PREFACE

Preparing a project of this nature is an arduous task and I was fortunate enough to get support from a large number o persons. I wish to express my deep sense of gratitude to all those who generously helped in successful completion of this report by sharing their invaluable time and knowledge. It is my proud and previledge to express my deep regards to Respected HOD Dr.Pramesh Gautam, Head of Department of Business Management , SWAMI VIVEKANAND INSTITUTE OF TECHNOLOGY, SAGAR for allowing me to undertake this project. I feel extremely exhilarated to have completed this project under the able and inspiring guidance of Dr. Neeraj Topkhana she rendered me all possible help me guidance while reviewing the manuscript in finalising the report. I also extend my deep regards to my teachers , family members , friends and all those whose encouragement has infused courage in me to complete to work successfully.
ASHISH KUMAR SINGH B.B.A. V SEM.

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ACKNOWLEDGEMENT
Preparing a project of this nature is an arduous task and I was fortunate enough to get support from a large number o persons. I wish to express my deep sense of gratitude to all those who generously helped in successful completion of this report by sharing their invaluable time and knowledge. It is my proud and previledge to express my deep regards to Respected , Head of Department of Business

Dr.Pramesh

Gautam,

Department

Management , SWAMI VIVEKANAND INSTITUTE OF TECHNOLOGY SAGAR for allowing me to undertake this project. I feel extremely exhilarated to have completed this project under the able and inspiring guidance of He rendered me all possible help me guidance while reviewing the manuscript in finalising the report. I also extend my deep regards to my teachers , family members , has friends infused and all those in whose me to encouragement courage

complete to work successfully.

ASHISH KUMAR SINGH B.B.A. V SEM.

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DELCLARATION BY THE CANDIDATE

Date : I declare that the project report titled " BRAND EQUITY OF TATA MOTORS is nay IN INDIAN work MARKET" conducted on Market the

Segmentation

own

under

supervision of Dr. Neeraj Topkhana Department of Business Management, SWAMI

VIVEKANAND INSTITUTE OF

TECHNOLOGY SAGAR To the best of my knowledge the

report does not contain any work , which has been submitted for the award of any degree , anywhere.

ASHISH KUMAR SINGH B.B.A. V SEM.

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CERTIFICATE
The project report titled " BRAND EQUITY OF
TATA MOTORS IN INDIAN MARKET " been prepared by

ASHISH KUMAR SINGH BBA V Semester , under the guidance and supervision of DR. NEERAJ

TOPKHANE for the partial fulfillment of the Degree of B.B.A.

Signature of the Supervisor

Signature of the Head of the Department

Signature of the Examiner

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CONTENTS
PREFACE ACKNOWLEDGEMENT CERTIFICATE DECLARATION CHAPTER I INTRODUCTION ABOUT PROJECT AN INSIGHTOF COMPANY HISTORY MISSION AND VISION STANDING POSITION OF COMPANY BRAND VALUE CHAPTER II OBJECTIVE OF THE STUDY CHAPTER III RESEARCH METHODOLOGY CHAPTER IV MARKET ANALYSIS OVERVIEW BRANDS CHAPTER V CONSUMER GROUPS CONSUMER BEHAVIOUR CHAPTER VI PRODUCT PROFILE PLAN FOR PRODUCT MIX PRODUCT RANGE CHAPTER VII MARKETING STRATEGY PRICING POSITION AND DISTRIBUTION PROMOTION CHAPTER VIII ABOUT COMPETITORS COMPETITOR FOR PRODUCT PRICE OF COMPETITOR PRODUCT CHAPTER IX DATA ANALYSISAND INTERPRETATION CHAPTER X LIMITATION CHAPTER XI CONCLUSION & SUGGESTION BIBLIOGRAPHY QUESTIONNAIRE

