SUMMER_TRAINING_PROJECT_REPOR1 (TATA MOTORS)

STARBUSES

SUMMER TRAINING PROJECT REPORTOn

STARBUSES

At

TATA MOTORS LIMITED

Submitted in fulfillment for theAward of the degree of

Master of Business Administration (2009-11)

Submitted byNidhi Girdhar

MBA

BANASTHALI UNIVERSITY C-SCHEME

JAIPUR CAMPUS, RAJASTHAN

TATA MOTORS

STARBUSES

CERTIFICATE

This is to certify that the Summer Training Report titled Starbuses is an original work

submitted by Nidhi Girdhar, Enrollment No……………, MBA IIIrd semester student of

……………… for the fulfillment of Master of Business Administration (MBA) program

of University under the guidance of Mr. A.K. Salooja and the same has not been

submitted to any other University or Institute for award of any Degree.

Dr. N K Joshi

Director

………………

TATA MOTORS

STARBUSES

DECLARATION

I, NIDHI GIRDHAR do hereby declare that the summer training project

report submitted by me for the fulfillment of the requirement for the

award of degree of MBA (MASTER OF BUSINESS ADMINISTRATION) of

RAJASTHAN, This work is original and it is not sent for publication.

NIDHI GIRDHAR

TATA MOTORS

STARBUSES

ACKNOWLEDGEMENT

I student of “BANASTHALI”, RAJASTHAN specializing in subject (“MARKETING &

HR”) as a part of curriculum required to undergo 60 days training in organization. I got

an opportunity to work in “TATA MOTORS-Commercial Vehicle Business Unit”-

Regional Office, New Delhi. It was a great pleasure to work with such an esteemed

organization.

I am immensely grateful to Mr. Ashwani Budhiraja (Divisional Manager – Defence

Business) for giving me a chance to work under their mentorship and teachings. I would

like to extend my heartfelt thank especially to them for not only unlimited and

unforgetful supports but for their kindness to help me in work and project related

problems also.

I would also like to express my heartfelt thank to Mr. Amit Razdan (Manager – Defence

Business) and Sanjay Bhatia (Regional Sales Manager, Buses) who helped me in

completing my project. I am also indebted to all the members of the marketing

department, who helped me in whatever capacities they could do to make my stay at Tata

Motors Limited. A pleasant one, a stay were I have immensely not only of my subject

area of marketing but also about corporate culture, strategy and knowledge and as to how

modern day organization work.

Last but not the least, I convey my most sincere and heartily thanks to for their valuable

suggestions and very useful guidance during my project work.

NIDHI GIRDHAR

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INDEX

CONTENTS PAGE NO.

EXECUTIVE SUMMARY……………………………………………..

CHAPTER-1 INTRODUCTION......................................

INDIAN COMMERCIAL VEHICLE INDUSTRY …………………….

INTRODUCTION

STRUCTURE OF COMMERCIAL INDUSTRY

MAJOR COMPANIES OF INDIAN COMMERCIAL INDUSTRY

COMMERCIAL VEHICLE PRODUCTION AND EXPORT TRENDS

PROFILE OF TATA MOTORS …………………………………………….

INTRODUCTION

JOINT VENTURES

IMPORTANT

DEVELOPMENTS

BUSINESS UNITS

COMPETITORS

VALUES OF TATA GROUP

STRUCTURE OF PROJECT ……………………………………………….

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STARBUSES

STARBUSES …………………………………………………………………

STARBUS RANGE

AESTHETIC AND TECHNICAL FEATURES OF STARBUSES

STARBUSES FOR BRTS

CHARACTERISTICS OF STARBUSES FOR BRTS

ADVANTAGES AND DISADVANTAGES OF STARBUSES

STARBUSES AND COMPETITION …………………………………...

MAJOR COMPETITORS OF TATA MOTORS

COMPETITIVE SPECIFICATION OF STARBUS

COMPETITIVE SALES REPORT (NORTH INDIA)

SALES OF (LP909/49) STARBUS

MARKET SHARE ……………………………………………………….

DOMESTIC AND GLOBAL MARKET SHARE AND POSITION

TATA AUTHORISED SERVICE STATIONS (TASSes)

NETWORK OF STARBUSES IN DELHI AND NCR

TATA MOTORS NETWORK OF STARBUSES IN INDIA

TATA MOTORS FINANCE …………………………………...............

MARKET POTENTIAL ASSESMENT OF STARBUSES………….

CUSTOMER’S OF STARBUSES

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BRT SYSTEM WHERE STARBUSES ARE IN USE

SWOT ANALYSIS ………………………………………………………

STRENGTH

WEAKNESS

OPPORTUNITY

THREATS

CHAPTER-2 RESEARCH METHODOLOGY…..

OBIECTIVE OF STUDY

SIGNIFICANCE

DATA COLLECTION

SCOPE OF STUDY

LIMITATIONS OF STUDY

CHAPTER-3 DATA ANALYSIS………………….

AND INTERPRETATION

CHAPTER-4 FINDINGS AND CONCLUSIONS...

CUSTOMER NEED ANALYSIS

CONCLUSIONS

CHAPTER-5 RECOMMENDATIONS……………

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ANNEXURE…………………………………………..

REFERENCES………………………………………..

LIST OF TABLES

CONTENTS

1. COMERCIAL VEHICLE PRODUCTION TRENDS……………………

2. COMMERCIAL VEHICLE EXPORT TRENDS………………………...

3. TECHNICAL SPECIFICATION OF STANDARD STARBUS…………

4. TECHNICAL SPECIFICATION OF DELUXE STARBUS…………….

5. TECHNICAL SPECIFICATION OF STARBUS LOW FLOOR……….

AND ULTRA LOW FLOOR CNG

6. TECHNICAL SPECIFICATIONS OF STARBUS SCHOOL…………..

7. COMPETITIVE TECHNICAL COMPARISON OF STARBUS……….

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8. COMPETITIVE SALES REPORT..............................................................

9. DOMESTIC AND GLOBAL MARKET SHARE POSITION OF ……..

TATA MOTORS

10. BRT SYSTEM WHERE STARBUSES ARE IN USE...............................

11. COMPETITIVE SALES REPORT……………………………………....

12. GLOBAL AND DOMESTIC MARKET SHARE AND POSITION......

OF TATA MOTORS

13. RANKING OF PRODUCT ON THE BASIS OF FEATURES………...

14. PARAMETERS THAT PEOPLE CONSIDER BEFORE BUYING.....

A COMMERCIAL VEHICLE

LIST OF FIGURES

CONTENTS

1. STRUCTURE OF THE PROJECT …………………………………….

2. GRAPH OF MCV (PVT.) NORTH INDIA…………………………….

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3. GRAPH OF MCV (STU.) NORTH INDIA…………………………….

4. MAP OF TATA MOTORS NETWORK OF STARBUSES IN……...

DELHI AND NCR

5. MAP OF TATA MOTORS NETWORK OF STARBUSES…………

IN INDIA

6. DIAGRAM OF CONVENTIONAL CUSTOMERS…….…………...

OF STARBUSES

7. DIAGRAM OF SWOT ANALYSIS……………………………..........

8. GRAPH OF SALES OF LP909/49……………………………………..

9. EGG DIAGRAM OF CUSTOMER NEED ANALYSIS………….....

EXECUTIVE SUMMARY

This project has been completed in Tata Motors Limited. The project is on

“STARBUSES”. The objective of the project is “TO COMPARE THE PRODUCT WITH

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COMPETITORS, COLLECT CUSTOMER FEEDBACK AND SUGGEST

IMPROVEMENTS TO THE COMPANY.” This project starts with the introduction of

Indian commercial vehicle industry. It includes various topics:

PROFILE OF TATA MOTORS: It covers the introduction of company, joint

ventures, company’s developments and values.

