A

PROJECT REPORT
ON
“A STUDY ON MARKETING STRATEGIES OF TATA MOTORS WITH
REFERENCE TO BHASIN MOTORS IN RAIPUR CITY”
(With special reference to Raipur city)

In partial fulfillment for the award of the degree of

‘Bachelor of Commerce’
[BATCH: 2017-2020]

MATS SCHOOL OF BUSINESS STUDIES,

MATS UNIVERSITY, PANDRI, RAIPUR (C.G.)

GUIDED BY: SUBMITTED BY;

PAYAL MAM RAHUL JAIN
ID NO. MU17BCM039
B.COM (CA) Vth Sem

1
 ACKNOWLEDGEMENT

It was a enriching and learning experience for me to do this project. I would like to
acknowledge all those people who have continuously guided me throughout and
helped me in completion of my project “A STUDY ON MARKETING
STRATEGIES OF TATA MOTORS WITH REFERENCE TO BHASIN
MOTORS IN RAIPUR CITY” with special reference to Raipur city. I am obliged
to the PAYAL MAM for being extremely patient, for guiding me right from the
inception till the successful completion of the project. I sincerely acknowledge them
for extending their guidance, support for literature, critical reviews of project and
the report and above all the moral support they had provided to me with all stages
of this project.

I would also like to thank all the respondents who have helped me for collection, of
data for their honest participation in the research and helped me directly or
indirectly in successful completion of this study for their help and cooperation
throughout the project.

PLACE: RAIPUR RAHUL JAIN

ID NO. MU17BCM039

2
 CERTIFICATE FROM THE GUIDE

This is to certify that this project entitled “ A project report on “A STUDY ON

MARKETING STRATEGIES OF TATA MOTORS WITH REFERENCE

TO BHASIN MOTORS IN RAIPUR CITY” with special reference to Raipur

city submitted in partial fulfillment of degree of Bachelor of Commerce to the

MATS UNIVERSITY Raipur (C.G) done by RAHUL JAINID No.

MU17BCM039 is authentic work carried out by her under my guidance. The

matter embodied in this project work has not been submitted earlier for award of

any degree or diploma to the best of my knowledge and belief.

RAHUL JAIN Signature of guide

ID No.MU17BCM039 PAYAL MAM
B.com (CA)
3
 CERTIFICATE

This is to certify that this project entitled “A STUDY ON

MARKETING STRATEGIES OF TATA MOTORS WITH REFERENCE
TO BHASIN MOTORS IN RAIPUR CITY” submitted in partial fulfillment
of the degree of Bachelor of Commerce to MATS School of Business
Studies, MATS University, Raipur, C.G., prepared by RAHUL JAIN,
ID MU17BCM039 is a result of sincere and authentic work carried out
by her under the guidance of SHIKHA MAM. Submission of this project
is mandatory for award of her degree.

Signature of Guide
PAYAL MAM

4
 DECLARATION

I hereby declare that this project entitled “A STUDY ON MARKETING

STRATEGIES OF TATA MOTORS WITH REFERENCE TO BHASIN

MOTORS IN RAIPUR CITY” with special reference to Raipur city, done by me is

submitted to the Mats School Of Business Studies, Pandri, Raipur (C.G) in the partial

fulfillment of degree of Bachelor of Commerce under the guidance of PAYAL MAM is a

benefited work and it is not submitted to any other university or institute for any degree or

diploma.

Signature of student

RAHUL JAIN

ID No. MU17BCM039

5
 TABLE OF CONTENTS

Chapter Topic Page no.

1 Introduction 1 – 10

2 Company Profile 11 – 18

3 Litreature Review 19 – 23
4 Research Methodology 24 – 26

5 Data Interpretation & Analysis 27 – 36

6 Findings and Limitation 37 – 39

7 Suggestions & Conclusion 40 – 42

8 Annexure 43 – 46

 Bibliography
 Webliography
 Questionnaire

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 Chapter I
Introduction

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 MARKETING STRATEGIES

Marketing strategy is defined by Prophet's David Aaker as a process that can allow an
organization to concentrate its resources on the optimal opportunities with the goals of increasing
sales and achieving a sustainable competitive advantage. Marketing strategy includes all basic
and long-term activities in the field of marketing that deal with the analysis of the strategic initial
situation of a company and the formulation, evaluation and selection of market-oriented
strategies and therefore contribute to the goals of the company and its marketing objectives.

