Strategic Brand Management Assignment

Tata Motors

Submitted by: Insur Doley 215112091

Tata Motors

Company Profile:

Tata Motors Limited is India's largest automobile company, with consolidated revenues of INR 1,88,818 crores (USD 34.7 billion) in 2012-13. It is the leader in commercial vehicles in each segment, and among the top in passenger vehicles with winning products in the compact, midsize car and utility vehicle segments. It is also the world's fifth largest truck manufacturer and fourth largest bus manufacturer. The Tata Motors Group's over 60,000 employees are guided by the mission "to be passionate in anticipating and providing the best vehicles and experiences that excite our customers globally." Established in 1945, Tata Motors' presence cuts across the length and breadth of India. Over 8 million Tata vehicles ply on Indian roads, since the first rolled out in 1954. The company's manufacturing base in India is spread across Jamshedpur (Jharkhand), Pune (Maharashtra), Lucknow (Uttar Pradesh), Pantnagar (Uttarakhand), Sanand (Gujarat) and Dharwad (Karnataka). Following a strategic alliance with Fiat in 2005, it has set up an industrial joint venture with Fiat Group Automobiles at Ranjangaon (Maharashtra) to produce both Fiat and Tata cars and Fiat powertrains. The company's dealership, sales, services and spare parts network comprises over 6,600 touch points. Tata Motors, also listed in the New York Stock Exchange (September 2004), has emerged as an international automobile company. Through subsidiaries and associate companies, Tata Motors has operations in the UK, South Korea, Thailand, Spain, South Africa and Indonesia. Among them is Jaguar Land Rover, acquired in 2008. In 2004, it acquired the Daewoo Commercial Vehicles Company, South Korea's second largest truck maker. The rechristened Tata Daewoo Commercial Vehicles Company has launched several new products in the Korean market, while also exporting these products to several international markets. Today two-thirds of heavy commercial vehicle exports out of South Korea are from Tata Daewoo. In 2005, Tata Motors acquired a 21% stake in Hispano Carrocera, a reputed Spanish bus and coach manufacturer, and subsequently the remaining stake in 2009. Hispano's presence is being expanded in other markets. In 2006, Tata Motors formed a 51:49 joint venture with the Brazil-based, Marco polo, a global leader in body-building for buses and coaches to manufacture fully-built buses and coaches for India - the plant is located in Dharwad. In 2006, Tata Motors entered into joint venture with Thonburi Automotive Assembly Plant Company of Thailand to manufacture and market the company's pickup vehicles in Thailand, and entered the market in 2008. Tata Motors (SA) (Proprietary) Ltd., Tata Motors' joint venture with Tata Africa Holding (Pty) Ltd. set up in 2011, has an assembly plant in Rosslyn, north of Pretoria. The plant can assemble, semi knocked down (SKD) kits, light, medium and heavy commercial vehicles ranging from 4 tonnes to 50 tonnes.

Tata Motors is also expanding its international footprint, established through exports since 1961. The company's commercial and passenger vehicles are already being marketed in several countries in Europe, Africa, the Middle East, South East Asia, South Asia, South America, CIS and Russia. It has franchisee/joint venture assembly operations in Bangladesh, Ukraine, and Senegal. The foundation of the company's growth over the last 68 years is a deep understanding of economic stimuli and customer needs, and the ability to translate them into customer-desired offerings through leading edge R&D. With over 4,500 engineers, scientists and technicians the company's Engineering Research Centre, established in 1966, has enabled pioneering technologies and products. The company today has R&D centres in Pune, Jamshedpur, Lucknow, Dharwad in India, and in South Korea, Italy, Spain, and the UK. It was Tata Motors, which launched the first indigenously developed Light Commercial Vehicle in 1986. In 2005, Tata Motors created a new segment by launching the Tata Ace, India's first indigenously developed mini-truck. In 2009, the company launched its globally benchmarked Prima range of trucks and in 2012 the Ultra range of international standard light commercial vehicles. In their power, speed, carrying capacity, operating economy and trims, they will introduce new benchmarks in India and match the best in the world in performance at a lower life-cycle cost. Tata Motors also introduced India's first Sports Utility Vehicle in 1991 and, in 1998, the Tata Indica, India's first fully indigenous passenger car. In January 2008, Tata Motors unveiled its People's Car, the Tata Nano. The Tata Nano has been subsequently launched, as planned, in India in March 2009, and subsequently in 2011 in Nepal and Sri Lanka. A development, which signifies a first for the global automobile industry, the Nano brings the joy of a car within the reach of thousands of families. Tata Motors is equally focussed on environment-friendly technologies in emissions and alternative fuels. It has developed electric and hybrid vehicles both for personal and public transportation. It has also been implementing several environment-friendly technologies in manufacturing processes, significantly enhancing resource conservation. Through its subsidiaries, the company is engaged in engineering and automotive solutions, automotive vehicle components manufacturing and supply chain activities, vehicle financing, and machine tools and factory automation solutions. Tata Motors is committed to improving the quality of life of communities by working on four thrust areas - employability, education, health and environment. The activities touch the lives of more than a million citizens. The company's support on education and employability is focused on youth and women. They range from schools to technical education institutes to actual facilitation of income generation. In health, the company's intervention is in both preventive and curative health care. The goal of environment protection is achieved through tree plantation, conserving water and creating new water bodies and, last but not the least, by