STARBUSES: Explanation of specification of various ranges of Starbuses, their

advantages and disadvantages.

COMPETITORS OF TATA MOTORS: Technical comparison of Starbus with

competitors, competitive sales report.

MARKET SHARE: It is the analysis of domestic and global market share and

position of Tata Motors.

ANALYSIS OF CUSTOMER’S NEED: Analysis of the primary, secondary

needs and the peripheral needs of the customers.

POTENTIAL CUSTOMERS : Customers of Starbuses and STU where Starbuses

are in use.

SWOT ANALYSIS : Swot analysis explains the strength, weakness, threats and

opportunity available to the company. Swot analysis is based on the study of

market and competitors of Tata Motors.

RECOMMENDATIONS: In the end a comprehensive list of recommendations

and suggestions is included. Such recommendations are drafted with the purpose

of bringing to light the issues which push the sales of and act as a tool in the hand

of salesman.

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CHAPTER-1

INTRODUCTION

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INDIAN COMMERCIAL VEHICLE INDUSTRY

The Indian commercial vehicle industry is cyclical in nature with periods of volume

growth leading to investments in fleet capacity and subsequently to periods of correction.

The Indian Commercial Vehicle (CV) Industry is the lifeline of the economy.

Approximately 66% of the goods and 87% of the passenger traffic in

the country moves via road. Past trends have shown that CV demand is

closely correlated with GDP growth rate (more strongly with the Index

of Industrial Production, IIP) of the country and therefore, it is believed

that a growth or slowdown in CV demand is harbinger of an upturn or

down turn in the economy respectively.

STUCTURE OF INDIAN COMMERCIAL INDUSTY

The Indian commercial vehicle market is segmented on the basis of gross vehicle

weight(GVW) .Vehicle less than 7.5 ton are classified as LCVs, while the heavier ones

are termed as M/HCVs.

HCVs – heavy commercial vehicle

MCVs- medium commercial vehicle

LCVs- light commercial vehicle

In terms of usage commercial vehicle may be termed as good carriers and

passenger carrier. Among the passenger carriers in the less 7.5 ton GVW segment, those

with seating capacity up to 13 are categorized as utility vehicle(Uvs and not part of

LCVs) while those with sitting capacity over 13 passengers are grouped as LCVs. The

overall commercial industry is split between the LCVs and M/HCVs segment roughly in

the ratio of 45:55. The Indian four wheeler industry is duopolic in nature. M&M and Tata

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Motors holding a major share in LCV segment (90.8%). Ashok Leyland and Tata Motors

hold a major share in M/HCV (88.6%).

THE MAJOR COMPANIES OF INDIAN COMMERCIAL VEHICLE INDUSTRY

EICHER MOTORS LIMITED

FORCE MOTORS LIMITED

TATA MOTORS LIMITED

SWARAJ MAZDA LIMITED

MAHINDRA & MAHINDRA LIMITED

ASHOK LEYLAND

VEHICLE FACTORY GOVERNMENT

VOLVO

COMMERCIAL VEHICLE PRODUCTION TRENDS (NO. OF VEHICLES)

Category 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09

Commercial

Vehicles

275,040 353,703 391,083 519,982 549,006 417,126

Growth 35.02% 28.60% 10.57% 32.96% 5.58% -24.02%

COMMERCIAL VEHICLE EXPORTS TRENDS (NO. OF VEHICLES)

Category 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09

Commercial

Vehicles

17,432 29,940 40,600 49,537 58,994 42673

Growth 42.24% 71.75% 35.60% 22.01% 19.09% -27.67%

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The production figures of Indian commercial industry shows that the Industry growth

continued to be very strong till 06-07 with annual growth range of 35% to -24.02%. For

the last two fiscal years the industry has stagnated particularly due to pressure onthe last two fiscal years the industry has stagnated particularly due to pressure on

commercial vehicle segments. This industry has suffered due to two reasons (a) very highcommercial vehicle segments. This industry has suffered due to two reasons (a) very high

rate of interest (b) slowdown in the economy.rate of interest (b) slowdown in the economy. The bottom line of the manufacturers too

came under pressure especially in Q4 FY08 and Q1 FY09 due to the increase in input

cost. The average steel prices remained high in FY08 and in Q1 FY09 and the rubber

prices too started creeping up in Q1 FY09. To recover costs, the manufacturers resorted

to a series of vehicle price hikes from beginning of FY09 onwards. This led to a tricky

situation where manufacturers increased vehicle prices when demand was actually

falling.Now with the banks easing the interest rates again and improvement in the

economic outlook, will improve the sales of commercial vehicle.

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COMPANY PROFILE

TATA MOTORS

Tata Motors Limited is India's largest automobile company, with consolidated revenues

of Rs.70, 938.85 crores (USD 14 billion) in 2008-09. 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 second largest bus

manufacturer.

The company's 23,000 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."

Tata Motors is a part of the Tata and Sons Group, founded by Jamshedji Nusserwanji

Tata and J. Baker. The company was established in 1945 as a locomotive manufacturing. The company was established in 1945 as a locomotive manufacturing

unit and later expanded its operations to commercial vehicle sector in 1954 after formingunit and later expanded its operations to commercial vehicle sector in 1954 after forming

a joint venture with Dailmer-Benz AG of Germany.a joint venture with Dailmer-Benz AG of Germany. Tata Motors launches its first truckTata Motors launches its first truck

in collaboration with in collaboration with Mercedes-BenzMercedes-Benz

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Tata Motors' presence indeed cuts across the length and breadth of India. Over 4 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), Punemanufacturing base in India is spread across Jamshedpur (Jharkhand), Pune

(Maharashtra), Lucknow (Uttar Pradesh), Pantnagar (Uttarakhand) and Dharwad(Maharashtra), Lucknow (Uttar Pradesh), Pantnagar (Uttarakhand) and Dharwad

(Karnataka). Following a strategic alliance with Fiat in 2005, (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 producejoint venture with Fiat Group Automobiles at Ranjangaon (Maharashtra) to produce

both Fiat and Tata cars and Fiat power trains.both Fiat and Tata cars and Fiat power trains. The company is establishing a new plant

at Sanand (Gujarat). 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 NewTata 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 internationalYork Stock Exchange (September 2004), has also emerged as an international

automobile company.automobile company. Through subsidiaries and associate companies, Tata Motors has

operations in the UK, South Korea, Thailand and Spain.

Tata Motors has several joint venture, subsidiary and associate companies.

A Few of them are mentioned below:

Jaguar Land Rover.

Tata Technologies Ltd. (TTL) and its subsidiaries.

Telco Construction Equipment Co. Ltd. (Telcon).

HV Axles Ltd. (HVAL).

HV Transmissions Ltd. (HVTL).

TAL Manufacturing Solutions Ltd. (TAL).

Sheba Properties Ltd. (Sheba)

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Tata Daewoo Commercial Vehicle Company Ltd (TDWC).

Concorde Motors (India) Ltd. (Concorde).

Hispano Carrocera S. A. (HC).

Tata Motors Insurance Broking & Advisory Services Ltd (TMIBASL).

