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The competitive analysis is a statement of the business strategy and how it relates
to the competition. The purpose of the competitive analysis is to determine the strengths and
weaknesses of the competitors within your market, strategies that will provide you with a distinct
advantage, the barriers that can be developed in order to prevent competition from entering your
market, and any weaknesses that can be exploited within the product development cycle.

The first step in a competitor analysis is to identify the current and potential
competition. As mentioned in the "Market Strategies" chapter, there are essentially two ways you
can identify competitors. The first is to look at the market from the customer's viewpoint and
group all your competitors by the degree to which they contend for the buyer's dollar. The
second method is to group competitors according to their various competitive strategies so you
understand what motivates them.

Once you have grouped your competitors, you can start to analyze their strategies
and identify the areas where they are most vulnerable. This can be done through an examination
of your competitors' weaknesses and strengths. A competitor's strengths and weaknesses are
usually based on the presence and absence of key assets and skills needed to compete in the
market.


  !

1.? u"#$ Bring a notepad and pencil to competing establishments and ask a lot of
questions. Testing a firm's ability to serve you will reveal much about their business. And
don't just pretend to shop from competitors. Buy something. It's the only way to gain
first-hand experience with the company's products and services.

2.? %##"&!#"'#& (&#"'#$ Where

did they go to school? Where have they worked? How long have they been in the
business? What are their strengths and weaknesses? This information can help you
 anticipate your competition's moves. For example, a local, life-long farmer will run an
Indiana seed company very differently than will a young MBA.

3.? u#!")!#"$ If you're competing against a publicly traded firm,

consider buying a few shares of its stock. That way you'll receive regular updates on the
firm's financial results and business strategies.

4.?
 )!#"*"#$ Why do they buy from your competitors? Is it

because of the quality of the product or service, the price, the location, or the customer
support? What do they dislike about the company? What do they wish that company
would provide? Why don't they buy from you?

5.? &c$ Online services such as Dow Jones Interactive allow you to search
through thousands of publications for information about your competitors, especially if
they include large companies. Searches are free, but you'll have to pay a fee for articles
on Dow Jones or for a monthly subscription. You also can learn a great deal about
competing businesses simply by going to their Web sites.

6.? &")#' " $ As an entrepreneur, you already know that companies must
disclose information to government agencies. Such disclosures are required to undertake
public offerings, receive building permits, register for patents or trademarks and so on.
Many of those filings are public record and contain information about the company's
goals, strategies, and technologies.

7.?  )( "  '$ Many are virtuoso researchers and can save you a great
deal of time and effort. Your library also will have local publications that may have
information on competitors in your area.

8.? %%#!""%%&($ Your competitors' representatives will

be pounding their chests about their firms' products or services. Take advantage of the
opportunity to familiarize yourself with their product offerings and strategies, and how
they sell themselves.

9.? &"* $ A competitor trying to increase its market share might

lower prices; a firm attempting to increase profits may cut costs; and a business that
wants to accelerate sales growth might kick off a marketing campaign. If you know your
competitors' goals, you'll be better able to anticipate their strategies.
10.?u(& ("$ These days, the competitive landscape
can change faster than Net-stock valuations. A national chain may not have entered your
region yet ² but what if it does? Likewise, companies that don't currently compete with
yours might shift their focus and pit themselves against your firm.

11.?*% &+')#(&"$ You might appoint someone to

work with you on the task, doing research and the like. But as the entrepreneur, you're in
the best position to appreciate and act upon information about your competitors.

12.?&" %"'% !$ Your competition includes anything that

could draw customers away from your business. For example, movie theaters compete
not only with other cinemas, but also with restaurants, live music venues, theater ²l even
cable TV, video rentals, and video games.

   !

Competitive analysis is the practice of analyzing the competitive environment in

which your business operates (or wishes to operate), including strengths and weaknesses of the
businesses with which you compete, strengths and weaknesses of your own company,
demographics and desires of marketplace customers, strategies that can improve your position in
the marketplace, impediments that prevent you from entering new markets, and barriers that you
can erect to prevent others from eroding your own place in the market.

