A

Summer Training Report

On

TATA MOTORS(JAMSHEDPUR)
Submitted to

PUNJAB TECHNICAL UNIVERSITY

JALANDHAR

In partial fulfillment of the requirement for the

Award of degree of
Masters of Business Administration (MBA)
Submitted by

Project Guide

Navneet Kaur

Asst.Ramandeep singh

1273052

Management Dept

Session (2012-2014)
CT INSTITUTE OF MANAGEMENT AND INFORMATION
TECHNOLOGY MAQSUDAN CAMPUS, JALANDHAR
s

CORPORATE GUIDE CERTIFICATE

This is to certify that the work entitled Micro Market segment analysis on Jharkhand
states Heavy commercial vehicles, in order to optimize sales circulation of TML
produced vehicles and reduce loss of sales and upscale the value proposition is the piece
of project done by the interns of Tata motors under the guidance and supervision of Mr.
Arunendu Purkait, Territory Sales Manager CVBU M & HCV TATA Motors Limited
for partial fulfillment M.B.A curriculum of the college

To the best of our knowledge and belief the term project report:
1. Embodies the work of candidate them self.
2. Has been duly completed.
3. Is up to the standard both in respect to the content and language for being referred to the
examiner.

TABLE OF CONTENTS

SL NO

CONTENTS

PAGE NO

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EXECUTIVE SUMMARY
HISTORY OF TATA GROUP
AT HOME IN THE WORLD
PRIORITY MARKETS
INDUSTRIAL PROFILE
KEY STATISTICS
COMPANY PROFILE
TATA MOTORS LTD. GLOBAL OPERATIONS
PRESENT AND FUTURE CHALLENGES
MISSION &VISION
BUSINESS LINE OF TATA MOTORS
CUSTOMER ACQUISITION SALES PROCESS
FINANCING A VEHICLE
INDIAN COMMERCIAL VEHICLE INDUSTRY
HEAVY COMMERCIAL VEHICLE
RESEARCH METHODOLOGY
SCOPE OF STUDY
OUTLINES OF PROJECT STUDY
OBJECTIVE OF THE STUDY
LIMITATIONS OF THE STUDY
DATA INTERPRETATION
APPLICATION WISE ANALYSIS
APPLICATION WISE REQUIRMENT
BREAKDOWN OF APPLICATION OF TRUCKS
BREAK UP OF AVERAGE DISTANCE TRAVELLED
VEHICLE SERVICING SCENARIO
OUR VALUED CUSTOMERS
FINANCING OF VEHICLES
AN OVERVIEW OF FEW FINANCING SOURCES
BREAK UP OF FINANCING INSTITUTION
OUR COMPETITORS
MAPPING COMPETITORS DEALERS

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MARKET COVERAGE

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RECOMMENDATION BY CUSTOMERS
OTHER ALTERNATIVES
RATINGS BY CUSTOMER
ANALYSIS THROUGH SPSS
INTERPRETATION
INFERENCE
FACTS AND FINDINGS
CUSTOMERS RATING THE ISSUES
MANTRA BEHIND SUCCESS
POINTS TO BE TAKEN CARE OF
COMPLAINT BOX

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REASONS TO CHOOSE TATA TRUCCKS

TRUCKS AND TIRES
MARKET SHARE OF TATA MOTORS
SCENARIO AT PETROL PUMPS
AUTHORISED SERVICE STATION AND PRIVATE
GARAGES
CONCLUSION
ANNEXURE
SAMPLE QUESTIONAIRRE FOR CUSTOMER
SAMPLE QUESTIONAIRRE FOR DEALERS
SAMPLE QUESTIONAIRRE FOR PETROL PUMP
OWNERS
BUSINESS REVIEW TEMPLATE
BIBLIOGRAPHY

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EXECUTIVE SUMMARY

TATA MOTORS is Indias foremost heavy commercial vehicle manufacturer with a

countrywide network of factories and marketing offices. TATA MOTORs brand name
is synonymous with commercial vehicle and enjoys a high level of equity in the
Indian market. It is the only vehicle company that figures in the list of Consumer
Super Brands of India.