Tata Motors European Technical Centre.

Tata Motors Finance Limited.

Tata Motors Thailand.

Tata Marcopolo Motors Ltd (TMML)

Tata Motors(SA) Proprietary Ltd (TMSA)

TML Distribution Company Ltd (TDCL)

NOVA IAI

ACQUISITIONS AND JOINT VENTURES

TATA DAEWOO COMMERCIAL VEHICLE

Tata Motors aimed to increase its presence worldwide. In 2004, it acquired the Daewoo

Commercial Vehicle Company of South Korea.

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Tata Novus is one of the best selling commercial trucks in South Korea.Tata Novus is one of the best selling commercial trucks in South Korea.

Tata remains India's largest heavy commercial vehicle manufacturer and Tata Daewoo isTata remains India's largest heavy commercial vehicle manufacturer and Tata Daewoo is

the 2nd largest heavy commercial vehicle manufacturer in South Korea. Tata Motors hasthe 2nd largest heavy commercial vehicle manufacturer in South Korea. Tata Motors has

jointly worked with Tata Daewoo to develop trucks such as Novus and World Truck.jointly worked with Tata Daewoo to develop trucks such as Novus and World Truck.

HISPANO CARROCERA

Hispano Carrocera

In 2005, sensing the huge opportunity in the fully built bus segment, Tata Motors

became acquired 21% stake in Hispano Carrocera SA, Aragonese bus manufacturing

company giving it controlling rights of the company.

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TATA XENON

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.

TMML(TATA MARCOPOLO MOTORS LIMITED)

In 2006, it formed a joint venture with the Brazil-based Marcopolo, a globalIn 2006, it formed a joint venture with the Brazil-based Marcopolo, a global

leader in body-building for buses and coaches to manufacture fully-built buses andleader in body-building for buses and coaches to manufacture fully-built buses and

coaches for India and select international markets. TATA Motors has formed a 51:49coaches for India and select international markets. TATA Motors has formed a 51:49

joint venture in bus body building with Marcopolo of Brazil. This joint venture is tojoint venture in bus body building with Marcopolo of Brazil. This joint venture is to

manufacture and assemble fully-built buses and coaches targeted at developing massmanufacture and assemble fully-built buses and coaches targeted at developing mass

rapid transportation systems. The joint venture will absorb technology and expertise inrapid transportation systems. The joint venture will absorb technology and expertise in

chassis and aggregates from TATA Motors, and Marcopolo will provide know-how inchassis and aggregates from TATA Motors, and Marcopolo will provide know-how in

processes and systems for bodybuilding and bus body design.processes and systems for bodybuilding and bus body design.

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Tata’s Marcopolo Buses in the Delhi BRT

Tata Starbuses are result of joint venture of Tata Motors and Marcopolo of Brazil. Tata

low floor buses are also used as public transportation buses in Delhi, Mumbai, Pune,

Udaipur and Indore.

JAGUAR CARS AND LAND ROVER

Jaguar car

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Land Rover

After the acquisition of British (JLR) business, which also includes the Rover, Dailmer

and Lanchester brand names Tata Motors became a major player in the international

automobile market. On 27 March 2008, Tata Motors reached an agreement with Ford to

purchase their Jaguar and Land Rover operations for US$2 billion. The sale was

completed on 2 June 2008 Tata has gained the rights to the Daimler, Lanchester, and

Rover brand names.

In addition to the brands, Tata Motors has also gained access to 2 design centers

and 3 plants in UK. The key acquisition would be of the intellectual property rights

related to the technologies.Tata Motors is also expanding its international footprint,

established through exports since 1961. The company's commercial and passenger

vehicles are already being marketed in several countries in Europe, Africa, the Middle

East, South East Asia, South Asia and South America. It has franchisee/joint venture

assembly operations in Kenya, Bangladesh, Ukraine, Russia and Senegal.

The foundation of the company's growth over the last 50 years is a deep

understanding of economic stimuli and customer needs, and the ability to translate them

into customer-desired offerings through leading edge R&D. With over 2,000 engineers

and scientists, the company's Engineering Research Centre, established in 1966, has

enabled pioneering technologies and products. The company today has R&D centre in

Pune, Jamshedpur, Lucknow, in India, and in South Korea, Spain, and the UK.

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IMPORTANT DEVELOPMENTS

TATA SAFARI

TATA SAFARI DICOR

It was Tata Motors, which developed the first indigenously developed Light

Commercial Vehicle, India’s first Sports Utility Vehicle and, in 1998. Tata Safari Dicor

is the latest version of Tata Safari.

THE FIRST GENERATION TATA INDICA

Tata Indica, the India's first fully indigenous passenger car. Within two years of launch,

Tata Indica became India’s largest selling car in its segment.

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TATA ACE

Tata Ace was India's first mini truck

In 2005, Tata Motors created a new segment by launching the Tata Ace, India's first

indigenously developed mini-truck. Tata Ace, India's first indigenously developed sub-

one ton mini-truck was launched in May 2005. The mini-truck was a huge success in

India with auto-analysts claiming that Ace had changed the dynamics of the light

commercial vehicle (LCV) market in the country by creating a new market segment

termed the small commercial vehicle (SCV) segment. Ace rapidly emerged as the first

choice for transporters and single truck owners for city and rural transport

TATA NANO

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In January 2008, Tata Motors launched Tata Nano, the least expensive production car inIn January 2008, Tata Motors launched Tata Nano, the least expensive production car in

the world at about Rs. 1,00,000 (USD $2,500). The supermini car was unveiled duringthe world at about Rs. 1,00,000 (USD $2,500). The supermini car was unveiled during

the Auto Expo 2008 exhibition in Pragati Maidan, New Delhi. the Auto Expo 2008 exhibition in Pragati Maidan, New Delhi.

Tata Nano Europa has been developed for sale in developed economies and is to hit

Markets in 2010 while the normal Nano should hit markets in South Africa, Kenya and

countries in Asia and Africa by late 2009. A battery version is also planned. Nano has put

Tata on the world automobile map.

WORLD TRUCKS

In May 2009, Tata Motors introduced ushered in a new era in the Indian automobile

industry, in keeping with its pioneering tradition, by unveiling its new range of world

standard trucks. In their power, speed, carrying capacity, operating economy and trims,

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they will introduce new benchmarks in India and match the best in the world in

performance at a lower life-cycle cost.

The years to come will see the introduction of several other innovative

vehicles, all rooted in emerging customer needs. Besides product development, R&D is

also focusing on environment-friendly technologies in emissions and alternative fuels.

Through its subsidiaries, the company is engaged in engineering and automotive

solutions, construction equipment manufacturing, automotive vehicle components

manufacturing and supply chain activities, machine tools and factory automation

solutions, high-precision tooling and plastic and electronic components for automotive

and computer applications, and automotive retailing and service operations.

BUSINESS UNITS :

Tata Motors Ltd. works as two separate business units:-

a) Commercial Vehicle Business Unit - Tata Motors is a leader in this segment which

caters to the needs of commercial applications with vehicles such as trucks,

tippers, trailers, buses, defence vehicles etc. These vehicles have customers which

are transporters, businessmen, constructors, defence organizations etc and they are

people who are concerned about the performance of the vehicle more than how

the vehicle looks. These people are concerned about the payload, mileage, and

finance options available before going for the vehicle. Tata Motors boasts of

vehicles in the sub 1 tonne to 40 tonne GVW category. The commercial vehicle

unit also boasts of 375 dealerships, more than 1000 sales and service centres. Tata

Motors has come up with new initiatives in the recent past which include

Reconditioning service, AMC and 24 hour customer assistance centre.

b) Passenger Vehicle Business Unit - Tata Motors forayed into this segment a few years

back and since then have taken major strides in the segment. The company is

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coming up with new vehicles and is gaining the market share at a fast pace. So

and so that it has become a threat to the already established players within some

years of its arrival.

