bigger and more rugged tyre will give better tyre life on Indian roads
PRICES OF THE PRODUCTS.
SL
1 2 3 4
PRODUCT LINE
SFC407 TRUCK SFC407 TRUCK SFC407 TRUCK LPT 709
MODEL
SFC407/31 CLB EX BSII SFC407/31 HD EX BSII SFC407/31 CAB EX BSII LPT709 EX/38WB,CLB,497TCICBSII MECH,STR LPT709 EX/38WB,CAB,497TCICBSII MECH,STR LPT 909/38CLB BSII LPT 909/38CAB BSII LPT1109/36CLB EXBSII LPT1109/36CAB EXBSII LPT1109/42CLB EXBSII LPT1109/42CAB EXBSII
PRICE (Rs.)
5,16,898 5,28,704 5,12,481 6,52,012
LPT 709
6,22,276
6 7 8 9 10 11
LPT 909 LPT 909 LPT1109 LPT1109 LPT1109 LPT1109
7,09,078 6,79,343 7,46,641 7,24,714 7,25,509 7,62,317
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TATA MOTORS NETWORK IN INDIA
Main Dealer Branch Dealer Telc Authorised Service Station o
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DETAILS ABOUT JHARKHAND
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SALES PROMOTIONS
The Promotion element of marketing mix communicates the customers for their solution. Hence, promotion to the design and manage the marketing mix element to inform perused and remind current and potential customer. There are five forms of promotion Personal selling Adverting Sales Promotion Public Relations Publicity
In our survey I have found that the tata motors mainly focuses and put stress more on sales promotion, public relation than the rests. 1. Tata motors provides discounts such as in the month of march 2007 it has provided the following discount Tata 407 --- cash discount Rs. 50,000 Tata 709 --- cash discount Rs. 20,000 Tata 909 --- cash discount Rs. 20,000 Tata 1109 --- cash discount Rs. 20,000
And so on
The amount of discount may change from time to time. 2. Various financing schemes are run by tata motors from time to time in collaborations with various financial institutions to provide easy and flexible financing facility to its customers. 3. Free after sales service. 4. Various exchange offers are provided to the public, in which people can exchange there old vehicles with brand new ones
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5. Various camps are also conducted to provide free demonstrations to the public 6. TMF offers range of refinance products to suit the need of its customers. Available for vehicles from 0-8 years of age for loan duration of 12 to 48 months. All this with TMF advantages of faster loan disbursals, attractive interest rates and flexible terms. REFINANCING is available for: 1) SALARIED INDIVIDUALS Eligibility Criteria:- Minimum age of Applicant: 21 years - Maximum age of Applicant at loan maturity: 60 years - Minimum employment: 1 year from date of joining Documents required:Proof of Identity:Passport , Photo Credit Card, PAN Card, Voters Id car, driving license, Employee ID issued by Government of India, PSU, Limited companies, Local Panchayat ID card, Notary certification with Photograph. Income Proof: Latest salary slip with form 16. Address Proof: Lease Agreement, Ration card, Driving license, House Tax Challan, Housing Society Bill, Voters card, passport, telephone bill, electricity bill, Water Tax Challan, Telephone Bill / WLL Connection, Credit Card Statement, Post Paid mobile bills (2 bills required bill of the last completed month and of 6 month before the last completed month), PAN Card, Bank Certification / Statement duly certified by the bank in original, Gas Connection Bill.
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2.) SELF EMPLOYED Eligibility Criteria:- Minimum age of Applicant: 21 years - Maximum age of Applicant at loan maturity: 70 years - Minimum employment: At least 2 years in business Documents required:Proof of Identity:Passport, PAN Card, Voters Id car, driving licence,Latest Sales tax assessment order, Sale tax registration certificate. Income Proof: Latest ITR. Address Proof: The documents collected towards identity proof to reflect the current address of the concern/firm. 3.) PARTNERSHIP FIRMS Eligibility Criteria/Documents required:Proof of Identity:Partnership deed, Shop & Establishment Act certificate, Latest Sales tax assessment order, Sale tax registration certificate. Income Proof: Audited balance sheet, Profit & loss Account for latest two years and the latest 2 years IT returns of the company.
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Address Proof: The documents collected towards identity proof to reflect the current address of the concern/firm. 4.) PARTNERSHIP FIRMS Eligibility Criteria/Documents required:Proof of Identity:MOA & AOA (with registration certificate). Income Proof: Audited balance sheet, Profit & loss Account for latest two years and the latest 2 years IT returns of the company. Address Proof: The documents collected towards identity proof to reflect the current address of the concern/firm.
SWOT ANALYSIS
(A THEORETICAL ASPECT )
This is the technique that plays a very crucial role at the time of making policy and strategy regarding a particular field. Almost, all the companies adopt this technique and review it time to time for making their strategies more effective so that they achieve their smoothly. Actually, the term SWOT consists of four letters and all the letters represent its own attributes as follows:-
S (Strength): this is the present the most strongest and favorable

condition for the smoothly running of business and almost most of the purchasers buy its product by considering these strengths.
W (Weakness): this is the attribute which require more attention for

correction and it deviate the purchasers from buying the products.
O (Opportunity): A marketing opportunity is an area of buyer need in

which a company can perform profitably. In other words, it presents the plate form for expanding the business.
T (threats): An environmental threat is a challenge posed by an

unfavorable trend or sales or profit. (Opportunity and Threat Analysis) In general, a business unit has to monitor key environment forces (demographic economic, technological, political-legal and social-cultural)and significant microenvironment actors (customer, competitors,distributors,suppliers) that affect its ability to earn profits.The business unit should set up a marketing intelligence system to track trends and important developments.For each trend or development, management needs to identify the associated opportunities andthreat(Strenths/Weaknesses Analysis) It is one thing to discern attractive opportunities and another to have the competencies to succeed in these opportunities. Each business needs to evaluate its internal strengths and weaknesses periodically. It can do so by using a form like the one
shown management-or outside consultant- competencies and rates each factor as a major strength, minor strength, neutral factor, minor weakness, or major weakness.
Now we want to analyze the SWOT in context of TML as follow:-
Strengths:1. Good availability of parts everywhere. It means spare parts of TML available in any place. 2. Availability of service center in large number by which transporters dont have any problem. 3. Its engine consumes less energy so only 12 volt battery is enough . 4. Good resale value of TATAS vehicle so they purchase these vehicle and original parts they used in these vehicles. 5. Knowledge about parts and engines is easier for mechanics of TATAS vehicles. 6. All the parts are available in TATAS retailer but not available in Ashok Leylands retailer. 7. Quality of motor parts no doubt is very good. 8. Always prefer original parts because you never want to send your child in inferior school.
Weakness:1. High price of part about 10% higher price to other competitor. 2. There are various companies which make duplicate of TATAS parts , other than quality every thing is as same as you confused that it is original or not. For e.g. Alfas gear box is very confuging.
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3. Main suppliers of Tata motors parts are its main competitors. 4. Boring is requiring up to 5 years in engine so, transporters require improvement in engine quality. 5. More consumption of oil. Further it requires some improvement in parts so that engine may improve in quality and service providing . 6. some times old parts of Tatas vehicle are also resale by some companies in new pack by some technical works. 7. Not very good carrying power of in single gear of Tatas vehicle. 8. Even you want to purchase the original parts but duplicates are so similar; you are cheated by retailer in new places.
Opportunity:1. The best performing company will be the one that can generate the greatest customer value and sustain it over time. 2. There is big market or expanding the business of motor parts. 3. There are not such the competitors who have monopoly in any product line and at most all the company in growing stage that open the door for expanding the market share of TML spare parts.
Threats:1. Threat of intense segment rivalry:- These conditions will lead to frequent price wars , advertising battles, new products introductions and will make it expansive to complete . 2. Threat of new entrants:- A segments attractiveness varies with the height of the entry and exist barriers . The most attractive segment is one in which entry barriers are high and exit barriers are low. Few new firms can enter the industry , and poor performing firms can easily exit , when both entry
and exit barriers are high , profit potential is high , but firms face more risk because poorer performing firms stay in and fight it out . When entry and exit barriers are low, firms easily enter and leave the industry, and the returns are stable and low. 1. Treats of substitute products:- A segment is unattractive when there are actual or potential substitutes for the product. Competitors are changed accordingly with the motor parts vary. So, it is a tough problem to identify some major competitors for whole products and make policy and strategy to consider their strategy. 2. Threat of buyers growing bargaining power:- A segment is unattractive if the buyers possess strong or growing bargaining power . Buyers will try to force price down, demand more quality or services, and set competitors against each other, all the expanses of seller profitability. 3. Threat of suppliers growing bargaining power- A segment is unattractive is the companys suppliers are able to raise price or reduce quantity supplied the best defenses are to build win win relations with suppliers or use multiple supply sources.
Pricing issues
