This document provides a comparative analysis of the marketing and promotional plans of Tata Motors and Maruti Suzuki in India. It outlines the objectives, methodology, and profiles of both companies. Tata Motors is India's largest automobile company, while Maruti Suzuki is the market leader and first company to mass produce cars in India. The analysis examines customers' brand preferences between the two companies based on a survey conducted in Kolkata. Key factors influencing customers' purchasing decisions are also evaluated.
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Comparative Analysis of Tata Motors & Maruti Suzuki
This document provides a comparative analysis of the marketing and promotional plans of Tata Motors and Maruti Suzuki in India. It outlines the objectives, methodology, and profiles of both companies. Tata Motors is India's largest automobile company, while Maruti Suzuki is the market leader and first company to mass produce cars in India. The analysis examines customers' brand preferences between the two companies based on a survey conducted in Kolkata. Key factors influencing customers' purchasing decisions are also evaluated.
This document provides a comparative analysis of the marketing and promotional plans of Tata Motors and Maruti Suzuki in India. It outlines the objectives, methodology, and profiles of both companies. Tata Motors is India's largest automobile company, while Maruti Suzuki is the market leader and first company to mass produce cars in India. The analysis examines customers' brand preferences between the two companies based on a survey conducted in Kolkata. Key factors influencing customers' purchasing decisions are also evaluated.
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Comparative Analysis of Tata Motors & Maruti Suzuki
This document provides a comparative analysis of the marketing and promotional plans of Tata Motors and Maruti Suzuki in India. It outlines the objectives, methodology, and profiles of both companies. Tata Motors is India's largest automobile company, while Maruti Suzuki is the market leader and first company to mass produce cars in India. The analysis examines customers' brand preferences between the two companies based on a survey conducted in Kolkata. Key factors influencing customers' purchasing decisions are also evaluated.
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A COMPARATIVE ANALYSIS OF TATA MOTORS & MARUTI SUZUKI IN TERMS OF MARKETING & PROMOTIONAL PLANS.
COMPARATIVE ANALYSIS OF TATA MOTORS & MARUTI SUZUKI.
REPORT SUBMITTED IN PARTIAL FULFILLMENT OF REQUIREMENT FOR POST GRADUATE PROGRAMME IN MANAGEMENT BY
EASTERN INSTITUTE FOR INTEGRATED LEARNING IN MANAGEMENT
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A COMPARATIVE ANALYSIS OF TATA MOTORS & MARUTI SUZUKI IN TERMS OF MARKETING & PROMOTIONAL PLANS.
6, WATERLOO STREET, KOLKATA- 700069.
JULY 2010-JUNE 2012.
EXECUTIVE SUMMARY Introduction: India is a developing economy. It is prospering in all spheres. Automobile market is a measure of the development of a nation. Ever since the first automobile developed by Henry Ford, automobiles have undergone several metamorphosis and have now become an integral part of our daily lives. COMPANY PROFILE: TATA MOTORS: Tata Motors is Indias largest automobile company, with consolidated revenues of USD 20 billion in 200910. It is the leader in commercial vehicles and among the top three in passenger vehicles. Tata Motors has products in the compact, midsize car and utility vehicle segments. The company is the world's fourth largest truck manufacturer, the world's second largest bus manufacturer, and employs 24,000 workers. Since first rolled out in 1954, Tata Motors has produced and sold over 4 million vehicles in India. MARUTI SUZUKI: Page | 2
A COMPARATIVE ANALYSIS OF TATA MOTORS & MARUTI SUZUKI IN TERMS OF MARKETING & PROMOTIONAL PLANS. It was the first company in India to mass-produce and sell more than a million cars. It is largely credited for having brought in an automobile revolution to India. It is the market leader in India and on 17 September 2007, Maruti Udyog Limited was renamed Maruti Suzuki India Limited. The company's headquarters are located in New Delhi.
Objectives of the project: To study the marketing and promotional plan of Maruti Suzuki and Tata motors. To understand the current market positions of the two companies. To find out the important factors which relates to the brand preference and buying considerations?