COMPETITORS OF TATA MOTORS

ASHOK LEYLAND

SWARAJ MAZDA LIMITED

MAHINDRA & MAHINDRA LTD.

VOLVO

HINDUSTAN MOTORS

FORCE MOTORS LIMITED

EICHER MOTORS LIMITED

TATA GROUP VALUES

True to the tradition of the Tata Group, Tata Motors is committed in letter and spirit to

Corporate Social Responsibility. It is a signatory to the United Nations Global Compact,

and is engaged in community and social initiatives on labor and environment standards

in compliance with the principles of the Global Compact. In accordance with this, it

plays an active role in community development, serving rural communities adjacent todevelopment, serving rural communities adjacent to

its manufacturing locations. With the foundation of its rich heritage,its manufacturing locations. With the foundation of its rich heritage, Tata Motors today

is etching a refulgent future

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STRUCTURE OF THE PROJECT

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STAR BUSES

TATA Motors has formed a 51:49TATA Motors has formed a 51:49 joint venture in bus body building with

Marcopolo of Brazil. Marcopolo of Brazil. This joint venture is to manufacture and assemble fully-built buses

and coaches targeted at developing mass rapid transportation systems. The joint ventureThe joint venture

will absorb technology and expertise in chassis and aggregates from TATA Motors, andwill absorb technology and expertise in chassis and aggregates from TATA Motors, and

Marcopolo will provide know-how in processes and systems for bodybuilding and busMarcopolo will provide know-how in processes and systems for bodybuilding and bus

body design.body design.

It is joint venture has since resulted in superlative offerings in buses

and BRTS (Bus Rapid Transit System) applications. The first Landmark in TMML’s BRTS

foray is the sale of 525 ultra-modern, air conditioned, low entry Starbus CNG buses to the

Delhi Transport Corporation, in 2007. (TMML), manufacture these buses at their plant

Dharwad and Karnataka. Starbuses are available in number of variants with seating

capacity ranging from 16-67 seats. Starbuses are designed on the concept of optimum

functionality and comfort. These ranges of buses also deliver maximum economy to the

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operators. Starbus ranges of buses are smart in look and big on space. The star buses are

ideal for all applications like

Transportation of company staff

As a school bus

As transport to tourist destinations

As a route bus.

THE STARBUSES ARE AVAILABLE IN THE FOLLOWING

RANGES

Standard

Deluxe

Low-floor

School bus

STANDARD STARBUS

The Starbus Standard is built to accommodate the needs of travelers who wish to

commute long distances quickly, comfortably and affordably. Moreover, the Starbus

Standard also provides maximum economy to the bus operators. Starbus Standard Buses

are available in 16, 18, 20, 32, 54, and 67- seater configurations.

AESTHETICS OF STANDARD STARBUS

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Passenger Friendly

The all new Starbus ranges comes with a new chassis and new body ,to gives best

in class rides and passengers comfort. The length and wheelbase of other buses

are significantly more room and more seating capacity. The longer chassis ensures

extra legroom for all passengers including those occupying last row seats.

Moreover, their low NVH levels contribute to smoother rides

Driver Friendly

Drivers friendly features are:-

Ergonomically designed dashboard

Seat belt for driver safety

Driver's partition

Power steering (32/40-seater)

Instrument cluster has a simple designed which makes the control

easy to use.

Stylish Look

The external body is round in shape, giving it style and class. The internal

styling, with superior fittings, gives space a new dimension.

TECHNICAL SPECIFICATIONS OF STANDARD STARBUS

Starbus std.-16

Starbus std.-18

Starbus std.-20

Starbus std.-32

Starbus std.-54

Starbus std.-67

Door Type

Single Door Manually Operated






Chassis Platform

SFC 407/31

SFC 407/31

SFC 407/31 SFC 407/31 SFC 407/31 SFC 407/31

Engine Power (Kw)

55.2 Kw @ 2800 RPM

55.2 Kw @ 2800 RPM

55.2 Kw @ 2800 RPM

55.2 Kw @ 2800 RPM

55.2 Kw @ 2800 RPM

55.2 Kw @ 2800 RPM

Engine Torque

225 Nm @ 1500 -

225 Nm @ 1500 -

225 Nm @ 1500 - 1800

225 Nm @ 1500 - 1800

225 Nm @ 1500 - 1800

225 Nm @ 1500 -

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(Nm) 1800 RPM 1800 RPM RPM RPM RPM 1800 RPMClutch Diameter (mm)

240 240 240 240 240 240

Gear Box Type

GBS 18 GBS 18 GBS 18 GBS 18 GBS 18 GBS 18

Rear Axle Ratio

35/9 35/9 35/9 35/9 35/9 35/9

Steering Mechanical Mechanical Mechanical Mechanical Mechanical MechanicalNo. Of Tyre

4 + 1 4 + 1 4 + 1 4 + 1 4 + 1 4 + 1

Tyre Size 7.5 X 16, 16 PR

7.5 X 16, 16 PR

7.5 X 16, 16 PR

7.5 X 16, 16 PR

7.5 X 16, 16 PR

7.5 X 16, 16 PR

Fuel Tank Capacity (litres)

60 60 60 60 60 60

Gross Vehicle Weight (kg)

5300 5300 5300 5300 5300 5300

Seat Pitch 800 (750 mm on codriver side)

800 (750 mm on codriver side)





Gangway 350 350 350 350 350 350Internal height

1880 1880 1880 1880 1880 1880

Overall height (in laden condition)

2615 2615 2615 2615 2615 2615

DELUXE STAR BUS

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The Starbus Deluxe is an intra-city bus that takes comfort, quality and aesthetics to a

higher level, without compromising on safety.

These buses are provided with ergonomically designed High Back seats

with foldable side armrests.

Other features like the use of PVC coated material for body parts and

anti-skid vinyl flooring, add to the overall build quality.

Tough Built to endure the rig ours of Indian roads,

The Starbus Deluxe also provides unparalleled operating economy to

bus operators.

Starbus Deluxe buses are available in 18, 20, 28 and 35-seater configurations.

