Sustainable Marketing in Business

This document discusses sustainable marketing and management practices in the business world, with a focus on Tata Motors. It provides an overview of Tata Motors' background and key strategies, as well as an explanation of the concept of sustainability. The document also analyzes the challenges faced by Tata Motors and how they implement sustainable marketing strategies. Additionally, it explores the benefits of sustainability reporting and its impact on overall company development.

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Sustainable Marketing in Business 1
Table of Contents
Background of Tata motors and key strategies:..........................................................................................2
Sustainable marketing and management practice:.....................................................................................3
Explanation of the theory - the concept of sustainability:...........................................................................6
Analysis of the situation:.............................................................................................................................8
References...................................................................................................................................................9

Sustainable Marketing in Business 2
Background of Tata motors and key strategies:
Tata Motors Limited is a well-known company of India. It is a multinational automotive
manufacturing company. It manufactures different types of vehicles, such as cars, trucks, buses,
sports cars, coaches, vans, and military vehicles. It is a subsidiary of Tata group and it has
assembly and auto manufacturing plants in various places of India, including Pune, Sanand,
Jamshedpur, Dharwad, Lucknow, and Pantnagar as well as in Thailand, Argentina, Great Britain,
and South Korea. Tata motors limited has their research and development centre in different
cities in India as well as out of India, such as Spain, South Korea. Tata motors having different
joint venture and creates different products, such as Jaguar Land Rover, Marcopolo S. A.,
Hitachi, and Fiat Chrysler. It is founded in 1945 as locomotive’s manufacture company. In 1954,
the company manufactured its first commercial vehicle. In year 1988, Tata motors limited has
entered in the passenger vehicle market. Tata motors limited has different strategies to make a
different image in the market. The company creates joint venture with different international
companies and creates huge business and success. It is the best way to compete competitors in
the market. In addition, knowledge sharing is good thing to create better products and services
for customers, which makes huge business for the company. Tata motors limited is listed on the
New York Stock Exchange (NYSE), and Bombay Stock Exchange (BSE). It is follows different types
of analysis to create market strategies, such as promotional strategy, customer analysis, market
analysis, competitive analysis, brand equity, distribution strategy,

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Tata motors limited faces many challenges in present time and history related to thier business
at national and international level. It faces huge challenges in their market strategy because of
international business, such as heavy custom and import duty, inconsistent import duties,
complexity of customer clearance, shipping, brand prominence, political uncertainty,
availability of product, variance in payment methods, diverse culture, currency fluctuation in
international market, foreign laws and regulations, language barriers, and transit time
(www.tatamotors.com, 2018). In addition, Tata motors limited has taken many steps for
sustainable marketing, in which they manage their all changes very smartly with the help of
marketing strategies.
Sustainable marketing and management practice:
Tata motors limited always follows innovations with the help of knowledge sharing. The
company creates a new market from their innovations based on their customer and market
analysis. It is a way to manage different challenges of market with the help of sustainable
marketing. The company mainly focuses on the product, branding, and advertising, which
provides a better stand in the market. The company makes innovations in the field of vehicle
manufacturing, such as reverse guide system in Tata Safari Dicor. According to (Chimngamsert,
et al., 2014), societal marketing strategy is a way to build sustainable market strategy. Tata
motors limited makes a good image in their customers, which is a suitable thing for their
business. In international business, it is necessary to makes sustainable marketing strategies to
make a huge profit and success (Crane & Matten, 2016). Tata motors limited is also considering
their workforce at high priority. Sustainability reports are helping in improvement of employees

Sustainable Marketing in Business 4
and their performance, which is directly, affects growth of Tata Motors (Domingues, et al.,
2017).In addition, it is necessary to focus on the value chain analysis, which makes huge value
for the company. Value chain analysis provides helps in sustainable marketing (Fearne, et al.,
2012). Moreover, sustainability reports are helpful for overall development of the company.
Analysis reports provide data and information about the performance of the employees as well
as firm. Therefore, sustainability reporting is making huge impacts of the performance of the
company (Garg, 2015).
Sustainability reporting is beneficial for the company as well as employees and customers. It
provides an analysis of whole business processes and it can be used for designing of new
marketing strategy to get success in future (Hogan & Lodhia, 2013). Tata motors limited has
adopted green computing in different departments, which is a cost saving process and it will
provide many benefits in future as well. The company adopts green HRM (Kapil, 2015).
The company makes sustainable development in different processes and it is the base of the
company to earn importance of investors and clients to share their business in them (Lozano, et
al., 2016). Tata motors limited has expended its business in international market. Therefore, it
is necessary to maintain different things in feasible way to get high profit. Tata motors limited
create new things based on the market using sustainable marketing. (Luthans & Doh, 2012).
Innovations are playing a key role in the success of an organization. Tata motors limited is also
creating a huge marketing using innovations and joint venture, which is a bets example of
knowledge sharing for profit. The company makes a huge business in international market using
joint venture with different manufacturing companies (Miles, et al., 2009).

