A SUMMER TRAINING PROJECT

REPORT
ON
A study on Marketing Strategies of
Tata Motors, Varanasi

Company Guide: Presented By:

Presented to:
Mr. Nirad Kumar Jain Rishi Kumar Chaubey
Dr. Vinay Kumar Yadav
(General Manager) Roll No: 1605470071
(Asst. Professor)
MBA 3rd Sem
BBDNITM, Lucknow
 Introduction
• A marketing strategy is a process that can allow an organization to
concentrate its limited resources on the greatest opportunities to
increase sales and achieve a sustainable competitive advantage.

• Development of marketing program requires an in-depth analysis of

the market.

• A strategic marketing plan usually evolves from an organization’s

overall corporate strategy and serves as a guide for specific marketing
programs and policies.
 Company Profile
Founded 1945; 72 years ago
Headquarters Mumbai, India
Area served Worldwide
Natarajan Chandrasekaran (Chairman)
Key people Chandrasekaran Ramakrishnan (President and Group CEO)
Guenter Butschek (CEO)
Automobiles
Sport Cars
Commercial vehicles
Coaches
Products Buses
Construction equipment
Military vehicles
Automotive parts
Automotive design, engineering and outsourcing services
Services Vehicle leasing
Vehicle service
Revenue ₹2.697 trillion (US$42 billion) (2016)
Operating income ₹216.5 billion (US$3.4 billion) (2016)
Profit ₹95.88 billion (US$1.5 billion) (2016)
 Objectives of the Study

• To Study the various strategies used by Tata Motors to

attract maximum number of customers.

• To Study which car is more demanded by Customers.

• To study the customer satisfaction level of customers

towards Tata Motors
 Research Methodology

Type of research Descriptive research Design.

Sample Area Varanasi City (U.P)

Sample Unit Customers of Tata MOTORS

Sampling size 25 Respondents

Sampling technique Random Sample Technique

Instrumentation technique Interview, questionnaire

Sources of data collection Secondary data was collected from magazines, books, and internet.
 Data Analysis & Interpretation
• Overall satisfaction with performance of Tata Motors

0.45
0.4
0.4
0.36
0.35
0.3 Percentage
0.24
0.25
0.2
0.15
0.1
0.05
0
Fully satisfied Partially satisfied unsatisfied

Above graph shows us that , overall performance of its car in that it observed that 40% of people
are partially satisfied , 36% of unsatisfied, 24 % people are fully satisfied of its overall
performance of their car.
 Findings
• Maximum number of respondent have chose Tata cars, as it is well suited
for traveling both in rural and urban areas

• Most of the customer has the opinion that looks of Tata cars leads to
their satisfaction.

• Most of the customers are using the vehicle for their own purpose.

• Customers are much satisfied with the information and demo given by
sales representative.
 Suggestions
• The company can undertake R&D to improve the existing feature which field
helps increase in the customer satisfaction.

• The company should promote about the entire feature offered by it.

• As majority of the customer give opinion that they are satisfied is the factors,
services and design of the product of the company should taken not only
maintain the existing standard but also enhance them.

• TATA Motors should increase the dealerships / channel partners for the rural
marketing. In case of non viability should force the old dealerships to open a
branch & increase the market share in that market
 Conclusion
• From this summer training project I conclude that the marketing strategies of Tata
motors are according to market. They always look after their consumers and their needs.

• They make changes in their product what consumer wants, that’s why most of the
consumers, are satisfied from the company. Company wants that every people can
purchase their product so, they have product from low price to high price with number
of different styles and designs without compromising product quality.

• Company is also providing good services to their customers.

• Company has its own show rooms and service centers in different places so customers
can’t face many difficulties to purchase their products.
 Limitations of the study

• There may be some biased response from the respondents.

• Some respondents did not provide the full data.

• Unwillingness on the part of the customers to disclose the

information as per the questionnaire.

• The decisiveness on the part of the customers regarding some

question hence difficulty faced in recording and analyzing the data.