Marketing Analysis of Tata Motors

AUTOMOBILE INDUSTRY OVERVIEW

Automotive industry is the key driver of any growing economy. In India, it is one of the largest industries, significantly making increasing contribution in country’s overall economic and industrial development.

KEY STATISTICS (INDIA):

1. World's second largest manufacturer of two wheelers, fifth largest manufacturer of commercial vehicles as well as largest manufacturer of tractors.

2. It is the fourth largest passenger car market in Asia behind Japan, South Korea, and Thailand.

3. Passenger car sales stood at 1.89 million units in 2012-13.

4. Provides direct and indirect employment to 1.31 crore people in the country.

TATA MOTORS LIMITED- AN OVERVIEW

Tata Motors Limited is India’s largest automobile company and the world’s largest truck and bus manufacturer. It has over 60000 employees, with operations in UK, South Korea, Thailand, Spain, South Africa and Indonesia, apart from India. The mission statement of the company is “to be passionate in anticipating and providing the best vehicles and experiences that excite our customers globally”.

The subsidiaries and associate companies include Jaguar Land Rover, Daewoo Commercial Vehicles Company, Hispano Carrocera, Marcopolo and Thonburi Automotive Assembly Plant Company.

SITUATION ANALYSIS

COMPETITOR ANALYSIS

Tata Motors is the only company in India to have market penetration in the Passenger Cars, Commercial Vehicles and Defense Vehicles Segments, thereby creating a plethora of competitors for itself in each segment.

Their business portfolio under various segments is as follows:

1. Passenger and Utility Vehicles: They have 12 cars under this segment which are further sub classified under Hatchback, Sedan, Utility Vehicles, Crossovers and Nano.

2. Trucks and Buses: This segment again has 12 vehicles under it which are sub classified under Pickups, Goods Carriers, Passenger Transportation and Logistics and Tractor-trailers.

3. Defense &...