Methodology used: Research methodology is a strategy that guides a research in providing answers to research questions and for this, research survey is being done. For the collection of primary data the questionnaire was designed and surveyed among the customers to know their response. The data were collected in eight weeks, in Kolkata... This was followed by client visits and interaction with the distribution agents. Findings & Recommendations: Professionals belonging to the age group of 30-40 falling in income group 2030k are more interested in investment. Focus should be given on better customer service & increasing brand awareness, broking charges should be brought down. Page | 3
A COMPARATIVE ANALYSIS OF TATA MOTORS & MARUTI SUZUKI IN TERMS OF MARKETING & PROMOTIONAL PLANS.
COMPANY PROFILE OF TATA MOTORS
Tata Motors is India's largest automobile company, with consolidated revenues of Rs 92,519 crore ($20 billion) in 2009-10. Through subsidiaries and associate companies, Tata Motors has operations in the UK, South Korea, Thailand and Spain. Among them is Jaguar Land Rover, the business comprising the two iconic British brands. It also has an industrial joint venture with Fiat in India. Tata Motors is the country's market leader in commercial vehicles and among the top three in passenger vehicles. It is also the world's fourth largest manufacturer of medium / heavy commercial vehicles, and the second largest bus manufacturer. Tata cars, buses and trucks are being marketed in several countries in Europe, Africa, the Middle East, South Asia, South East Asia and South America. The company, formerly known as Tata Engineering and Locomotive Company, began manufacturing commercial vehicles in 1954 with a 15-year collaboration agreement with Daimler Benz of Germany. It has, since, developed Tata Ace, India's first indigenous light commercial vehicle, Tata Safari, India's first sports utility vehicle, Tata Indica, India's first indigenously manufactured passenger car, and the Nano, the world's cheapest car. Tata Motors has over 1,400 engineers and scientists in six R&D centers in India, South Korea, Spain and the UK. Areas of business Page | 4
A COMPARATIVE ANALYSIS OF TATA MOTORS & MARUTI SUZUKI IN TERMS OF MARKETING & PROMOTIONAL PLANS.
Tata Motors has auto manufacturing and assembly plants in Jamshedpur, Pantnagar, Lucknow, Ahmedabad, Sanand, Dharwad and Pune in India, as well as in Argentina, South Africa and Thailand. Location Tata Motors' plants are located at Jamshedpur (eastern India), Pune and Sanand (west), and Lucknow and Pantnagar (north). Tata Motors and Fiat have set up a common manufacturing facility at Ranjangaon, near Pune.
COMPANY PROFILE OF MARUTI SUZUKI Maruti Suzuki India Limited (MSIL, formerly known as Maruti Udyog Limited) is a subsidiary of Suzuki Motor Corporation, Japan. MSIL has been the leader of the Indian car market for over two and a half decades. The company has two manufacturing facilities located at Gurgaon and Manesar, south of New Delhi, India. Both the facilities have a combined capability to produce over a 1.2 million (1,200,000) vehicles annually. The company plans to expand its manufacturing capacity to 1.75 million by 2013. The company offers a wide range of cars across different segments. It offers 15 brands and over 150 variants - Maruti 800, people movers, Omni and Eeco, international brands Alto, Alto-K10, A-star, WagonR, Swift, Ritz and Estilo, off-roader Gypsy, SUV Grand Vitara, sedans SX4, Swift DZire and Kizashi. In an environment Page | 5
A COMPARATIVE ANALYSIS OF TATA MOTORS & MARUTI SUZUKI IN TERMS OF MARKETING & PROMOTIONAL PLANS.
friendly initiative, in August 2010 Maruti Suzuki introduced factory fitted CNG option on 5 models across vehicle segments. These include Eeco, Alto, Estilo, Wagon R and Sx4. In fiscal 2009-10 Maruti Suzuki became the only Indian company to manufacture and sell One Million cars in a year. Maruti Suzuki has employee strength over 8,500 (as at end March 2011) In 2010-11, the company sold over 1.27 Mnvehicles including 1,38,266units of exports. With this, at the end of March 2011, Maruti Suzuki had a market share of 44.9 per cent of the Indian passenger car market.
