A BUSINESS ORGANISATION A Case Study AND ITS ANALYSIS

Presented By :

Juhi Singh Ankur Kumar

Todays Overview

Learning Objectives
Background Hierarchy Products & Services Marketing Strategies Current Position

LEADERSHIP WITH TRUST

BACKGROUND

Established By:

Jamsetji Nusserwanji Tata

Year Established:

186 8

Place :

Bombay ( Mumbai )

First Chairman:

Jamsetji Tata

P re se n t C h a irm a n :

Ratan Tata

Historical Overview
Businesses 1880 - 1925 1925 - 1950 Entered 1975 - 2000 1950 - 1975
Businesses Exited

2000 Onwards

Textiles

Printing Airlines

Cosmetics

Pharmaceuticals Insurance

Hospitality Steel Power Cement Soaps and Toiletries

Air - conditioning Control Systems Home Entertainment Commercial Vehicles International Trade Tea & Coffee Information Technology Financial Services Watches Oil Drilling Telecommunicati ons Passenger Cars Auto - components Retailing Drug Discovery Realty Financial Services

Chemicals Consumer Electronics Property Development Locomotives

HIERARCHY

GRO UP GENERAL HIERAR CHY

TATA

TATA STEEL

TATA MOTORS

TATA TEA

VP MARKETING

VP FINANCE

GM MAR. NORTH

GM MAR. SOUTH

COMPANY GENERAL HIERA RCHY

PRODUCTS & SERVICES

Group Today
MATERIALS
nTata

- 7 Business Sectors
ENERGY
nTata

Steel nAdvance Materials SERVICES

Power nTata BP Solar

CHEMICALS
n nTata

s Life & General Insurance Companies

Chemicals nRallis

CONSUMER PRODUCTS
nTata

IT AND COMMUNICATIONS
nTata

ENGINEERING
nTata

Tea nTitan nTrent

Consultancy Services nTata Teleservices nVSNL

Motors nTACO Group nVoltas

114 COMPANIES & SUBSIDIARIES ; 3 , 96 , 517 EMPLOYEES

Some Famous Products

Products

Coffee

Photon+

Coffee

Mobile Web Access Modem

Products

Nano

Himalayan

Small Car

Mineral Water

Products

Sky

Tea

DTH Service

Tea Products

Products

DoCoMo

Swach

GSM Mobile Network Provider

Water Purifier

Products

Jaguar

Salt

Luxury Car

Salt Products

Products

Indica

Taj Hotels

Mid Size Car

Luxury Hotels

MARKETING CASE STUDY : NANO

The Car Which Became A Phenomenon

Marketing Moves There Are Two Types Of Marketing Strategies Used For The Marketing Of TATA Nano:
Online Marketing Offline Marketing

Marketing Moves
ONLINE

WEBSITE

BOOKING

GAMES

SOCIAL MEDIA

ADVERTISING

Marketing Moves
OFFLINE

COLLABORATION

TELEVISION

MALL PROMOTIONS EXISTING INFRASTRUCTURE LEVERAGING

SWOT ANALYSIS

What Is SWOT?
It Is A Useful Analysis That Takes Into Consideration Not Only Your Own Business But Your Competitors Activities And Current Industry Happenings As Well.

It Stands For Strengths Weakness O p p o rtu n i e s ti T h re a ts

The S.W.O.T Matrix

INTERNAL ANALYSIS STRENGT H WEAKNES S EXTERNAL ANALYSIS OPPURTUNIT Y THREA T

The S.W.O.T Matrix

SWOT A nalysis

SWOT A nalysis
Strengths Weaknesses
Goodwill Of Lack Of Competence. Brand. Existing Dealers & Service Networks. Of Reliable Technology In Automobiles. Lack Large Shareholder Base For Capital Needs. Luxury Car Brand Of Its Own. Dont Have

Threats

Rising Prices Of Nano From The Two-wheeler Segment. dle Class & Prospective Buyers For Steel, Aluminum And Plastic Which Is Heavily Used In Veh Competition From Entry Of International Giants Like Arselar Mittal In India. n Europe. pe