Developing a marketing strategy

Marketing strategies serve as the fundamental underpinning of marketing plans designed to fill
market needs and reach marketing objectives. Plans and objectives are generally tested for
measurable results. Commonly, marketing strategies are developed as multi-year plans, with a
tactical plan detailing specific actions to be accomplished in the current year. Time horizons
covered by the marketing plan vary by company, by industry, and by nation, however, time
horizons are becoming shorter as the speed of change in the environment increases. Marketing
strategies are dynamic and interactive. They are partially planned and partially unplanned. See
strategy dynamics. Marketing strategy needs to take a long term view, and tools such as
customer lifetime value models can be very powerful in helping to simulate the effects of
strategy on acquisition, revenue per customer and churn rate.

Marketing strategy involves careful scanning of the internal and external environments. Internal
environmental factors include the marketing mix and marketing mix modeling, plus performance
analysis and strategic constraints. External environmental factors include customer analysis,
competitor analysis, target market analysis, as well as evaluation of any elements of the
technological, economic, cultural or political/legal environment likely to impact success. A key
component of marketing strategy is often to keep marketing in line with a company's overarching
mission statement. Once a thorough environmental scan is complete, a strategic plan can be
constructed to identify business alternatives, establish challenging goals, determine the optimal
marketing mix to attain these goals, and detail implementation. A final step in developing a

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marketing strategy is to create a plan to monitor progress and a set of contingencies if problems
arise in the implementation of the plan.

Marketing Mix Modeling is often used to help determine the optimal marketing budget and how
to allocate across the marketing mix to achieve these strategic goals. Moreover, such models can
help allocate spend across a portfolio of brands and manage brands to create value.

Types of strategies

Marketing strategies may differ depending on the unique situation of the individual business.
However there are a number of ways of categorizing some generic strategies. A brief description
of the most common categorizing schemes is presented below:

Strategies based on market dominance - In this scheme, firms are classified based on their
market share or dominance of an industry. Typically there are four types of market dominance
strategies:

 Leader
 Challenger
 Follower
 Nicher

Porter generic strategies - strategy on the dimensions of strategic scope and strategic strength.
Strategic scope refers to the market penetration while strategic strength refers to the firm’s
sustainable competitive advantage. The generic strategy framework (porter 1984) comprises two
alternatives each with two alternative scopes. These are Differentiation and low-cost leadership
each with a dimension of Focus-broad or narrow. ** Product differentiation ** Cost leadership
** Market segmentation * Innovation strategies — This deals with the firm's rate of the new
product development and business model innovation. It asks whether the company is on the
cutting edge of technology and business innovation. There are three types: ** Pioneers ** Close
followers ** Late followers * Growth strategies — In this scheme we ask the question, “How
should the firm grow?”. There are a number of different ways of answering that question, but the
most common gives four answers:

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  Horizontal integration
 Vertical integration
 Diversification
 Intensification

These ways of growth are termed as organic growth. Horizontal growth is whereby a firm grows
towards acquiring other businesses that are in the same line of business for example a clothing
retail outlet acquiring a food outlet. The two are in the retail establishments and their integration
lead to expansion. Vertical integration can be forward or backward. Forward integration is
whereby a firm grows towards its customers for example a food manufacturing firm acquiring a
food outlet. Backward integration is whereby a firm grows towards its source of supply for
example a food outlet acquiring a food manufacturing outlet. A more detailed scheme uses the
categories Miles, Raymond (2003). Organizational Strategy, Structure, and Process. Stanford:
Stanford University Press.

 Prospector
 Analyzer
 Defender
 Reactor
 Marketing warfare strategies - This scheme draws parallels between marketing strategies
and military strategies.

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Marketing Strategies – TATA motors Limited

Tata Motors is an Automobile Company in India and is a very high earning company. It's
revenues reportedly in the year 2008-2009, is 14 billion. But it's achievements do not stop
there. It is among the world's top automobile companies, reportedly the 4th lagest truck
manufacturer.

The question that many may ask is, “What can we learn from such a large company, with
such great profits?” The age old statement, “Success often leaves traces” may be
appropriate to add in this junction.

With 23,000 employees what is notable in Tata Motors approach is the fact that it's
marketing approach is novel and founded on clear cut internet marketing guidelines. One
only has to go to the Tata Motors website to find that it integrates multiple media outlets in
it's marketing approach. From its use of flash to its sleek website design, the company uses
what is essential to great profits,- innovation.