OBJECTIVES OF THE STUDY The objectives are the main theme for which the study is being carried out and it denotes the parameters on which the entire report depends. The main objectives are as follows: To study the marketing and promotional plan of Maruti Suzuki and Tata motors
To understand the current market positions of the two companies.
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A COMPARATIVE ANALYSIS OF TATA MOTORS & MARUTI SUZUKI IN TERMS OF MARKETING & PROMOTIONAL PLANS.
To find out the important factors which relates to the brand preference and buying considerations To measure and evaluate the marketing plans of both the companies. To do a SWOT Analysis of the two organizations.
RESEARCH METHODOLOGY Research methodology is a strategy that guides a research in providing answers to research questions and for this, research survey is being done.
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A COMPARATIVE ANALYSIS OF TATA MOTORS & MARUTI SUZUKI IN TERMS OF MARKETING & PROMOTIONAL PLANS.
For the collection of primary data the questionnaire was designed and surveyed among the customers to know their response. The data were collected in eight weeks, in Kolkata... This was followed by client visits and interaction with the distribution agents. Pilot Survey: This is a miniature survey which is been carried out before the original survey to find out the various factors on which the competitive advantage of an organization lies.
Questionnaire Design The questions were designed in an easily understandable way that the respondents may not have any difficulty in answering them. The questionnaire has been designed by following the Nominal Scale and Likert scale.
Sample Size: 400
Sample Frame: Sampling has been framed keeping in mind the knowledge of market, educational qualifications &financial status of the individuals.
Sampling Area: The area of the research was Kolkata
Sampling Technique: The research has been done by following the technique: Judgmental Sampling. Page | 8
Non Probabilistic
A COMPARATIVE ANALYSIS OF TATA MOTORS & MARUTI SUZUKI IN TERMS OF MARKETING & PROMOTIONAL PLANS.
Interpretation Interpretation refers to the task of drawing inference from the collected facts after an analytical study, in fact it is a search for broader meaning of research findings it is through interpretation that the researcher can well understand the abstract principle that respondents beneath his findings. The simple statistical tools will used to analyze the data collection; Bar Graphs and pie chart have been used to illustrate the findings diagrammatically.
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A COMPARATIVE ANALYSIS OF TATA MOTORS & MARUTI SUZUKI IN TERMS OF MARKETING & PROMOTIONAL PLANS.
DATA PROJECTIONS: Methods of data collection
The sources used in the project for the purpose of data collection are SOURCES
Primary Sources Questionnaire Personal Interviews
Secondary Sources Internet Resources Automobile Journals.
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A COMPARATIVE ANALYSIS OF TATA MOTORS & MARUTI SUZUKI IN TERMS OF MARKETING & PROMOTIONAL PLANS.
ANALYSIS Brand Preference: Number of Respondents: 240.
Customers using the Brands of TATA MOTORS and MARUTI SUZUKI
Availability of Showrooms In Kolkata:
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A COMPARATIVE ANALYSIS OF TATA MOTORS & MARUTI SUZUKI IN TERMS OF MARKETING & PROMOTIONAL PLANS.
Scale Used: 5 point Likert Scale. COMPANY 1 Very rare 20 68 2 Rare 27 112 3 Indifferent 11 19 4 Often 59 31 5 Very Often MARUTI SUZUKI TATA MOTORS GRAPHICAL ANALYSIS OF THE ABOVE MENTIONED TABLE: 10 123
A COMPARATIVE ANALYSIS OF TATA MOTORS & MARUTI SUZUKI IN TERMS OF MARKETING & PROMOTIONAL PLANS. AWARENESS CAR DESIGN FUEL EFFICIENCY ENGINE PERFORMANCE AFTER SALES SERVICE 27 8 35 17
33 14
14 23
GRAPHICAL REPRESENTATION OF ABOVE TABLE
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A COMPARATIVE ANALYSIS OF TATA MOTORS & MARUTI SUZUKI IN TERMS OF MARKETING & PROMOTIONAL PLANS.
ANALYSIS OF THE INDIVIDUAL PARAMETERS CONSIDERED FOR BRAND PREFERENCE:
