TATA ACE – A LEADING BRAND IN MULTY –UTILITY VEHICLE

Mr.Jaydeep Anvikar Mr.Jivan RajurkarMr.Jasmin kotak Mr.Jaylal Palhate Mr.Jay Patil

CONTENTS

INTRODUCTIONOBJECTIVE OF STUDYMETHODOLOGY USE INTERPRETATION OF THE DATA/ INFORMATIONSUGGESTIONCONCLUSIONEXECUTIVE MEMBER’S

INTRODUCTION

Six years after the liberalization of Indian economy, the market place has become extremely competitive. Every segment of market in every product category is flushed with a variety of brands from old players who enjoyed monopoly for long time

Rural area economy Transport idea

OBJECTIVE OF STUDY

The leading brand in Multi Utility Vehicle” Market analysis A rural market survey Customer Study

METHODOLOGY USE

4Ps of TATA ACE PRODUCT

PRICE

PLACE

PROMOTION

Analysis of Micro and Macro Environment

Analysis of Micro and Macro Environment

Micro Environment : they have a direct impact on business (change more Quickly) eg: Tastes and Preferences of Customers.

Customers : Remote as well as country side customers mainly.Competitors: Mahindra , Eichier, Bajaj Employees: Satisfied employees efficient work, Suppliers : Raw Material Providers Company: State of Art as well as largest Utility MUV

manufacturer in India

Macro Environment:

Macro Environment: Has an Indirect and Long term Impact on Business.It is also known as SLEPT analysis.

SOCIO CULTURAL ENVIRONMENT: People need a strong Builded Vehicle, as they think that India has not so good roads to DRIVE ON.

LEGAL ENVIRONMENT : law and regulations of a country, Favorable for vehicle Industry {SEZ}. ECONOMIC ENVIRONMENT : Phase of Economic Cycle Inflation and Purchasing power of People. POLITICAL ENVIRONMENT : From last 15 years we are having a democratic

alliance Into power, and they have favoured Industrial Growth. TECHNOLOGICAL ENVIRONMENT:Now Country India has a holding hand in

technological progress.

TATA ACE SWOT ANALYSIS

Tata Motors Limited, formerly known as TELCO (TATA Engineering and Locomotive Company), is India's largest passenger automobile and commercial vehicle manufacturing company. It is also the world's 5th largest commercial vehicle manufacturer. Strengths Tata Motors is the largest truck manufacturer and second largest passenger vehicle manufacturer of India. In addition, the company is the fifth largest truck manufacturer in the world. Tata Motors produces a diversified range of vehicles catering to a wide range of customers and is witnessing a constant growth in its sales.

Weaknesses While many of its competitors have aggressively expanded into overseas markets, Tata Motors has ventured into foreign countries only in the recent past. In addition, the company is dependent on the Indian market, as nearly 83% of its sales were generated from India in FY 2005/06.

SWOT

Opportunities

In July 2006, Tata Motors made an industrial partnership agreement with fiat to sharethe Indian facilities to manufacture vehicles, engines and transmissions for bothIndian as well as overseas markets. In August 2006, Tata Motors announced that thecompany would venture into the Russian market by introducing commercial vehiclesand buses. Two months later, Tata Motors announced the launch of its passengervehicles in Ghana,

ThreatsAs Tata is a late entrant to the global market, stiff competition might put pressure onthe company's expansion plans. In addition, the foray of top global manufacturers into Indiaand other neighbouring countries has increased competitive pressures. Other factorssuch as rising fuel and raw material costs, stringent emission norms and the related ofcompliance can affect the company's performance, going forward

DATA COLLECTION :

PRIMARY SOURCES: Primary Data is one, which is collected directly by the researcher, for this purpose

various.Tools were undertaken during the survey. Broadly we can classify them into INTERVIEW METHOD & OBSERVATION METHOD.

INTERVIEW METHOD:For the collection of data from the Individual customers, interview scheduling is very

useful tool. Research’s main aim of using this tool is to find out the customer’s satisfaction in respect of various segments, although Information regarding vehicle’s mileage, engine power loading capacity, braking & suspension system & overall performance were also collected with this tool.

