Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
PROJECT REPORT
ON
“TATA MOTORS”
Session 2009-2010
Submitted by
GUIDED BY
ABHISHEK KUMAR
MR.SANDEEPJASHWANT BBA 6TH SEM
HOD (MANAGEMENT)
1
DEPARTMENT OF MANAGEMENT
SHRI SHANKARACHARYA MAHAVIDYALAYA
SECTOR-6 BHILAI (C.G)
Declaration
I Abhishek kumar student of sixth semester at
“shri shankaracharya mahavidyalaya” her by
declare that these research report under the
title “customer satisfaction & buying
behavior” is the record of my original work
under the guidance of Mr. Sandeep Jashwant
(H.O.D ) B.B.A . These report has never been
submitted any where for award of any degree or
diploma.
2
Certificate
This is to certify that Abhishek kumar a student
of B.B.A sixth semester at our institute under my
guidance and supervision he had carried out the
research project under title
Project guide
PRINCIPAL
(H.O.D management)
Place:
Date:
3
Acknowledgement
Perhaps the most awaited moment of any
endeavor in its successful competition of their
project report cases study having worked on
her project for the whole academic session. I
would like to express my sincere gratitude to
all those who made it possible.
ABISHEK KUMAR
BBA 6TH SEM
Preface
The topic chosen by me for my project is
“customer satisfaction & buying
behavior” In reference to Sairam automobiles. At
present Tata is market leader in the Indian market in
four wheeler segment.
5
,mileage , maintenance and service etc. while buying a
four wheeler
INDEX
Page
no:
Chapter Introduction 8-14
-1 Historical back
ground
Current scenario 15-20
Chapter Company profile
-2 Products of company 21-24
Marketing strategy
Chapter Current facts 25-27
-3 Outlook of industry
Global operations 28-32
Chapter Consumer buying
-4 behavior
Consumer buying 33-35
6
Chapter decision process
-5 Characteristics of
buying behavior
Problem definition 36-50
Chapter Scope of study
-6 Limitation of study
Object of study 51-52
Customer satisfaction 53-59
Questionnaire
Chapter Research
-7 methodology 60
Findings and suggestion
SWOT Analysis of Tata motor
Future of automobile in
Chapter economy
-8 June 2009 domestic
Chapter sales report
-9 Inflation effect on car
market
Bibliography
Chapter
-10
Introduction
India is an emerging country with huge potential. The
domestic economy is now growing at around 9-10% per
7
annum and India’s importance in global terms is being
reinforced by rapidly rising exports and domestic
consumption. At a time when numbers of a slowdown and
overheating in the Indian economy have started gaining
momentum, the Indian rupee sprang a surprise by pushing
the GDP figure past the trillion-dollar (42,00,000 crore) mark.
The automotive industry is at the center of India’s new
global dynamic. The domestic market expanding rapidly as
incomes rise and consumer credit becomes more widely
available. Manufacturer’s product lines are being continually
expanded, as is the local automotive manufacturing base.
Expectation are high that India can develop as a global hub
for vehicle manufacturers and as an outsourcing center that
offers the global automotive industry solution high up the
automotive value chain.
9
India is the fourth largest car market in Asia - recently crossed the
1 million mark.
10
LIBRILISATION -The Indian economy unleashed
a period of remarkable growth for the
Tata group, in India and worldwide.
11
customers and partners around the world,
building strong relationships based on tolerance,
understanding and mutual cooperation.
Current Scenario
12
The growth of the Indian middle class along with the
growth of the economy over the past few years has
attracted global auto majors to the Indian market.
Moreover, India provides trained manpower at
competitive costs making India a favored global
manufacturing hub. The attractiveness of the Indian
13
markets on one hand and the stagnation of the auto
sector in markets such as Europe, US and Japan on
the other have resulted in shifting of new capacities
and flow of capital to the Indian automobile industry.
According to the International Yearbook of Industrial
Statistics 2008 released by United Nations Industrial
Development Organization (UNIDO), India ranks 12th
in the list of the world’s top 15 automakers.