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INTRODUCTION
EXECUTIVE SUMMARY The automobile industry, one of the core sectors, has undergone metamorphosis with head vent of new business and manufacturing practices in the light of liberalization andglobalization. The sector seems to be optimistic of posting strong sales in the couple of yearsin the view of a reasonable surge in demand. The Indian automobile market is gearingtowards international standards to meet the needs of the global automobile giants and becomea global hub.A detailed analysis of Automobile industry has been covered in respect of past growthand performance. Under this project to better understand the Indu stry we have usedFundamental and Technical tools to make it more authentic n meaningful. An E.I.C approachhas been followed under Fundamental Analysis which covered effect of Recession, theimpact of inflation, FDIs, Export, GDP etc. on Automobile Industry. The Industry Analysishas been done with the help of five forces model, BCG Matrix, SWOT analysis, industry lifecycle and the industry specific index..For Industry Analysis as a part of Fundamental tool we have undergone with thecomparative analysis of TATA Motors as our leading Industry with Maruti Suzuki Indiaslargest Car manufacturer. The fundamental aspect consists financi al and Non-Financialanalysis of both the Industry. In the Technical aspect we have considered Share priceanalysis, moving average, moving average crossover, Bollinger bands and M.A.C.D. of boththe Industry by keeping TATA Motors as our leading Industry.At the end conclusion andrecommendations have been specified so as to make the research work more meaningful and purposeful

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OBJECTIVES

To study about Tata Motors & its Products. To study about consumer preferences in Sagar & Bhopal about Tata Motors.

To study about consumer satisfaction towards Tata Motors.

To know effect of advertisement on consumer. Assessing the impact on purchasing behaviour. To develop suggestion on Tata Motors from customers. To make an analysis of popular Brands. To collect the information on brand awareness, popularity.

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MARKET ANALYSIS
Corporates, don't talk about exceeding customer satisfaction that's passes - the time has come to `dazzle the customer'. But to do that, first you must get customer relationship management (CRM) in place. In the context of India, this is very crucial as the recent World Economic Forum Report on Global Competitiveness has ranked India 43 out of 49 nations surveyed, on `customer orientation'. Managing customer relationships is not only complex but is also multi-faceted and thus calls for an inter-disciplinary approach. Particularly, as in the New Economy, the customer has become very demanding and the emphasis needs to be on being consumercentric. Technology solutions as applied to various front-end functions could aid in building a viable link between the organisations and customers irrespective of geographical separation. This has to be backed with appropriate systems and processes to mine the right type of data by the right function in an organisation. Besides technology, systems and processes, another important link is human resource, If CRM is the key, HR would be the nerve centre for any CRM activity. At Tata Motors Udyog Ltd the first step for a company to enhance value through CRM was to identify its target base. At Tata Motors, the categories which emerged were:

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* Two-wheeler owners; * Customers taken away from the competition; * Services sector. After identifying the target, the next stage was to build on customer relationships. Tata Motors, therefore, began evaluating the current database of consumers to identify those who wanted Tata Motors service or better still, wanted to upgrade up the value chain in Tata Motors products. Third, it began working in tandem with the oil industry to get data feedback on two-wheeler consumers-and identify those ready to move into four-wheeler purchases. Ultimately, CRM is all about value enhancement for the organisation.

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CONSUMER GROUP
TATA Group is more than 150 years old. In terms of market capitalization and revenues, TataGroup is the largest private corporate group in India and has been recognized as one of the mostrespected groups in the world. It has interests in steel, automobiles, information technology,communication, power, tea and hospitality. The Tata Group has operations in more than 85countries across six continents and its companies export products and services to 80 nations. Inthe past few years, the TATA group has led the growing appetite among Indian companies toacquire businesses overseas in Europe, the United States, Australia and Africa - some evenseveral times larger - in a bid to consolidate operations and emerge as the new agemultinationals.The TATA group is 11th most reputable company in the world according to Forbes. At home in the world Anchored in India and committed to its traditional values of leadership with trust, the Tata groupis spreading its footprint globally through excellence and innovationThe Tata groups revenues for 2007-08 from its international operations were $38.3 billion,which constitutes 61 per cent of its total revenues.Each operating company in the group develops its international business as an integral element inan overall strategy, depending on the competitive dynamics of the industry in which it operates.Exports from India remain the cornerstone of the Tata groups international business, butdifferent Tata companies are increasingly investing in assets overseas through greenfield projects(such as in South Africa, Bangladesh and Iran), joint ventures (in South Africa, Morocco

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andChina) and acquisitions.Acquisitions are a crucial component of the global expansion of Tata enterprises. Over the pasteight years the group has made overseas acquisitions of $18 billion. Among the bigger deals onthis front have been Tetley, Brunner Mond, Corus, Jaguar and Land Rover in the UK, DaewooCommercial Vehicles in South Korea, NatSteel in Singapore, and Tyco Global Network andGeneral Chemical in the US. Priority markets While individual Tata companies have differing geographical imperatives, the Tata group isfocusing on a clutch of priority countries, which are expected to be of strategic importance in theyears ahead. The regions are North America, UK, China, the Netherlands, Cooperation Germany, Council, SouthAfrica, Brazil, members of the and Gulf Sri Vietnam, Thailand

Lanka.Ratan Tata, Chairman, Tata Sons, sums up the Tata groups efforts to internationalize itsoperations thus: I hope that a hundred years from now we will spread our wings far beyondIndia, that we become a global group, operating in many countries, an Indian businessconglomerate that is at home in the world, carrying the same sense of trust that we do today.