OBSERVATION METHODObservation is the oldest method used by the researcher in investigation or in any

kind of field Training. Through this method the observer directly or indirectly observes the condition and records the events. The advantage of this method is that it cross checks the data and information, supplements and validates the data through interview scheduling.

SECONDARY DATA

SECONDARY DATA Secondary data is also of much significance in the research, secondary data are those data which was recorded earlier by the researcher or other researcher’s for further use.

The source of secondary data or the secondary data could be taken out from –

Publications (directories/trade journals/ news paper etc.) Invoices for vehicle. Bills raised for customers. All customer’s who bought from us in the last 4 years – a one time

list compilation

FEATUTRES

Versatility Saving Style Performance Comfort Safty

Interpretation of the data/ information collected

Why do you prefer TATA ACE?

a) Sturdy b) Economical c) Load Carrier

According to survey it was found that 65% of consumers prefer ACE because of its STURDYNESS

sturdy

economical

load carrier

Slice 4

Why did you prefer TATA? a) Good quality b) maintenances free c) Brand Name.

Good Quality: According to survey it was seen that 75% of customers prefer TATA for its Qaulity.Free Maintenance: According to survey it was seen that 20% of customers prefer TATA for its maintenance free life.Brand Name: According to survey only 5% of customers believe on Brand Name.

Suggestions for improvement

Some suggestions regarding different segment’s are

The Staff members should behave Equal & Good, before & After selling of Vehicle.

The customer complaints regarding any segment should not be Ignored & should be given full attention.

As the tyre performance is poor, they should be replaced with the new one i.e. Radial tyre should be replaced with the normal or sporty grip (MRF) tyres.

Engine cooling system should be improved so that Driving become comfortable .

Servicing center should deliver the vehicle in given Time Limit.

CONCLUSIONS

From the project it is concluded that:1) Rural economy is a dominant factor of Indian Economy2) Customer purchasing ACE are mainly from rural & Semi-urban area.3) It is seen that rural customers mainly buy ACE for Transporting purpose.4) The roads in urban areas are of good quality as a result the customers are not worried about the sturdyness of vehicle.5) But the roads in rural area are generally of not good quality so the customers are aware of sturdyness of the vehicle.6) Generally the customers buy the vehicle through Bank Loans.7) Mainly the vehicle is used for Transporting, load carrying and to move goods weighying less than 2ton.

8) The vehicle is designed in such a way that it can be modified in a passenger vehicle.9) The traders, farmers, transporters, movers use this vehicle for transporting10) The vehicle is economical & gives good milage.11) As compared to other competitors vehicle, ACE is Economical, Sturdy,Load Carrier & has good shape.12) It is concluded that inspite of heavy carrying capacity ACE has good pick-up.13) ACE has low maintenance.14) The income group of the customers is above 1.5lakhs.15) Private, Nationalised as well as co-operative banks give loan to Customers.

.

what occasion you are buying a Vehicle? a) Festival b) starting of transport season

festival

starting of transportseason

According to survey it is seen that 65% of customers buy the vehicle on Festivals.

According to survey it is seen that 35% of customers buy the vehicle on Starting of Season

EXECUTIVE MEMBER’S

V. Mehta : Additional Director, Chairman of Audit Committee and Member of Remuneration Committee

S. Palia Director, Chairman of Ethics & Compliance Committee, Member of Audit

Committee, Member of Nominations Committee and Member of Investor Grievance Committee

Raghunath Mashelkar F.R.S: Non-Executive Independent Director and Member of Audit Committee

Ratan Tata : Chairman of the Board, Chairman of Executive Committee, Member of Nominations Committee and Member of Remuneration Committee

R. Gopalakrishnan :Director, Member of Executive Committee, Member of Investor Grievance

Committee and Member of Ethics & Compliance CommitteeRavi Kant : Chief Executive Officer, Managing Director, Executive Director of

Commercial Vehicle Business Unit, Wholetime Director, Member of Executive Committee and Member of Investor Grievance Committee

THANK YOU……