Tata Indica- Case Study

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Tata Motors Limited is India's largest automobile company, with revenues of Rs. 24,000 crores (USD 5.5 billion) in 2005-06. By far it is the leader in commercial vehicles in each segment. It is also the second largest in the passenger vehicles market with winning products in the compact, midsize car and utility vehicle segments. The company is the world's fifth largest medium and heavy commercial vehicle manufacturer.

Established in 1945, Tata Motors' presence indeed cuts across the length and breadth of India.. The company's manufacturing base is spread across Jamshedpur, Pune and Lucknow, supported by a nation-wide dealership, sales, services and spare parts network comprising over 2,000 touch points. Close to 4 million Tata vehicles ply on Indian roads, since the first rolled out in 1954. The foundation of the company's growth over the last 50 years has been a deep understanding of economic stimuli and customer needs, and the ability to translate them into customer-desired offerings through R&D. Established in 1966, the company's Engineering Research Centre, with 1,400 engineers and scientists, has developed pioneering technologies and products. Today the company has R&D centers in Pune, Jamshedpur, Lucknow, in India. And not only this, it also has R&D centers in South Korea, Spain, and the UK. The pace of new product development in Tata Motors has quickened. In 2005, the company created a new segment by launching the Tata Ace, India's first indigenously developed mini-truck. The years to come will see the introduction of several other innovative vehicles, all rooted in emerging customer needs. Besides product development, the R&D centers of the company are also focusing on environment-friendly technologies in emissions and alternative fuels. GLOBAL PRESENCE

Today, Tata branded vehicles can be seen in several countries like Europe, Africa, the Middle East, Australia, South East Asia and South Asia. So, Tata Motors is not only at the forefront of the Indian automobile industry, it is also one of India's best known brands in international markets.

Tata Motors is the first company from India's engineering sector to be listed in the New York Stock Exchange (September 2004). It has also emerged as a global automotive company. In 2004, it acquired the Daewoo Commercial Vehicles Company, Korea's second largest truck maker. The rechristened Tata Daewoo Commercial Vehicles Company has already begun to launch new products. In 2005, Tata Motors acquired a 21% stake in Hispano Carrocera, a reputed Spanish bus and coach manufacturer, with an option to acquire the remaining stake as well. Hispano's presence is being expanded in other markets. In 2006, the company formed a joint venture with the Brazil-based Marcopolo, a global leader in body-building for buses and coaches, to manufacture and assemble fully-built buses and coaches. Tata Motors already distributes and markets Fiat branded cars in India. To establish an industrial joint venture in India to manufacture passenger vehicles, engines and transmissions for the Indian and overseas markets; Tata Motors and the Fiat Group have recently signed a memorandum of understanding.

The company's commercial and passenger vehicles are already being marketed in several countries in Europe, Africa, the Middle East, Australia, South East Asia and South Asia. It has assembly operations in Malaysia, Kenya, Bangladesh, Ukraine, Russia and Senegal.These acquisitions will further extend Tata Motors' global footprint, established through exports since 1961.

The Brand value
Indica, the first truly Indian car heralds India’s arrival on the global automobile arena. The company strives to make the Indica accessible to the value-seeking Indian, without compromises. It is a trustworthy, reliable car that appeals to the head as well as the heart. The brand is recognized as one of the strongest and most enduring of the past decade and has...
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