Marketing Report: Analyzing Tata Motors' Strategies and Performance

This report presents a comprehensive marketing analysis of Tata Motors. It begins with an executive summary outlining the report's objectives: to identify Tata Motors' marketing overview and its positioning in the market, and to formulate marketing strategies aimed at enhancing its market share. The report includes an introduction to the Tata Group and Tata Motors, outlining their mission and corporate objectives. A detailed marketing audit is conducted, encompassing an analysis of the company's marketing strategy, productivity, and organizational structure. The Ansoff matrix is applied to assess growth strategies. The market overview section incorporates SWOT and PEST analyses to evaluate the company's strengths, weaknesses, opportunities, and threats, as well as the political, economic, social, and technological factors influencing its operations. The report then defines marketing objectives and strategies, including estimated expected results and a proposed budget. Finally, a detailed implementation plan for the first year is provided. The report provides a comprehensive overview of Tata Motors' marketing landscape.

Running head: MARKETING MANAGEMENT
MARKETING MANAGEMENT
Name of the student
Name of the university
Author note
.

1MARKETING MANAGEMENT
Executive Summary
The report aims at identifying the marketing overview of Tata Motors and the manner in which
the concerned venture positions the offerings in adherence to the interests of the end users. The
research report also aimed at formulating different marketing based strategies for Tata Motors
based on its objectives of enhancing the market share. Therefore, the research also developed an
action plan and a consolidated budget for one year of improving the marketing practices. The
different changes in the organization would assist the venture in continuing with the
effectiveness of the operations in adherence to the demand of the end users.

2MARKETING MANAGEMENT
Table of Contents
1.Introduction (TATA organisation)...............................................................................................3
1.1 Mission..................................................................................................................................4
1.2 Corporate Objectives.............................................................................................................4
2.Marketing Audit............................................................................................................................5
2.1Ansoff matrix..........................................................................................................................9
3. Market Overview.......................................................................................................................11
3.1 SWOT Analysis...................................................................................................................11
3.2PEST analysis.......................................................................................................................12
3.3Assumptions.........................................................................................................................14
4. Marketing Objectives and Strategies.........................................................................................15
4.1 Estimated Expected Results.................................................................................................17
4.2 Budget......................................................................................................................................19
5. First Year Detailed Implementation Plan..................................................................................19
References......................................................................................................................................26
Appendices....................................................................................................................................29

3MARKETING MANAGEMENT
1.Introduction (TATA organisation)
Tata group is an Indian Conglomerate holding organization is an Indian multinational,
which is headquartered in Mumbai, Maharashtra 1. The organization was established in the year
1868 and since then conducted sustainable operations which supported the venture in improving
the effectiveness of the operations 2. The concerned venture developed a decentralizing structure
of decision making for the different units. In this relation, the diverse range of activities that are
planned by the organization aimed at achieving a competitive benefit while operating in the
global markets. On the contrary, the diversified range of units has supported the venture in
retaining a greater market share.
The research will aim at identifying the different marketing prospects of TATA Motors,
which is one of the units of the TATA group, for enhancing the rate of market growth while
making the target end users aware of the new offerings. It has been noted that the diverse range
of marketing operations of an organization is dependent on the assessment of the market
prospects and the potentials of the same related to financial and human resource related
capabilities3. The research will aim at identifying the market prospects for Tata through
conducting a micro environmental analysis. It will assist in improving suitable assumptions for
the marketing activities that might be considered by the venture while continuing with the
1 Shalender, Kumar, and Nripendra Singh. "Marketing flexibility: Significance and implications for
automobile industry." Global Journal of Flexible Systems Management 16.3 (2015): 251-262.
2 Cusumano, Michael A., Steven J. Kahl, and Fernando F. Suarez. "Services, industry evolution, and the
competitive strategies of product firms." Strategic management journal36.4 (2015): 559-575.

