MMB048 Strategic Marketing Planning: TATA Motors Marketing Plan

This report presents a strategic marketing plan for TATA Motors, focusing on the introduction of a new four-wheeler car designed for working female customers. It includes an organizational overview, mission and corporate objectives, and a macro-environmental analysis. The report details the internal analysis, marketing objectives and strategies, including target market identification and the marketing mix (pricing, promotions, and places). Furthermore, it outlines expected results, a marketing budget plan, and a first-year implementation plan, concluding with references to support the analysis and proposed strategies.

Running head: STRATEGIC MARKETING PLANNING
Strategic Marketing Planning
Name of the Student
Name of the University
Author Note

1STRATEGIC MARKETING PLANNING
Executive Summary:
The paper provides a marketing plan for TATA Motors as the company will introduce a four
wheeler car for their working female customers. The paper contains a brief explanation of the
company, the mission and the corporate objectives of the company. The paper also delivers
an analysis of the macro environmental factors of the company. Along with that, the paper
comprises a detailed explanation of the results of the internal analysis of the company in
presenting the new product. In addition to this, the paper offers the marketing strategies for
the introduction of the new product along with the budget and implementation plan.

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Table of Contents
Introduction:...............................................................................................................................4
Organizational Overview:..........................................................................................................4
Mission and Corporate Objectives:............................................................................................5
Market Overview:......................................................................................................................6
Market Audit:.............................................................................................................................7
SWOT Analysis:........................................................................................................................9
Strengths:................................................................................................................................9
Weakness:..............................................................................................................................9
Opportunities:.........................................................................................................................9
Threats:.................................................................................................................................10
Assumptions:............................................................................................................................10
Marketing Objectives and Strategies:......................................................................................11
Objectives:............................................................................................................................11
Target market:......................................................................................................................11
Marketing Mix:........................................................................................................................12
Pricing:.................................................................................................................................12
Promotions:..........................................................................................................................12
Places:..................................................................................................................................13
Expected results:......................................................................................................................13
Marketing budget plan...............................................................................................................0
1st year Implementation Plan:.....................................................................................................1

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Conclusion:................................................................................................................................0
References:.................................................................................................................................1

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Introduction:
The impact of the competition in the modern business market is pretty significant and
that is petty evident with the increasing urgency amongst the organizations in the
identification of the strategies that have the potential to manage the impact of the
competition. With a precise focus on the market dynamics, it is visible that the modern
business market is affected by the entry of the increasing number of new organizations and
that is one of the major reason of the increasing level of competition faced by majority of the
established organizations1. The intense level of competition has the potential to affect the
growth and survival of the established organizations. Hence the proactive formation of the
strategies that have the potential to improve the condition of the organizations become crucial
for the shareholders. Under such situation, majority of the organizations are observed to
implement the strategy of the product chain increment.
The paper presents a marketing plan for one of such company in the form of the
TATA Motors, which will introduce a four wheeler car for their working female customers.
The paper includes a brief elaboration of the company, the mission and the corporate
objectives of the company and along with that, the paper also provides an analysis of the
macro environmental factors of the company as well. In addition to this, the paper includes a
detailed elaboration of the findings of the internal analysis of the company in introducing the
new product. Apart from that, the paper provides the marketing strategies for the introduction
of the new product along with the budget and implementation plan.
1 Bhattacharya, Souresh, D. Mukhopadhyay, and Sunil Giri. "Supply chain management in Indian automotive
industry: Complexities, challenges and way ahead." International Journal of Managing Value and Supply
Chains 5, no. 2 (2014): 49.