introducing appropriate technologies in vehicles and operations for constantly enhancing environment care. With the foundation of its rich heritage, Tata Motors today is etching a refulgent future.

Mission: To be passionate in anticipating and providing the best vehicle and experiences that excites our customer globally. Vision: Most admired by our customers,employees ,business partners and shareholders for experience and value the enjoy for being with us.

Product Line: Cars & Utiltiy Vehicles: Nano Vista Indica Manza Safari Storme Indigo Safari Dicor Sumo Gold Sumo Grande Venture Xenon XT Aria Trucks and Buses Pickups Prima Construck Ace Tata Venture Tata Magis Iris Buses Magic Winger Winger Platinum Defences Tata Fleetman

SWOT Analysis: SWOT analysis (alternately SLOT analysis) is a strategic planning method used to evaluate the Strengths, Weaknesses/Limitations, Opportunities, and Threats involved in a project or in a business venture. It involves specifying the objective of the business venture or project

andidentifying the internal and external factors that are favourable and unfavourable to achieve that objective.

STRENGTHS: 1.Strong Domestic player (Indian market): Tata has a strong presence in India and is a key manufacturer of commercial vehicles. It is a market share of ~64% which has almost remained constant. Also, Tata Motors is Indias largest automobile manufacturer by revenue .Tata Motors Limited is Indias largest automobile company, with revenues of `1,23,133.30 crore in 2010 11. It is the leader in commercial vehicles in each segment, and among the top three in passenger vehicles in India with products in the compact, midsize car and utility vehicle segments. Tata vehicles are sold primarily in India, and over 4 million Tata vehicles have been produced domestically since the first Tata vehicle was assembled in 1954. 2. It is a demand driven, and customer-oriented, taking care of customers preferences and taste. 3. Long list of portfolios: Its products include passenger cars, trucks, vans and coaches. It is worlds 4th biggest truck producer, it is also worlds second biggest bus producer. 4. Global Presence:Tata Motors has been in the process of acquiring foreign brands to increase its global presence. Through acquisition, Tata has operations in the UK, South Korea, Thailand and Spain. Among these acquisitions is Jaguar Land Rover, a business comprising two struggling iconic British brands that was acquired from the Ford Motor Company in 2008. In 2004, Tata acquired the Daewoo Commercial Vehicles Company, South Koreas second largest truck maker. Today two-thirds of heavy commercial vehicle exports out of South Korea arefrom Tata Daewoo. Tata Motors has expanded its production and assembly operations to several other countries including South Korea, Thailand, South Africa and Argentina and is planning to set up plants in Turkey, Indonesia and Eastern Europe. Tata also has franchisee/joint venture assembly operations in Kenya, Bangladesh, Ukraine, Russia and Senegal. Tata has dealerships in 26 countries across 4 continents. 5. Dealership, Sales and Service Access: The Companys dealer ship, sales, services and spare parts network comprises over 3500 touch points. 6. Research and Development Activities: Tata motors is known as an innovative global leader. The company has a very strong R&D having over 3000 engineers and scientists. The Engineering Research Centre (ERC) in Pune was setup in 1966 and is among the finest in the country. It has been honoured with two prestigious awards - 'The DSIR National Award for R&D Effort in Industry - 1999' and 'National Award for Successful Commercialisation of Indigenous Technology by an Industrial Concern - 2000.' Tata Nano was a recent outcome from the ERC .