There are several important elements of competitive analysis, each of which need
to be carefully studied if one hopes to transform competitive analysis activities into business
profitability. Major aspects of competitive analysis include the following:

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"The first step [in competitive analysis] is to define your universe of competitors,"
wrote Sheiman, definitions and excessively narrow definitions of competition can compromise
the effectiveness of competitive analysis. Some businesses may offer products or services that
largely mirror those offered by your own company, while others may only dispense one or two
products/services that compete with your company's offerings. The business conducting the
competitive analysis has to decide whether latter examples of competition are incidental or
whether they present a potential threat (either now or in the future) to the business's financial
well-being.

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Ë? TATA LPT 3118 is an important product under the Medium & Heavy Comercial
vehicle, line of business .
Ë? To study and understand the performance of the product LPT 3118 among other 12 tyre
vechicle in the trichy territory.
Ë? To analyse a marketing activity of the product LPT3118 and AL3116,AL2214 activity
are analyse in varience of competitive method.
Ë? To study about the satisfaction level of customer margin with reference of TATA
MOTORS and ASHOK LEYLAND.
Ë? To study about the opinion of customer about overall performance of TATA MOTORS
and ASHOK LEYLAND.



,
 


Ë? Trichy territory consists of major areas like Trichy, Karur, Tanjore, Tiruvarur,
Perambalur, Ariyalur, And Pudukottai.
Ë? VST Motors limited , is NO 1 dealer for TATA Motors In India is taking care of Sales in
trichy territory.
Ë? A brief study on product performance has to be carried out by collecting the data on
various parameters of performance like
Ë? fuel Mileage,
Ë? tyre mileage,
Ë? driver comfortness,
Ë? life of the aggregates,
Ë? finance availability for the product,
Ë? resale market for the product etc through questionnaire.
Ë? The purpose of the study is to weigh the level of competition and suggest suitable
strategies to the company in certain areas relevant to the product based on the study made
 The sampling group has to be from all over the territory, the data collected to be
analyzed and appropriate recommendations are within the scope



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This is my topic, its fully based on performance & understand of the product

j? Calculating data from the existing customers in various performance of product

j? Competition list has to prepare for the product category
These are the list
Customer list
'? Mostly this project only based on for & against
'? But organization requirement from customer sides is ³AGAINST´
'? Driver comfort ability about the product status;
³Customer satisfaction´

Finally analyzing report whether which is best and what have to improve for the TATA
Motors organization

 , 
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"& &% !:

Research methodology is a way to systematically solve the research problem.

It may be understood as a science of studying how research is done scientifically. Thus it is
the various steps that are generally adopted by a researcher is studying his research problem
with the logic behind them. It has many dimensions and methods which constitute apart of
research & widens the scope of the research

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Research design is important primarily because of the increased complexity in

the market as well as marketing approaches available to the researchers. In fact, it is the key
 to the evolution of successful marketing strategies and programmers. It is an important tool
to study buyer¶s behaviour, consumption pattern, brand loyalty, and focus market changes.

A research design specifies the methods and procedures for conducting a

particular study. According to Kerlinger, ³Research Design is a plan, conceptual structure,
and strategy of investigation conceived as to obtain answers to research questions and to
control variance.


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Research that uses a set of scientific methods and procedures to collect raw
data and create data structures that describe the existing characteristics [eg: attitudes,
intentions, preferences, purchase behaviors, evaluations of current marketing mix strategies]
of a defined target population or market structure.

Questions and deciding the types of data to be collected and the procedure to be
used in this purpose. Descriptive studies can be divided into two broad categories: Cross
Sectional and Longitudinal Sectional. A cross sectional study is concerned with a sample of
elements from a given population. Thus, it may deal with household, dealers, retail stores, or
other entities.

Data on a number of characteristics from sample elements are collected and

analyzed. Cross sectional studies are of two types: Field study and Survey. Although the
distinction between them is not clear- cut, there are some practical differences, which need
different techniques and skills. Field studies are ex-post-factor scientific inquiries that aim at
finding the relations and interrelations among variables in a real setting

Such studies are done in live situations like communities, schools, factories, and
organizations Another type of cross sectional study is survey result, which has been taken by
me. A major strength of survey research is its wide scope. Detail information can be obtained
from a sample of large population .Besides; it is economical as more information can be
 collected per unit of cost. In addition, it is obvious that a sample survey needs less time than
a census inquiry.