GENERAL OVERVIEW
INDIAS
LARGEST BUSSINESS GROUP
DIVERSE BUSSINESS IN 7
SECTOR
INTERNATIONAL INCOME
61%OF GROUP REVENUE
OPERATION
IN OVER 80 COUNTRIES
PRODUCT AND SERVICES
EXPORED IN 85 COMPANIES
LARGEST EMPLOYER IN PRI
VATE SECTOR OVER 300,000
GROUP REVENUE
FY09 : 251,543 CR/ $62.5 bn
14
Tata motors
15
multiple plants, supported by a nationwide dealership, sales and
services and spare parts network comprising of about 1,200
touch points. The company also has a strong auto finance
operation, Tata Motors Finance for supporting customers in
purchasing Tata Motors vehicles
Company profile
The largest passenger automobile and commercial vehicle
manufacturing company of India Tata Motors Limited, was
formerly called TELCO (TATA Engineering and Locomotive
Company), has its headquarters in Bombay, now Mumbai,
India. Established in 1945, listed on the New York Stock
Exchange in 2004 has created Rs. 320 billion wealth and was
one of the top
10 wealth creators in India, with manufacturing facilities in
the towns of Jamshedpur, Lucknow, and Pune. This company
was founded by Jamshetji Tata and is run by Ratan Tata
under the flagship company known as Tata and sons group.
He commands 22000 employees working in three plants as
well as other regional and zonal offices across the length and
breadth of India.
Tata motor’s passenger cars still need to reach
acceptable international requirements. The company
commands an imposing 65% share of the domestic
commercial vehicle market and is trying to
modernize this segment. The financial business of
Tata motors was separated into a subsidiary
company in sep. 2006, where it recorded a strong
financial performance during the last 5 year period.
From year 2005-2009, the profits of the company
went up at a CAGR of 36.4%, to attain Rs. 331, 525
million in 2008from Rs. 95, 731 Million in 2003. By
floating two rights issues at the end of Sep 2009 Tata
Motors Ltd expected to raise Rs 4, 150 crores. They
16
are offering one ordinary share valued at Rs. 340
every six shares expecting to net Rs. 2.90 Crores, the
so called “A” share would have different voting and
dividend rights, for every such 6 shares held at a
face value of 305 would raise Rs. 1.960 Crores, these
proceed would be utilized for an early repayment of
the short term funding of 2.3 Billion $ (Rs. 10,189
Crores) Borrowed for Acquisition of jaguar and Land
Rover from their principle “The Ford Motor
Company’s”.
17
TELCO (TATA Engineering and Locomotive
Company)
• Multinational Corporation.
• Headquarters in Mumbai.
• India's largest passenger automobile and
commercial vehicle manufacturing
company.
• World's 19th largest automaker.
• Sales: 19,654.41cr.
• Stock price: Rs. 347
18
developed the capability of designing, testing and
manufacturing such vehicles.
19
[1] Passenger cars and utility vehicles
20
[2]Commercial vehicles
MARKETING STRATEGIES
22
TATA unveiled its long awaited 1 Lakh rupee car
(actually a little over 1 lakh after tax) for the masses
and they call it “The People’s Car”. It’s a sweet
looking small car, just enough to take four people
around the city. 1 Lakh rupees roughly translate to
2500 rupees monthly installment and because of this
reason TATA is expect to sell record breaking
numbers and leave Indian roads blocked.
23
The introduction of the Nano received media attention due
to its targeted low price. The car is expected to boost the
Indian economy, create entrepreneurial-opportunities across
India, as well as expand the Indian car market by 65%. The
car was envisioned by Ratan Tata, Chairman of the Tata
Group and Tata Motors, who has described it as an eco-
friendly "people's car". Nano has been greatly appreciated
by many sources and the media for its low-cost and eco-
friendly initiatives which include using compressed-air as
fuel and an electric-version (E-Nano). Tata Group is expected
to mass manufacture the Nano, particularly the electric-
version, and, besides selling them in India, to also export
them worldwide.
Critics of the car have questioned its safety in India (where
reportedly 90,000 people are killed in road-accidents every
year), and have also criticized the pollution that it would
cause (including criticism by Nobel Peace Prize winner
Rajendra Pachauri). However, Tata Motors has promised that
it would definitely release Nano's eco-friendly models
alongside the gasoline model.
The Nano was originally to have been manufactured at a
new factory in Singur, West Bengal, but increasingly violent
protests forced Tata to pull out October 2008. Currently,
Tata Motors is reportedly manufacturing Nano at its existing
Pantnagar (Uttarakhand) plant and a mother plant has been
proposed for Sanand Gujarat. The company will bank on
existing dealer network for Nano initially. The new Nano
Plant could have a capacity of 500,000 units, compared to
300,000 for Singur. Gujarat has also agreed to match all the
incentives offered by West Bengal government.