4MARKETING MANAGEMENT
effectiveness of the operations in adherence to the demand of the end users. Lastly, the research
will enumerate a marketing plan for the organization and a consolidated budget for the first year
of its activities.
1.1 Mission
The mission of the concerned venture, Tata group, is to utilize evolving technologies with
the aim of enhancing the process flows and the quality of the offerings. On the contrary, the
mission of the concerned venture is to strengthen the business sectors and infrastructural growth
in India. The diverse range of activities that are undertaken by the concerned venture supported
the same in improving the potentials for enhancing the scope of sustenance.
1.2 Corporate Objectives
The corporate objectives of the concerned venture is:
 To establish a fine network of organizations through collaborating with other
organizations for improving the effectiveness of the processes
 To develop the organizational processes by 1.12% annually 4
3 Parmer, Lucinda, and John Dillard. "The relationship between personality and consumer behavior
buying patterns within the automobile industry." International Journal of Management and Marketing
Research 8.1 (2015): 1-13.
4 Luthra, Sunil, Dixit Garg, and Abid Haleem. "Critical success factors of green supply chain
management for achieving sustainability in Indian automobile industry." Production Planning &
Control 26.5 (2015): 339-362.

5MARKETING MANAGEMENT
 To develop a potential of continuous learning for improving the technological abilities of
the same
 To work according to the values of the concerned venture related to the values like
responsibility, integrity and unity
 To identify the interests of the end users and thereby improving processes and
propositions for improving the competitive benefit of the venture
2.Marketing Audit
 Marketing strategy of the concerned venture TATA motors: The concerned venture has
undertaken steps to develop a wider range of offerings with the aim of continuing with
the effectiveness of the operations in adherence to the demand of the end users. The
concerned venture developed a wiser portfolio of Hatchback, Sedan and utility vehicles
like Trucks, Buses and homeland security. The wider range of product offerings of the
concerned venture supported the same in adhering to the diverse needs of its huge
number of target and loyal end users5. On the contrary, the concerned venture developed
a diverse pricing strategy for the range of automobiles6. In this relation, the pricing
5 Lin, Ru-Jen, Rong-Huei Chen, and Fei-Hsin Huang. "Green innovation in the automobile
industry." Industrial Management & Data Systems 114.6 (2014): 886-903.
6 Gopal, P. R. C., and Jitesh Thakkar. "Sustainable supply chain practices: an empirical investigation on
Indian automobile industry." Production Planning & Control 27.1 (2016): 49-64.

6MARKETING MANAGEMENT
strategy supported the venture in drawing the attention of the target end users towards the
product offerings and thereby enhancing the rate of sales volume of the venture. For
example the concerned venture quoted high price for sedans or the electronic vehicles
and low price for the common vehicles like Nano. The diverse pricing strategy of the
concerned venture supported the same in adhering to the affordability of the end users.
Tata Motors developed a wider promotional strategy through events and press releases
and endorsement of celebrities like Lionel Messi in order to gain over the attention of its
target range of end users7. The development of the wider range of promotional strategies
supported the venture in improving the capabilities of the same while operating in the
different markets through parallel utilization of digital media and traditional promotion
strategies. The different promotional strategies that are developed by the venture
supported the same in improving the effectiveness of the operations in adherence to
sustenance related needs. On the contrary, the diversity in the network and the delivery
procedures of the organization supported the same in continuing with the effectiveness of
the operations in adherence to the demand of the end users. The enhanced marketing
capabilities of the concerned venture supported the same in improving the capabilities of
the venture while measuring the effectiveness of the operations.
 Marketing productivity audit: The concerned venture, Tata Motors, follow stringent
quality based norm with the aim of enhancing the quality of the operations. The
continuous innovations that are undertaken by the concerned venture supported the
venture in improving the effectiveness of the operations while adhering to the
7 Wang, Yen-Yao, Anjana Susarla, and Vallabh Sambamurthy. "The untold story of social media on
offline sales: the impact of Facebook in the US automobile industry." (2015).

7MARKETING MANAGEMENT
requirements of the consumers. The organization introduced electric versions of Tata
Indica and Tata Ace commercial vehicle which is based on the evolution of lithium
batteries. The developments that are made by the organization supported the same in
improving the market productivity of the same. It has been noted that the concerned
venture developed CNG based electric hybrid buses during the Commonwealth games.
The environmental friendly operations of the venture supported the same in improving
the effectiveness of the operations while adhering to the demand of the end users the
development of the range of product offerings while analyzing the needs of the end users
supported the venture in improving the capabilities of the same in continuing with the
congruency of the operations. It has also being noted that the Tata 407 vehicle category
was sold over 5, 00,000 units since the establishment and marketing8. The development
of diverse range line of automobiles supported the venture in improving the marketing
management skills of the same while operating in accordance to the different needs and
psychographics of the end users.
 Marketing organization audit: The concerned venture, Tata Motors, was established in
the year 1945 under the parenting company TATA Group. Tata Motors aimed at
improving a well- defined range of vehicles in adherence to the different needs of the end
users. The continuous learning and frequent innovations in the processes supported the
venture in continuing with the effectiveness of the operation in while adhering to the
demand of the end users. It has been noted that Tata motors ranked 226th in the Fortune
8 Kim, Juyoung, and Myung Suk Kim. "Analysis of automobile repeat-purchase behaviour on
CRM." Industrial Management & Data Systems 114.7 (2014): 994-1006.