WEAKNESS: 1. Return on Investment on TATA motors shares in low. 2. Tata motors products are not considered as luxurious. The products are generally targeted for economy class rather than for luxury. Hence, the company lacks a strong footprint in the sector of luxury products. 3. Safety standards are not maintained/ often ignored. This has led to diminish of public image of the TATA automobiles (eg Tata Nano). 4. Limited consumer base 5. Though Tata is present in many countries it has only managed to create a large consumer base in the Indian Subcontinent, namely India, Bangladesh, Bhutan, Sri Lanka and Nepal. Tata has a growing consumer base in Italy, Spain and South Africa. 6. Relatively smaller proportion of market share in Passenger vehicles in India. 7. One weakness which is often not recognized is that in English the word 'tat' means rubbish.Would the brand sensitive British consumer ever buy into such a brand? 8. The company's passenger car products are based upon 3rd and 4th generation platforms, which put Tata Motors Limited at a disadvantage with competing car manufacturers.

OPPORTUNITY: 1. In the summer of 2008 Tata Motor's announced that it had successfully purchased the Land Rover and Jaguar brands from Ford Motors for UK 2.3 million. Two of the World's luxury car brand have been added to its portfolio of brands, and will undoubtedly off the company the chance to market vehicles in the luxury segments. 2. Tata Motors Limited acquired Daewoo Motor's Commercial vehicle business in 2004 for around USD $16 million. 3. Nano is the cheapest car in the World - retailing at little more than a motorbike. Whilst the World is getting ready for greener alternatives to gas-guzzlers, is the Nano the answer in terms of concept or brand? Incidentally, the new Land Rover and Jaguar models will cost up to 85 times more than a standard Nano! 4. The new global track platform is about to be launched from its Korean (previously Daewoo) plant. Again, at a time when the World is looking for environmentally friendly transport alternatives, is now the right time to move into this segment? The answer to this question (and the one above) is that new and emerging industrial nations such as India, South

Korea and China will have a thirst for low-cost passenger and commercial vehicles. These are the opportunities. However the company has put in place a very proactive Corporate Social Responsibility (CSR) committee to address potential strategies that will make is operations more sustainable. 5. The range of Super Milo fuel efficient buses are powered by super-efficient, eco-friendly engines. The bus has optional organic clutch with booster assist and better air intakes that will reduce fuel consumption by up to 10%.

THREATS: 1. Other competing car manufacturers have been in the passenger car business for 40, 50 or more years. Therefore Tata Motors Limited has to catch up in terms of quality and lean production. 2. Environmental Regulation: Sustainability and environmentalism could mean extra costs for this low-cost producer. This could impact its underpinning competitive advantage. Obviously, as Tata globalizes and buys into other brands this problem could be alleviated. 3. Intense competition: Since the company has focused upon the commercial and small vehicle segments, it has left itself open to competition from overseas companies for the emerging Indian luxury segments. For example ICICI bank and DaimlerChrysler have invested in a new Pune-based plant which will build 5000 new Mercedes-Benz per annum. Other players developing luxury cars targeted at the Indian market include Ford, Honda and Toyota. In fact the entire Indian market has become a target for other global competitors including Maruti Udyog, General Motors, Ford and others. Presently, Tata Motors face intense competition from its domestic as well as foreign competitors including General Motors, Honda Motor, Maruti Udyog, Mitsubishi Motors, Fiat, Ford and so on. Competition is expected to intensify further as Indian automobile manufacturers obtain greater access to debt and equity financing in the international capital markets or gain access to more advanced technology through alliances. Additionally, in recent years, the government of India has permitted automatic approvals for foreign equity ownership of up to 100% in entities manufacturing vehicles and components in India. 4. Rising cost of manufacturing: Rising prices in the global economy could pose a threat to Tata Motors Limited on a couple of fronts. The price of steel and aluminum is increasing putting pressure on the costs of production. Many of Tata's products run on Diesel fuel which is becoming expensive globally and within its traditional home market. 5. Low safety standards can hamper the public trusts it has already attained which may prove fatal to its domestic market.

COMPETITOR ANALYSIS: Mahindra & Mahindra Utility vehicle market leader Mahindra & Mahindra has maintained its lead over Tata Motors. Mahindra & Mahindra sold more passenger vehicles (which includes cars and utility vehicles) than Tata Motors. M&M's have high diesel presence. The delay in launching the CNG and diesel powered Nano has hit Tata Motors adversely. Whereas M&M is expected to be ready with the compact Verito and ramp up production of the Quanto. Marutis launch of Ertiga MUV, has started eating into Toyota's immensely popular Innova Alto 800 from Maruti Suzuki is the top contender in domestic auro market. On the contrary the peoples car Nano from Tata Motors is still struggling to make big in the market with few wonderful updates and facelifts. Maruti has established itsel as number one market leader as to Tata Motors 3rd position. Hyundai, in No.2 position in the manufacturing of automobile industry, is hitting Tata motors by its own sub -2 lakh rupee small car. Hyundai Grand is are challenged to Tata Motors in its design, interiors and driving dynamics.