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Company Profile
Tata Motors Limited is Indias largest automobile company, with consolidated revenues of Rs.1,23,133 crores (USD 27 billion) in 2010-11. It is the leader in commercial vehicles in each segment, and among the top three in passenger vehicles with winning products in the compact, midsize car and utility vehicle segments. The Company is the world's fourth largest truck manufacturer, and the world's third largest bus manufacturer. The Company's over 25,000 employees are guided by the vision to be "best in the manner in which we operate, best in the products we deliver, and best in our value system and ethics." Established in 1945, Tata Motors' presence indeed cuts across the length and breadth of India. Over 5.9 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 3500 touch points; Tata Motors also distributes and markets Fiat branded cars in India. Tata Motors, the first Company from India's engineering sector to be listed in the New York Stock Exchange (September 2004), has also emerged as an international automobile company. Through subsidiaries and associate companies, Tata Motors has operations in the UK, South Korea, Thailand and Spain. Among them is Jaguar Land Rover, a business comprising the two iconic British brands that was acquired in 2008. In 2004, it acquired the Daewoo Commercial Vehicles

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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 joint venture with the Brazil-based Marcopolo, a global leader in body-building for buses and coaches to manufacture fullybuilt buses and coaches for India and select international markets. 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. The new plant of Tata Motors (Thailand) has begun production of the Xenon pickup truck, with the Xenon having been launched in Thailand in 2008. Tata sons has two divisions: Tata Quality Management Services: Helps Tata companies achieve business excellence through the Tata Business Excellence Model. Tata Financial Services: In- house financial consultancy which carries out long and short term financial planning for Tata companies.

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TATA MOTORS
Tata Motors is Indias largest automobile company, with consolidated revenues of USD 20 billion in 2009-10. 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.[3] Established in 1945, when the company began manufacturing locomotives, the company manufactured its first commercial vehicle in 1954 in a collaboration with Daimler-Benz AG, which ended in 1969.[4] Tata Motors is a dual-listed company traded on both the Bombay Stock Exchange, as well as on the New York Stock Exchange. Tata Motors in 2005, was ranked among the top 10 corporations in India with an annual revenue exceeding INR 320 billion. In 2010, Tata Motors surpassed Reliance to win the coveted title of 'India's most valuable brand' in an annual survey conducted by Brand Finance and The Economic Times.[5] 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

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MILESTONES
The Tata group is one of India's oldest, largest and most respected business conglomerates. The group's businesses are spread over seven business sectors. 1868 Jamsetji Nusserwanji Tata starts a private trading firm, laying the foundation of the Tata group. 1874 The Central India Spinning, Weaving and Manufacturing Company is set up, marking the group's entry into textiles and its first large-scale industrial venture. 1902 The Indian Hotels Company is incorporated to set up the Taj Mahal Palace and Tower, India's first luxury hotel, which opened in 1903. 1907 The Tata Iron and Steel Company (now Tata Steel) is established to set up India's first iron and steel plant in Jamshedpur. The plant started production in 1912. Sets up its first office overseas, Tata Limited in London. 1910

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The first of the three Tata Electric Companies, The Tata Hydro-Electric Power Supply Company is set up. The second, Andhra Valley Power Supply Company was established in 1917 and Tata Power in 1919. The first two companies were merged with Tata Power in 2000 to form a single entity. 1911 The Indian Institute of Science is established in Bangalore to serve as a centre for advanced learning. 1912 Tata Steel introduces eight-hour working days, well before such a system was implemented by law in much of the West. 1917 The Tatas enter the consumer goods industry, with the Tata Oil Mills Company being established to make soaps, detergents and cooking oils. The company was sold to Hindustan Lever (now Unilever) in 1984.