Descriptive research includes survey and fact finding enquiries of different

kinds of the major purpose. Descriptive research is description of the state of affairs, as it
exists at present. The main characteristic of this method is that the researcher has no control
over the variables; he can only report what has happened or what is happening. The methods
of research utilized in descriptive research are survey methods of all kinds including
comparative and co relational methods. The reason for using such needs to be flexile in its
approach, but a descriptive study in contrast tends to be rigid and its approach cannot be
changed ever now and then



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-

Both primary and secondary data are used for this study. Primary data was
collected with the opinions and perception of the respondents.

j? Prismary data
j? Secondary data

!%-

Here the primary data collected from retailers with appropriate questionnaire method .
questionnaire through contact and phone calls.

"%!%-

The secondary data that have already collected and published are referred through the
company sales guide and web sites.
 ,
 -

Data source: primary & secondary

Research approach: survey

Research instrument: questionnaire


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A Specified group of people or objects for which questions can be asked or

observations made to develop required data structures and information¶s.



:

A randomly selected sub group of people or objects from over all membership pool of a
defined target population.

'? Here the sample size is 80

 
-

The data collected from the following areas in and around trichy,tiruarur, tanjore,
karur.


c   c
-

 The sampling unit consists of the 80respondents in the district of

Trichy,tiruarur,tanjore,karur..


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The type of sampling conducted is Random sampling based on the convenience.



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 The sampling size of one hundred respondents was decided taking into account the area of
coverage and time available for the study.

 !%

1.Questionnaires

"  -

'? Chi square method

'? Percentage method

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-

Ë? The survey was limitied to trichy, tiruarur, tanjore, karur district only.
Ë? The study covers only to variants of competing brands that includes TATA MOTORS
and ASHOK LEYLAND.
Ë? The respondents were less interested in answering the questionnaire ,as they felt that it
was an interruption to their regular work.
Ë? The number of respondents was limited to 100 only.
Ë? Some of the respondents are not open in giving their opinions.this is normal in any field
study.
Ë? The study is confined to Trichy, Tiraruar, Tanjore, Karur only. The study is based upon
the customer¶s response.
Ë? The accuracy of the results of the study rests on the assumptions that the responses of the
respondents are true and correct.
c

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Tata Motors Ltd. (NSE: TATAMOTORS BSE: 500570, NYSE: TTM) is a

multinational corporation headquartered in Mumbai, India. Part of the Tata Group, it was
formerly known as TELCO .TATA Engineering and Locomotive Company. Tata Motors has a
consolidated revenue of USD 16 billion after the acquisition of British automotive brands Jaguar
and Land Rover in 2008.

It is India's largest company in the automobile and commercial vehicle sector

with upwards of 70% cumulative Market share in the Domestic Commercial vehicle segment,
and a midsized player on the world market with 0.81% market share in 2007 according to OICA
data. The OICA ranked it as the 19th largest automaker based on figures for 2007.and the second
largest manufacturer of commercialvehicles in the world. The company is the world¶s fourth
largest truck manufacturer, and the world¶s second largest bus manufacturer. In India, Tata ranks
as the leader in every commercial vehicle segment, and is in the top 3 makers of passenger cars.
Tata Motors is also the designer and manufacturer of the iconic Tata Nano, which at INR
100,000 or approximately USD 2300, is the cheapest car in the world.

Established in 1945, when the company began manufacturing locomotives, the

company manufactured its first commercial vehicle in 1954 in a collaboration with Daimler-
Benz AG, which ended in 1969. Tata Motors is a dual-listed company traded on both the
Bombay Stock Exchange, as well as on the New York Stock Exchange. Tata Motors in 2005,
was ranked among the top 10 corporations in India with an annual revenue exceeding INR 320
billion.

In 2004, Tata Motors bought Daewoo's truck manufacturing unit, now known as
Tata Daewoo Commercial Vehicle, in South Korea. It also acquired Hispano Carrocera SA, now
a fully-owned subsidiary. In March 2008, it acquired the Jaguar Land Rover (JLR) business from
the Ford Motor Company, which also includes the Daimler and Lanchester brands. and the
purchase was completed on 2 June 2008
 Tata Motors has auto manufacturing and assembly plants in Jamshedpur,
Pantnagar, Lucknow, Ahmedabad and Pune in India, as well as in Argentina, South Africa and
Thailand.