TECHNICAL SPECIFICATIONS OF DELUXE STARBUSStarbus deluxe-18

Starbus deluxe-20

Starbus deluxe-28

Starbus deluxe-35

Door Type Single Door Manually Operated




Chassis Platform

SFC 407/31 SFC 407/31 SFC 407/31 SFC 407/31

Engine Power (Kw)

55.2 Kw @ 2800 RPM

55.2 Kw @ 2800 RPM

55.2 Kw @ 2800 RPM

55.2 Kw @ 2800 RPM

Engine Torque (Nm)

225 Nm @ 1500 - 1800 RPM

225 Nm @ 1500 – 1800 RPM

225 Nm @ 1500 – 1800 RPM

225 Nm @ 1500 – 1800 RPM

Clutch Diameter (mm)

240 240 240 240

Gear Box Type

GBS 18 GBS 18 GBS 18 GBS 18

Rear Axle Ratio

35/9 35/9 35/9 35/9

Steering Mechanical Mechanical Mechanical MechanicalNo. of Tyre Size

4 + 1 4 + 1 4 + 1 4 + 1

Tyre Size 7.5 X 16, 16 PR 7.5 X 16, 16 PR 7.5 X 16, 16 PR 7.5 X 16, 16 PRFuel Tank Capacity (liters)

60 60 60 60


5300 5300 5300 5300

TATA MOTORS

STARBUSES





Gangway 350 350 350 350Internal height

1880 1880 1880 1880

Overall height in laden condition

2615 2615 2615 2615

STARBUS LOW FLOOR

The Starbus Low Floor has been designed to transport commuters from point A to point

B in the utmost comfort. The ultra-modern, low floor design and broad doors allow

passengers to board and alight quickly and easily. Ultra Low Floor City Buses has a floor

height of only 380(almost pavement height). This feature makes boarding and alighting ). This feature makes boarding and alighting

convenient even for handicapped passengers. The shorter halts save time and fuel, giving convenient even for handicapped passengers. The shorter halts save time and fuel, giving

better run-times and improved economy to the bus operator too.better run-times and improved economy to the bus operator too.

TECHNICAL SPECIFICATIONS OF STARBUS LOWFLOOR AND ULTRA LOWFLOOR CNG

Door Type Single Door Manually Operated Single Door Manually OperatedChassis Platform SFC 407/31 SFC 407/31Engine Power (Kw) 55.2 Kw @ 2800 RPM 55.2 Kw @ 2800 RPMEngine Torque (Nm) 225 Nm @ 1500 – 1800 RPM 225 Nm @ 1500 - 1800 RPMClutch Diameter (mm) 240 240Gear Box Type GBS 18 GBS 18Rear Axle Ratio 35/9 35/9Steering Mechanical Mechanical

TATA MOTORS

STARBUSES

No. of Tyre Size 4 + 1 4 + 1Tyre Size 7.5 X 16, 16 PR 7.5 X 16, 16 PRFuel Tank Capacity (litres) 60 60Gross Vehicle Weight (kg) 5300 5300Seat Pitch 800 (750 mm on codriver side) 800 (750 mm on codriver side)Gangway 350 350Internal height 1880 1880Overall height (in laden condition)

2615 2615

SCHOOL STARBUS

Starbus School buses are designed to provide the utmost safety and comfort to these

young minds, on their daily journey of learning. The Starbus School incorporates more

than 19 essential features, from the many other prescribed by the Government. It has a

special 'child-safety' features like:-

These features include tooth-guards, guardrails, semi-sliding windows, a door

with an alarm, anti-skid floors and much more.

The bus is also provided with a tubular, swing-type guardrail, a giant one-piece

windscreen and 2-way adjustable, reclining seat with a seat belt, which provide

the driver with a high level of comfort and visibility.

Starbus School is available in a choice of 17-seater, 32-seater and 52-seater options.

TATA MOTORS

STARBUSES

TECHNICAL SPECIFICATIONS OF STARBUS SCHOOL

Door Type Single Door Manually Operated



Chassis Platform SFC 407/31 SFC 407/31 SFC 407/31

Engine Power (Kw) 55.2 Kw @ 2800 RPM 55.2 Kw @ 2800 RPM 55.2 Kw @ 2800 RPM

Engine Torque (Nm) 225 Nm @ 1500 - 1800 RPM

225 Nm @ 1500 - 1800 RPM

225 Nm @ 1500 - 1800 RPM

Clutch Diameter (mm) 240 240 240

Gear Box Type GBS 18 GBS 18 GBS 18

Rear Axle Ratio 35/9 35/9 35/9

Steering Mechanical Mechanical Mechanical

No. of Tyre Size 4 + 1 4 + 1 4 + 1

Tyre Size 7.5 X 16, 16 PR 7.5 X 16, 16 PR 7.5 X 16, 16 PR

Fuel Tank Capacity (litres)

60 60 60


5300 5300 5300




Gangway 350 350 350

Internal height 1880 1880 1880

Overall height (in laden condition)

2615 2615 2615

STAR BUSES FOR BRTS

TATA MOTORS

STARBUSES

The Government of India and several State Transport Undertakings are making

efforts to modernize mass transport in major cities of India. Bus Rapid Transport System. Bus Rapid Transport System

(BRTS) is a modern and viable means of mass transport. One of the most important

features expected of BRTS is passenger friendly buses that are clean, efficient and

contemporary in looks. The Tata Starbus range of low floor buses with rear engine is

ideally suited to BRTS. More and more cities prefer star bus as a means of mass

transport. Delhi transport corporation-one of the largest transport undertakings in the

world has shown confidence in star buses. Star buses are trendy and passenger friendly. It

has proved to be very popular with passengers, particularly in Indore City Transport

service ltd. (ICTSL). In fact, Starbus offers citizen a swift, clean and dignified way to

travel within the cities.

STAR BUS RANGE OF BRTS

The BRTS Range of Starbuses, with rear engines and two wide doors, is presently

available in three unique designs:

Low floor CNG Walk-in bus

Low floor Walk-in bus

Semi Low Floor diesel 2-step Entry bus (to be launched).Semi Low Floor diesel 2-step Entry bus (to be launched).

Star bus offers two unmatched features that make it ideal choice for urban city transport -

two wide doors and low floor for entry. The two doors are each 1.2m wide and the low

floor for entry and exit measures just 380mm in height. These two features enable faster

alighting and boarding of passengers.

STARBUSES FOR BRTS

TATA MOTORS

STARBUSES

LOW FLOOR CNG

LOW FLOOR AIR CONDITIONED CNG

CHARACTERISTICS OF STARBUSES FOR BRTS

TATA MOTORS

STARBUSES

SAFETY FEATURES

Grab handles with slip resistant covers.

Wide jackknife cross doors with a buzzer that must be closed before a bus can

move.

Cross belt for wheelchair passenger.

Windows with rubber beading and rounded corners, to ensure that passenger don’t

get hurt.

An emergency exit doors that open from top to bottom.

PASSENGER FRIENDLY FEATURES

Bright and spacious interiors.

Comfortable sitting with smooth edges and enough legroom.

Ample standing space.

Wide and spacious window pains that help circulate fresh air.

Manually operated ramp for easy entry of wheelchairs into the bus.

FLEET MANAGEMENT SYSTEM

GPRS/GPS System helps in communicating the exact location of a Star bus in a

real-time to bus stations. A central server controls all the information which it

receives through GPRS/GPS.

An LCD or LED display that provides passenger details of the bus route, next

route, next stop, time of arrival and other relevant information.

DRIVER’S FRIENDLY FEATURES

TATA MOTORS

STARBUSES

Smart card reader and door control with RF TAG-controlled by driver, it keeps an

account of the trip and amount spent, and discards the cards on the last journey.

Display at the bus stand with back servers- it provides information on bus arrival

and other details like rote availability etc. It is operating on solar and back with

AC.

Driver’s kit with bus controller and display system on the bus. This is a plug in nit

with cash register loaded with single trip smart card, etc. with flash memory. The

driver can issue tickets for short trip requests or one –time se by the passenger.

Skill up gradation for star bus drivers. A residential skill up gradation training is

provided to drivers at the Tata Motors state of art training centre at Jamshedpur or

Pune.

ADVANTAGES OF STARBUSES

Starbuses of low floor and semi low floor buses have floor height of 380-400mm

and 800-850mm respectively. Boarding and deboarding is easy and safe in these

buses.