Innovation is simply the process by which companies increase their profitability in the
marketplace by staking out a position that other companies in the market can't do. It clears
out space in their prospect's mind as to what their company is able to offer them that no
other company can.

For Tata Motors- excellence in service and presentation- is the perception that comes to the
prospect 's mind, for others it may understanding a customer's family needs for a car.

Essentially what Tata Motors has done is they've brought a new range of value to their
market by bringing media and technology that have not been overemphasized by their
competitors so that they could carve out an unshakable space in the minds of their
customers and thus lead to increased sales.

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SWOT Analysis – TATA Motors Limited

The company began in 1945 and has produced more than 4 million vehicles. Tata Motors
Limited is the largest car producer in India. It manufactures commercial and passenger
vehicles, and employs in excess of 23,000 people. This SWOT analysis is about Tata Motors.

Strengths

 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.
 The company has had a successful alliance with Italian mass producer Fiat since 2006.
This has enhanced the product portfolio for Tata and Fiat in terms of production and
knowledge exchange. For example, the Fiat Palio Style was launched by Tata in 2007,
and the companies have an agreement to build a pick-up targeted at Central and South
America.

Weaknesses

 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); Tata 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 recognized 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 (see opportunities and
strengths).
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Opportunities

 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 most economical 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%.

Threats

 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.

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 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
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.

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Marketing Mix – TATA Motors

1. Product: Tata has a very wide range of products it has passenger cars, utility vehicles,
Trucks, Commercial passenger Carriers And Defence Vehicles

Passenger cars UtilityVehicles Trucks Commercial

Passenger Carriers
Indica vista Safari Tata Prima Buses
Indigo Manza Sumo Grande TL 4×4 Winger
Nano Sumo Gold Magic
Fiat cars Xenon XT

2. Price: The prices of Tata motors are generally affordable acceptable by the general public at
large. Tata always have something for the lower class people with Nano being their trump card.
Giving discount every month and special promotion for certain type of vehicle also one of the
strong strategy use by Tata Motors. Discount can be made from Company’s profit or from
dealer’s profit at certain range.

3. Place: Tata Motors has an extensive dealer network covering Indian and International
markets. Wherever you are, there is a Tata Motors Sales and Service dealership close to you. The
channel of distribution, physical location, and dealership method of distribution and sales is
generally adopted. The distribution of vehicle must be in a very systematic way, from the plant to
dealership and to end user. This is not only in India itself but also to the world-wide dealership.

4. Promotion: Tata motors promote their products via Advetising and after sales services.

5. People: Tata Motors owe our success to the highly motivated and talented staff. Our
recruitment division picks the crème-de-la-crème from premier universities, management and
engineering institutes in India. they put them through rigorous training programmes to hone their
entrepreneurial skills and impart comprehensive product knowledge.

6. Processes: Tata motors follow Balanced Scorecard Collaborative, Inc for achieving
excellence in overall Company performance.

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 OBJECTIVE OF STUDY

 To know the market share of Bhasin Motors.

 To know the perception of consumers regarding four wheelers.

 To determine the factors influencing the choice of customers regarding four wheelers.

 To analyze what is the source of information to the customers regarding Tata Motors.

 To find out the various way of feedback from customers regarding Tata Motors.

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 Chapter II

COMPANY PROFILE

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Tata Motors Profile

Tata Motors Limited

Type Public

Traded as BSE: 500570 (BSE SENSEX Constituent)

NSE: TATAMOTORS
NYSE: TTM

Industry Automotive

Founded 1945

Founder(s) J. R. D. Tata

Headquarters Mumbai, Maharashtra, India[1]

Area served Worldwide

Key people Ratan Tata

(Chairman Emeritus)
Cyrus Pallonji Mistry
(Chairman)
Ravi Kant
(Vice Chairman)
Karl Slym
(Managing Director)

Products Automobiles
Commercial Vehicles
Automotive parts

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 Services Vehicle leasing
Vehicle service

Revenue US$ 32.67 billion (2012)[2]

Operating US$ 3.06 billion (2012)[2]

income

Profit US$ 2.28 billion (2012)[2]

Total assets US$ 28.05 billion (2012)[2]

Total equity US$ 6.44 billion (2012)[2]

Employees 59,759 (2012)[2]