Tata Motors Limited has pioneered the production of commercial and passenger
vehicle in India since 1954 and 1991 respectively and today it is Indias largest
passenger and commercial vehicle manufacturing company. Tata Motors has a
domestic market share of Scv 65%. Its product development capabilities, scales and
low import content gives it cost advantages and its wide distribution network gives it
a competitive advantage.
For the research, I applied convenient sampling; the areas included were all the
industrial and mining regions throughout the state of Jharkhand. I dealt with the HCV
and did a study on the comparative specifications and through the survey analyzed
the area wise application of various HCVs. Apart from this consumer feedback was
also taken to help the company know its customers wants. Both primary and
secondary data were collected and research and survey method was used for
collection of the data. By this research, we came to know that companys brand
name and wide spread servicing facilities play a vital role in the promotion of TATA
HCV by spreading word of mouth publicity.
Various conclusion and findings were drawn from the help of the survey that was
done like TATA was the major player in Jharkhand, the tankers used by various
petrol companies mostly belonged to TATA, large network of service centers was the
main mantra behind the success of TATAT Motors in Jharkhand, TATA always
enjoyed the benefit of first mover in this industry in this region. Customers were very
particular about the tires that were used in trucks and apart from this TATA trucks
have a better resale value that also provides a competitive edge. Though it enjoys all
these benefits even then there are a group of customers that have a bunch of
complaints that needs to be taken care of as soon as possible by the company in
order to prevent spreading a negative word of mouth.
It was a great opportunity to do this project for the TATA MOTORS sales department,
Jamshedpur, the basic objective of the project was to do the over all analysis of
different HCV in order to know the advantages that TATAS vehicles have over their
competitors in terms of the specifications of the vehicles, to optimize the sales
circulation and gather feedback so as to increase the trust of customers and to
achieve enhanced the customer satisfaction. This would ultimately help the company
to reduce the loss of sales and also to upscale the value proposition.

HISTORY OF TATA GROP

THE FOUNDER-J.N. TATA (1839-1904)

SIR DORABJI TATA (1839-1933)

J.R.D. TATA (1904-1993)

RATAN TATA (1991-2012)

Cyrus Pallonji Mistry

(December 2012 onwards)

Founded by Jamsedji Tata in 1868, the Tata Groups early years were inspired by the
spirit of nationalism. The Group pioneered several industries of national importance
in India: steel, power, hospitality and airlines. In more recent times, the Tata Groups
pioneering spirit has been showcased by companies like Tata Consultancy Services,
Indias first software company, which pioneered the international delivery model, and
Tata Motors, which made Indias first indigenously developed car, the Indica, in 1998
and recently unveiled the worlds lowest-cost car, the Tata Nano, for commercial
launch by end of 2008. In terms of market capitalization and revenues, Tata Group is
the largest private corporate group in India and has been recognized as one of the
most respected 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 85 countries across six continents and its companies export
products and services to 80 nations. In the past few years, the TATA group has led
the growing appetite among Indian companies to acquire businesses overseas in
Europe, the United States, Australia and Africa - some even several times larger - in
a bid to consolidate operations and emerge as the new age multinationals.
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 group is spreading its footprint globally through excellence and innovation. Each
operating Company in the group develops its international business as an integral
element in an 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, but different 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 and China) and
acquisitions.