,!-

Tata Motors launches its first truck in collaboration with Mercedes-Benz

Tata Motors is a part of the Tata Group manages its share-holding through
Tata Sons. The company was established in 1935 as a locomotive manufacturing unit and later
expanded its operations to commercial vehicle sector in 1954 after forming a joint venture with
Daimler-Benz AG of Germany. Despite the success of its commercial vehicles, Tata realized his
company had to diversify and he began to look at other products. Based on consumer demand, he
decided that building a small car would be the most practical new venture. So in 1998 it launched
Tata Indica, India's first fully indigenous passenger car. Designed to be inexpensive and simple
to build and maintain, the Indica became a hit in the Indian market. It was also exported to
Europe, especially the UK and Italy. In 2004 it acquired Tata Daewoo Commercial Vehicle, and
in late 2005 it acquired 21% of Aragonese Hispano Carrocera giving it controlling rights of the
company. It has formed a Joint Venture with Marcopolo of Brazil, and introduced low-floor
buses in the Indian Market. Recently, it has acquired British Jaguar Land Rover (JLR), which
includes the Daimler and Lanchester brand names.


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With the success of Tata Indica, Tata Motors aimed to increase its presence worldwide. In 2004,
it acquired the Daewoo Commercial Vehicle Company of South Korea. The reasons behind the
acquisition were:

j? Company's global plans to reduce domestic exposure. The domestic commercial vehicle
market is highly cyclical in nature and prone to fluctuations in the domestic economy.
Tata Motors has a high domestic exposure of 94% in the MHCV segment and 84% in the
light commercial vehicle (LCV) segment. Since the domestic commercial vehicle sales of
the company are at the mercy of the structural economic factors, it is increasingly looking
at the international markets. The company plans to diversify into various markets across
the world in both MHCV as well as LCV segments.
 j? To expand the product portfolio Tata Motors recently introduced the 25MT GVW Tata
Novus from Daewoo¶s (South Korea) (TDCV) platform. Tata plans to leverage on the
strong presence of TDCV in the heavy-tonnage range and introduce products in India at
an appropriate time. This was mainly to cater to the international market and also to cater
to the domestic market where a major improvement in the Road infrastructure .

Tata remains India's largest heavy commercial vehicle manufacturer and Tata Daewoo is the 2nd
largest heavy commercial vehicle manufacturer in South Korea. Tata Motors has jointly worked
with Tata Daewoo.

,"-

In 2005, sensing an opportunity in the fully-built bus segment, Tata Motors acquired a 21%
controlling stake in Hispano Carrocera SA,the leading European bus and coach cabin maker. In
2009, the company picked up the remaining 79% stake in Hispano Carrocera SA for an
undisclosed sum, making it a fully-owned subsidiary.

#%%-

After the acquisition of the British Jaguar Land Rover (JLR) business, which also includes the
Daimler, Lanchester and Rover brands, Tata Motors became a major player in the international
automobile market. On 27 March 2008, Tata Motors reached an agreement with Ford to purchase
their Jaguar Land Rover operations for US$2 billion. The sale was completed on 2 June 2008.

In addition to the brands, Tata Motors has also gained access to two design centres and two
plants in UK. The key acquisition would be of the intellectual property rights related to the
technologies.

-

In January 2008, Tata Motors launched Tata Nano, the least expensive production car in the
world at about Rs. 1,00,000 (US $2,500). The city car was unveiled during the Auto Expo 2008
exhibition in Pragati Maidan, New Delhi.

Tata has faced controversy over developing the Nano as some environmentalists are concerned
that the launch of such a low-priced car could lead to mass motorization in India with adverse
effects on pollution and global warming. Tata has set up a factory in Sanand, Gujarat and the
first Nanos are to roll out summer 2009.

Tata Nano Europa has been developed for sale in developed economies and is to hit markets in
2010 while the normal Nano should hit markets in South Africa, Kenya and countries in Asia
and Africa by late 2009. A battery version is also planned.

 "-

Tata Ace was India's first mini truck

Tata Ace, India's first indigenously developed sub-one ton mini-truck, was launched in May
2005. The mini-truck was a huge success in India with auto-analysts claiming that Ace had
changed the dynamics of the light commercial vehicle (LCV) market in the country by creating a
new market segment termed the small commercial vehicle (SCV) segment. Ace rapidly emerged
as the first choice for transporters and single truck ownsers for city and rural transport. By
October 2005, LCV sales of Tata Motors had grown by 36.6 percent to 28,537 units due to the
rising demand for Ace. The Ace was built with a load body produced by Autoline Industries. By
2005, Autoline was producing 300 load bodies per day for Tata Motors. Ace is still one of the
number maker for TML, TML sold the 2,000,000th Ace in August 2008, within 4 years since its
introduction.

