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.

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MARKETING MANAGEMENT
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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.

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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

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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.

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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.

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 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.

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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).

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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.

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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.

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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

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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

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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).