Priority markets
While individual Tata companies have differing geographical imperatives, the Tata
group is focusing on a clutch of priority countries, which are expected to be of
strategic importance in the years ahead. The regions are North America, UK, China,
the Netherlands, Germany, South Africa, and members of the Gulf Cooperation
Council, Brazil, Vietnam, Thailand and Sri Lanka.
Ratan Tata, Chairman, Tata Sons, sums up the Tata groups efforts to internationalize
its operations thus: I hope that a hundred years from now we will spread our wings
far beyond India, that we become a global group, operating in many countries, an

Indian business conglomerate that is at home in the world, carrying the same sense
of trust that we do today.
The Tata name has been respected in India for 140 years for its adherence to strong
values and business ethics. The Groups 27 publicly listed enterprises have a
combined market capitalization of some $60 billion, among the highest among Indian
business houses, and a shareholder base of 3.2 million.
In tandem with the increasing international footprint of its companies, the Group is
also gaining international recognition. Brand Finance, a UK-based consultancy firm,
recently valued the Tata brand at $11.4 billion and ranked it 57th amongst the Top
100 brands in the world.
Businessweekranked the Group sixth amongst the Worlds Most Innovative
Companies. And the Reputation Institute, USA, recently rated it as the Worlds Sixth
Most Reputed Firm.
The Tata Group has always believed in returning wealth to the society it serves. Two
thirds of the equity of Tata Sons, the Tata Groups promoter company, is held by
philanthropic trusts, which have created national institutions in science and
technology, medical research, social studies and the performing arts. The trusts also
provide aid and assistance to NGOs in the areas of education, healthcare and
livelihoods. Tata companies also extend social welfare activities to communities
around their industrial units.

INDUSTRIAL PROFILE
The Indian automotive industry has emerged as a 'sunrise sector' in the Indian
economy. India is emerging as one of the world's fastest growing passenger car
markets and second largest two wheeler manufacturer. It is also home for the largest
motor cycle manufacturer and fifth largest commercial vehicle manufacturer.India is
emerging as an export hub for sports utility vehicles (SUVs). The global automobile
majors are looking to leverage India's cost-competitive manufacturing practices and

are assessing opportunities to export SUVs to Europe, South Africa and Southeast
Asia. India can emerge as a supply hub to feed the world demand for SUVs.
India also has the largest base to export compact cars to Europe. Moreover, hybrid
and electronic vehicles are new developments on the automobile canvas and India is
one of the key markets for them. Global and Indian manufacturers are focusing their
efforts to develop innovative products, technologies and supply chains.
The automotive plants of global automakers in India rank among the top across the
world in terms of their productivity and quality. Top auto multinational companies
(MNCs) like Hyundai, Toyota, Tata motors and Suzuki rank their Indian production
facilities right on top of their global pecking order.

Key Statistics
The amount of cumulative foreign direct investment (FDI) inflow into the automobile
industry during April 2000 to January 2013 was worth US$ 7,653 million, amounting
to 4 per cent of the total FDI inflows (in terms of US$), as per data published by
Department of Industrial Policy and Promotion (DIPP), Ministry of Commerce.
The Indian small and light commercial vehicle segment is expected to more than
double by 2015-16 and grow at 18.5 per cent compound annual growth rate (CAGR)
for the next five years, according to a report titled, 'Strategic Assessment of Small
and Light Commercial Vehicles Market in India' by Frost & Sullisvan.

The light commercial vehicles (LCV) market - both passenger and goods carrier is
estimated to register a sales growth of around 20 per cent during FY 2012-FY 2015,
as per a RNCOS report titled, "India LCV Market Outlook".
India is the world's second-largest heavy commercial vehicle market. The RNCOS
report, "India MCV and HCV Market Outlook", observed that infrastructure boom and
emergence of hub and spoke model, among other factors have given a new
dimension to the medium and heavy goods carrier commercial vehicles' sector in
India. It is anticipated that the sales of medium and heavy commercial (M&HC)

goods carriers will increase at a CAGR of more than 10.5 per cent during 2011-12 to
2014-15.