8MARKETING MANAGEMENT
Global list of 500 biggest corporations9. The net income of the concerned venture in the
year 2018 was 1,865,440,000 USD10. The developments in the net income of the venture
and the revenue stream of the same supported the venture in maximizing the R&D
operations. It has been noted that the increased R&D operations of an organization is
dependent on the improved effectiveness of the same in continuing with the innovative
approaches11. Therefore, the increased financial resources of the organization supported
the same in improving the potentials to enhance the R&D operations.
2.1Ansoff matrix
Existing products New products
9 Schmid, Stefan, Philipp Grosche, and Ulrike Mayrhofer. "Configuration and coordination of
international marketing activities." International Business Review 25.2 (2016): 535-547.
10 Tatamotors.com. "Tata Motors Limited - Largest Indian Automobile Manufacturer". Tatamotors.Com,
2019, https://www.tatamotors.com/.
11 Tsai, Chih‐Fong, Ya‐Han Hu, and Yu‐Hsin Lu. "Customer segmentation issues and strategies for an
automobile dealership with two clustering techniques." Expert Systems32.1 (2015): 65-76.

9MARKETING MANAGEMENT
Existing markets Market penetration
 TATA has initiated
operations to develop
the range of existing
offerings like Tata
Indica and Tata Ace
into electronic
vehicles with the
objective of gaining a
competitive edge in
the markets
Product development
 The organization
aimed at stimulating
the R&D operations
of the same with the
objective of
developing new lines
of products with the
objective of
continuing with the
efficiency of the
operations with the
objective of
improving the rate of
sales revenue earned
by the same. The
organization
introduced Tata Intra
trucks and the like
with the objective of
adhering to the
diverse needs of the
customers

10MARKETING MANAGEMENT
New markets Market development
 TATA has taken steps
to bring
improvements in the
line of Jaguar Land
Rover for meeting the
needs of the
customers in the
different nations. The
steps have assisted the
organization in
improving the rate of
market penetration in
the new markets
through the
improvements in the
existing line of
products
Diversification
 Tata Motors
developed well
planned operations
with the objective of
diversifying the range
of products that are
being provided by the
same to the
customers.
3. Market Overview
3.1 SWOT Analysis
Strengths
 Strong market share in the Indian
Weaknesses
 Quality and safety standards are not

11MARKETING MANAGEMENT
markets
 Diversified portfolio of the product
range supported the venture in
improving their capabilities with the
aim of drawing the attention of vast
number of end users.
 Global presence and collaborations
 Good relation with the suppliers
supported the venture in improving
suitable processes for adhering to the
increasing demand of the end users
 Enhanced R&D operations based on
customer- centric needs supported in
the growth of the venture through
continuous innovation in the
processes.
adhered by the concerned venture
while continuing with the operations
of the same
 The organization excels in
manufacturing economy class vehicle
for attracting the attention of huge
market base with little consideration
for manufacturing luxury cars
Opportunities
 The increasing purchasing power of
the Indian population would assist the
venture in locating large number of
potential buyers
Threats
 The rising cost of production has
affected the net income of the
concerned venture while improving
the automobiles in adherence to the
demand of the end users 12
12 Bagga, Teena, and Deepak Gupta. "Internet marketing by automobile industry: Special reference of
Indian counterparts." International Journal of Computer Applications 97.6 (2014).

12MARKETING MANAGEMENT
 Increasing opportunity of the
organization in improving public
vehicles
 The expansion of the automobile
market and the increasing rate of
merger and acquisition will assist the
venture in improving a suitable
synergy between the product offerings
and the evolving requirements of the
consumers.
 Increasing amount of market
competition might affect the market
holdings of TATA motors.
 The increasing rate of stringent
regulations by the government and the
environmental agencies has affected
the growth of the organization in the
different respective markets.
3.2PEST analysis
Political  The political stability of the nations in
which TATA Motors operates have
supported the venture in improving
the rate of operations in alignment
with the needs of the venture
 The relaxation on the taxation policies
have supported the organization in
expanding the rate of operations in the
different markets
Economic  The maximization of the disposable