1932 Tata Airlines, a division of Tata Sons, is established, opening up the aviation sector in India. Air India was nationalised in 1953. 1939 Tata Chemicals, now the largest producer of soda ash in the country, is established.

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1945 Tata Engineering and Locomotive Company (renamed Tata Motors in 2003) is established to manufacture locomotive and engineering products. Tata Industries is created for the promotion and development of hi-tech industries. 1952 Jawaharlal Nehru, India's first Prime Minister, requests the group to manufacture cosmetics in India, leading to the setting up of Lakme. The company was sold to Hindustan Lever (now Unilever) in 1997. 1954 India's major marketing, engineering and manufacturing organisation, Voltas, is established. 1962 Tata Finlay (now Tata Tea), one of the largest tea producers, is established. Tata Exports is established. Today the company, renamed Tata International, is one of the leading export houses in India. 1968 Tata Consultancy Services (TCS), India's first software services company, is established as a division of Tata Sons. 1971

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Tata Precision Industries, the first Tata company in Singapore, is founded to design and manufacture precision engineering products. 1984 The first 500 MW thermal power unit at the Trombay station of the Tata Electric Companies is commissioned.

1995 Tata Quality Management Services institutes the JRD QV Award, modelled on the Malcolm Baldrige National Quality Value Award of the United States, laying the foundation of the Tata Business Excellence Model. 1996 Tata Teleservices (TTSL) is established to spearhead the group's foray into the telecom sector. 1998 Tata Indica India's first indigenously designed and manufactured car is launched by Tata Motors, spearheading the group's entry into the passenger car segment.

1999 The new Tata group corporate mark and logo are launched.

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2000 Tata Tea (now Tata Global Beverages) ) acquires the Tetley group, UK. This is the first major acquisition of an international brand by an Indian business group. 2001 Tata AIG a joint venture between the Tata group and American International Group Inc (AIG) marks the Tata re-entry into insurance. (The group's insurance company, New India Assurance, set up in 1919, was nationalised in 1956). 2002 Tata Sons acquires a controlling stake in VSNL (renamed Tata Communications in 2008), India's leading international telecommunications service provider. Tata Consultancy Services (TCS) becomes the first Indian software company to cross one billion dollars in revenues. Titan launches Edge, the slimmest watch in the world. 2004 Tata Motors is listed on the world's largest bourse, the New York Stock Exchange, the second group company to do so after VSNL. Tata Motors acquires the heavy vehicles unit of Daewoo Motors, South Korea. TCS goes public in July 2004 in the largest private sector initial public offering (IPO) in the

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Indian market, raising nearly $1.2 billlion. 2005 Tata Steel acquires Singapore-based steel company NatSteel by subscribing to 100 per cent equity of its subsidiary, NatSteel Asia. VSNL (now Tata Communications) acquired Tyco Global Network, making it one of the world's largest providers of submarine cable bandwidth. Tata Sons completes 60 years of Tata operations in the US. The Taj acquires a hotel run by Starwood, Sydney (renamed Blue) and takes over management of The Pierre, NY.

2006 Tata Sky satellite television service launched across the country. Foundation stone for the Tata Medical Centre unveiled in Kolkata. 2007 Tata Steel acquires the Ango-Dutch company Corus, making it the world's fifth-largest steel producer. TCS inaugurates TCS China a joint venture with the Chinese government and other partners. Computational Research Laboratories, a division of Tata Sons, develops Eka, one of the fastest supercomputers in the world and the fastest in Asia.

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The Taj acquires Campton Place Hotel in San Francisco. Tata Steel celebrates its centenary on August 26, 2007. 2008 Tata Motors unveils Tata Nano, the Peoples Car, at the 9th Auto Expo in Delhi on January 10, 2008. Tata Motors acquires the Jaguar and Land Rover brands from the Ford Motor Company. Tata Chemicals acquires General Chemical Industrial Products Inc. 2009 Tata Motors announces commercial launch of the Tata Nano; Tata Nano draws over 2.03 lakh bookings; first 100,000 owners of the Tata Nano chosen; delivers first Tata Nano in the country in Mumbai. Tata Teleservices announces pan-India GSM service with NTT DOCOMO. TRF acquires Dutch Lanka Trailer Manufacturers (DLT), Sri Lanka, a world-class trailer manufacturing company. Jaguar Land Rover introduces its premium range of vehicles in India. Tata Motors acquires remaining 79 per cent shares in Hispano Carrocera, one of the largest manufacturers of bus and coach cabins in Europe. Tata Chemicals launches Tata Swach the worlds most cost-effective water purifier. Tata Housing makes waves with its launch of