Tata

motors

is

committed

towards

maximizing

customer

satisfaction and strive to achieve the goal of excellence by

continual improvement by ongoing design and development of sale
of reliable, safe, cost effective, quality product and service of
international

standard

by

using

environment

sustainable

technologies for improving levels of efficiency and productivity

within its plants and ancillaries

Mr. Ratan N Tata, (Emeritus,Chairman)

COMPANY PROFILE

Indias 1st

Largest
Automobiles
co ,exporter and
R&D
Indias 2nd
Target Private
sector co.
Globally 5th
Largest Bus &
truck
manufacture

Tata Motors is a part of the Tata Group manages its share-holding through Tata
Sons. The company expanded its operations to commercial vehicle sector in 1954
after forming a joint venture with Daimler-Benz AG of Germany. Despite the success
of its commercial vehicles, Tata realized his company had to diversify and he began
to look at other products. Based on consumer demand, he decided that building a
small car would be the most practical new venture. So in 1998 it launched Tata
Indica, India's first fully indigenous passenger car. Designed to be inexpensive and
simple to build and maintain, the Indica became a hit in the Indian market. It was
also exported to Europe, especially the UK. Tata acquired Spanish bus and coach
manufacturer Hispano Carrocera in 2009. In 2006 it formed a joint venture with
Marco poloS.A.of Brazil and introduced low-floor buses in the Indian Market under
the name Tata Marco polobus. Recently, it has acquired British Jaguar Land Rover
(JLR), which includes the Daimler and Lanchester brand names.
Tata Motors Limited is India's largest automobile company, with consolidated
revenues of INR 1, 88,818crores (USD 34.7 billion) in 2012-13. It is the leader in
commercial vehicles in each segment, and among the top in passenger vehicles with
winning products in the compact, midsize car and utility vehicle segments. It is also
the world's fourth largest truck and bus manufacturer.Established in 1945, Tata
Motors' presence cuts across the length and breadth of India. Over 7.5 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 power trains.
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, South America, CIS and Russia. It has franchisee/joint venture assembly
operations in Bangladesh, Ukraine, and Senegal.Tata Motors is committed to
improving the quality of life of communities by working on four thrust areas employability, education, health and environment. The activities touch the lives of
more than a million citizens. The company's support on education and employability
is focused on youth and women. They range from schools to technical education
institutes to actual facilitation of income generation. In health, the company's
intervention is in both preventive and curative health care.

TATA MOTORS LTD. GLOBAL OPERATIONS

Tata Motors has been aggressively acquiring foreign brands to increase its global
presence. 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. Tata Motors has also acquired from Ford the
rights of Rover. In 2004, it acquired the Daewoo Commercial Vehicles Company,
South Koreas 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, giving it controlling rights of the company. Hispanos
presence is being expanded in other markets. On Tata's journey to make an
international foot print, it continued its expansion through the introduction of new
products into the market range of buses (Star bus & Globus) as well as trucks
(Novus). These models were jointly developed with its subsidiaries Tata Daewoo and
Hispano Carrocera.
In May, 2009 Tata unveiled the Tata World Truck range jointly developed with Tata
Daewoo. They will debut in South Korea, South Africa, the SAARC countries and the
Middle-East by the end of 2009. In 2006, it formed a joint venture with the Brazilbased Marcopolo, a global leader in bodybuilding for buses and coaches to
manufacture fully-built buses and coaches for India and select international markets.
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. Tata also has
franchisee/joint venture assembly operations in Kenya, Bangladesh, Ukraine, Russia
and Senegal. Tata has dealerships in 26 countries across 4 continents.

PRESENT AND FUTURE CHALLENGES

The popular myth that Tata Motors have some distinct advantages in comparison to
other multi-national competitors especially a cost advantage as labor costs are not
true as Tata Motors has 8-9 percent of sales as compared similar percent for most
multinational companies. Also employee productivity in Tata Motors is less than 1/3rd
(in $million sales / employee) than Toyota. Another advantage in the increasing
demand in its own backyard, India due to infrastructure developments and rising
GDP. India remains one of the few developing auto markets where domestic brands
have managed to keep a large presence, Tata and fellow compatriots account for
more than 60% of the passenger vehicle sales and 95% of commercial vehicle sales.
There are also favorable Government policies and regulations in place in order to
help boost the auto industry. However, Tata has not been able to capitalize on its
global presence. Tata relies heavily on its sales in India and has not yet managed to
create a foothold in international markets even though it has a number of well
reputed subsidiaries. However, Tata Nano may boost its international presence, at
least in developing economies.
Though it has an advantage in India, thanks to low costs and government policies it
soon faces stiff competition from it multinational competitors all eyeing for a share in
the ever growing Indian auto sector. Earlier, a policy required majority-owned
subsidiaries of foreign car firms to invest at least $50 million in equity if they wished
to set up manufacturing projects in India andmere 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 tonearest market. Thus Tata Motors will have to face
tough competition in near future, which might affect its growth negatively.
Tata has continued to be strong in the MUV and SUV sector due to lack of
competition and correct pricing. However, Tata now faces stiff competition from