The price of any product is the key factor that affects its sales and it is also true in the spare parts industry. We have got the actual information from the market regarding the importance of price and its affect on the mind of the customer while purchasing the spare parts. In any business, every thing runs on the profit margins. The same happens in the transport line also. Every player wants to earn profit. The benefits of the company, distributors and retailers depend on the sales of the spare parts. Here, the main or ultimate buyers of the parts are owners of the vehicles. And they want to purchase those parts which are better in quality but lower in cost. Since TML has to pay the tax to government the price is comparatively higher than the competitors which do not pay any tax. Price is the most important attribute which affect the over all strategies and policies of any organization .Since, customers are most sensitive to price and they always want to purchase at least cost while an organization always wants to improve its total profits. Here, pricing issue is very crucial for TML because of lower price of its main competitors in spare parts business.
TML has to face a tough competition in the market of spare parts, because of the number of competitors varies with the different type of spare parts. Actually, it faces a tough time at the time of considering strategies of its competitors which has only a particular product line for making strategies. If price will be higher but company will not cover higher market share as in the case of TML, it will not be in such a situation so that it can utilize the concept of economies of scale. We have got the actual information from the market that the price of the TML parts is generally higher than its immediate competitor for most of the product line and it is the main reason why customers go for other companys spare parts. But on the other hand some mechanics claims that there are some companies whose parts are costlier than TMLs spare parts though their sales are fare enough.
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RECOMMENDATIONS AND SUGGETIONS
The number of TATA MOTORS after sale service stations in Jharkhand is not enough to fulfill the requirements of its customers. So it is essential to build more service stations in order to provide proper service to the customers. The terms and conditions of financing must be flexible and transparent so that it is convenient for the customers. Easy finance should be provided to the customers. In order to do this proper relation should be maintained with the financial institutions, relations should also be build with new financial institutions. Cabin comfort is also an issue which must be focused, as some of the L.C.V products are running more than 500 km per day at a stretch, so the staff needs sleeper beds to rest. The maintenance cost of the models 407 and 709 are much higher than its competitors (M&M, ALL, EICHER). The spare parts of TML are comparatively costly. Thus steps should be taken to reduce the maintenance cost along with the cost of spare parts with the help of modernized techniques. As the market has become more competitive, the need is to promote such a vehicle which can be beneficial from all aspects. For instance M&M 3200di is smaller in size as compared to TATAS 407 but their payload capacity is all most same. So M&M 3200di is more suitable for narrow roads which are very common in INDIA. This gives M&M an edge over TATA MOTORS. R&D department should try to work on this limitation and overcome it.
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The mileage of TML L.C.V decreases drastically after two to three years of its service. So in this case also the R&D department should try to solve this problem. Price of TML spare parts are quite high as compared to its competitors, so research should be conducted to lower its prices. The company should road campaigns & demonstrations more often to impart technical knowledge to its targeted customers. The company should increase the incentives of sales executives to make them more loyal towards the company.
LIMITATION OF THE STUDY
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A perusal of the study will definitely lead one to understand that the present study has been taken-up under a number of constraints. By n large, I faced these difficulties and limitations.
The study was conducted in 45 days and that was not enough for such a vast topic. 1. Lack of resources like proper information and data. 2. Absence of the vehicle owners were also a reason not to get the correct information. 3. Lack of proper information of the owner & the vehicle staff. 4. The company could not provide data for initial understanding of the automobile market and also the database of customers. 5. The area of survey is restricted to the geographical area of four cities of Jharkhand (Jamshedpur, Ranchi, Dhanbad and Hazaribag) as the area was assigned by the concerned. 6. The size of sample is limited to 142 because of the time constraints through it has been tried to make this sample as representative as possible. The above-mentioned limitations are not exhaustive but rather indicative.
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CONCLUSION:In the span of 6 years TATAMOTORS has proved its excellence in delivering quality & service to its customers in Light Commercial Vehicle (LCV) business unit. It is well known among the people for its core value trust & loyalty . This leads to high expectation among the customer. Findings says that TATA MOTORS has always scope to regain its lost market share.
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Technical specifications
Leaflets and pamphlets of the four companies.
Books
Philip Kotler, Marketing Management. Kothari, Research Methodology.
Internet sites www.tatamotors.comwww.tata.com www.wikipedia.com