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low cost housing in Mumbai. 2010 TRF acquires UK-based Hewitt Robins International. New plant for Tata Nano at Sanand inaugurated. Advinus Therapeutics announces the discovery of a novel molecule GKM-001 for the treatment of type II diabetes. Tata Tea announces joint venture with PepsiCo for health drinks. Tata Tea group rebrands itself as Tata Global Beverages, headquartered in London. Tata DOCOMO launches its 3G services in Maharashtra and Gujarat. Brunner Mond acquires 100-per-cent stake in leading vacuum salt producer British Salt, UK. Tata Chemicals launches i-Shakti dals, a range of branded pulses.

2011 Tata Coffee and Starbucks sign MoU for strategic alliance in India. Tata Chemicals rebrands its global subsidiaries in the UK, the US and Kenya under the Tata Chemicals corporate brand. The Tata brand soars into the top 50 club of global brands. Tata Medical Center, a comprehensive cancer care and treatment facility established in Kolkata, was inaugurated by Chairman Ratan Tata.

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PRODUCT

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MARKET SHARE

2005-06 Market Share-Segment A2

TATA 20%

MARUTI 59%

HYUNDAI 21%

2005-06 Market Share-Segment A3

HYUNDAI 16% MARUTI 17% FORD 14% OTHERS 7% HONDA 20% GM 6% TATA 20%

2005-06 Market Share-Passenger Cars

HYUNDAI 17% TATA 16% HONDA 4% FORD 3% GM 1% TOYOTA 1% OTHERS 3%

MARUTI 55%

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MARKETING STRATEGY
They intend to continue to focus on the small car segment, while offering products in most segments of the Indian passenger car market. They aim to achieve their principal objectives by pursuing the following business strategies: Maintain and enhance their product range: They intend to utilize Suzukis expertise in small car technology to produce new variants of their existing models and to upgrade their products with contemporary technology and features. Increase reach and penetration: They plan to continue to utilize their extensive sales and service network to increase the reach, in terms of geographical spread, and penetration, in terms of sales volumes, of their products across India. Increased availability of automobile finance: They

continue to seek opportunities to expand the size of the Indian passenger car market, especially in the small car segment, through facilitating easy availability of automobile finance. To that end, they have recently entered into an agreement with the State Bank of India. . Continue to reduce costs to offer more competitive products: Cost competitiveness has been, and continues to be, central to their strategy as the leading manufacturer in the small car segment to expand the size of the market by offering competitively priced, high quality products. The components of this strategy are: Higher levels of localization Vendor participation in cost reduction

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Cost reduction on warranties Reduction in initial investment cost Reduction in number of vehicle platforms Achieve further cost reduction through higher

productivity Lower cost of ownership: Through their business strategies, they seek to reduce the consumers cost of ownership of their cars, which comprises the cost of purchase, the cost of fuel and maintenance, including spare parts and repairs, during the life of the vehicle, insurance, and resale value.

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ABOUT COMPETITORS SEGMENT

Tata Motors Competition

A1 (Mini Hatchback) A2 (Compact Hatchback)

M800 Zen, WagonR, Alto, Swift Hyundai - Santro & Getz; Tata Indica & Palio; GM - Corsa Sail

A3 (Mid Size)

Esteem, Baleno

Hyundai - Accent; Tata - Indigo & Petra; Honda - City; GM Corsa, Optra, & Aveo; Ford Ikon, Fusion, & Fiesta

A4/A5/A6 (Exec./Prem./Luxury )

Hyundai - Elantra & Sonata; Honda - Accord; GM - Vectra; Ford - Mondeo; Skoda - Octavia & Superb; Toyota - Corolla & Camry; Daimler Chrysler - C,E, & S Class;

C (Van Type)

Omni, Versa

` {29 } MUV (Utility Vehicles) Gypsy, Grand Vitara Mitsubishi - Pajero; Hyundai Terracan & Tucson; Ford Endeavor; Toyota - Prado & Innova; Nissan - X Trail; Honda CRV; GM - Forrester & Tavera; Tata - Sumo & Safari; Mahindra Jeeps, Scorpio, & Bolero

