Direct Marketing Plan for the NANO car’s launch in U.S.A
TATA Motors – Brief Introduction
The globally popular Indian multinational automobile manufacturing company is a part of the TATA group. TATA group is a family owned entrepreneurship formed in 1860s by Jamsetji Tata, the great business man during time who had put India on the global map of economic trade. TATA group includes various sectors of business like Tata power, Tata chemicals, Tata Tea, Tata global beverages, The Titan Watch Industries, Tata phone and mobile services, Tata Consultancy Services and of course the world renewed Taj Group of hotels in India. The various business domains that Tata is associated with, is the reason because of which the company is in active trade with over 50 countries across Asia, Europe, Africa, North and South Americas. “Tata Motors Limited (previously known as Tata Engineering and Locomotive Company - TELCO) is an Indian multinational automotive manufacturing company headquartered in Mumbai, Maharashtra, India and a subsidiary of the Tata Group. The company manufactures passenger cars in economy and luxury segments, Sports utility and multi Utility vehicles suitable for the tough terrains and substandard roads of India, trucks, vans, coaches and containers for trucks, buses and military vehicles. It is the world's 8th largest motor vehicle manufacturing company, 4th largest truck manufacturer and 2nd largest bus manufacturer by volume.” Tata Motor’s initial competition at home was with the Hinduja Group (another family owned business brand) whose Asoka Leyland brand of commercial vehicles were very popular and in abundant usage until the late 80s. The Leyland brand was popular for supplying military grade trucks capable of carrying supplies and ammunition to Indian Army during war times. Tata Motors sustained and eventually gained market supremacy by introducing tougher, stronger and more fuel-efficient vehicles into the well booming commercial vehicle market of India. The eventual fall of the Leyland brand because of the Bofors scandal involving the Swedish company and the Hinduja group of 1990s has created market supremacy for Tata motors and the company still maintains its major share in Indian automobile industry. “Tata Motors has auto manufacturing and assembly plants in various towns and cities in India, Argentina, South Africa, Thailand and the United Kingdom. It has research and development centers in India, South Korea, Spain, and the United Kingdom. It has a bus manufacturing joint venture with Marcopolo S.A., Tata Marcopolo, and a construction equipment manufacturing joint venture with Hitachi, Telcon Construction Solutions”.
Tata Motors faces intense competition at home from vehicles from various brands like Maruti-Suzuki (an Indian and Japanese coalition), Mahindra & Mahindra and Hyundai – the Korean automobile manufacturer. Not to mention there is competition from Hindustan Motors which is now a part of General Motors – U.S.A and Ford who have been a persistent competition for the company. Tata tactically handles this competition and maintains its market stake by diversifying its vehicles in all the available categories like lite motor vehicles, sports and multi utility vehicles, large commercial vehicles, commercial transportation vehicles and Tata’s very own class of light weight and fuel efficient mid-size commercial vehicles that literally drive the trade and economy in India. “Tata Motors is among the top three in passenger vehicles in India with products in the compact, midsize car and utility vehicle segments. Tata also has franchisee/joint venture assembly operations in Kenya, Bangladesh, Ukraine, Russia and Senegal. Tata Motors has a high domestic exposure of 94% in the MHCV segment and 84% in the light commercial vehicle (LCV) segment. The company plans to diversify into various markets across the world in both MHCV as well as LCV segments. Tata Motors has more than 250 dealerships in more than 195...
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