COMPARATIVE STUDY

Group's Total Turnover

3 , 195 , 339 in 2010

TOTAL TURNOVER

494 , 568 in 2001

YEAR ( Rs million )

Group's Sales Turnover

3 , 111 , 290 in 2010

SALES TURNOVER

479 , 999 in 2001

YEAR ( Rs million )

Value Of Assets
2 , 501 , 786 in 2010

SALES TURNOVER

491 , 622 in 2001

YEAR ( Rs million )

Tata Group Sector-wise Operations

Group's Capital Market Performance

Group's Capital Market Performance

Group's Capital Market Performance

Group's Capital Market Performance

Group's Capital Market Performance

One Big Step

7% in 2010

PERCENTAGE

4% in 2009

YEAR

CONCLUSION

Conclusion
Fro m O u r A n a l s O f Ta ta G ro u p W e ysi C a n C o n cl d e T h a t Ta ta I A V e ry u s S tro n g C o n te n d e r I I d i n A s W e l A s n n a l I te rn a ti n a lM a rke t. n o I H a s B u i t A V e ry S tro n g B ra n d O f I t l ts O w n A nd W i A l The U ps A nd D ow n th l I H a s M a i ta i e d I S ta tu s A n d S o I t n n ts t W i l D o I C o m i g Fu tu re . I s A l n n t C o m p a n y To W a tch I T h e C o m i g n n Ye a rs.

Resources
Wikipedia www.wikipedia.org

Tata Group Official Website www.tata.com

Blogger www.blogger.com

Mayank Dhingra , Business Writer http://mayank.name

The Economist Fortune 500

QUESTIONS?

Website

The major sections of the site are: Gallary Game Community Why Nano? Booking Details
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Social Media
The Various Social Networking Sites Used: Blog
Orkut Facebook YouTube

Blog

 Orkut Is One Of The Most Popular Social Networking Platforms In India. There's A User Profile For Nano Which Has A Few Pics And Videos Has Around 350 Friends. A Group Dedicated To The Care Which Has Around 11,000 Members, Started Back In May, 08.

facebook
Facebook Is A Top Networking Site Amongst Indians. There's A Fan Page For The Car With About 6000 Fans, A Few Videos And Picture Albums.

YouTube
There's Also A Youtube Channel For Tata Nano Where You Can Subscribe To Videos. Has Managed To Generated More Than 10,000 Views On Videos Of The Car.

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Online Booking
The Online Booking Of TATA Nano Has Given Boost To The Sales As Now Due To Online Registration It Became Easier To Buy Nano. It Did Definitely Generate A Lot Of Excitement On The Web In General.

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Online Advertising
The Blogosphere And Indian Media Sites Were Full With Ads For Tata Nano. The Ads Came In All Shapes And Sizes And Were Definitely Noticed.
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Nano Game
The Game By Zapak Was A Great Move To Spread Word About The Car. There Are A Lot Of Claims That The Game Has Been Played Millions Of Times Since Its Launch. It's A Simple And Easily Accessible Game, Which Anyone With A BACK Browser And Internet

Collaborations
Tata Partnered With A Few Banks For Releasing Application Forms. ICICI Bank For Example Initiated A Whole Campaign To Get Noticed And Spread The Word.

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Mall Promotions
As Is The Case With Most Automobile Companies, Tata Too Ran A Series Of Promotional Activities On Malls To Get Nano In Front Of Perspective Buyers.

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Leveraging Existing Infrastructure

Tata, A Giant Brand That It Is Has Leveraged It's Umbrella Groups To Market Nano. You Can Find Nano Merchandise, Application Forms And Demo Cars In Tata Indicom, Titan, Croma And Westside Stores. Tata Indicom Had Also Offered A Moneyback Offer With Every Application Form.

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Television
T h o ug h Ta ta Did n't Inv e s t H e a vil y I nto TV Com mer ci a l s ; T h e y D id Get A F ew Cha nn e l s T o U s e Th e W ord NAN O I nst e a d O f S m a ll Whe reve r P oss ibl e . T h e A ds G ene ral ly Show e d T h e B u y ing Of Fir st Car An d I t W a s C h e ris hed Lik e A Bi g D re a m C o m e T r u e B y T he I ndi an Mid dl e C l a s s .

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