Parent Tata Group

Divisions Tata Motors Cars

Subsidiaries Jaguar Land Rover

Tata Daewoo
Tata Hispano

Tata Motors is India's largest automobile company, with consolidated revenues of Rs1,65,654
crore (USD32.5 billion) in 2011-12. Through subsidiaries and associate companies, Tata
Motors has operations in the UK, South Korea, Thailand, Spain and South Africa. Among
them is Jaguar Land Rover, the business comprising the two iconic British brands. Following
a strategic alliance with Fiat in 2005, it has set up an industrial joint venture with Fiat Group
Automobiles at Ranjangaon to produce both Fiat and Tata cars and Fiat powertrains.

Tata Motors is the country's market leader in commercial vehicles and among the top three in
passenger vehicles. It is also the world's fourth-largest truck and bus manufacturer. Tata
Motors commercial and passenger vehicles are being marketed in several countries in Europe,
Africa, the Middle East, South Asia, South East Asia and South America. It has franchisee /

19
joint venture assembly operations in Bangladesh, Ukraine and Senegal.

The company, formerly known as Tata Engineering and Locomotive Company, began
manufacturing commercial vehicles in 1954 with a 15-year collaboration agreement with
Daimler Benz of Germany. It has, since, developed Tata Ace, India's first indigenous light
commercial vehicle; the Prima range of trucks; the Ultra range of international standard light
commercial vehicles; Tata Safari, India's first sports utility vehicle; Tata Indica, India's first
indigenously manufactured passenger car; and the Nano, the world's most affordable car.

Tata Motors has over 4,500 engineers, technicians and scientists at R&D centres in India,
South Korea, Spain and the UK.

Areas of business
Tata Motors makes passenger cars, multi-utility vehicles and light, medium and heavy
commercial vehicles.

 Passenger cars: The company launched the compact Tata Indica in 1998, the sedan
Indigo in 2002 and the station wagon Indigo Marina in 2004.
 Utility vehicles: The Tata Sumo was launched in 1994 and the Tata Safari in 1998.
 Commercial vehicles: The commercial vehicle range extends from the light two-tonne
truck to heavy dumpers and multi-axled vehicles in the above 40-tonne segment.
 Passenger buses: The company also manufactures and sells passenger buses, 12-
seaters to 60-seaters, in the light, medium and heavy segments.

Joint ventures, subsidiaries, associates

Tata Motors has a joint venture (JV) with Marcopolo, the Brazil-based maker of bus and
coach bodies. Tata Motors (SA) (Proprietary) is Tata Motors' JV with Tata Africa Holding
(Pty); the JV assembly plant at Rosslyn, Pretoria, assembles light, medium and heavy
commercial vehicles ranging from 4-50 tonnes from semi knocked down kits.

Other associates include:

 Tata Daewoo Commercial Vehicle Company, a 100-percent subsidiary of Tata Motors

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 in the business of heavy commercial vehicles).
 Tata Motors European Technical Centre is a UK-based, 100-percent subsidiary
engaged in design engineering and development of products.
 Telco Construction Equipment Company makes construction equipment and provides
allied services. Tata Motors has a 60 percent holding; the rest is held by Hitachi
Construction Machinery Company, Japan
 Tata Technologies provides specialised engineering and design services, product
lifecycle management and product-centric information technology services Tata
Motors (Thailand) is a joint venture between Tata Motors (70 percent) and Thonburi
Automotive Assembly Plant Co (30 percent) to manufacture and market the
company’s pickup vehicles in Thailand (Tata Cummins manufactures high horsepower
engines used in the company’s range of commercial vehicles
 HV Transmissions and HV Axles are 100-percent subsidiaries that make gearboxes
and axles for heavy and medium commercial vehicles.
 TAL Manufacturing Solutions is a 100-percent subsidiary that provides factory
automation solutions and designs and manufactures a wide range of machine tools
 Hispano Carrocera is a Spanish bus manufacturing company in which Tata Motors
acquired a 100 percent stake in 2009
 Concorde Motors is a 100 percent subsidiary retailing Tata Motors’ range of passenger
vehicles Tata Motors Finance is a 100 percent subsidiary in the business of financing
customers and channel partners of Tata Motors

Location
Tata Motors' plants are located at Jamshedpur (eastern India), Pune and Sanand (west),
Dharwad (south west) and Lucknow and Pantnagar (north). Tata Motors and Fiat have set up
a common manufacturing facility at Ranjangaon, near Pune.