INDUCTION & SUCCESSION

Transparent Recruitment & Selection process Recruitment on an All India Basis no sectoral or region specific Recruitment of Best available Talent in the Country - Engineers CAMPUS - IITs/RECs/Rorkee/HBTI - ALL-INDIA TEST - MBAs IIMs/XLRI - CAs - Rank Holders - Technicians - ITIs diploma holders after All India Exam & Apprenticeship In MUL Lateral Entry for Experienced Professionals

SUCCESSION PLANNING Potential & Performance Vacancy - based

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TRAINING & DEVELOPMENT Annual Training Plan - All Levels Training customised to meet Organisational Objectives Topics selected based on Vision, Values & Departmental

Feedback of Company-wide Managers Competency Mapping to identify Individual Training

Needs Technical Training on latest Technologies abroad at SMC,

Japan STRONG FUCUS ON TRAINING INITIATIVES - Build a Learning Organisation - Continuous Value Additions to Professional Skills - Customised Training - Training to the personnel of Business Partners

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COMPETITIVE STRENGTHS
MUL believes that they are well positioned to maintain and enhance their leadership position in the small car segment in India, while continuing to offer products in most segments of the Indian market, on account of their competitive strengths, which include the following: Expertise in small car technology: As a subsidiary of Suzuki, they have access to globally respected technology in the small car segment. They have the advantage of Suzukis expertise in all aspects of small car technology and design, with respect to their products, their manufacturing processes and business practices, the development of their supply chain and the training of their personnel. Extensive product portfolio: Their diverse product range includes cars in segments A, B and C, and utility vehicles. They manufactured five out of the ten models that were sold in the combined A and B segments in India in fiscal 2002. They are the only manufacturer of cars in segment A (priced below Rs.300,000) where they have two models, the Tata Motors 800 and the Omni. The Tata Motors 800 has been the largest selling car in India for several years, and continued to have the highest sales volumes of any model, with a market share of 25.3%. The Omni, a versatile vehicle that can seat more

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passengers than the Tata Motors 800 or be used as an ambulance or cargo vehicle, had a market share of 10.5% in fiscal 2002. They are also the only manufacturer to sell three distinct models, the Zen, the Alto and the Wagon R, in segment B (priced between Rs.300,000 and Rs.500,000). They believe that their dominance in segment A and extensive product range in segment B enables us to offer the customer a wider choice in the small car segment than any of their competitors. In addition, the absence of other manufacturers in segments A gives their dealers greater flexibility in promoting models in segment B. Quality products: In November 2001, they were one of the first automobile manufacturers in the world to receive the ISO 9001:2000 certification. They began to export products in 1988, primarily in order to benchmark our products against international quality standards. They have exported products to approximately 70 countries, including countries in Western Europe. Their products for export are manufactured using the same assembly line as our products for the domestic market. Extensive sales and service network: They believe that they have the largest network of dealers and service centers amongst car manufacturers in India. As of March 31, 2003, we had 178 authorized dealers with 243 sales outlets in 161 cities. They estimate their car parc to be in excess of 3.5 million

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vehicles. To service this car parc, at March31, 2003, they had 342 dealer workshops and 1,545 Tata Motors Authorized Service Stations, or MASSs, which covered 898 cities in India backed by Express Service Centers on 30 highways across the country. In addition to the distribution of their cars, their dealership network is a critical resource in our efforts to provide customers with a one-stop shop for automobiles and automobile related products and services such as automobile finance, automobile insurance, Tata Motors-certified pre-owned cars available for purchase, and leasing and fleet

management, in order to promote customer loyalty.

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NEW BUSINESS INITIATIVES

. Atithi Devo Bhava: One-stop shop Inspired by the spirit of India. Atithi Devo Bhava, in Sanskirit, means a guest is like God. It captures the Indian tradition of honouring guests. It's also the inspiration for the welcome youll receive at a Tata Motors Suzuki dealership, and the caring relationship they share with those who drive their cars. At Tata Motors Suzuki, you will find all your car related needs met under one roof. Whether it is easy finance, insurance, fleet management. services, exchange Tata Motors Suzuki is set to provide a single window solution for all your car related needs. That's why they have Tata Motors True Value, the best place to buy and sell reliable used cars. Tata Motors Finance an agglomeration of the biggest finance companies in India brought together by Tata Motors Suzuki to ensure that the dream car is within everyone's reach. Similarly, Tata Motors Insurance brings together some of the biggest names in the car insurance industry to provide insurance solutions to every type of car consumer. Then, finally, there is N2N, which offers fleet related solutions.