Maruti

Hyundai

MARKETING STRATEGY FOLLOWED BY TATA MOTORS: To arrest the falls in the sales, to break the flat growth into an upward projectile and with a mission to move to podium finish Tata Motors has adopted a new marketing strategy call HORIZON NEXT, which is the next step in line with the company's mission to be passionate in anticipating and providing the best vehicles and experiences that bring out the excitement in their customers globally.

Horizon Next, a four pronged customer-focused strategy, has been formulated to provide the best customer experience from best vehicle experience to superlative purchase experience and followed by technology intense after market service support. The four pillars for this strategy are: Intense product focus Focus on world-class manufacturing practices Enriched customer purchase experience Consistent quality of service The strategy is to ignite the passion so as to make customers as their main focus, in what they are offering in our products, in the manner they are engaging with them at their dealerships, and in the processes they have adopted in servicing the customer vehicles. Best Vehicle Experience They are re-launching their entire passenger vehicles. The company unveiled 8 improved and enhanced vehicles, across 5 of its key brands, to provide the best vehicle experience. These include new enhanced versions of the Tata Indigo eCS, the Tata Sumo Gold, the Tata Nano and the Tata Indica, with the additions of exciting new colours and graphic designs, enhanced exteriors, improved high-quality suspension to offer a better ride, great multimedia entertainment options and introduction of the Feather-shift gearbox (F-shift gearbox). The company have also showcased the new CNG range Tata Indica CNG, Tata Indigo CNG and Tata Nano CNG -- and the Explorer Edition of the Tata Safari Storme. After-Sales Service: In line with its Horizonext strategy, Tata has launched its Tata Motors Service initiative, which the carmaker states focus on enhancing customer satisfaction, especially in terms of after-sales service. The new services include a biometric and RFID-based real-time tracking system for all the vehicles in Tatas service bays. This provides customers live information regarding the location and status of their car while it is at the dealer workshop, helping customers keep track of the vehicle through various stages at the workshop. It also plans to introduce up to 20 Doorstep Service vans across the country, which Tata claims will offer a quick service in case of emergencies, conduct periodic maintenance of cars belonging to customers with busy schedules, and even repair any minor damages on Tata cars. The van will be equipped with workshop tools and equipments, including a generator and compressor, and spare parts for minor repairs. In case a Tata vehicle is too far from a workshop, its service vans have also been scheduled to periodically visit villages and talukas for regular services. Other services include an online service appointment facility:

A turnaround time of 90 minutes for minor repairs at any workshop, A 24x7 breakdown assistance programme available across a network of over 2,700 authorised service providers. Tata claims that its breakdown vans wont take more than 60 minutes to reach its destination within the city and 120 minutes for highways and other places.

The carmaker also announced an extended warranty programme applicable to all its passenger vehicles. Two options are on offer, 12 months/1,50,000km and 24 months/1,50,000km extended warranty. The carmaker also provides a 1 year warranty on genuine spare parts.

4Ps of TATA MOTORS: 1.Product: (variety, packaging, innovations,) Variety: Tata has a very wide range of products it has Passenger cars: Nano, Vista, Indica etc. Utility vehicles-Venture, Sumo Grande etc Trucks: Construck, Prima etc Commercial passenger carriers: Xenon, Talcoline etc Defence vehicles: Tata LPT, Tata LSV. Packaging: A vehicle cannot have a material packaging. Here, packaging refers to and effective assembly of features. Tata Motors provide many innovative features to suit the target customers and the product. E.g. Tata Safari Dicor has Reverse Guide System which includes a weather -proof camera to help the driver while reversing the vehicle. The new Safari Storme was given some modification to the exteriors of this Sports Utility Vehicle (SUV) to make it look more appealing. The elegant design of this car includes a new grille, projector headlamps and a bonnet with a power bulge. Interiors of this new SUV are more spacious, featuring new beige seats, wood-accented dashboard and leather wrapped steering wheel. Innovation: Innovation in Tata Motors is not a recent phenomenon, but is a part of its legacy. The Companys culture of perpetual search for excellence is highly attributed to the Tatas ethos