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Director of Bhasin Motors , Raipur.

Mr. Amarpreet Singh & Mr. Ravinder Singh

Inauguration Date : 14th April 2009

Average Sales / Month : 80 units

Service Vehicles / Month : 800 units

Parts Sales / Month : Rs. 30 Lac

Manpower : 200

(Sales - 25 , Service - 90 , Spare - 15 and Back Office - 15)

Bhasin Motors is one of the dealers of Tata Motors they have the
following segments :-

 Nano Segment

This segment consists of various models of the worlds most economical car i.e. Tata
Nano. Consumers can choose between models of different specifications according to
their requirement.

 Hatchback Segment
A hatchback car is a vehicle that has a large door in the back that swings upward,
While many other models also use this type of door, a hatchback car is traditionally
looked at as a small coupe- to sedan-size car with a raise-open door in the back instead
of a trunk, which usually gives it more storage space. It is commonly referred to as a
three-door or five-door car, in reference to the hatchback adding an extra door to the
number of side doors the car also has. Hatchback cars are mostly marketed as being
versatile vehicles, allowing more storage capacity than a standard car, but better
handling and gas mileage (and a lower cost) than vans. The Hatchback segment

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 contains cars like – Indica, Vista

 Sedan Segment
A sedan car is often painted in a definition of absolute luxury and will have a trunk . A
basic way to define a sedan is a car with large boot space and a totally separate section
for passengers . A sedan will have a hard roof and can have seat room to accommodate
four passengers or more. Their various models the Sedan segments contains vehicles
like Manza, Indigo.

 SUV Segment
SUV (Sports Utility Vehicle) – These vehicles have large tyres, higher seating, higher
ground clearance. The engine area is separate, but the passenger & luggage area are
enclosed together. Most of these vehicles are equipped with either 4 wheel drive
system or has the option for that. For eg. SAFARI, STORM.

 Crossover Segment
A crossover (or CUV: crossover utility vehicle) is a vehicle built on a car platform and
combining, in highly variable degrees, features of a sport utility vehicle (SUV) with
features from a passenger vehicle, especially those of a station wagon or hatchback.
Eg. Aria.

Bhasin Motors is having the 3S dealership. It means it is

involved in Sales, Service, Spares of cars.

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COMPETITORS OF TATA

 Maruti Suzuki
 Chevrolet
 Hyndai
 Renault etc.

VISION :- To establish as NO.1 Dealer in automobile & to get 100 % customer

compliance.

MISSION :- To strengthen the Tata brand and create lasting relationships with the
customers by working closely with business partners to provide superior value for money over
the life cycle.

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 CHAPTER – III

LITREATURE REVIEW

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 Marketing of Tata Motors Limited

Introduction:

Tata Motors Limited was established under Tata Group in 1945 and since then,
it has emerged as largest automobile company of the India. In fact it was first
Indian automotive firm to list on NY Stock exchange. A company with this
stature needs a powerful and effective IMS process that ensures the company’s
economic development and its competitive advantage in the market.
The purchasing power of people is dynamically developing as economies of
several emerging nations continue to develop and an overall global car market is
currently experiencing a revolution. In coming years, there will be more
individuals than ever who will desire to own a mobile and procure financial
resources to do so. Tata Motors became able to increase and maintain their
competitive advantage and overall market share by effectively capitalizing on its
core competencies. The company is considered as competitive, active, and
dynamic in every aspect related with the automobile market which is evident of
the fact that number of activities is responsible for the company’s overall
competitive advantage.

Study:
Tata Motors gained immense popularity in India by manufacturing economical
ULCCs thus providing individuals what they desired for a long time. The
concept of low-cost cars may be restricted to specific regions in the beginning
like India and Russia where per capita income is low and fewer resources are
available to the individuals. But changing economies have led other developing
countries to consider manufacturing/importing ultra-low-cost vehicles to fulfill