13MARKETING MANAGEMENT
income among the Indian customers
supported the organization in
improving the rate of market sales.
However, the slowed growth of GDP
in different nations due to the US-
China trade conflict might affect the
rate of operations of the venture13
Social  Improvements in the employability of
the citizens in the different nations
have enabled TATA Motors in
improving the rate of operations in
alignment with the needs of the
venture.
 The improved awareness among the
customers relating to the use of fuel
efficient vehicles would require the
organization in developing the EVs.
Technological  The maximized rate of internet
13 McDonald, M. and Wilson, H. (2011). Marketing Plans: How to Prepare Them, How to Use
Them, 7th Edition. [online] Wiley.com. Available at:
https://www.wiley.com/en-us/Marketing+Plans%3A+How+to+Prepare+Them
%2C+How+to+Use+Them%2C+7th+Edition-p-9780470670125 [Accessed 6 Aug. 2019].

14MARKETING MANAGEMENT
penetration in most of the nations
would support TATA Motors in
improving the promotional campaigns
in alignment with the needs of the
customers
3.3Assumptions
The diverse portfolio of Tata Motors has enabled the venture in improving potential
markets in the different parts of the world. The diverse range of modifications that are
undertaken by the organization are reliant on the assessment of the needs of the end users. In this
relation, the venture has taken steps to diversify the range of automobiles for adhering to the
preferences and interests of the end users. On the contrary, the continuous innovation in the line
of product offerings supported the venture in improving the proficiency of the operations while
adhering to the demand of the end users. However, the most prominent issue that is being
encountered by the concerned venture is dependent on the lack of adherence to the different
quality based regulations, which has affected the goodwill of the venture14. Lack of suitable
goodwill in the competitive markets has affected the potentials of the concerned venture in
retaining the loyal end users. Therefore, the concerned venture might take steps to adhere to the
quality based regulations and thereby promote their initiatives. Promotion of initiatives will be
assisting the venture in improving positive awareness among the target end users.
14 Cherubini, Sergio, Gennaro Iasevoli, and Laura Michelini. "Product-service systems in the electric car
industry: critical success factors in marketing." Journal of Cleaner Production97 (2015): 40-49.

15MARKETING MANAGEMENT
The concerned venture faced several difficulties in improving the effectiveness of the
production systems through maximized rate of investments in the line of promotional strategies
Therefore, the concerned venture might take steps to remodel the promotional activities with the
purpose of minimizing the rate of investments that are made by the same on the processes. The
expansion of the automobile market and the increasing rate of merger and acquisitions will assist
the venture in improving the potentials of the same in improving the effectiveness of the
operations in different markets. Therefore, the concerned venture might take steps to promote
their offerings in the different economies with the view of enhancing the chances of attracting
the attention of a huge number of end users. Maximized promotional activities of the concerned
venture would assist the same in improving the potentials for enhancing the revenue streams
while operating in diverse market environments.
4. Marketing Objectives and Strategies
The marketing objectives of Tata Motors are:
 To maximize the rate of loyal consumers of the venture by 4% within the next 1 year
through effective quality control measures
 To increase the rate of sales by 9% within the next 6 months through dynamic
promotional campaigns
The strategies that might be considered by Tata Motors will be based on the development of
the needs of the venture while operating in different market situations. The section will evaluate
the different marketing strategies that might be considered by the concerned venture for
maximizing the rate of operations in the different economies.

16MARKETING MANAGEMENT
 Social media and internet marketing- Social media and internet marketing would assist
Tata Motors in improving the rate of awareness among the target end users with a
minimal investment on the promotional practices. The extensive utilization of the social
media platforms like Facebook and twitter would assist the venture in making the target
end users aware of the recent changes that are being planned by the venture. On the
contrary, the collaborations with YouTube would assist the venture in demonstrating the
quality of the propositions in real life circumstances. It will assist the venture in
improving the trust and confidence among the target end users of the venture. On the
contrary, the organization might also make use of flash messages in order to make the
end users and the other stakeholders like suppliers and investors aware of the different
modifications that are being planned by the venture. It has been noted that the utilization
of the social and internet media marketing assists an organization in improving the
capabilities of the same while operating in different market scenarios15. The development
of the social and internet media marketing would support the organization in improving
the scope of attracting the attention of the end users without huge investments.
 SEO marketing and suitable content development- The SEO marketing operations
would assist Tata Motors in improving the potentials of the same in enhancing the
position of their websites in a search engine. The suitable positioning of the links in
different relevant sites with good reputation would assist the venture in redirecting the
interest of the users towards their own website. On the contrary, the suitable content
15 Kumar, Divesh, and Zillur Rahman. "Buyer supplier relationship and supply chain sustainability:
empirical study of Indian automobile industry." Journal of Cleaner Production 131 (2016): 836-848.