It is good for physically challenged and older people.

Passenger friendly features provide smooth and comfortable journey.

Bifold doors provide wide area for boarding and deboarding.

Installation of GPRS/GPS system helps in communicating the exact location of a

Starbus in real time, to bus stations. A central server controls all information

which it receives through GPRS/GPS.

DISADVANTAGES OF STARBUSES

In ultra low floor buses, there is no space under the floor to accommodate the

engine, fuel tanks and electrical equipments. These will have to be adjusted

behind the bus or else it will take space of 4-8 seats inside the bus.

TATA MOTORS

STARBUSES

Placement of fuel tank or CNG cylinders on the top of the cause refueling

problem. It increases cost structures and require higher specifications for body.

Maintenance and operating cost is higher than the high floor bus.

In low floor buses the driveways should be smooth, without interruptions because

it may harm bus floor.

TATA MOTORS

STARBUSES

COMPETITORS OF TATA MOTORS

TATA MOTORS

STARBUSES

MAJOR COMPANIES OF INDIAN BUS INDUSTRY

India bus industry boasts of the major players in this sector, who are involved in the

production of huge quantities of buses. The names of the prominent players require the

mention of:

Ashok Leyland

Volvo

Hindustan Motors

Swaraj Enterprise

Mahindra & Mahindra

Eicher

Tata Motors

Force Motors

VARIOUS MODELS OF BUSES

EICHER

Eicher is producing varieties of buses under the name Skyline Buses - it produces school

buses as well as Cruisers. It has also begun manufacturing CNG buses following the new

pollution control rules and is giving tough competition to its market rivals.

HINDUSTAN MOTORS

Hindustan Motors Ltd. produces RTV buses comprising school buses, custom-made

buses, and passenger buses.

MAHINDRA & MAHINDRA LTD .

Mahindra & Mahindra ltd. has earned substantial popularity in the India bus industry

apart from the heavy duty jeeps and luxury cars produced by it. Mahindra & Mahindra

Ltd. is the sole manufacturer of

TATA MOTORS

STARBUSES

Tourister 15

Mahindra FJ Minibus

Mahindra FJ 470.

ASHOK LEYLAND

Ashok Leyland is the most prominent players in the manufacture of public utility as well

as special purpose buses. It fulfills a large chunk of the demand for buses in India bus

industry and the list of its range of buses includes:

Vestibule Bus

Cheetah BS-III

Panther BS-II

Viking BS-II

Stag-BS II

Lynx BS-II

Viking CNG BS-III

Ashok Leyland is also engaged in the production of some special purpose buses as the

Airport Tarmac Coaches, Double deckers with immense capacity for the accommodation

of passengers. The other categories include 12 M Bus-II, only 12-M Bus and Viking SLF

BS-III and so on.

TATA MOTORS also ranks high among the major players in the India bus industry,

engaged in the production of buses of the category of Starbus as well as Globus buses.

The Starbus range includes

Starbus Standard,

Starbus School,

Starbus Deluxe

Starbus Low Floor

SFC 407 Turbo Mini-Bus

TATA MOTORS

STARBUSES

LPO 1616 TC Luxury Bharat Stage-II Bus, LPO 1510 Bharat stage II

Bus

Globus range variety includes Globus 13, 20 and so on.

TATA AUTHORISED SERVICE STATIONS (TASS)

TASSes or the Tata authorized service stations were established in Delhi by TSS last

year in the month of June so as to promote the sales of the newly launched model ACE

CNG in this region. It was seen that since the demand for this model was exceptionally

high in comparison to the other models therefore it did require greater promotion so as

to maximize upon its potential. At the same time since TSS is located in the NCR region

therefore to make the model more accessible for the customers the TASSes were

formed.

These TASSes act as sub dealers, who are given certain targets every month

which they are required to meet. According to the amount of sale made by these TASSes

certain margin money is given to them per vehicle. This margin money may differ

according to the changing prices etc. the TASSes work independently to the extent of

hiring their own manpower, managing basic expenses like electricity charges, water

charges, incentives given to their FSE’s etc.

TATA MOTORS

STARBUSES

TATA MOTORS NETWORK OF STARBUES IN DELHI

AND NCR

There are primarily 5 TASSes established in Delhi. These are :-

1. D V MOTORS

2. KAPOOR DIESEL

3. GLOBAL MOTORS

4. TIKRI SERVICE STATION

5. SANTOSH MOTORS

TATA MOTORS

NDM KAPOOR

SANTOSH

SHIVA

TIKKRI

DV MOTORS

EXPRESS

GLOBAL

K C GUPTA

JOHAR

NIHAL

AO

RO

HIGHWAY AUTO

S.P GZB.

SHIVANI,NOIDA

UNITED,SBD.

PLS,NOIDA

TASSES IN DELHI AND NCR

TSS

Automobile Sterling

Tass -18 Dealer -02

SHYAMA SHYAM

STARBUSES

TATA MOTORS NETWORK OF STARBUSES IN INDIA

TATA MOTORS

STARBUSES

MARKET POTENTIAL ASSESSMENT

Star buses are result of joint venture between Marcopolo and Tata motors. Tata MotorsStar buses are result of joint venture between Marcopolo and Tata motors. Tata Motors

has a 51:49 joint venture with the Brazilian bus manufacturer, Marcopolo.has a 51:49 joint venture with the Brazilian bus manufacturer, Marcopolo.These buses are

widely used as intra-city and inter-city bus .The Starbuses can be used as

School bus

Staff bus

Tourist bus

City

The major sales come from State Transport Corporations. Hundred buses are already part

of the DTC fleet in Delhi and this number could go up. Tata motors have bagged 50% of

the orders from JNNURM. The good percentage of this would be low floor and semi low

floor buses. Some states which have the orders are Karnataka, Maharashtra, Chandigarh

and Uttar Pradesh. Tata Motors has bagged an order for 1625 low floor buses from

D.T.C. Talks are also underway with state governments of Madhya Pradesh, Rajasthan

and Punjab to include these buses in intra-city travel.

CONVENTIONALCUSTOMER

TATA MOTORS

STARBUSES

SWOT ANALYSIS

TATA MOTORS

STARBUSES

STRENGTHS

The internationalization strategy of the company. The global acquisitions and

joint ventures are expanding Tata Motors global market. In 2005, Tata Motors

acquired a 21% stake in Hispano Carrocera, a reputed Spanish bus and coach

manufacturer, giving it controlling rights of the company. Hispano’s presence is

being expanded in other markets. Joint venture of Tata Motors with Marcopolo of

Brazil.

Tata Motors has expanded its production and assembly operations to several other

countries including South Korea, Thailand, South Africa and Argentina and is

planning to set up plants in Turkey, Indonesia and Eastern Europe.

Large consumer base in the Indian Subcontinent namely Bangladesh, Bhutan, Sri

Lanka and Nepal. And a growing consumer base in Italy, Spain and South Africa.

Good service network across the country. Tata motor has a vast network of

service centres known as Tata Authorized Service Stations (TASSes). Tata

authorized service stations, more than 500, present across the company.

Easy availability of spare parts.

Large presence of domestic brands in India.

Broad based presence of Tata Motors in all the segments of commercial vehicle,

especially in H/MCV segments.

WEAKNESS

Tata has not been able to capitalize on its global presence. Tata itself relies on its

revenues in India and relies of its subsidiaries revenues in the international market.

Tata sells almost 90% of the cars under its brand name in India; on the other hand its

subsidiaries sell about 90% of their automobiles in the international market.

TATA MOTORS

STARBUSES

OPPORTUNITIES

Tata Motors have some distinct advantages in comparison to other multi-national

competitors. There is definite cost advantage as labor cost is 8-9 percent of sales

as against 30-35 percent of sales in developed economies.

There is huge demand in domestic markets due to infrastructure developments

and Tata Motors is able to leverage its knowledge of the Indian market.

Tata motors joint ventures with Marcopolo and Hispano Carrocera.

THREATS

Many foreign companies are entering in domestic markets which are giving

tough competition to Tata Motors. For example Volvo. Chinese company

KING LONG is also planning to enter in Indian market.

Earlier, a policy required majority-owned subsidiaries of foreign car firms to

invest at least US$50 million in equity if they wished to set up manufacturing

projects in India and mere car assembling operations were not welcomed. An

Indian cabinet panel has since announced a new automobile policy that sets

fresh investment guidelines for foreign firms wishing to manufacture vehicles

in the country. Investments in making auto parts by a foreign vehicle maker

will also be considered a part of the minimum foreign investment made by it

in an auto-making subsidiary in India. The move is aimed at helping India

emerge as a hub for global manufacturing and sourcing for auto parts. The

policies adopted by Government will increase competition in domestic

market, motivate many foreign commercial vehicle manufactures to set up

shops in India, whom will make India as a production hub and export to

nearest market.

High rate of interest of banks.

TATA MOTORS

STARBUSES

High commodity price

CHAPTER-2

RESEARCH METHODOLOGY

TATA MOTORS

STARBUSES


OBJECTIVE OF STUDY

Study of Starbuses. The study includes the models under Starbuses, their aesthetic and technical features.

Competitive analysis – It includes the technical comparison of Starbuses with competitors and competitive sales report and market position of Tata Motors in commercial vehicle segment.

Collection of customer feedback, and proposing improvements and suggestions based on the study.

SIGNIFICANCE

This project is great means of learning .It gives a valuable knowledge of commercial

vehicle industry, competition, market scenario, companies of commercial vehicle

industry. The study provides the knowledge of fundamental concepts related to this

industry.


The study is based on the observations and data. These observations and study is done by

using primary data and secondary data.

PRIMARY DATA: The primary data is collected by contacting the customers. I received

the data through personal interviews and through questionnaire.

SAMPLE SIZE : The sample size is 20

SECONDARY DATA: The secondary data is the information that I collected from the

Tata Motors. The various sources are:

TATA MOTORS

STARBUSES

Collection of sales data from and collection of technical specification of buses

from marketing department

THE SCOPE OF STUDY

The prime focus of the project is to “study the Starbuses, competitive analysis and

collect the customer feedback to suggest the improvements to the company.

Product – Tata Starbus

All the analysis and study has targeted Starbus and H/MCV segment.

The information provided by sales officer and marketing people is considered

valid subject to non availability of verification from other sources.

LIMITATIONS OF STUDY

The details of technical specification of competitors are not complete.

The sales report includes only north India.

The survey results were taken from a sample of population therefore will be

susceptible to sampling errors. We have assumed that the survey results depict the

true market situation.

The customers were reluctant to give their time to trainees.

TATA MOTORS

STARBUSES

CHAPTER-3

DATA ANALYSIS AND INTERPRETATION

TATA MOTORS

STARBUSES

COMPETITIVE SALES REPORT

NORTH

MCV BUS PVT.STATE April May Jun Jul Aug. Sep. Oct. Nov. Dec. Jan. Feb. Mar. TOTAL

TATA 195 234 372 262 348 294 128 59 232 266 316 407 3113AL 84 56 89 91 88 90 50 31 31 17 2 75 704EICHER 1 1 1 1 2 6SWARAJ M&M BAJAJ

TIV 280 290 461 354 437 384 178 90 264 283 318 484 3823COM 85 56 89 92 89 90 50 31 32 17 2 77 710MSTATA 70% 81% 81% 74% 80% 77% 72% 66% 88% 94% 99% 84% 81%MS COM 30% 19% 19% 26% 20% 23% 28% 34% 12% 6% 1% 16% 19%

MCV BUS STV.STATE April May Jun Jul Aug. Sep. Oct. Nov. Dec. Jan. Feb. Mar. TOTAL

TATA 137 208 138 147 163 206 183 140 85 112 29 94 1642AL 173 272 85 277 279 323 139 199 93 110 58 181 2189EICHER SWARAJ M&M BAJAJ

TIV 310 480 223 424 442 529 322 339 178 222 87 275 3831COM 173 272 85 277 279 323 139 199 93 110 58 181 2189MS TATA 44% 43% 62% 35% 37% 39% 57% 41% 48% 50% 33% 34% 43%MS COM 56% 57% 38% 65% 63% 61% 43% 59% 52% 50% 67% 66% 57%

TATA MOTORS

STARBUSES

NORTH MCV PVT. NORTH

195 234

372262

348294

12859

232 266316

407

280 290

461354

437

17890

264 283

484

384 31870%

81% 81% 74% 80% 72% 66%

94%84%88%

77%99%

0100200300400500600

April May Jun Jul Aug. Sep. Oct. Nov. Dec. Jan. Feb. Mar.

08-09

IND

/ TAT

A

0%20%40%60%80%100%120%

IND

/ M S

TATA TIV MS TATA

NORTH MCV STU. NORTH

195 234

372262

348294

12859

232 266316

407

280 290

461354

437

17890

264 283

484

384 318

70% 81% 81% 74% 80% 72% 66%94% 84%88%77%

99%

0

200

400

600

April May Jun Jul Aug. Sep. Oct. Nov. Dec. Jan. Feb. Mar.

08-09

IND

/ TA

TA

0%

50%

100%

150%

IND

/ M

S

TATA TIV MS TATA

TATA MOTORS

STARBUSES

MCV (Pvt) CONTRIBUTION

MCV (Pvt) ContributionState H1(08-09)

Punjab 742Delhi 890UP & UA 517Rajasthan 593JK 146Haryana 133HP 92

Avg. sale 230.4

MCV (Pvt) Contribution

Punjab24%

Delhi 28%

UP & UA17%

Rajasthan19%

JK5%

Haryana4% HP

3%

SALES REPORT OF LP909/49

TATA MOTORS

STARBUSES

08-09

LP909/49

0

10

20

30

40

50

Nos

Nos 6 10 22 23 25 30 40 45

Aug Sept oct Nov Dec Jan Feb March

MARKET SHARE

TATA MOTORS

LP909/49 Aug Sept Oct Nov Dec Jan Feb March

S.No. 6 10 22 23 25 30 40 45

STARBUSES

Domestic and Global Market Share and Position

MARKET/PRODUCT POSITION Market Share %

NEARESTCOMPETITOR Market Share %

OVERALL FIRST 63.7 M&M 13.4

HCV FIRST 61.7 ASHOK LEYLAND 21.5

LCV FIRST 65.3 M&M 24.3

MINI TRUCKS FIRST 90.9 PIAGGIO 78

HCV(STV) SECOND 44.1 ASHOK 45.8

LCV TRUCK FIRST 64.3 M&M 13.5

LCV BUS FIRST 56.8 M&M 17.5

GLOBAL POSITION

M&HCV TRUCK 4 TH -- SCANIA --

LCV TRUCK 16TH -- GM --

BUS(8T&>) 2ND -- HYUNDAI --

DATA ANALYSIS AND INTERPRETATION

TATA MOTORS

STARBUSES

As the sales report show Tata Motors is ahead of its competitors in north India. The saleAs the sales report show Tata Motors is ahead of its competitors in north India. The sale

of MCV in private segment is dominated by Tata Motors.of MCV in private segment is dominated by Tata Motors. A maximum sale of Tata

Motors was in the month of March and minimum was in the November. Ashok LeylandAshok Leyland

is the major competitor in MCV segment. is the major competitor in MCV segment. The total sales of Tata Motors (private sector)

at the end of March were 3113 whereas the total sales (private sector) of Ashok Leyland

were 704. Tata Motors is dominant in the private sector with market share of 81% while

total market share of competitors were 19%. But in STV sector Ashok Leyland was

ahead of Tata motors. The total sales of Ashok Leyland at the end of March were

2186. The total sales of Tata Motors at the end of March were 1642. This showed

clear dominance of Ashok Leyland in STV sector. Rajasthan, Delhi contributes the

majority of sales to Tata Motors. Himachal Pradesh is the state where its sale was

very low. Tata Motors lead the sales chart followed by Ashok Leyland.

LP909/49 is the 40 seater Starbus. It is a BS-II complaint. Sales figure of

LP909/49 in the month of August was six. But its sales figure reached to 25 in few

months. LP909/49 showed the regular increase of sale in every month. At the month of

March sales reached to 45 buses. The sales of LP909/49 indicated positive attitude of

customers.

The Tata Motors is the leading company in commercial vehicle sector. The

overall market share of Tata motors is 63.7% followed by M&M OF 13.4%.Tata motors

retained its domestic leadership in commercial vehicle segment due to wide product

offerings. The Ashok Leyland is the close competitor of Tata motors in H/MCV segment.

Tata Motors has offered ‘STARBUSES’ and ‘GLOBUS’ to meet the customer

requirement. Tata Starbuses are widely used as city transport in India. But in HCV

(STV), Ashok Leyland gives tough competition to Tata Motors with 45.8% market share,

while Tata Motors have 44.1% market share. On the whole, Tata Motors leads in the all

segments of commercial vehicle. Tata Motors have a broad based presence across the

country in all segments of CV, LCV, HCV; LCV bus etc. The global position of Tata

Motors is 4th in M/HCV segment. The joint ventures and global acquisitions would make

a good impact on the Tata Motors global position.

TATA MOTORS

STARBUSES

TATA MOTORS

STARBUSES

CHAPTER-4

FINDINGS AND CONCLUSIONS

FINDINGS OF THE STUDY

TATA MOTORS

STARBUSES

CUSTOMER’S NEED ANALYSIS

EGG DIAGRAM OF CUSTOMER NEED

The findings of the study are based upon the study done on the commercial vehicle

sector. The findings are also done by collecting customer feedback from the customers.

The customer need can be categorized as primary needs, secondary needs and peripheral

needs.

PRIMARY NEED: The primary needs consist of following characteristics:

Maintenance cost

After sales service

TATA MOTORS

STARBUSES

Reliability

Initial price

Seating capacity

SECONDARY NEEDS: The secondary needs consists of following characteristics:

Seating capacity

Mileage

Comfort of driver

brand

PERIPHERAL NEEDS: The outer cover of the egg shows the peripheral need of the

customer. It includes the following attributes:

Esteem value

Environment friendly

Comfort of driver

CONCLUSIONS

The project is a great means of learning .It gives the deep insight in automobile industry.

There are various strategies which one can make the best of business opportunities.

Cost leadership strategy: the primary method for such a take is the primary

method of ordering i.e. the tendering process.

Differentiation strategy: the differentiation strategy is opted to differentiate the

products from competitor’s product.

Focus strategy: Best efforts are made to arrive at the product best in class.

Internationalization strategy: The joint ventures and acquisition facilitates the

exchange of technology expands the Tata Motors business in other countries.

TATA MOTORS

STARBUSES

The up gradation of technology and innovation of new products according to the

changing needs of the market keeps the Tata Motors ahead of its competitors.

Starbuses are the latest product of Tata Motors. These buses are the modern

means of transport in the city. Starbus well suits the changing needs of customers.

TATA MOTORS

STARBUSES

CHAPTER- 5

RECOMMENDATIONS

TATA MOTORS

STARBUSES

RECOMMENDATIONS

TIMELY DELIVERY: The delivery of the ordered vehicle should be made in

time as per commitments made by the company. Timely delivery will help in

gaining the confidence of the customers to perform on time. It will make it easier

to get order next time.

AFTER SALES SERVICE: The services rendered after selling the vehicle

should be quick and up to the mark. This will boost the trust of the customers in

the organization and will surely help in getting further orders from them.

PERFORMANCE: The vehicle should perform optimally so that customer does

not face any problem while using these vehicles.

QUALITY : The quality should be up to the standards promised. A good quality

ensures the customer loyalty.

EASY AVAILABILITY OF SPARE PARTS : Spare parts should be available

easily so that customer do not face any problem during wear and tear of the

vehicle.

TATA MOTORS

STARBUSES

ANNEXURE

TATA MOTORS

STARBUSES

QUESTIONNAIRE- BUSES

TATA MOTORS

(1)How many Tata buses do you have in your fleet?

(2)Which products of Tata Motors do you have?

(3)When you bought the product?

(4)The products you use are of:-

(a)Eicher (b) Swaraj Mazda (c) Ashok Leyland (d) M&M (e) Others

(6) Why did you prefer Tata buses as compared to others? --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

(7)How do you rank our product on the basis of following features:-

Features Satisfactory Good Very good Excellent BadEngineMileageAfter sale serviceAvailability of spares partsWarrantyMaintenance of the VehicleOver all experienceComfort features

TATA MOTORS

STARBUSES

(8) The most common problem faced by you with the products?

(9) Would you prefer Tata products in future and why?

------ Yes -------- No

(10)What kind of changes are you looking in our product? Suggest:-

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(11) These are some parameters that people considered before buying a commercial vehicle .Rank the following parameters from 1-10, 1 being the most important and 10 being the least important.

Parameters RankInitial PriceReliabilitySeating CapacityMaintenance CostAvailability of spare partsPower/speedBrand of manufacturerAfter sale serviceMileageComfort of the DriverEnvironment friendlyEsteem value

(12) Are you satisfied with the service quality of Tata products?

TATA MOTORS

STARBUSES

___ Yes __No

If not, please specify where improvement is needed?

__________________________________________________________________________________________________________________________________________________________.

PERSONAL DETAILS OF CUSTOMER’S

(1) NAME ---------------------------

(2) ADDRESS ----------------------------------------------------------------- ------------------------------------------------------------------ ------------------------------------------------------------------

(3) TELEPHONE NO. ---------------------------------

(4) AGE -----------

(5) SEX -------- M ---------F

Thanks for your cooperation.

TATA MOTORS

STARBUSES

REFERENCES

TATA MOTORS

STARBUSES

REFERENCES

SITES

www.Tata Motors .comwww.Motor india.comwikipedia

BOOKS

Philip Kotler- Marketing Management

TATA MOTORS

SUMMER_TRAINING_PROJECT_REPOR1 (TATA MOTORS)

Documents

Transcript of SUMMER_TRAINING_PROJECT_REPOR1 (TATA MOTORS)