A Report on Organizational Study At

Submitted

By

NIDHI N R

1st Semester BBA(BFSI)

School of Commerce and Management Studies

Dayananda Sagar University

Bengaluru

Sep-2019
Chapter 1

1.1 Company Profile

1.2 Background and History
1.3 Vision nd Mission
1.4 Objectives of the company
1.5 SWOT Analysis
1.6 Organisation Structure
1.7 Company Products /services and Markets
1.8 WorkFlow Model
1.9 Functional department and there Structures
1.10 Quality Policy
1.11 Awards and Achivements
1.12 Future Plans
1.1 Company Profile

Tata Motors Group (Tata Motors) is a $45 billion organisation. It is a leading global
automobile manufacturing company. Its diverse portfolio includes an extensive range of cars,
sports utility vehicles, trucks, buses and defence vehicles. Tata Motors is India’s largest and
the only original equipment manufacturer (OEM) offering extensive range of integrated,
smart and e-mobility solutions.

1.2 Background and History

Tata Motors was founded in 1945, as of locomotive manufacturer. Tata Group entered the
commercial vehicle sector in 1954 after forming a joint venture with Daimler-Benz of
Germany. After years of dominating the commercial vehicle market in India, Tata Motors
entered the passenger vehicle market in 1991 by launching the Tata Sierra, a sport utility
vehicle based on the Tata Mobile platform. Tata subsequently launched the Tata Estate
(1992; a station wagon design based on the earlier Tata Mobile), the Tata Sumo (1994, a 5-
door SUV) and the Tata Safari (1998).

Tata Indica (first generation)

Tata launched the Indica in 1998, the first fully indigenous Indian passenger car. Although
initially criticized by auto analysts, its excellent fuel economy, powerful engine, and an
aggressive marketing strategy made it one of the best-selling cars in the history of the Indian
automobile industries. A newer version of the car, named Indica V2, was a major
improvement over the previous version and quickly became a mass favourite. Tata Motors
also successfully exported large numbers of the car to South Africa. The success of the Indica
played a key role in the growth of Tata Motors.

In 2004, Tata Motors acquired Daewoo's South Korea-based truck manufacturing unit,
Daewoo Commercial Vehicles Company, later renamed Tata Daewoo.

On 27 September 2004, Ratan Tata, the Chairman of Tata Motors, rang the opening bell at
the New York Stock Exchange to mark the listing of Tata Motors.

In 2005, Tata Motors acquired a 21% controlling stake in the Spanish bus and coach
manufacturer Hispano Carrocera.Tata Motors continued its market area expansion through
the introduction of new products such as buses (Starbus and Globus, jointly developed with
subsidiary Hispano Carrocera) and trucks (Novus, jointly developed with subsidiary Tata
Daewoo).

In 2006, Tata formed a joint venture with the Brazil-based Marcopolo, Tata Marcopolo Bus,
to manufacture fully built buses and coaches.

In 2008, Tata Motors acquired the English car maker Jaguar Land Rover, manufacturer of the
Jaguar and Land Rover from Ford Motor Company

In May 2009, Tata unveiled the Tata World Truck range jointly developed with Tata
Daewoo;[16] the range went on sale in South Korea, South Africa, the SAARC countries, and
the Middle East at the end of 2009.

Tata acquired full ownership of Hispano Carrocera in 2009.

In 2010, Tata Motors acquired an 80% stake in the Italian design and engineering company
Trilix for €1.85 million. The acquisition formed part of the company's plan to enhance its
styling and design capabilities.

In 2012, Tata Motors announced it would invest around 6 billion in the development of
Futuristic Infantry Combat Vehicles in collaboration with DRDO.

In 2013, Tata Motors announced it will sell in India, the first vehicle in the world to run on
compressed air (engines designed by the French company MDI) and dubbed "Mini CAT".

In 2014, Tata Motors introduced first Truck Racing championship in India "T1 Prima Truck
Racing Championship".

On 2 November 2015, Tata Motors announced Lionel Messi as global brand ambassador at
New Delhi, to promote and endorse passenger vehicles globally.