Tata Ace has also been exported to several European, South American and African countries.
Electric-versions of Tata Ace are sold through Chrysler's Global Electric Motorcars division.

" &" 

j? Tata Ace
j? Tata TL/Telcoline/207 DI Pickup Truck
j? Tata 407 Ex and Ex2
j? Tata 709 Ex
j? Tata 809 Ex and Ex2
j? Tata 909 Ex and Ex2
j? Tata 1109 (Intermediate truck)
j? Tata 1510/1512 (Medium bus)
j? Tata 1610/1616 (Heavy bus)
j? Tata 1613/1615 (Medium truck)
j? Tata 2515/2516 (Medium truck)
j? Tata Starbus (Medium Bus)
j? Tata Globus (Low Floor Bus)
j? Tata Marcopolo Bus (Low Floor Bus)
j? Tata 3015 (Heavy truck)
j? Tata 3118 (Heavy truck) (8X2)
 j? Tata 3516 (Heavy truck)
j? Tata 4018 (Heavy truck)
j? Tata 4923 (Ultra-Heavy truck) (6X4)
j? Tata Novus(Heavy truck designed by Tata Daewoo)

  


Board of Directors:

Mr. Ratan N Tata (Chaiman)

Mr. N. A. Soonawala

Dr. J.J. Irani

Mr. V.R. Mehta

Mr. Nusli N Wadia

Mr. S. M Palia

Dr. R. A. Mashelkar

Mr. Ravi Kant

Mr. P. M. Telang

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Mr. Ravi Kant : Executive Director

Mr. P. M Telang : Executive Director

Mr. Rajive Dube : President (Passenger Cars)

Mr. C Ramkrishnan : Chief Financial Officer

Mr. P.Y. Gurv : Vice President (Corporate Finance- Accounts and Taxation)

Dr. S. J. Tambe : Vice President (Human Resource)

Mr. Zackria Sait : Vice President (Technical Services)

Mr. A. M Mankad : Head (Car Plant)

Mr. S. B. Borwankar : Head (Jamshedpur Plant)

Mr. S. Krishnan : Vice President (Commercial-PCBU)

Mr. Ravi Pisharody : Vice President (Sales & Marketing)

Mr. H. K. Sethna : Company Secretary

/
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,-

The internationalization strategy so far has been to keep local managers in new
acquisitions, and to only transplant a couple of senior managers from India into the new market.
The benefit is that Tata has been able to exchange expertise.

For example after the Daewoo acquisition the Indian company leaned work discipline
and how to get the final product 'right first time.' The company has a strategy in place for the
next stage of its expansion. Not only is it focusing upon new products and acquisitions, but it
also has a programme of intensive management development in place in order to establish its
leaders for tomorrow.

/ 2 -
 The company's passenger car products are based upon 3rd and 4th generation
platforms, which put Tata Motors Limited at a disadvantage with competing car manufacturers.

Despite buying the Jaguar and Land Rover brands (see opportunities below); Tat has
not got a foothold in the luxury car segment in its domestic, Indian market. Is the brand
associated with commercial vehicles and low-cost passenger cars to the extent that it has isolated
itself from lucrative segments in a more aspiring India.One weakness which is often not
recognised is that in English the word 'tat' means rubbish. Would the brand sensitive British
consumer ever buy into such a brand? Maybe not, but they would buy into Fiat, Jaguar and Land
Rover.


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In the summer of 2008 Tata Motor's announced that it had successfully

purchased the Land Rover and Jaguar brands from Ford Motors for UK £2.3 million.
Two of the World's luxury car brand have been added to its portfolio of brands, and will
undoubtedly off the company the chance to market vehicles in the luxury segments.

Tata Motors Limited acquired Daewoo Motor's Commercial vehicle business in

2004 for around USD $16 million.

Nano is the cheapest car in the World - retailing at little more than a motorbike.
Whilst the World is getting ready for greener alternatives to gas-guzzlers, is the Nano the answer
in terms of concept or brand? Incidentally, the new Land Rover and Jaguar models will cost up
to 85 times more than a standard Nano!