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Complex

data

governance

requirements

Global

automotive enterprises have large, complex information technology ecosystems. While customer information must be shared within this ecosystem in order to fully maximize global operations, of it must also be protected. Proper a management customer information requires

sophisticated capability to manage a variety of access rules and to accommodate legal restrictions that can change very quickly. The trust required for successful collaboration between groups in the automotive enterprise must be built by demonstrating that customer information can be shared while observing these complex requirements.

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DATA ANALYSIS AND INTERPRETATION

The company analysis shows the longterm strenght of the company that what is the financial Position of the company in the market where it stand among its competitors and who are the key drivers of the company, what is the future plans of the company, what are the policies of government towards the company and how the stake of the company divested among different groups of people. Following is the financial and Non-Financial analysis of Maruti Suzuki & TATA Motors. Financial Analysis 1. Financial Statements RATIO ANALYSIS OF TATA MOTORS AND MARUTI SUZUKI EPS measures the profit available to the equity shareholders per share, that is, the amount that they can get on every share held. Till 2008 both the companies had a rising EPS but in 2009 both of them fall and the effect more on Tata motors as they bought two brands Ford Motors and fall in sales results in low EPS. But as trend shows TATA motors have potential so an shareholder expect better in future. EPS = Net income- Dividends on Preferred stock Average Outstanding shares The trend shows that Tatas net profit margin is quite stable until it falls to 3.77 in 2009. While the net profit of Indias no.1 car manufacturer Maruti Suzuki shows a negative trend from 2007 onwards. But the future prospect for both the companys profit is higher. Profit margins come down as recession hits economy badly hence sales get reduced and cost get increased very much. Net profit Ratio = (Net profit) 100 (Net sales)

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Both giants of Automobile industry shows positive trend in Sales Revenue over the past 5year. However recession brought hurdles but both companies have potential to grow in future as lots of products are still to add in their portfolio. Moreover increased demand in foreign market also seems to be a positive signal for better future.

The quick ratio is a very stringent measure of solvency. A general rule of thumb suggests that the quick ratio should be around 1. Maruti is always showing a positive trend as its ratio is always greater than 1 except in 2008, while TATA motors was doing good till 2007, but the performance decreased from 2008 onwards as shortage of cash was there and current liabilities and provision increased by Rs800Cr.

A high debt to equity ratio suggests that a company has financed its growth mostly via debt. We see that the debt equity ratio of TATA motors is very high compared to that of Maruti. It means that a lot of debt is used by TATAs to finance its increased operations. Sometimes the cost of the debt financing may outweigh the return that the company generates on the debt through investment and business activities and can lead to bankruptcy. Maruti is going very swiftly in this field.

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Debt-Equity Ratio= Total Debt Total Equity The current ratio is a convenient and reliable tool for measuring a company's level of liquidity. The ratio acts as an indication that the firm is able to generate funds to make all needed payments in the future; thus, the ratio indicates whether the firm is likely to be a going concern. Both the companies possess a good ratio but the ratio which is close to 2 is desirable, so we see in graph that Maruti has more strong liquidity than TATA Motors as its current ratio is always greater than 1. Maruti is more successful in paying off its liabilities. Expansion plans of TATA brought down its cash & Bank Balance and increase of outside liabilities. Tata motors and Maruti Suzuki both the companies showed a positive trend in paying dividends till 2008, but the scenario changed in 2009 as both the companys dividend per share fell. According to graph TATAs dividend was much higher than that of Maruti, it always provided dividend of above 10 per share to its shareholders while maruti stick to below 5 per share, even though the fall in dividend in 2009, still both the companies are earning good profit. Dividend Per Share= Total amount of Dividend Share Outstanding