fellow compatriot Mahindra Group as well as multinational brand like Toyota and
Chevrolet. In addition, the growing presence of fellow Indian competitors, Mahindra
and Force Motors not only in the Indian but also in the Global market may affect
Tata's sales. Mahindra and Force have formed joint ventures with Renault and MAN
respectively. Mahindra has also formed a 51:49 JV called Mahindra Navistar with
ITEC, USA (parent Navistar International), to manufacture commercial vehicles and
to bolster its position in the CV business Ashok Leyland, which is the second largest
commercial manufacturer in India has remained Tata's biggest competitor in the
Indian heavy commercial vehicle market and with its acquisition of Czech Republicbased Avia it may manage to increase its presence in neighboring markets such as
Sri Lanka, Nepal where Tata Motors has a monopoly. To counter the growth of these
various companies Tata has come up with revised and a aggressive marketing
policy.

MISSION &VISION

Mission

To be passionate in anticipating and providing the best vehicles and experiences that
excites our customers globally.

1. Leadership - Maintain our relationship of the Indian vehicle industry

throughout

continuous

modernization

and

expansion

of

our

manufacturing facilities and activities, and through the reestablishment of

a wide and efficient network.
2. Profitability - Achieve a fair and profitable return on capital by promoting
productivity throughout the company.
3. Growth - Ensure a steady growth of business by strengthening our
position in the vehicle industry.
4. Quality - Maintain high quality of our products and services and ensure
their distribution at fair prices.
5. Equity - Promote and maintain fair industrial relations and an
environment for the effective involvement, welfare and development of
staff at all levels
6. Responsibility - Fulfill our obligation towards society, especially in areas
of integrated rural development and in safeguarding the natural and
ecological balance.
Vision

Most admired by our customers, employees, business partners and shareholders for
the experience and value they enjoy from being with us.

Culture

Accountability
Customer and products focus.
Excellence.
Speed.

Values

Inclusion.
Integrity.
Accountability.
Customer.
Innovation.
Concern for the environment.
Passion for excellence.
Agility.

BUSINESS LINE OF TATA MOTORS

The product LOB (line of business) is demonstrated

TATATATA
MOTORS LTD

CVBU

PVBU
HCV

BUSE

LCV

CARS

ICV
SCVSCV-

HCV - Heavy commercial vehicles

LCV- Light commercial vehicles
ICV-

Intermediate commercial vehicle

SCVC - Small commercial vehicles cargo

SCVP - Small commercial vehicles passenger

As shown above Tata Motors is manufacturing as two different

units
1. CVBU : (commercial vehicle business unit) The CVBU has plants located in :
1. Jamshedpur
2. Pune
3. Pantnagar
4. Dharwaal
5. Luckhnow
6. Gujarat (Sanand)
2. PVBU: (passenger vehicle business unit) The PVBU has its plant located in
Pune as well as Gujarat (Sanand).
As our area of concern was commercial vehicle business unit let us look at the
hierarchy of the CVBU.
Former chairman:Mr.Ratan Tata
Chairman: Mr. Cyrus Pallonji Mistry
Vice- Chairman: Mr. RaviKant
President: Mr. Ravindra Pisharody
Vice- President: Mr.RamaKrishana
The regional offices of Tata Motors ltd are located in four regions:

1.
2.
3.
4.