www.mahindra.com
www.ashokleyland.com www.eicher.com,www.google.com (images)
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Appendix
Questionnaires
NAME. ADDRESS PHONE NO.. 1. Do you have any light commercial vehicle (LCV). YES. NO.. 2. If yes which one. Company... Model.... 3. When did you buy it ? Date.... 4. Was it financed ? YES No...
5. Which financer ? .... 6. Application a. b. c. d Down Payment Rate of Interest Advanced EMI Paid .Tenure in Month
YESNO How much... YES.NO... Amount/Percentage.
7. Was your choice suggested by the dealer in some other product ? YES.. NO..
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8. What was your previous choice ? ........................................................ 9. How do you rate the cabin comfort level? a. b. c. Low 10. How do rate the mileage ? a. b. Low 11. How do you rate the stability at high speed ? a. b. c. Low 12. How do you rate the high load capacity ? a. b. c. Low 13. How do you rate the maintenance ? a. b. c. Low 14. How do you rate the protable ? a. b. c. Low 15. How do rate the reliability ? a. b. c. d. d. d. d. d. c. d. d. e. High e. High e. High e. High e. High e. High e.
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Low 16. How do you rate the availability of spareparts ? a. b. c. d. Low 17. How do you rate the after sales service ? a. b. c. Low 18. How do you rate your satisfaction level ? a. b. c. e. Low High 19. Are you aware of the various schemes beings offered by different companies in LCV? YES.. NO.. 20. Will you advice others to buy this products ? YES... NO.. 21. In future are you planning to buy another vehicle. YES... NO... .. d. d.
High
e. High e. High
22. Which one will you go for and when ? 23. Do you have any suggestions ?
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. . . .
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Summer Training Project Report

Developing marketing strategies

In partial fulfilment for the award of Degree of

MASTER OF BUSINESS ADMINISTRATION

Under the guidance of:Mr. Deepak Dayal

Skyline Institute of ENGINEERING and Technology

Skyline Group of Institutions, Greater Noida

Affiliated to Mahamaya Technical University, Noida

Skyline Institute of Engineering & Technology

Department of Management Studies

TO Whomsoever IT MAY CONCERN

Head of the Institution

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,involved with the progress and success of my work.

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HISTORY OF TATA MOTORS

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1993 -Tata vehicles were launched in Argentina Chill, Paraguay etc.

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-Tata motors to introduce Air cars it the next big things.

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The First Truck of TATA MOTORS

PROFILE OF TATA MOTORS

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Mr. C Ramakrishnan Vice-President (Chairman's Office)

Corporate Communications Mr. Debasis Ray

Areas of Business:- Tata Motors' product range covers passenger cars,

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LOCATION OF THE PLANTS

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FUTURE OF THE AUTOMOBILE IN ECONOMY

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GROWTH AND OUTPUT IN INDUSTRY

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TATA MOTORS' FLASH FIGURES FOR MAY 2007

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Five core values of Tata motors

Understanding: Excellence: Unity:

Tatas Culture is very much prevalent in its statement:-

Open to change in the present competitive scenario

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RESEARCH AND DEVELOPMENT

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OBJECTIVE OF THE STUDY

SCOPE OF THE STUDY

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TOOLS USED FOR DATA COLLECTION

INDEPTH TELEPHONIC QUESTIONNAIRE INTERVIEW

Statistical Tools used for analysis

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