On 27 December 2016, Tata Motors announced the Bollywood actor Akshay Kumar as brand
ambassador for its commercial vehicles range.

On 8 March 2017, Tata Motors announced that it has signed a memorandum of understanding
with Volkswagen to develop vehicles for India's domestic market.

On 3 May 2018, Tata Motors announced that it sold its aerospace and defense business to
another Tata Group Entity, Tata Advanced Systems, to unlock their full potential.
1.3 Vision nd Mission

VISION

By FY 2024, to become the most aspirational Indian auto brand, consistently winning, by
Delivering superior financial returns, Driving sustainable mobility solutions, Exceeding
customer expectations, and Creating a highly engaged work force

MISSION

To innovate mobility solutions with passion to enhance the quality of life

1.4 Objectives of the company

TATA MOTORS believe in ‘Connecting aspirations’, by offering innovative mobility solutions

that are in line with customers' aspirations. TATA MOTORS continue to take the lead in shaping
the Indian commercial vehicle landscape, with the introduction of leading-edge powertrains and
electric solutions packaged for power performances and user comfort at the lowest life-cycle
costs. TATA MOTORS new passenger cars and utility vehicles are based on Impact Design and
offer a superior blend of performance, driveability and connectivity and safety.
TATA MOTORS have identified six key mobility drivers that will lead them into the future –
modular architecture, complexity reduction in manufacturing, connected & autonomous vehicles,
clean drivelines, shared mobility, and low total cost of ownership
1.5 SWOT Analysis

Strengths in the SWOT analysis of Tata motors

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 in the SWOT analysis of TATA Motors

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; 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

Opportunities in the SWOT analysis of TATA Motors

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 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 in the SWOT analysis of TATA Motors

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 globalises 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 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 aluminum is increasing putting
pressure on the costs of production.

1.6 Organisation Structure Board Of Directors

Mr. Guenter Butschek CEO and Managing Director

Mr. N Chandrasekaran Non-Executive Director and Chairman

Dr. Ralf Speth Non-Executive Director

Mr. O P Bhatt Non-Executive, Independent Director

Ms. Hanne Sorensen Non-Executive, Independent Director

Ms. Vedika Bhandarkar Non-Executive, Independent Director

1.7 Company Products
 CARS and SPORTS UTILITY VEHICLES
o HATCH BACK

Tiago : The new zippy car, Tiago from Tata Motors. Innovative & fresh design language
with cutting edge driving dynamics. It's #Fantastico.

Bolt: The Bolt is the perfect fusion of sporty design and thrilling performance. This ultimate
hatch is designed to make heads turn and engineered to set your pulse racing.

GenX Nano : Designed for the next generation, the GenX Nano Easy Shift (AMT) will take
ease of driving to the next level with all of its technologically advanced features.

 SEDANS

Tigor: Introducing the Tata Tigor Styleback. The latest offering from Tata Motors that
features an unbeatable combination of style and substance.

Zest: Loaded with state-of-the-art features to help you power through the week and be at ease
through the weekend, the Zest isn't just a car. It's an extension of you.

 SPORT UTILITY VEHICLES

Harrier : With the stunning IMPACT Design 2.0, Cutting-edge Kryotec engine & robust
OMEGARC that is built on Land Rover's D8 Architecture, the Tata Harrier is here to set
the new benchmark of SUVs.

Nexon: Designed for the future, this lifestyle SUV is hyper-loaded with features for a
premium driving experience with an unmatchable style statement.

Hexa: Engineered to be a class apart & built to do 'Whatever It Takes', the TATA Hexa
brings luxury with dynamic performance that makes every drive indulgent.

Safari Storme: Generating tremors across the surface as its engine roars to life, it exudes
class & finesse conquering every terrain. Pray to the new power.

 Trucks & Buses

o Cargo
Tata Prima : The Prima range of trucks offers increased productivity and longer life making
the range an indispensable asset for large captive users, miners or transporters.

Tata M&HCV Construck :Widest range of trucks for the demands of the construction and
mining industry.

Tata ICV Truck:The range caters to diverse application segments with ease and efficiency
to provide the optimum balance between performance and economics.

Tata Light Truck: The range caters to diverse application segments with ease and efficiency
to provide the optimum balance between performance and economics.