R O EAST Kolkata
RO WEST Mumbai (Thane)
RO NORTH Delhi
RO SOUTH Chennai

The Jamshedpur area office comes under RO EAST where the regional manager
is Mr. Ashish Tandon. There are five area offices located in the east region:
1.
2.
3.
4.

Jamshedpur & Ranchi for Jharkhand

Patna for Bihar
Bhubaneswar for Orissa
Kolkata for West Bengal

In the state of Jharkhand Tata Motors Ltd deals with 7 Tata Motors authorized
dealers at this time:
1.
2.
3.
4.
5.
6.
7.

Mithila Motors ltd

JMA Stores.
ENAR Enterprises
Gajraj Vahanpvt ltd
Bhudhiya Agencies ltd.
Ganpati vahan pvt ltd.
R A Himmatsinghka bros.

At present Tata Motors has around 600 dealers operating in entire India with 12000
service stations TASS (Tata authorized service stations) and 10000 company trained
mechanics. In the state of Jharkhand itself around 31 TASS are located
A quick look at the products of Tata Motors Ltd:
Tata Sierra (Discontinued)
Tata Estate (Discontinued)
Tata Sumo/Spacio
Tata Safari
Tata Indica
Tata Indigo
Tata Indigo Marina
Tata Winger
Tata Magic
Tata Nano
Tata Xenon XT
Tata Aria

Commercial vehicles
Tata Ace
Tata TL/Telco line/207 DI Pickup Truck
Tata 407 Ex and Ex2
Tata 709 Ex

Tata 809 Ex and Ex2

Tata 909 Ex and Ex2
Tata 1109 (Intermediate truck)
Tata 1510/1512 (Medium bus)
Tata 1610/1616 (Heavy bus)
Tata 1613/1615 (Medium truck)
Tata 2515/2516 (Medium truck)

Tata Star bus (Medium Bus)

Tata Globus (Low Floor Bus)
Tata Marcopolo Bus (Low Floor Bus)
Tata 3015 (Heavy truck)
Tata 3118 (Heavy truck) (8X2)
Tata 3516 (Heavy truck)
Tata 4018 (Heavy truck)
Tata 4923 (Ultra-Heavy truck) (6X4)
Tata Novus (Heavy truck designed by Tata Daewoo)

Concept vehicles
2000 Aria Roadster
2001 Aria Coupe
2002 Tata Indiva
2004 Tata Indigo Advent
2005 Tata Xover
2006 Tata Cliffrider
2007 Tata Elegante
2009 Tata Prima
Tata World Truck (Heavy truck designed by Tata Motors and Tata Daewoo

Military vehicles
Tata LSV (Light Specialist Vehicle)
Tata 2 Stretcher Ambulance
Tata 407 Troop Carrier, available in hard top, soft top, 4x4, and 4x2 versions
Tata LPTA 713 TC (4x4)
Tata LPT 709 E
Tata SD 1015 TC (4x4)
Tata LPTA 1615 TC (4x4)

CUSTOMER ACQUISITION SALES PROCESS

Tata motors follow a strategically based customer acquisition sales process. During
this acquisition process customer is looked forward in following stages:
Customer Acquisition Process/Sales Planning Process

Stage I

Enquiry/Contact

C0

Stage II

Stage IV

Stage III

Quotation

Advance Payment

C1

Vehicle Delivery

C2

C3

There are 4 steps in which Tata Motors CVBU categorize their customers in the short
term

(Universe)
Prospect Customers
C0 - These are interested Customers.
C1 - These are those customers who have received Quotation/ Performa Invoice.
C2 - The customers who have made down payment fall into this category.
C3 - Customers to whom Delivery of vehicle is made against DD/ Cheque/ RO.
The Customer Acquisition process establishes how CVBU tracks Customers
(including customers such as new, potential, repeat, competition, lost customers).
This helps CVBU to track performance against the sales target set on virtually on
daily basis, and helps Tata Motors to achieve those targets. Thus CVBU uses
information gathered in L&L approaches both for Short term and Long term in order

to retain customer focused in their actions and to continuously satisfy the changing
needs of the customers.