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Organizational Overview:
The company is one of the largest organization in the global automotive industry and
is a market leader in the mentioned industry in Indian region. The company was established
in the year 1945 and is currently headquartered in Mumbai2. The organization is currently
managed by the duo of Natarajan Chandrasekaran and Guenter Butschek, the chairman of the
organization and the chief executive officer of the organization respectively3. The mentioned
organization manufactures the products such as the sport cars, coaches, buses, military
vehicles and automotive parts4. However, the company is observed to be subjected to a
significant amount of the competition in the modern era and that is pretty evident with the
increasing number of new organizations participating in the industry. The senior management
of the organization is seen to face the need of increasing the product chain of the
organization. Under such situation, the management organization has planned to introduce a
new four wheeler car for their female working customers. Many of the business analysts are
able to anticipate the base of the plan with a precise focus on the increasing purchases of the
four wheelers amongst the female customers.
Mission and Corporate Objectives:
The mission of the company is to innovate such solutions that have the potential to
increase the mobility along with the quality of life for the customers5.
2 Tatamotors.com 2019. "Tata Motors Limited - Largest Indian Automobile Manufacturer". Tatamotors.Com.
https://www.tatamotors.com/.
3 Tatamotors.com 2019. "Tata Motors Limited - Largest Indian Automobile Manufacturer". Tatamotors.Com.
https://www.tatamotors.com/.
4 Tatamotors.com 2019. "Tata Motors Limited - Largest Indian Automobile Manufacturer". Tatamotors.Com.
https://www.tatamotors.com/.
5 Tatamotors.com 2019. "Vision, Mission & Core Values | Tata Motors PE Division". Pe.Tatamotors.Com.
https://pe.tatamotors.com/knowus/vision-mission-corevalues.php.

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The main base of the corporate objectives of the company is to align their business
activities with the core values of the company. The company is dedicated in the effective
management of their operations which has the potential to improve the quality of life and
style of living for their customers6. The organization is dedicated in manufacturing of such
products that have the potential to inject speed in the life style of the customers and along
with that, is determined in providing the much required service excellence for the products.
The company is observed to have the aim of striving forward in terms of better productivity
and quality through the teamwork and through showing the accountability of their services.
The senior management of the company is significantly focused in the identification of the
preferences of the customers and the urge of the management of the organization in
implementing the requirements of the customers in the design of the products is pretty
significant in showing the customer focus aspect of the company.
Market Overview:
The automotive industry of India is expanding in a significant manner and that is
pretty evident with the increasing sales. Adding to this, the manufacturing of the passenger
cars have increased in a notable manner which also provides a significant proof of the
expansion of the automotive industry of the nation.
6 Tatamotors.com 2019. "Vision, Mission & Core Values | Tata Motors PE Division". Pe.Tatamotors.Com.
https://pe.tatamotors.com/knowus/vision-mission-corevalues.php.

7STRATEGIC MARKETING PLANNING
(Information: Total volume of passenger car sales in India from 2005 to 2015)
(Information Courtesy: Statista.com 2019)
From the above mentioned statistics, it is pretty visible that the sales of the passenger
cars in India has increased in a significant manner. In the year 2015, the automotive industry
of the country has experienced a sales of 2772745 number of cars which n the year, 2016
went up to 2966631 number of cars7. The increment in the sales continued in the year 2017
and the country recorded a sales of 3227701 number of cars8. In spite of a significant growth
in the two wheeler market, the selected company was able to increase the sales of the four
wheeler products in a significant manner and that is pretty evident with the statistics of the
company where it shows that the company is able to increase their sales to 237217 in the
7 Statista.com 2019. "India - Passenger Car Sales Volume 2015 | Statistic". Statista.
https://www.statista.com/statistics/606266/passenger-car-sales-volume-india/.
8 Statista.com 2019. "India - Passenger Car Sales Volume 2015 | Statistic". Statista.
https://www.statista.com/statistics/606266/passenger-car-sales-volume-india/.

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calendar year 2018 from 1, 91,107 of the calendar year 2017 with the highest growth of
24.13% amongst the automotive manufacturers operating in the nation9.
Market Audit:
The company is currently facing significant amount of competition from the part of
the other market leaders of the Indian region. The increasing level of competition from the
part of the organizations such as the Maruti Suzuki India, Hyundai Motor India, Mahindra &
Mahindra, Honda Cars India, TOYOTA KIRLOSKAR, Ford India, Renault India, Nissan
Motor India, Volkswagen India, FCA India and Skoda Auto India10.
9 Tatamotors.com 2019. "Investors | Volumes". Tatamotors.Com.
https://www.tatamotors.com/investors/volumes/.
10 Marutisuzuki.com 2019. Maruti Suzuki Cars in India – ARENA, TRUE VALUE and COMMERCIAL
channels. "Home". Marutisuzuki.Com. https://www.marutisuzuki.com/.