17MARKETING MANAGEMENT
development strategies will assist the venture in transmitting important information to the
end users.
4.1 Estimated Expected Results
The enhancements in the marketing and promotional activities of Tata Motors will assist
the same in making most of the target audience aware of the practices that are undertaken by the
venture. On the contrary, the induction of extensive social media practices in the organizational
context would assist the venture in improving the potentials of the same while gathering
feedbacks from the end users16. The assessment of feedbacks from the end users would support
the concerned venture in improving the R&D operations to achieve competitive benefit of the
venture. The implementation of promotional and marketing strategies of the organization would
support the same in improving a strong market base while facilitating interactions with the end
users and improving the propositions of the same.
16 Wang, Zhan, and Hyun Gon Kim. "Can social media marketing improve customer relationship
capabilities and firm performance? Dynamic capability perspective." Journal of Interactive Marketing 39
(2017): 15-26.

18MARKETING MANAGEMENT
4.2 Budget
Marketing Budget in AU$
Particulars Year 1
Salaries 39876
Accommodation 56874
Publicity 20870
Office Equipment 18870
Emailing 34500
SEO marketing 25000
Volunteer Costs 45000
Accountancy Expenses 54000
Website and Social
Media 45000
Refreshment 3500
Sponsorship 14570
Telephone Costs 890
Energy Expenses 3465
Contingency Costs 0
Total 362415
5. First Year Detailed Implementation Plan
Goals Activities Responsible
person
Timeframe Rationale
Market research  Improving
suitable team
of market
analyst
 Resource
allocation for
Market analyst 1 month Market research
will be assisting
Tata Motors in
improving a
coherent
understanding

19MARKETING MANAGEMENT
proficient
market
research
 Conduction of
surveys for
identifying
the inclination
of the end
users
 Reporting the
findings to
the
organizational
management
board
of the different
possible
modifications
that might be
considered by
the same
Planning for the
promotional and
marketing
operations
 Reviewing
the market
research
report
 Consultation
with the
stakeholders
 Brainstormin
CEO, Chief
Marketing
Officer,
Supervisors
from the
different
departments
3 months The planning of
the operations
and
brainstorming
on the strategies
will assist the
venture in
choosing the

20MARKETING MANAGEMENT
g a range of
strategies
 Selecting the
best solution
from the
alternatives
best possible
strategy for
achieving a
competitive
benefit.
Improving
budgets for the
activities
 Consultation
with the
financial head
of the
organization
 Delegation of
tasks to the
different
stakeholders
 Calculation of
the costs that
might be
incurred by
the
organization
 Improving
reports on the
CEO,
Accounts
manager, and
the CA of the
organization
2 months The
development of
the budgets will
be assisting the
venture in
improving a
positive insight
on the different
costs that might
be incurred by
the same while
operating in the
different
objectives of the
venture

21MARKETING MANAGEMENT
budgets for
review
Checking the
feasibility of the
operations
 Assessing the
feasibility of
the marketing
operations
that are
planned by
the venture
through pilot
testing
 Improving
suitable
mechanisms
for delegating
the required
tasks to the
stakeholders
Managing
Board, CEO
1 month Checking the
feasibility of the
operations
would assist the
venture in
improving the
operations of
the venture
while operating
in diverse
international
markets
Implementation
of the social
media
marketing
techniques
 Assessing the
feasibility of
the social
media
platforms
IT managers,
Marketing
managers and
Content
developers
2 months The
implementation
of the social
media
marketing

22MARKETING MANAGEMENT
related to
visitor
engagement
 Consultation
with the IT
and the
software
engineers
 Planning the
content for
the marketing
promotion
 Implementing
the social and
internet media
marketing
operations
procedures will
assist the
venture in
improving the
potentials of the
same in
continuing with
the
effectiveness of
the operations
while making a
huge number of
audience aware
of the
propositions
Implementing
the SEO
marketing
 Examining
the feasibility
of SEO
marketing
 Consultation
with the IT,
IT managers,
Marking
managers, SEO
experts and
website
developers
2 months The
implementation
of the SEO
marketing
operations will
assist the