The new global track platform is about to be launched from its Korean
(previously Daewoo) plant. Again, at a time when the World is looking for environmentally
friendly transport alternatives, is now the right time to move into this segment? The answer to
this question (and the one above) is that new and emerging industrial nations such as India,
South Korea and China will have a thirst for low-cost passenger and commercial
vehicles. These are the opportunities. However the company has put in place a very
proactive Corporate Social Responsibility (CSR) committee to address potential strategies
that will make is operations more sustainable.

The range of Super Milo fuel efficient buses are powered by super-efficient, eco-
friendly engines. The bus has optional organic clutch with booster assist and better air intakes
that will reduce fuel consumption by up to 10%.

,
-

Other competing car manufacturers have been in the passenger car business for 40, 50
or more years. Therefore Tata Motors Limited has to catch up in terms of quality and lean
production.

Sustainability and environmentalism could mean extra costs for this low-cost
producer. This could impact its underpinning competitive advantage. Obviously, as Tata
globalizes and buys into other brands this problem could be alleviated.

Since the company has focused upon the commercial and small vehicle segments, it
has left itself open to competition from overseas companies for the emerging Indian luxury
segments. For example ICICI bank and DaimlerChrysler have invested in a new Pune-based
plant which will build 5000 new Mercedes-Benz per annum. Other players developing
luxury cars targeted at the Indian market include Ford, Honda and Toyota. In fact the entire
Indian market has become a target for other global competitors including Mahindra and
Mahindra, Maruti Udyog, General Motors, Ford and others.

Rising prices in the global economy could pose a threat to Tata Motors
Limited on a couple of fronts. The price of steel and aluminium is increasing putting pressure
on the costs of production. Many of Tata's products run on Diesel fuel which is
becoming expensive globally and within its traditional home market.
COMPETITOR PROFILE

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The origin of Ashok Leyland can be traced to the urge for self-reliance, 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 %"& "  %&, 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 # ' !%#%.
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,  3%&&3%!#.

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
liberalisation and globalisation were not yet in the air. Ashok Leyland embarked on a major
product and process upgradation 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 c%*#' &!(&c
455"". 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
&c%#"!"& c6
7484"
(in July 2006) which is specific to the auto industry.

MANUFACTURING PLANT

Ashok Leyland has seven manufacturing plants - the mother plant at Ennore near
Chennai, three plants at Hosur (called Hosur I and Hosur II, along with a Press shop), the
assembly plants at Alwar, Bhandara and state-of-the-art facility at Pantnagar. The total covered
space at these  9"%7:51555; and together employ over 11,500 personnel.

Set over 190 scenic acres, the Pantnagar plant of Ashok Leyland is also its largest and
one of the most integrated manufacturing facilities in Indian commercial vehicle industry. On
200,000 sq.ms of built up area, it houses best in class industrial architecture combined with the
latest manufacturing technologies that is also ecology sensitive as reflected in the selection of
machinery and processes. Highly energy efficient, the plant is designed to be remarkably
operator friendly. The shop floors receive the maximum natural light and ventilation while the
insulated high roof reduces the inside temperature by up to 8oC in the summer months.

Designed on lean manufacture principles, process control for high quality of output
and flexibility to manage variety with quick changeovers are built into the machine and process
selection. The factory boasts of latest generation equipment sourced from global leaders in
Japan, USA, Europe and India.

The facilities have been so designed as to accommodate further expansion in terms of

capacity and future models. At full capacity utilization, 75,000 vehicles will roll out of the
Pantnagar plant.
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Tata Motors to launch 30 new CV models ?Mumbai, Dec. 21 Tata Motors said it will
launch 30 new models in the commercial vehicle segment in the current financial year. ³Any
company introducing these many vehicles in a year is quite unheard of. We expect, in CV
segment, 60 per cent of our sales in the next financial year to come from these new vehicles,´
said Mr R. Ramakrishnan, Head of Sales and Marketing, Medium & Heavy Trucks.

Tata launched seven medium and heavy trucks in Pune on Thursday. The company
will launch four more in the financial year 2008. The new vehicles include a 49-tonne tractor
trailer, a 49-tonne Novus tractor and a 31-tonne truck with lift-axle. All vehicles comply with the
BS II emission norms. The new 49-tonne tractor on Novus platform comes with an AC cabin,
radial tyres and a power capacity of 295.8 HP and is priced Rs 33 lakh.