24
25
26
Currents facts
27
OUTLOOK OF INDUSTRY
28
highways to transport goods to different states and districts,
while MCVs are used in distributing goods to different cities
and the last leg of distribution in intra city is done by using
<=3.5 tonner vehicles
GLOBAL OPERATIONS
Tata Motors has been aggressively acquiring foreign
brands to increase its global presence. Tata Motors
has operations in the UK, South Korea, Thailand and
Spain. Among them is Jaguar Land Rover, a business
comprising the two iconic British brands that was
acquired in 2008. Tata Motors has also acquired from
Ford the rights to three other brand names: Daimler,
Lanchester and Rover. In 2004, it acquired the
Daewoo Commercial Vehicles Company, South
Korea’s second largest truck maker. The rechristened
Tata Daewoo Commercial Vehicles Company has
launched several new products in the Korean market,
while also exporting these products to several
international markets.
Today two-thirds of heavy commercial vehicle
exports out of South Korea are from Tata Daewoo. In
2005, Tata Motors acquired a 21% stake in Hispano
Carrocera, a reputed Spanish bus and coach
manufacturer, giving it controlling rights of the
company. Hispano’s presence is being expanded in
other markets. On Tata's journey to make an
international foot print, it continued its expansion
through the introduction of new products into the
market range of buses (Starbus & Globus) as well as
trucks (Novus). These models were jointly developed
with its subsidiaries Tata Daewoo and Hispano
29
Carrocera. In May, 2009 Tata unveiled the Tata World
Truck range jointly developed with Tata Daewoo.
They will debut in South Korea, South Africa, the
SAARC countries and the Middle-East by the end of
2009. In 2006, it formed a joint venture with the
Brazil-based Marco polo, a global leader in body-
building for buses and coaches to manufacture fully-
built buses and coaches for India and select
international markets. Tata Motors has expanded its
production and assembly operations to several other
countries including South Korea, Thailand, South
Africa and Argentina and is planning to set up plants
in Turkey, Indonesia and Eastern Europe. Tata also
franchisee/joint venture assembly operations in
Kenya, Bangladesh, Ukraine, Russia and Senegal.
Tata has dealerships in 26 countries across 4
continents. Though Tata is present in many counties
it has only managed to create a large consumer base
in the Indian Subcontinent namely India, Bangladesh,
Bhutan, Sri Lanka and Nepal and has a growing
consumer base in Italy, Spain and South Africa.
31
Consumer Buying Decision Process
32
There are following five stages in consumer buying
decision Process.
1. Problem identification:-
The buying process starts when the buyer
recognizes a problem or need. The need can be
triggered by internal or external stimuli.
Marketers need to identify the circumstances
that trigger a Particular need. By gathering
information from a number of consumers,
Marketers can identify the most frequent
stimuli that spark an interest in a product
category. They can then develop marketing
strategies that trigger consumer interest.
2. Information Search:-
The consumer tries to collect information
regarding various products/service. Through
gathering information, the consumer learns
about completing brands and their features.
Information may be collected form magazines,
catalogues, retailers, friends, family members,
business association, commercial, chamber of
commerce, telephone directory, trade fair etc.
Marketers should find out the source of
information and their relative degree
importance to the consumers.
33
3. Evaluation of
alternative:-
There is no single process used by all consumers by
one consumer in all buying situations. There is
several First, the consumer processes, some basic
concepts are:
First, the consumer is trying to satisfy need.
Second, the consumer is looking for certain benefits
from the product solutions. The marketer must know
which criteria the consumer will use in the purchase
decision.
4. Choice of purchasing
decision:-
From among the purchase of alternatives the
consumer makes the solution. It may be to buy or not
to buy if the decision is to buy. The other additional
decisions are:
Which types of bike he must buy from whom to buy a
bike? How the payment to be made? And so on.
The marketer up to this stage has tried every means
to influence the purchase behavior, but the choice is
properly consumers. In the evaluation stage the
consumer forms preferences among the brands in
the choice set. The consumer may also form an
intention to but the most preferred brand.
35
The marketer should also monitor new
buyers use and dispose of the product. If
the consumer store the product in a close,
the product is probably not very
satisfying. If the consumer throws the
product away, the marketer needs to
know how they dispose of it; especially it
can be hurt the environment.
Characteristic of Buyer
Behaviors
36
material, and learning to prefer particular
brands.