and incessant efforts of its employees in the past several decades to serve the customers by bringing continuous innovation in its products and processes. The result of innovation can been seen in the products likeTata Ace: Ace was Indias first mini-truck launched in 2005. While heavy trucks ply on the highways, research showed the need for a small sub one-tonne truck for intra city and truck terminal-to-nearby locations connectivity. The Ace helped in meeting that last mile distribution need with emergence of Hub and spoke transportation model in India. Indigo e-CS: It is the most fuel efficient sedan in the country. In a first of its class, Auto Drive assist a safety feature has been designed for the Indigo e-CS to provide assistance during climbing gradients. 2. Price (Pricing Strategy, Alterations, Discounts) Pricing Strategy: The prices are at par with the prices of the competitors. Tata Motors give a relative price advantage as compares to its competitors. The various determinants of price are: i. Market Condition ii. Costs incurred iii. Profit percentage desired by the Co. iv. Dealer Profit

Alterations: The Company does not allow any alterations to any of the features of the product. If there is an alteration which affects the performance of the engine, then the warranty becomes void. However, there may be alterations in the accessories, if desired by the customer.

Discounts: Discounts are decided by the Co. every month. Any further discounts made from the profits of the dealer. However, the Co. may compensate the dealer for the discounts allowed to a certain extent.

3. Promotion: Tata Motors promote their products via advertisings and after sales services like certain maintenance and support. Giving discount every month and special promotion for certain type of vehicles is also one of the strong strategies used by Tata Motors. Trade Fairs and Exhibitions: defence exhibition, motor show.

Sponsorship: Tata Motors association as presenting sponsorship for Colors TV, sport sponsorship Customer offer: V-dubs Rock promotion-anyone who purchases any vista model or select aria models will get a custom First Act Garage Master electric guitar, 'Pods Unite' promotionPeople who purchases a Tata motors sedan car gets a complimentary Apple iPod.

4. Place (Channels of Distribution, Physical Distribution) Channels of Distribution: In case of vehicles, dealership method of distribution and sales is generally adopted. Tata Motors have also adopted dealership method of distribution of its products. The dealers purchase products from the Co. at a negotiated price. The MRP is fixed by the Co. and the dealer gets a profit within these prices. As the Co. deals in commercial and passenger vehicles, there may be a single or distinct dealerships to market its commercial and passenger vehicles in a town. However, if there is a single dealership appointed, then the commercial and passenger vehicles are managed under Commercial Vehicles Dept. and Passenger Vehicles Dept. respectively.

Tata Motors have contracts with the Government of India and it supplies buses and passenger vehicles, in some cases, to the Govt. Sometimes, bulk quantities of vehicles are ordered by a Govt. Dept. or a private company. The sales, distribution and billing of these are looked after by the Co. itself.

Physical Distribution: The commercial vehicles are manufactured at Jamshedpur, Lucknow and Pantnagar whereas the passenger vehicles are manufactured at Pune plant. From the plant, the finished product is transported to the dealerships. The nation-wide dealership, sales, services and spare parts network comprises over 2,000 touch points. The dealerships are strategically located in the target and potential markets to ensure efficient and timely availability of its products in the market.

TATA MOTORS ACQUISITION AND MERGERS Acquisition of Daewoo Commercial Vehicles, Korea (2004): TATA Motors Ltd acquired Daewoo Commercial Vehicle Co Ltd (DWCV) for a total price of KRW 120 billion, approximately $102 million or Rs 465 crore. Tata Motors entered the advanced Korean Market by acquiring Daewoo, with which it has tremendous synergies in

terms of product strategy and R & D. Tata Motors has planned to use this merger and leverage the technology for developing a World Truck for India and international markets. Merge with Fiat: Tata Motors has taken its alliance with Fiat to produce a new one-tonne pick-up truck, for Latin American markets from Fiat's facility in Argentina. This arrangement will also see Tata Motors forming a joint venture with a subsidiary of Iveco, the commercial vehicle division on Fiat, to set up a distribution network. Acquisition of Stake in Hispano, Spain (2005):
Tata Motors acquired control of the company in 2005, after purchasing a 21% stake in the company. In 2009, it acquired the remaining 79% from Investalia S.A. Now named Tata Hispano Motors Carrocera, S.A. is based in Zaragoza, Aragon, Spain, and is one of the largest manufacturers of bus and coach cabins in Europe.