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(Information: Indian Auto Sales Analysis 2018)
(Information Courtesy: Auto.economictimes.indiatimes.com 2019)
Hence, it is pretty evident that the mentioned company is facing the heat of the intense
market competition even after having the most promising growth rate in terms of the cars
sold. The companies such as the Maruti Suzuki India, Hyundai Motor India, Mahindra &
Mahindra are able to increase their sales with a growth rate of 8.05%, 4.30% and 2.85%
respectively11. In addition to this, the new entries are also having a sharp rise in their business
owing to the significant growth of the market. The companies such as TOYOTA
KIRLOSKAR, Ford India and FCA India are able to increase their sales with a growth rate of
8.545, 10.91% and 16.23% respectively12.
The basis of the increasing level of competition amongst the mentioned organizations
is observed to be the quality in the design of the products of the organizations, the improved
facilities in the products of the organizations, the capability of the companies in the
application of the low pricing policy, the incorporation of the modern technology and the
11 Auto.economictimes.indiatimes.com 2019. "Complete Indian Auto Sales Analysis 2018: CV Sales Cross One
Million Mark - ET Auto". Etauto.Com. https://auto.economictimes.indiatimes.com/news/industry/complete-
india-auto-sales-analysis-2018-cv-sales-crosses-a-million-mark/67549073.
12 Auto.economictimes.indiatimes.com 2019. "Complete Indian Auto Sales Analysis 2018: CV Sales Cross One
Million Mark - ET Auto". Etauto.Com. https://auto.economictimes.indiatimes.com/news/industry/complete-
india-auto-sales-analysis-2018-cv-sales-crosses-a-million-mark/67549073.

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innovative gadgets for the improvement of experience of the customers with the products
along with the increment in the ease in handling the products. Apart from all of these, two of
the most significant factors that are affecting the business of the mentioned organizations are
the reputation of the companies in manufacturing the products in ethical and eco-friendly
manner along with the excellence of the after sales services of the companies.
SWOT Analysis:
Strengths:
One of the major strength of the organization, going forward, is the diversified
product chain of the organization and along with that, the efficient distribution of the service
network of the organization has enabled the company to achieve the capability of operating
more than 50 years in the mentioned industry13.
In addition to the point of the highly diversified product portfolio, the excellence
quality of the engineering and the research and development department of the organization
is one of the prime reason of the success of the organization.
Apart from that, the efficient market penetration strategies along with the service
excellence of the employees of the organization has enabled the company to achieve
significant success in the Indian market.
Weakness:
The organization is observed to be comparatively less active in the global market and
that is observed to be one of the major concern for the senior management of the organization
in terms of competing with the competitor organizations.
13 Tatamotors.com 2019. "Tata Motors Limited - Largest Indian Automobile Manufacturer". Tatamotors.Com.
https://www.tatamotors.com/.

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The reputation of the organization in Indian market is significantly affected with the
increasing number of controversies and one of the most prominent case was the incapability
of the organization in continuing with the Singur plant14.
Opportunities:
One of the significant opportunity for the organization is the expansion of the product
chain of the company with the products that have the potential to attract the youth generation
specifically the working female customers.
The increasing per capita income of the targeted customer base along with the
growing purchase intention of the customers are the key factors that have the potential to
increase the business operations of the mentioned company.
Apart from this, the capability of the senior managers of the organization in
expanding their service network has the capability to influence the business operations of the
company in the positive manner. With a precise focus on the capability of the organization in
incorporating the technology and the innovative gadgets in the products, the company has the
possibility to achieve larger amount of sales in near future.
Threats:
The increasing fuel cost in the parent country of the company has the possibility to
affect the business operations of the company.
The increasing labour and employment charges has the potential to be a major
concern for the senior managers of the company15.
14 Ft.com 2019. "Tata Motors Looks To Move Beyond Expensive Nano Failure | Financial Times". Ft.Com.
https://www.ft.com/content/c752d206-0ce4-11e8-8eb7-42f857ea9f09.
15 Rüßmann, Michael, Markus Lorenz, Philipp Gerbert, Manuela Waldner, Jan Justus, Pascal Engel, and
Michael Harnisch. "Industry 4.0: The future of productivity and growth in manufacturing industries." Boston
Consulting Group 9, no. 1 (2015): 54-89.