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BALANCE SHEET Maruti Suzuki Mar '09 Sources Of Funds Total Share Capital Equity Share Capital Share Application Money Preference Share Capital Reserves Revaluation Reserves Networth Secured Loans Unsecured Loans Total Debt Total Liabilities Application Of Funds Gross Block Less: Accum. Depreciation Net Block Capital Work in Progress Investments Inventories Sundry Debtors Cash and Bank Balance Total Current Assets Loans and Advances Fixed Deposits Total CA, Loans & Advances Deffered Credit Current Liabilities Provisions Total CL & Provisions Net Current Assets Miscellaneous Expenses Total Assets Contingent Liabilities Book Value (Rs) 144.50 144.50 0.00 0.00 9,200.40 0.00 9,344.90 0.10 698.80 698.90 10,043.80 Maruti Suzuki Mar '09 8,720.60 4,649.80 4,070.80 861.30 3,173.30 902.30 918.90 239.00 2,060.20 1,809.80 1,700.00 5,570.00 0.00 3,250.90 380.70 3,631.60 1,938.40 0.00 10,043.80 1,901.70 323.45 Tata Motors Mar '09 272.62 272.62 0.00 0.00 4,959.26 12.09 5,243.97 981.00 3,071.76 4,052.76 9,296.73 Tata Motors Mar '09 4,893.89 2,326.29 2,567.60 646.73 5,786.41 1,060.67 1,043.65 635.61 2,739.93 1,402.45 938.82 5,081.20 0.00 3,520.20 1,277.56 4,797.76 283.44 12.55 9,296.73 1,220.39 191.91 Hind Motors Mar '09 161.26 161.26 0.00 0.00 -77.82 8.85 92.29 57.63 71.39 129.02 221.31 Hind Motors Mar '09 481.25 327.25 154.00 5.56 70.17 74.93 16.04 6.62 97.59 45.28 1.00 143.87 0.00 160.57 4.73 165.30 -21.43 13.03 221.33 154.60 5.18

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Non-Financial Analysis

1. Share Holding Pattern for Quarter Ended 30-June-09

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LIMITATION
TIME CONSUMING It takes approx 15 days to complete or finish the project. that effect the study of student. COSTLY In the preparation of project lot of money Waste REQUIRED EFFORTS It take much efforts to complete the project in searching magazine, news paper and Internet.

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SUGGESTIONS
More test drives should be offered.

Should be more particular about Post Sales Follow Up as it shows the concern of the company with the customer.

Should put in more efforts to promote Tata Motors

Finance , Autocard and Accessories.

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CONCLUSION
The price of a car is just one-third of what it cost you over its lifetime. Running and maintaining it make up the other two-thirds. Take into account resale value and its real cost becomes clear. Tata Motors Suzuki stands for value as much as it stands for performance. In spite of rising input costs, we try our best to keep prices down. Their running costs and resale values are unbeatable too. Nothing matches the delight their cars deliver. In the JD Power CSI study 2005, 85% of Tata Motors Suzuki owners stated that they would definitely recommend the car they drive to someone else. Infact, you dont buy a Tata Motors Suzuki. You invest in it.

TNS Automotive's TCS Study has, since its inception in 2002, surveyed over 25,000 car buyers and has built a sizeable sample

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base. Some of the key findings, indicators and inferences from the 2005 study are:

Tata Motors Udyog Ltd is one of India 's leading automobile manufacturers and the market leader in the car segment, both in terms of volume of vehicles sold and revenue. Good Technology Uniform Pricing Good Strength More Coverage Area Frequent /Regular Product Launch Market Leader (with 47% share) Oriented Driven Company More Product Offering Healthy Annual Report Brand Image Maximum Dealership as compared to other brands Good Sale Service Spare parts are cheap as compared to any other brand

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BIBLIOGRAPHY BOOKS:

Philip Kotler and Koshy Jha, Marketing Management

Naresh K. Malhotra Marketing Research Methodology Fifth Edition 2009

WEBSITES :www.Tata Motors.com www. Tata Motors india.com www. Tata Motors cp.com www. Tata Motors appliances.com

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QUESTIONAIRE
Researcher's Name : Class : B.B.A. II Sem Gender : Address : Name of Person : _________________ Age : __________________________ Occupation : ____________________

Q.1

Do you know about Tata Motors ? a. Yes. b. No.

Q.2. Have you used Tata Motors ? a. Yes. b. No.

Q.3 How Often Sales Promotion Schemes are offered on Tata Motors a. 6 months 1 year months. Q,4. Rate the following factors you consider are important for building brand Image. a.Price b. Clarity c. Durability d. Looks e. Quality Q 5. What do you look for while purchasing Tata Motors ? Please rank in order of importance? a. c. Comparative Advantage Scheme/Discount/Free Gift b. d. Price Quality b., 3-6 months c. less than 3