PROBLEM
DEFINATION
37
• PROBLEM
DEFINATION
• SCOPE OF STUDY
• OBJECTIVE OF
STUDY
• LIMITATIONS OF
STUDY
PROBLEM DEFINATION
SCOPE OF STUDY
Limitations of study
39
(1) When the buyers are busy we can’t
get accurate data from them.
OBJECTIVES OF STUDY
40
Questionnaire
41
• Questionnaire is a source of Primary Data.
• It is a simple way to collect data from
general public
• Multiple choice questions were given to the
respondents and they were asked to fill
their opinion.
• The data was then analyzed and inferences
were drawn on that basis.
Sample of a questionnaire
42
Research
methodology
Research Methodology: The data for the
project was collected from malls, customers at
showrooms, markets and from public also.
43
ANALYSIS
Sample size – 40
Respondents:
Owners of Santro – 9
Owners of Indica – 18
44
Owners of other cars
–5
46
Q3) Are you satisfied with it?
A) Yes b) No
47
(4) Car customers
48
Q5) How much do you spend on
maintenance on a monthly basis?
49
(6) Sample of 30 customers, according
to their income.
50
Q7)Name he car that comes first in your
mind when you think of small segment
car in India?
51
From that it was found that:-
52
From that it was found that:-
Power 7
53
steering
Mileage 15
Price 10
Others 8
FINDINGS
SUGGESTIONS
55
Based on the findings from the analysis the
following suggestions could be made:
56
SWOT Analysis - Tata Motors Limited
58
brand? Maybe not, but they would buy into
Fiat, Jaguar and Land Rover.
61
Survey conducted by (C.S.O) Central statistical
organization
62
Released on: 1st
July, 2009
TATA Motors’s June 2009 DOMESTIC
SALES at 43,244 nos.
Commercial Vehicles
The Company’s sales of commercial vehicles in June 2009 in the
domestic market were 26,205 nos., a 2% decline compared to 26,797
vehicles sold in June last year. LCV sales were 16,256 nos., a growth of
17% over June 2008, while
M&HCV sales stood at 9,949 nos., a decline of 23% over June 2008 but
an increase of 15% over May 2009. Cumulative sales of commercial
vehicles in the domestic market for the first quarter of the fiscal were
72,056 nos., a growth of 1% over last year. Cumulative M&HCV sales
stood at 26,626 nos., a decline of 26% over last year, while LCV sales
for the quarter were 45,430 nos., a growth of 27% over last year.
Passenger Vehicles
The passenger vehicle business reported a total sale and distribution
off take of 19,513 nos. (17,039 Tata + 2,474 Fiat) in the domestic
market in June 2009, an 11% increase compared to 17,567 nos.
(17,017 Tata + 550 Fiat) in June 2008, and an increase of 17.8% over
16,563 nos. (15,388 Tata + 1,175 Fiat) of May 2009. The Indica range
grew for the fifth consecutive month at sales of 10,210 nos. -- a growth
of 19% over June 2008. The Indigo family recorded sales of 3,522 nos.,
a 26% decline over June 2008, but a growth of 24.4% over 2,832 nos.
of May 2009. The Sumo/Safari range accounted for sales of 3,307 nos.,
a decline of 11% compared to June 2008, but a growth of 29.7% over
2,550 nos. of May 2009.
Exports
63
The Company’s sales from exports at 2,155 vehicles in June 2009
declined by 37% compared to 3,431 vehicles in June 2008. The
cumulative sales from exports for the fiscal at 5,220 nos. declined by
43% over 9,159 nos. in the same period last year.
64
BIBLIOGRAPHY
Books:
1. Philip Kotler, Kevin Keller (2009),
Marketing Management (Thirteenth
Edition)
2. Marketing Management, The
McGraw.Hill
Company Rajan Saxena (Third
Edition)
MAGAZINES:
A) OUTLOOK BUSINESS (FEB, 2009)
B) BUSINESS STANDARD (April-July
2009)
C) 4P’S OF BUSINESS AND
MARKETING (June 2009)
D) BUSINESS TODAY - Pick and
Choose
65
INTERNET:
1. Tata Motors' Official Website
2. Wiki - Tata Motors Ltd
8.
htttp://www.moneycontrol/com/tata
- group/Tata motors
9.
http://www.yahoofinance.com/tata
motors
10.http://www.carwale.com/rese
arch/cars
66