The Rs15.5 lakh Tata LPT 3118 TC truck is fitted with an automatic load sensing
lift axle, which is first of its kind in the Indian truck industry, according to the company
authorities. Fully built tippers with 20 cubic meters body were also launched.

³Given the high GDP growth rate and booming construction sector, the Indian CV
market is far from maturation. With the value-added products in the CV segment which offer
comfort and safety on par with passenger cars we reiterate our leadership position,´ said Mr P.M.
Telang, Executive Director of Tata Motors Comercial Vehicle Business Unit.

About the overseas sales of the Tata trucks, Mr Telang said, ³We are selling in a
big way in the Middle East and South Africa. We see great opportunity in Russia and the entire
Eastern Europe. In case China opens up, we will have market there as well.´
 Senior executives of Tata Motors expressed confidence about the resurgence of
the truck market which has been facing a slump in the recent period. ³The good GDP rate, rising
Sensex and the good performance of the overall economy give positive signals. The interest rates
are most likely to come down. The improving infrastructure will particularly benefit the trucks
with the dual advantage of more business as well as smooth ride,´ said Mr Ramakrishnan. Of
the 30 new vehicles to be launched, 11 are in the heavy and medium trucks. In a bid to maintain
its 70 percent share in the domestic truck market, which has become highly competitive
following the entrance of international players, Tata is introducing new truck variants with value
additions. Tata Motors is understood to be launching four new commercial vehicles at the Auto
Expo.

#" | (
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The Tata LPT 3118 TC 8x2 BS II Truck is India¶s first 8 X 2 Multi Axle truck with
µLift Axle¶. It is fitted with Automatic Load Sensing Value for optimum Lift Axle function. The
Gross Vehicle Weight (GVW) is 31,000 kgs, thus offering more payload, minimum operating
cost and in turn more earnings for the customer. It delivers a maximum power of 177HP@ 2500
rpm and torque of 650 Nm@1500 rpm and gradeability of 21%. It has a max gear speed of
79.1kmph, an overall length of 9290 mm (for cab) and a ground clearance of 248 mm. It has 3
variants - cowl, cab chassis and cab load body. Ideal vehicle for cement, containers, tankers,
petrochemicals, fertilizers, food grain, timber and general cargo.
 +
 

COMPETITOR PRODUCT PROFILE:

Ashok Leyland has launched the 3116 multi-axle vehicle (MAV) with 8x2
configuration, developed for high fuel efficiency.

Speaking on the occasion, Mr. Vinod K. Dasari, Director & Chief Operating Officer,
Ashok Leyland, explained that the 3116 is being launched to complement the successful 3121
8x2 MAV from the company, which has earned market preference for arduous applications on
flat terrains. Market feedback also showed the need for a similar vehicle with even lower
operating costs, especially in one way load applications.

³Customers are seeking to improve operational profits by plying higher capacity

vehicles that maximize the load. Therefore, within the MAV segment, there is a perceptible shift
in favour of the 31T GVW vehicles, constituting 14% of the MAV demand in the first quarter of
the current fiscal. We believe that we will grow only if we improve our customers¶ profitability.
One way to do this is to customize products to their specific needs. And that is why we moved
quickly to offer a complementary product in the 31T range´, he said.

The 3116 derives the fuel efficiency advantage from an H series 6ETI-2K engine
with optimised power, and a matching driveline. Customers stand to benefit from the inline fuel
injection pump, which provides for low maintenance costs as well as excellent mileage. This
vehicle is unique, as such an engine with inline pump is not available anywhere in the world. The
suspension has been re-engineered for longer life and better vehicle stability, in response to
market needs.

Giving an insight into the segmental shifts, Mr. Dasari explained that the MAV
segment, pioneered by Ashok Leyland, has grown to become the largest segment accounting for
over 60 per cent of the medium and heavy duty goods volume. Ashok Leyland has nearly 100
variants in its MAV range.

Andhra Pradesh, being one of the largest markets for MAVs, was the natural
choice for the national launch of the new vehicle. In the State, 8x2 vehicles already constitute 17
per cent of the MAV volume. The 3116 is tailor-made for cement and general goods movement
that dominate the State¶s transportation sector.

