Strategic Marketing Planning: Tata Motors Marketing Report - MMB048

This report provides a detailed strategic marketing plan for Tata Motors, beginning with an enumeration of the company's mission and corporate objectives. It includes a micro-environmental assessment using Porter's Five Forces, an internal marketing audit, and a SWOT and PEST analysis to evaluate Tata Motors' market position. The report proposes various marketing strategies aimed at enhancing customer engagement and market potential. It also outlines a budget and a first-year implementation plan, identifying key activities for operating in diverse international markets, with the goal of improving the organization's ability to attract customers and expand its market presence.

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

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Executive summary
The report aimed at developing an insight on the different marketing capabilities of Tata Motors
through enumeration of the mission and objectives of the venture. On the other hand, the
research also conducted a micro environmental assessment of the concerned organization in
order to identify the market position and the issues that are being encountered by the same.
Finally the research developed a range of marketing strategies that might be commenced by the
organization with the aim of developing the potentials of the same in drawing the attention of the
customers. The report also developed a budget and an implementation plan for the first year in
order to identify the different activities that might be considered by the same while operating in
diverse international markets.

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Table of Contents
1.Introduction...................................................................................................................................3
1.1Mission...................................................................................................................................4
1.2Corporate objectives...............................................................................................................5
2.Marketing audit of Tata Motors....................................................................................................5
2.1 Porter’s five force analysis....................................................................................................5
2.2 Marketing productivity of Tata Motors.................................................................................8
2.3Marketing organizational audit...............................................................................................8
2.4 Ansoff matrix.........................................................................................................................9
3.Market Overview of Tata Motors...............................................................................................11
3.1SWOT analysis.....................................................................................................................11
3.2PEST analysis.......................................................................................................................13
3.3Assumptions.........................................................................................................................15
4.Marketing objectives and strategies............................................................................................16
4.1Marketing objectives............................................................................................................16
4.2Target market........................................................................................................................16
4.3The marketing plan for the new four wheeler car.................................................................17
4.1Estimated Outcome of the strategies....................................................................................20
4.2Budget...................................................................................................................................21
5.First year implementation plan for the marketing plan of the organization...............................21
6. Conclusion.................................................................................................................................25
References......................................................................................................................................27

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1.Introduction
The Tata group was established in the year 1868 and is headquartered in Mumbai, India.
The diverse range of sustainability based operations of the venture assisted the same in retaining
the brand name and trust among the target customers. On the other hand, the diversified range of
product and service portfolios assisted the venture in gaining a completive edge while operating
in the different economies1. It has been noted that the enhanced marketing operations of an
organization assist the same in developing the capabilities while attracting the attention of the
customers and making dynamic market expansion2. Therefore, the different marketing operations
that are undertaken by the concerned organization assisted the same in enhancing the relation
between the customers and the organization itself.
The research will focus on evaluating the marketing activities that are being undertaken
by Tata Motors, which is one of the units of the conglomerate business. The unit focused on
developing suitable automobile facilities which assessing the changing needs of the customers.
The enhanced R&D operations of the venture assisted the organization in improving the
potentials of the same3. The marketing operations that are being commenced by the organization
1 Ramanathan, Usha, Nachiappan Subramanian, and Guy Parrott. "Role of social media in retail
network operations and marketing to enhance customer satisfaction." International Journal of
Operations & Production Management 37.1 (2017): 105-123.
2 Tatamotors.com. "Tata Motors Limited - Largest Indian Automobile
Manufacturer". Tatamotors.Com, 2019, https://www.tatamotors.com/.
3 Al-Mamary, Yaser Hasan, Alina Shamsuddin, and Nor Aziati. "The Role Of Different Types
Of Information Systems In Business Organizations-A Review." International Journal of

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assisted the same in developing positive awareness among the customers in the product and
service offerings. On the other hand, research will aim at assessing the marketing capabilities of
the organization based on the financial potentials and the human workforce. It has been noted
that the developments in the marketing activities assist an organization in developing the
potentials of the same in retaining the trust and confidence of the customers4. Therefore, the
research will assess the potentials of the organization and thereby enumerate a marketing plan for
the same along with a budget.
1.1Mission
The mission of Tata group is maintain the efficiency of the processes through inclusive
approaches and induction of new technologies for enhancing the customer experience. On the
other hand, the mission of Tata Motors is to develop sustainable and user friendly automobiles in
adherence to the emerging needs of the customers5.
1.2Corporate objectives
The corporate objectives of Tata Motors are:
Research 1.7 (2014): 1279-1286.
4 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].
5 Tatamotors.com. "Tata Motors Limited - Largest Indian Automobile
Manufacturer". Tatamotors.Com, 2019, https://www.tatamotors.com/.

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 To enhance the relationship with the OEM suppliers in the international markets
 To develop innovative line of automobiles for adhering to the emerging needs and trends
in the market
 To improve the organizational sales volume by 1.5% annually6
 To develop continuous learning operations for delivering the desired value to the
customers
2.Marketing audit of Tata Motors
2.1 Porter’s five force analysis
Competitive rivalry
(High)
 The Tata Group is currently facing a
huge competition from different
existing organizations like Maruti
Suzuki India, Hyundai Motor India,
Honda Cars India, TOYOTA and Ford
India
 The intense market competition that is
encountered by the organization is
attributed to the rate of sales of the
existing players which is growing
Threat of substitutes  The enhancements in the rate of
substitute products in the market
6 Leeflang, Peter SH, et al. "Challenges and solutions for marketing in a digital era." European
management journal32.1 (2014): 1-12.