26
requirements. In this way, populated and developed countries could be those
regions where requirement of ultra-low-cost cars is substantially high .
Nevertheless many of those countries do not possess operational capabilities to
manufacture ULCCs therefore competent manufactures all over the world could
serve the purpose. Tata Motors have an excellent ultra-low-cost vehicle which it
could export to many regions and countries of the world where their requirement
is getting high day by day. These regions may include Europe/ North America
and other adjoined countries of India in Asia.
Tata motors always monitor its capabilities and potential to utilize opportunities
in the ever evolving automobile industry to make continuous and increasing
economic welfare through technological research and development. The Tata
motors had successfully done this by manufacturing one of the most low-cost
and efficient vehicles. Other core competencies which Tata Motors had
embedded in organisation’ philosophy and structure were expansion and
acquisition and merger. The company acquired Land rover and Jaguar which
retained ultimate competitive advantage to it.
Another core competency is location of the Tata Motors. Being operated in India
gives Tata motors an opportunity to understand the market needs and
requirements fully and manufacture products accordingly. The labour costs are
also greatly reduced by operating in India where low-wages helped organisation
to source 97% components in India. The production of high-volume part is
expensive and difficult but Tata Motors enjoyed the advantage of its location
thus achieving greatest competitive advantage over its global competitors.
To further identify and assess competitive advantages that Tata Motors would
enjoy in automobile industry, it is first required to overview the competitive
environment it is surrounded by. The increasing and Aspirational middle and
working class of India desire to have economical and affordable vehicles. To

27
bring the joy of motoring to millions of individuals and to target potential
customers, Tata Motors came with their Nano cars. It was only possible by
studying and tracing the potential market advantage of Indian automobile
industry which is mainly characterized by cost-cutting strategies and policies. In
this way, Tata Motors manufactured and delivered standardized and economical
vehicles to those millions of Indians. The Nano partners and engineers didn’t
come up with conventional car models with high horse power engines. Instead,
they manufactured low horse-powered vehicles which could effectively serve the
purpose and provide transport facilities in jam-packed cities of the India.

Cost-cutting is directly related with new emerging markets as customers all over
the world now prefer less expensive cars due to certain reasons such as low
incomes, inflation and high fuel rates. This eventually led automobile
manufactures operating all over the world to deliver economical cars so that
millions of people could afford their own means of transportation. Nevertheless,
it restricted the amounts of profit returns for those manufactures but small profits
with increased customer loyalty and product demand served the purpose fully.
Tata Motors eventually gained competitive advantage in the market by
developing Nano Car and selling it for only $2,500. The profit returns were
small but large number of people in India found this affordable. In fact
individuals who can’t afford a $5,000 vehicle could now easily buy a four-wheel
vehicle.

The increased automobile (commercial and passenger) sales and a general

motorization concept in India supported the competitive advantage of Tata
Motor’s Nano ULCCs. Tata sold millions of units in few past years and is also
willing to spend $1.5 billion dollars in next four years to maintain its

28
competitive advantage. Currently Tata Motors Nano is ranked at top among its
competitors in the market including QQ3 manufactured by Cherry automobiles
in China, M800 manufactured by Suzuki-Maruti in India, and Merrie Star and S-
RV mini SUV manufactured by Geely automobiles in China. All cars other than
Nano are being sold at a price which doesn’t immediately compete with Nano
which is being sold at $2,500. Other potential competitors that have announced
to produce ultra-low-cost cars include Hyundai, VW and Toyota in India, China
and Russia in near future. But these companies could only target potential
market segments and competitive advantage over Tata Motors’s Nano if only
they become able to deliver low-price cars. The announced ultra-low-cost car of
Toyota was, however tagged with a price of $6,900-$7,850 which by no means
competes with $2,500 Nano ultra-low-cost car.

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 CHAPTER IV

RESEARCH METHODOLOGY

30
 RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the problem. It may be understood has
a science of studying how research is done scientifically. In it we study the various steps that
all generally adopted by a researcher in studying his research problem along with the logic
behind them.
The scope of research methodology is wider than that of research method.

Meaning of Research
Research is defined as “a scientific & systematic search for pertinent information on a
specific topic”. Research is an art of scientific investigation. Research is a systemized effort to
gain new knowledge. It is a careful inquiry especially through search for new facts in any
branch of knowledge. The search for knowledge through objective and systematic method of
finding solution to a problem is a research.