Tata Motors Tata Finance Merger (April, 2005): In June 2005, Tata Finance Limited (TFL) was merged with us. TFL was established in 1981 as a finance company to conduct hire purchasing, leasing and other finance related activities. In line with international practice and with the objective of building an extensive captive financing arm to support Tata Motors vehicle sales business and to hedge the revenue stream risks associated with the cyclicality of the vehicle sales business, it was deemed prudent to merge TFL with Tata Motors. Acquisition of Jaguar Land Rover (2008): Tata Motors today acquired the Jaguar Land Rover business from the Ford Motor Company for a net consideration of $2.3 billion, as announced on March 26, 2008 in an all-cash transaction. Ford has contributed about $600 million to the Jaguar Land Rover pension plans.

Core Competencies:
Tata Motors is able to maintain, as well as increase, their market share by capitalizing on their core competencies. Tata Motors is active, competitive, and dynamic in all aspects of the automotive industry, which means that there must be many different activities going on in all areas of the company. As a result of the ever evolving automotive industry Tata Motors must always be changing and one way to stay at the forefront of the industry is to make continuous improvements in technology through research and development.

Tata Motors has stayed at the forefront done by producing one of the most efficient
and low cost vehicles on the market.

Acquisitions, mergers, and expansion is another core competency that Tata Motors
has is embedded in their company structure and philosophy.

 Another core competency that Tata Motors holds is being located in the India. This
location has allowed them to understand not only the Indian market but also the dynamics of emerging and developing markets. This market understanding and knowledge allows Tata Motors to manufacture their products at lower costs, sell them to emerging markets while making profits as well as take advantage of the strong labour base in India.

Briefs of Advertising agency:

Three agencies handle the creative work for various models of Tata Motors - Rediffusion, O&M, and FCB Ulka. Media buying for old media is Lodestar & Maxus. Rediffusion: Rediffusion Y&R repositions Tata Nano as an 'awesome' youth brand. A riot of colours, dapper chics and foot-tapping number celebrating youness, kickassness, epicness and magicness thats the new campaign for Tata Nano crafted by Rediffusion Y&R. Whether it is casting a magic spell by magician Ugesh Sarcar or a runway trend by model Sarah Jane Dias and designer Masaba Gupta to a peppy number by Dhruv Ghanekar and Gayatri Iyer, the film has it all. Ogilvy and Mather: Ogilvy creates launch campaign for Tatas new breed Aria. The film created by Ogilvy Mumbai for the Aria opens with a shot of a SUV and a sedan colliding heads on. As a result of that, the Aria is formed which has traits of a SUV as well as a sedan. The voiceover explains, T he finesse of a sedan with the muscle of a SUV, before introducing the car. Shots of the exterior along with the interiors of the car are then shown before the film ends with the voiceover calling the Aria, A new breed. FCB Ulka: Draftfcb Ulka has created a new campaign for Tata Motors which has unveiled the Vista D90, positioned as a hatchback that is designed to thrill. The TVC shows two Vista D90s driving alongside each other with parasailers, attached to the rear of the car, being lifted in the air as the cars catch speed. The analogy highlights the Vista D90s powerful 90 PS engine and its claim of being designed to thrill. Lodestar & Maxus: Tata Motors, which rolled out the iconic Land Rover and Jaguar brands in India, extended its relationship with Maxus and Lodestar to handle the media duties of the two brands, respectively.While Maxus already handles the entire SUV range for Tata Motors, Lodestar looks after its passenger car portfolio.

Conclusion
Tata Motors has never had it so good. Today the company is the undisputed market leader in the commercial vehicles industry in India and is gradually emerging as one of the key players internationally too. It has been forging ahead on a number of fronts in an attempt to further entrench its position as a market leader. In the SCV segment, the company has witnessed unprecedented success with the launch of the pioneering Tata ACE. In the M and HCV segment, the company has been taking determined steps to further consolidate its position. The company enjoys a number of key strengths that enable it to present a unique value proposition to its customers.

However this success is far from being a given. The company must focus on combining its unique strengths, as it endeavors to replicate its recent successes in new segments and across new geographies. Apart from product reliability, the most important determinant of future success would the company's ability to bolster its support framework. If the company gets it right, the spoils could indeed be breathtaking. Not only will that catapult the company to the forefront of creating a unique customer experience, but also help spawn altogether new revenue streams. The future presents challenges and opportunities for the company in equal measure both domestically and internationally. While pitfalls are many, Tata Motors looks well positioned indeed to capitalize on these opportunities and take on the world.

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14. www.scribd.com 15. www. marketingteacher.com.