Tata M&HCV Cargo:Pioneers in product innovation and in segment introductions,

M&HCV Trucks cater to a comprehensive range of cargo across diverse industries and
markets.

Tata ULTRA:The Ultra range of international standard light commercial vehicles set new
benchmarks in India. Designed to offer performance standards that are streets ahead of
competition.

Tata Yodha Pick-up:From commercial applications to pure lifestyle usage, Tata Motors'
portfolio now has the entire range with Rx pickup, Telcoline and the new Yodha Pick-up
Pickup to cater to any need.

Tata Ace Gold:Becoming the fastest auto brand to reach the one million mark in 2012, the
'Chhota Hathi' continues to remain true to its promise of being a trusted business partner.

Tata Super Ace Mint:Powered by a 1.4 Litre Dicor BS4 Engine it is the ideal vehicle to
negotiate all types of gradients.

Tata Zip Gold:With a payload capacity of 600kg and an unbelievable mileage, this small
cargo truck is the ladder to success for transporters.

Tata Ace Mega:Powered by a 4th generation DICOR engine the Ace Mega is the most
reliable small pickup truck for you.

Tata Intra:Intra is a range of rugged & powerful compact trucks built on TML’s new
‘Premium Tough’ design philosophy for commercial vehicles, which combines rising levels
of visual richness and sophistication with robustness and reliability.
 o Passenger Transportation

Tata Motors : Buses from Tata Motors are a hallmark of excellence and the range has
adapted innovations to suit Indian and global travel conditions.

Tata Winger : Winger, India’s first Maxi Van is a stylish passenger vehicle recognised as a
sleek, smart and reliable performer that is ideal for travel between cities, towns and villages.

Tata Magic : The most preferred 4 wheeled vehicle in last mile Public Transport, the Tata
Magic offers ultimate comfort, style and safety features making it a great drive for both driver
and travellers.

1.8 Work Flow Model

1.9 Organisation Structure Functional department and there Structures

Management
Mr. Guenter Butschek CEO and Managing Director
Mr. P B Balaji Group Chief Financial Officer
Mr. Mayank Pareek President- Passenger Vehicles Business Unit
Mr. Girish Wagh President- Commercial Vehicles Business Unit
Mr. Rajendra Petkar Chief Technology Officer
Mr. Thomas Flack Chief Purchasing Officer
Mr. Shailesh Chandra President - Electric Mobility Business & Corporate Strategy
Mr. Ravindra Kumar G.P President & Chief Human Resources Office
1.10 Quality Policy

With quality comes efficiency. At Tata Motors, we ensure focused quality control across
all our processes. We view our processes in the light of how a step might be done faster
and better to improve the overall efficiency. Our quality management system (QMS) uses
tools for continual improvement, defect prevention and reduction of variation and waste
in the supply chain.

Tata Motors have adopted a 'process approach' that focuses on outputs and customer
satisfaction first; thus we work back into the process to see what is being done to enhance
customer satisfaction. This system is firmly rooted in the plan-do-check-act (PDCA)
philosophy of Total Quality Management (TQM).

At Tata Motors, we ensure that all our facilities deploy standardised systems to deliver
superior experiences. Our manufacturing divisions have been certified for ISO TS 16949
(QMS standard for the automotive industry), ISO 9001 and ISO 14001 (Environmental
Management System), as well as for OHSAS 18001 (Occupational Health and Safety). In
order to ensure reliable and responsible suppliers for automotive production and service
parts, we have mandated that all our suppliers adopt the ISO 9001/ TS 16949 QMS
framework. We also encourage our dealers to follow the quality, environmental and
safety management systems.

With our strict adherence to the highest standards in quality, we have established a culture
of excellence across our operations. This is a result of our commitment to people,
environment, and the ecosystem at large.
1.11 Awards and Achivements

1.12 Future Plans

Tata Motors plans to drive in more electric cars soon….

To add premium hatchback Altroz EV and small SUV H2X to complement Tiago and Tigor
electric vehicles.

References: https://www.tatamotors.com/

https://en.wikipedia.org/wiki/Tata_Motors