RESEARCH DESIGN
A research is the arrangement of the conditions for the collections and analysis of the data in a
manner that aims to combine relevance to the research purpose with economy in procedure. In
fact, the research is design is the conceptual structure within which research is conducted; it
constitutes the blue print of the collection, measurement and analysis of the data. As search
the design includes an outline of what the researcher will do from writing the hypothesis and
its operational implication to the final analysis of data.
The design is such studies must be rigid and not flexible and most focus attention on the
following2;

Research Design can be categorize

The present study is exploratory in nature, as it seeks to discover ideas
and insight to brig out new relationship. Research design is flexible enough to provide
opportunity for considering different aspects of problem under study. It helps in bringing into
focus some inherent weakness in enterprise regarding which in depth study can be conducted
by management.

31
 DATA COLLECTION

For any study there must be data for analysis purpose. Without data there is no means
of study. Data collection plays an important role in any study. It can be collected from various
sources. I have collected the data from two sources which are given below:
1. Primary Data
 Personal Investigation
 Information from correspondents
 Information from superiors of the organization
2. Secondary Data
 Published Sources such as Journals, Government Reports, Newspapers and Magazines
etc.
 Unpublished Sources such as Company Internal reports prepare by them given to their
analyst & trainees for investigation.
 Websites like Bhasin Motors, Raipur official, some other sites are also searched to find
data.

Sample Size :-
Questionnaire is filled by 50 customers of Bhasin Motors, Raipur The questionnaire was
filled in the office and vital information was collected which was then subjects to:-

Data collection was also done with the help of personal observation.
After completion of survey the data was analysed and conclusion was drawn.
At the end all information was compiled to complete the project report.

32
 CHAPTER V

DATA ANALYSIS &

INTERPRETATION

33
Q.1. How aware are you about the models offered by Tata Motors?

Particulars Respondents Percentage

Fully Aware 18 36%
Partially Aware 29 58%
Not Aware 03 06%
Total 50 100%

Customer Awareness

Fully Aware
Partially Aware
Unaware

Interpretation:

The researcher found:

Although there are few customers who are completely aware of all models of Tata Motors
Yet mostly Customers were partially aware and updated with many models offered by Tata motors
and there are still few new customers for Tata motors.

34
Q2. Why did you prefer this brand over other brands?

Model
Range

Quailty Customer Affordable

Service Price
Preferance

Goodwill

Interpretation:

The researcher found that:

Tata Motors is preferred by customers mainly for its better service quality, affordable price and
model range offered and the confidence build by this brand over the years.
There are many competing brands but the marketing strategies of this brand has led to the success
emerging as preferential brand over other brands.

35
Q.3. What is your overall opinion about Tata Vehicles?

Particulars Respondents Percentage

Excellent 17 34%
Very Good 22 44%
Good 09 18%
Bad 2 04%
Total 50 100%

Tata Motors Image

Excellent
Very Good
Good
Bad

Interpretation:

The researcher found that:

Majority of customers are having positive opinions for Tata motors which states that Tata motors is
successful in building a good Image through its marketing efforts.
However, there is a room for many factors still to be adopted by this brand for overall proving as an
unbeatable image.

36
Q.4. How do you know about its new launches?

Particulars Respondents Percentage

Televisions 21 42%
Radio 09 18%
Magazines 06 12%
Others 14 28%
Total 50 100%

Advertising Channels

Televisions
Radio
Magazines
Others

Interpretation:

The researcher found that:

Tata Motors uses the strongest advertising asset of India and is successful in marketing its products
through the same i.e. Television. Else than T.V. Tata motors is also successfully advertising through
many strong mediums like radio and magazines.

37
Q.5. What factors do you consider most while purchasing a car?

Particulars Respondents Percentage

Price 19 38%
Look 11 22%
Speed 05 10%
Mileage 15 30%
Total 50 100%

Buying Decision Factors

Price
Look
Speed
Mileage

Interpretation:

The researcher found that:

Usually the consumer buying decisions are affected by Price in India which is followed by mileage.
While purchasing decision of car is concerned look also is defining factor and the least indifferent
role of speed is considered by everyone.

38
Q.6. Are you satisfied with safety measures of Tata Vehicles?

Particulars Respondents Percentage

Yes 30 60%
No 20 40%
Total 50 100%

Customer Satisfaction

Yes
no

Interpretation:

The researcher found that:

Mostly customers are satisfied by Tata Motors with the safety measures adopted by them. However,
some customers feel the need of improvement in certain areas.

39
Q.7. Are you satisfied with the pricing strategy of Tata Motors?

Particulars Respondents Percentage

Yes 41 82%
NO 09 08%
Total 50 100%

Pricing Satisfaction

Yes
No

Interpretation:

The researcher found that:

Tata Motors is successful gaining consumer confidence with its pricing strategy as most customers
are satisfied and only few go diverse and still remain unsatisfied.