Speaking on the occasion, Mr. Rajiv Sanghvi, Executive Director, Automotive

Manufacturer¶s Pvt Ltd. (AMPL), the long-standing dealer partner in Andhra Pradesh,
Maharashtra and Gujarat, said that Ashok Leyland has been the leader in the medium and heavy
duty commercial vehicle market in the State. The dealership has been investing in quality service
network for enhanced customer satisfaction, with a network spanning 45 locations in the State.
Mobile service vans, 24-hour helpline and exclusive accident care cells are some of the customer
support initiatives.Ashok Leyland has launched the 3116 multi-axle vehicle (MAV) with 8x2
configuration, developed for high fuel efficiency.

AL3116 12 TRUCK
 85

2


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Ë? Our vehicle is self steerable lift axle whereas competition has twin steerable front axle.
Ë? Advantage:- Front wheel Alignment check up is not required for our vehicle whereas it is
compulsory for competition vehicle. Incase they do not check the alignment at
recommended intervals; it will lead to premature failure of tyres. More over wheel
alignment for Trucks is generally available only in major cities.
Ë? Because of twin steerable axles, linkages will be more in competition as against TATA.
Ë? Since the lift axle is located just in front of live rear axle, load distribution is
uniform.(Load is being taken by all 12 wheels-Hence less wear & tear)
Ë? In competition, the additional axle is located at the front. Hence load is still being taken
by only 2 rear axles. Hence more wear & tyre. And also load distribution is not uniform.
Ë? Being a lift Axle, in the event of empty return, only 10 tyres will be on road. Hence
mileage (both Tyre mileage & diesel KMPL) is similar to normal multi axle truck. where
as in competition all 12 tyres will be on road irrespective of load condition. Hence
lesser tyre life and more diesel consumption in the competitor vehicle

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'? LIFT AXLE DEFINITION AND CLASSIFICATION
'? LIFTAXLE TYPE AND PARTS USED
'? LIFT AXLE FUNCTIONALITY & ADVANTAGES
'? BREIF TECHNICAL SPECIFICATION
 '? DESIGN MODIFICATIONS AND BENEFITS
'? NEW LAUNCHES COMPARISON
'? DOS & DON¶TS FOR DRIVER/ OPERATOR


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'? An axle capable of lifting/lowering is known as Lift axle.

'? Lift axles are many times referred as ³Loadable/Retractable´ axles.
'? Lifting or lowering of the axle is achieved through pneumatic circuit with an
Automatic/manual control available with driver.
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Ë? u%
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`? Pusher Lift Axle
`? Tag Lift Axle
Ë? u%
`? Self Steered Lift Axle
`? Non Steered Lift Axle

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When the Lift Axle is mounted ahead of rear axle, it is referred as Pusher Axle

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When the Lift Axle is mounted behind the rear axle, it is referred as Tag axle.


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 Self Steered axles are capable of tracking front axle/steered axle path by use of
Installed positive castor of the axle and side thrust resulting due to friction at
interface of tire and ground. This type of design is generally preferred for Pusher
position of lift axle.

 
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Non steered axles are same as dead axles having capability of lifting/lowering.
Particularly this type of design is more suitable for tag position of lift axle.

%3 9 -

Ë? Legal Increment in GVW (6 tons)

Ë? Better payload carrying capacityi.e. Payload= 31000 - 7220(Cowl weight) - 2000 (Cab&
Body weight)Payload= 21780 kg
Ë? LIFT-AXLE for better fuel consumption when payload is not to it full capacity
Ë? No tyre wear and friction when LIFT-AXLE tyres are not in contact with road surface.
Ë? Automatic lifting and lowering depending on the load.
Ë? The lift axle position gives the best advantage in loading the axle to 6 tons which is
difficult in case of other design.



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‡? Engine 180 hp @ 2500 RPM Cummins

‡? Torque 650Nm @ 1500-1700 RPM

‡? GVW 31000 kg

‡? Fuel Tank 400 ltr

‡? Front Axle weight 12000 kg (Front + Lift Axle)

Rear Axle 19000 kg

‡? Gear Box G 750

‡? Max Speed 77 kmph

‡? Battery 2X12 V, 150 Ah

Unladen weight 7220 for Bare Chassis with Cowl