23MARKETING MANAGEMENT
SEO experts
and the
website
designers
 Planning the
content for
the SEO
marketing
operations
 Implementing
the SEO for
optimizing
the website’s
position in the
market
venture in
optimizing the
readability of
the website in
the different
search engines.
Monitoring and
control
operations
 Monitoring
over the
different
activities
through
distinguished
involvement
of different
Quality
analyst,
executive
council, risk
assessor of the
organization
1 months The control and
monitoring
activities would
assist the
venture in
ensuring the
effectiveness of
the marketing

24MARKETING MANAGEMENT
mechanisms
 Controlling
the operations
of the venture
through
contingency
planning
operations

25MARKETING MANAGEMENT
References
Bagga, Teena, and Deepak Gupta. "Internet marketing by automobile industry: Special reference
of Indian counterparts." International Journal of Computer Applications 97.6 (2014).
Cherubini, Sergio, Gennaro Iasevoli, and Laura Michelini. "Product-service systems in the
electric car industry: critical success factors in marketing." Journal of Cleaner
Production97 (2015): 40-49.
Cusumano, Michael A., Steven J. Kahl, and Fernando F. Suarez. "Services, industry evolution,
and the competitive strategies of product firms." Strategic management journal36.4
(2015): 559-575.
Gopal, P. R. C., and Jitesh Thakkar. "Sustainable supply chain practices: an empirical
investigation on Indian automobile industry." Production Planning & Control 27.1
(2016): 49-64.
Kim, Juyoung, and Myung Suk Kim. "Analysis of automobile repeat-purchase behaviour on
CRM." Industrial Management & Data Systems 114.7 (2014): 994-1006.
Kumar, Divesh, and Zillur Rahman. "Buyer supplier relationship and supply chain sustainability:
empirical study of Indian automobile industry." Journal of Cleaner Production 131
(2016): 836-848.
Lin, Ru-Jen, Rong-Huei Chen, and Fei-Hsin Huang. "Green innovation in the automobile
industry." Industrial Management & Data Systems 114.6 (2014): 886-903.

26MARKETING MANAGEMENT
Luthra, Sunil, Dixit Garg, and Abid Haleem. "Critical success factors of green supply chain
management for achieving sustainability in Indian automobile industry." Production
Planning & Control 26.5 (2015): 339-362.
McDonald, M. and Wilson, H. (2011). Marketing Plans: How to Prepare Them, How to Use
Them, 7th Edition. [online] Wiley.com. Available at:
https://www.wiley.com/en-us/Marketing+Plans%3A+How+to+Prepare+Them
%2C+How+to+Use+Them%2C+7th+Edition-p-9780470670125 [Accessed 6 Aug.
2019].
Parmer, Lucinda, and John Dillard. "The relationship between personality and consumer
behavior buying patterns within the automobile industry." International Journal of
Management and Marketing Research 8.1 (2015): 1-13.
Schmid, Stefan, Philipp Grosche, and Ulrike Mayrhofer. "Configuration and coordination of
international marketing activities." International Business Review 25.2 (2016): 535-547.
Shalender, Kumar, and Nripendra Singh. "Marketing flexibility: Significance and implications
for automobile industry." Global Journal of Flexible Systems Management 16.3 (2015):
251-262.
Tatamotors.com. "Tata Motors Limited - Largest Indian Automobile
Manufacturer". Tatamotors.Com, 2019, https://www.tatamotors.com/.
Tsai, Chih‐Fong, Ya‐Han Hu, and Yu‐Hsin Lu. "Customer segmentation issues and strategies for
an automobile dealership with two clustering techniques." Expert Systems32.1 (2015):
65-76.

27MARKETING MANAGEMENT
Wang, Yen-Yao, Anjana Susarla, and Vallabh Sambamurthy. "The untold story of social media
on offline sales: the impact of Facebook in the US automobile industry." (2015).
Wang, Zhan, and Hyun Gon Kim. "Can social media marketing improve customer relationship
capabilities and firm performance? Dynamic capability perspective." Journal of
Interactive Marketing 39 (2017): 15-26.

28MARKETING MANAGEMENT
Appendices
Appendix 1
Figure: Market share of TATA motors in India17
17 Tatamotors.com. "Tata Motors Limited - Largest Indian Automobile
Manufacturer". Tatamotors.Com, 2019, https://www.tatamotors.com/.