40
Q. 9. Are you satisfied with the services provided by Bhasin Motors?

Particulars Respondents Percentage

Yes 46 92%
No 04 8%
Total 50 100%

Service satisfaction

Yes
No

Interpretation:

The researcher found that:

Mostly Customers are satisfied with the service provided by Tata Motors.

41
Q.10. Do you have any special recommendations or suggestions regarding the product range?

Increase in Impressive
Model Variety price range

More
Features

Interpretation:

The researcher found that:

Increase in model variety, Impressive price range, More features were the special recommendations
and suggestions received by the respondent.

42
 CHAPTER V

FINDINGS AND LIMITATIONS

43
 FINDINGS

1. In current market scenario, respondents give maximum no. of weight age to price then
after they consider mileage and colors respectively.

2. The study shows that 36% respondents are fully aware 58% respondents are partially
aware and 6% respondents are not aware about the models of TATA motors.

3. The study shows that Tata Motor dealers provide service of best class which is
appreciated by its customers.

4. The study shows that most of the respondents prefer Tata Vehicles mainly for its
better service quality.

5. The study show that 42% respondents are come to know from TV advertisement and
18% respondents are come to know from Radio Broadcasts , 12% from newspaper &
Magazines 28 % From others.

6. The study shows that more respondents give more points to Price.

44
 LIMITATIONS

1. Time & Cost constraints were also there ( 45 days were provided ).

2. The people may not give proper response.

3. We may not get the proper detailing of the organization.

4. The market of Tata is spread throughout the country, but the study is limited to Raipur
district.

5. The views of the people are biased therefore it may not be reflecting true picture.

45
CONCLUSION
AND
SUGGESTIONS

46
 CONCLUSION

It was good learning session for me during my tenure with the company. While
doing the project, I learned about different vehicles features & customer behavior
& satisfaction level towards TATA motor vehicles. I got the practical exposure to
know about the eligibilities & documentations to be fulfilled by the customer to
meet the requirements of the financer & also how to handle customers when they
are in showroom. Majority of the customers at Bhasin Motors purchase the
vehicles by finance. So, a good care is taken on account of explaining the schemes
& procedures of various financers to the customers.

47
 SUGGESTIONS

Tata Motors require meeting the requirements of the customers in the first place
which it substantially fulfilled in previous years but due to changing marketing
trends, the manufacturing of economical vehicles only will not serve the purpose.
Customers will obviously demand economical cars accessorized with modern
equipments and facilities. Bhasin Motors are working effectively in the field of
after sales service and thus more improvement shall increase sales to a higher
scale.

48
ANNEXURE

49
 BIBLIOGRAPHY

O. C. Ferrell , Michael Hartline “Marketing Strategies”

Paul Baines, Kelly Page, Chris Fill “Marketing 0002 Edition” Oxford University
Press (2011)

Paul Baines, Chris Fill, Kelly Page, Piyush Kumar Sinha “ Marketing ” Oxford
University Press (2013)

WEBLIOGRAPHY

www.google.com
www.scribd.com
www.wikipedia.org
www.tatamotors.com

50
 QUESTIONNAIRE

Details of respondent -
Name :- ____________________
Age :- ____________________
Gender :- ____________________
Vehicle owned :- ____________________
Contact No. :- ____________________

Q.1. How aware are you about the models offered by Tata Motors?
Fully Aware Partially Aware Not Aware

Q2. Why did you prefer this brand over other brands?
Ans. _____________________________________

Q.3. What is your overall opinion about Tata Vehicles?

Excellent Very Good Good Bad

Q.4. How do you know about its new launches?

Television Radio Magazines Others

Q.5. What factors do you consider most while purchasing a car?

Price Look Speed Mileage

Q.6. Are you satisfied with safety measures of Tata Vehicles?

Yes No

Q.7. Are you satisfied with the pricing strategy of Tata Motors ?
Yes No
51
Q.8. What is your opinion about Bhasin Motors?
Excellent Very Good Good

Q. 9. Are you satisfied with the services provided by Bhasin Motors ?

. Yes No

Q.10. Do you have any special recommendations or suggestions regarding the product range?

_________________________________________________________________________

----- X -----

52