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(High) affected the sales volume of Tata
Motors. Most of the substitutes that
are available in India offered cheap
offerings in a lower price which
attracts the attention of the customers.
Therefore, the concerned organization
faced issues in enhancing the rate of
sales volume in the Indian markets
Bargaining power of the buyers
(High)
 The presence of higher number of
substitutes and existing competitors in
the market offering quality products
enabled the customers to choose from
a variety of brands. Therefore, the
presence of variety of automobile
brands and the quality offerings of the
venture supported in enhancing the
bargaining power of the buyers
Bargaining power of the suppliers
(Low)
 The presence of huge number of OEM
suppliers relating to Rane Holdings
Ltd, Automotive Axles Ltd, Menon
Bearings Ltd, and the like critically
restricted the bargaining power of the
suppliers while operating in the

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different markets. The minimization of
the bargaining power of the suppliers
would support Tata motors in
minimizing the cost of raw materials
and OEMs while bargaining and
negotiating with the suppliers
Threat of new entrants
(Moderate)
 The threat of new entrants in the
Indian markets is considerably
moderate as it requires huge initial
investments to set up new venture in
the automobile sectors due to lack of
proficient infrastructure facilities. The
minimized threat of new entrants in
the market would support the
organization in maximizing the range
of target audience of the same while
operating in the different markets
2.2 Marketing productivity of Tata Motors
The continuous innovativeness of the venture is reliant on the effectiveness of the R&D
operations. The enhanced R&D operation of the venture assist the same in developing the
potentials of the same in enhancing the rate of creativity in the processes for adhering to the
emerging trends and needs of the customers. Tata Motors introduced the electronic versions of

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Tata Indica and Tata Ace while adhering to the sustenance related needs of the customers and the
communities7. The improvements in the line of product offerings has assisted the venture in
enhancing the potentials of the venture while adhering to the quality standards. On the other
hand, the higher rate of promotional activities that are commenced by the venture assisted the
same in developing suitable awareness among the target customers of the venture. The
development of the marketing skills of the organization has assisted the venture in improving the
line of product offerings of the systems.
2.3Marketing organizational audit
The concerned organization, Tata Motors was established in the year 1945 under the
umbrella organization Tata Group. The concerned organization aimed at developing the line of
products and services with the objective of enhancing the market share of the same in the Indian
and the abroad markets. The net income of the concerned organization in the year 2018 was
estimated to be around 1,865,440,000 USD8. The development of diverse range of activities
assisted the venture in enhancing the revenue streams of the venture. The different R&D
developments that are made by the concerned organization contributed to the competitive
benefits of the venture while forging innovative processes. The increased rate of financial
7 Singh, Nripendra, and Kumar Shalender. "Success of tata nano through marketing flexibility: A
SAP–LAP matrices and linkages approach." Global Journal of Flexible Systems
Management 15.2 (2014): 145-160.
8 Tatamotors.com. "Tata Motors Limited - Largest Indian Automobile
Manufacturer". Tatamotors.Com, 2019, https://www.tatamotors.com/.

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resources of the concerned organization assisted the venture in ramping up the R&D operations
for continued innovativeness.
2.4 Ansoff matrix
Existing products New products
Existing markets Market penetration
 The organization has
taken steps to develop
their subsidiaries in
different regions of
India with the
objective of
expanding the existing
markets through
developing the
existing products like
Tata Indica and Tata
Ace into electronic
vehicles
Product development
 The organization has
taken steps to
introduce new lines of
products in the
existing markets with
the objective of
enhancing the rate of
sales revenue earned
by the same through
introduction of Tata
Intra trucks and the
like
New markets Market development
 The company is
aiming to develop the
Jaguar Land Rover
with the objective of
Diversification
 Tata Motors planned
to diversify the
offerings in the
external markets with

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meeting the needs of
the customers in the
different nations9. The
development of the
automotive vehicles in
alignment with the
needs of the
customers supported
the venture in
enhancing the rate of
operations while
operating in the
different markets
the objective of
enhancing the rate of
operations while
proposing their
offerings to the
foreign customers
3.Market Overview of Tata Motors
3.1SWOT analysis
Strengths
 Diversified portfolio of automobiles
contributed to the sustainable edge of
the venture while adhering to the
Weaknesses
 The organization aimed at
manufacturing economy class vehicle
and thereby has a minimized USP
9 Kanagal, Nagasimha Balakrishna. "Innovation and product innovation in marketing
strategy." Journal of Management and marketing research 18 (2015): 1-25.

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diverse needs of the customers
 Enhancements in the venue streams
assisted the venture in developing the
R&D and other operation of the
venture to support the innovative
culture10
 Strong brand recognition in the Indian
markets
 Enhanced relationship between the
OEM dealers and suppliers which
assisted the venture in developing the
capabilities of innovativeness
 Global presence and collaborations
with different other automotive
(Unique selling proposition)11
 Lack of customer centric operations of
the organization has affected the
quality of the value proposition of the
venture. It has been noted that the
quality based standards are often
disregarded by the concerned
organization with the aim of providing
automobiles at a lower price than the
competitors. It affected the capabilities
of Tata motors in securing the
customer loyalty
10 Sharma, Arun, and Subhash Jha. "Innovation from emerging market firms: what happens when
market ambitions meet technology challenges?." Journal of Business & Industrial
Marketing 31.4 (2016): 507-518.
11 Shalender, Kumar, and Nripendra Singh. "Marketing flexibility: Significance and implications
for automobile industry." Global Journal of Flexible Systems Management 16.3 (2015): 251-262.