Sustainable Marketing in Business 5
Automotive manufacturing industry is highly working on the sustainable marketing, which is
useful for securing company business in future. Sustainable marketing and different marketing
practices are beneficial for the company in long-term (Paul, 2017). In addition, development of
market strategy is a tough task of companies (Sahl & Bernstein, 1995). Tata motors limited is
always first in the field of automotive manufacturing innovations. It makes huge changes in
their growth in positive terms. Innovation is a key to get success in the market (Sharma & Jha,
2016). Tata motors limited is highly focus in sustainable marketing and marketing practices to
enhance their business in different countries at high level. Sustainable marketing is a key to face
different challenges of business (Venkateswaran & Roy, 2018).
Moreover, Tata motors limited has been developed different research and development
centres at their plants to create innovations in the field of automobile manufacturing.
Sustainable marketing has used as a framework to manage different business processes of an
organization (Gordon, et al., 2011).

Sustainable Marketing in Business 6
Explanation of the theory - the concept of sustainability:
Sustainable market strategies are beneficial for the company and it provides many benefits
from sustainability of different business processes. Pricing strategy is the best factor of getting
success in competitive market. In addition, international market is having many challenges for
the company, but it makes them positive using low pricing of products and services. The
companies also provide quality services to their customers, which makes a good relationship
and reputation of the company. Place is also play an important role in success of the company.
Tata motors limited is also popular for their maintenance and support services, which makes
longtime relationship between the company and customers.
Tata motors limited is having a huge business in different places of India as well as worldwide
level. Joint venture is a key of success for the company, which makes a new market for the
company and removes competitors from market. Sustainable marketing is a new approach to
manage different functions and operations of the company (Mitchell, et al., 2010).
Rank OEMs CY2018 CY2017 %Growth
1
Tata Motors
Limited
4,48,629 3,43,091 30.76%
2
Mahindra &
Mahindra Limited
2,47,842 2,02,541 22.37%
3
Ashok Leyland
Limited
1,83,889 1,47,841 24.38%
4 Eicher Trucks and 63,662 51,133 24.50%

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Buses
5
Force Motors
Limited
21,409 21,805 -1.80%
6
Maruti Suzuki India
Limited
20,469 6,342 222.75%
7 SML Isuzu Limited 12,597 11,401 10.50%
8
Isuzu Motors India
Pvt ltd
3,396 1,989 70.74%
9
Piaggio Vehicles
Private Limited
1,822 2,335 -22%
10 Volvo Trucks India 1,185 1,066 11.16%
Total 10,04,900 7,89,544 27.28%
The company is having an exponential growth in their revenue and they increase their business
functions.
The company focuses on the joint venture and knowledge sharing in the field of automotive
manufacturing industry. Tata motors limited faces many challenges in their business processes
and the company uses proper marketing strategies to overcome threats and weaknesses of the
company.

Sustainable Marketing in Business 8
Figure 1 Commercial Vehicle Market Share 2018
Source: ( Taumar, 2019)
Figure 2 Commercial Vehicle Market Share 2017
Source: ( Taumar, 2019)

Sustainable Marketing in Business 9
Analysis of the situation:
Tata Motors Limited is mainly focus on the technologies and sustainable development of the
different things to reduce cost from different business processes. It is good for the company
that they have proper resources to manage their operations in proper way. The company
should manage their marketing processes. The company has brand equity and legacy in Indian
market as well as in international market. International market is also open for the company
because of its joint ventures and innovations. The company is good image in Asian market,
which is better for the company. The company has a strong parent base, which provides
strength to enhance their business in international market. There is some weakness of the
company, which makes different challenges in front of the company, such as poor technical
base as compared to international automotive manufacturers. It is having minimum presence in
US and UK market.
Tata motors limited are having many opportunities in present market, such as exposure to
western markets using JLR. Tata Nano is a different low budget innovation, which creates new
market for the company. However, Tata motor limited faces conflict of strategies. Sustainable
marketing provide many benefits to the company using cost cutting and environmental friendly
processes. The company can use better technology to improve their financial and revenue
systems, such as artificial intelligence, machine learning, robotics, and many others. IT services
management can provide more growth of the business of the company.

Sustainable Marketing in Business 10
References
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[Online]
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[Accessed 8 May 2019].
Chimngamsert, C., Jhundra-indra, P. & Raksong, S., 2014. BUILDING SUSTAINABLE MARKETING
SUCCESS THROUGH SOCIETAL MARKETING STRATEGY. International Journal of Business
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Crane, . A. & Matten, D., 2016. Business ethics: Managing corporate citizenship and
sustainability in the age of globalization.. London: Oxford University Press.
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public sector organisations: Exploring the relation between the reporting process and
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17(6), pp. 575-581.
Garg, P., 2015. Impact of sustainability reporting on firm performance of companies in India.
International Journal of Marketing and Business Communication, 4(3), pp. 38-45.

Sustainable Marketing in Business 11
Hogan, . J. & Lodhia, S., 2013. Sustainability reporting and reputation risk management: an
Australian case study. International Journal of Accounting & Information Management, 19(3),
pp. 267-287.
Kapil, P., 2015. Green HRM-Engaging Human Resource in reducing carbon footprint and
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ambitions meet technology challenges?. Journal of Business & Industrial Marketing, 31(4), pp.

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[Online]
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