FINANCING A VEHICLE
In the preliminary stages of the project we learnt how a financing of vehicle was
done, which seemed to be a necessity at the latter part of the project. At Tata Motors
CVBU Marketing and Sales Division every individual even the Summer Trainees
are taught how the financing of vehicle is done before entering the field. This is
important because the customers often ask several questions on how to finance the
vehicle and which scheme is the most suitable/profitable to them at that point of time
and if anyone fails in satisfying its customers queries, one is likely to suffer the loss
of a customer which is always fatal to any industry and company.
Mr. Arunendu Purkait (TSM, Medium & Heavy Commercial Vehicles ) guided us
how to help in financing a vehicle and what are the documents required during the
procedure. Tata Motors provides finance to its customers through Tata Motors
Finance and Sriram finance. At the end of the project we can comment only on one
factor and that is while financing one should always focus on two things:
1) The intention
2) The capability
To make it easy for potential customers to own Tata Motors vehicles, Tata Motors
Finance Ltd. ventured into vehicle financing way back in 1957.Today, Tata Motor
Finance (TMF), the in-house financing arm of Tata Motors, provides a single window
service to customers by being accessible to them through the dealers. TMF has
partnered the growth of many single truck operators, who have evolved to the status
of fleet Owners, besides catering to individuals, TMF offers specially designed
finance products for fleet operators and institutions. Currently, TMF has crossed
2,00,000 live contracts, and is among the top vehicle financers in the country.

FINANCING OF VEHICLES
The financing of vehicles is a pervasive function. These vehicles require heavy
investment. The owner didnt do it from their owned accumulated fund however if
they are capable to do so they look up to major and minor financial institution for
borrowing of loan. These financial institutions include public sector banks, private
sector banks, private financial institutions as well as TATA owned finance body TATA
FINANCE .Each of the source have their own merits and demerits from borrowers
perspective and should be properly evaluated before selecting any source of finance.
However it is the common tendency among the trucks owners that they didnt relied
on a single source of finance but instead they finance from various different sources
so as to maintain flexibility and to avoid dependence on a single source.

AN OVERVIEW OF FEW FINANCING SOURCES:

STATE BANK OF INDIA(S.B.I)
One of the major public sector bank of India , S.B.I has been instrumental in
providing finance to all types of business and ventures. And it provides all kind of
loans available to its borrowers.
Rate of interest being 13.25% and provides 15% financing. It finances complete
truck not chassis or the body. It is preferred by the customers because of its
reliability and reasonable interest rate and its branches are available in each and
every district, town and village of the country.

BANK OF INDIA (BOI)

A public sector bank and has good market coverage in the Jharkhand. Places like
Ramgarh, Hazaribhag ,Hata,Saraikella etc. are dominated by BOI.
Rate of interest 12.25%
CGMSTcharges- 1st year 1.5% of loan amount
Rest of the year- 0.75%

Customer prefers BOI due to its less documentation & fast service process . It is a
reliable institution having low rate of interest . It also provides several value added
service to its big customers such as EMI is charged for only operating period i.e, 9
months instead of 12 months.

HDFC BANK
Housing development and financial corp.(HDFC) is a private sector bank
headquartered in Mumbai. It is 5 th largest bank of India. It has 3,062 branches all
over the country.
Rate of interest -15%. Description of charges Commercial Vehicles Finance Cheque
bouncing charges Rs. 450 FC. Charges 4 % of POS for pre closures with 1 year
from 1st EMI. 2% of POS for pre closures after 1 year from 1st EMI Stamp Duty At
actual. Late Payment Penalty 2% per month on unpaid EMI. Processing fees
New/Used Loans: up to 1.50% of the Loan. Amount Service Charges Up to 1.5% of
the Loan Amount Valuation charges.

SRIRAM FINANCES
It is a private financing institution for mainly heavy commercial vehicles.
Rate of Interest:- 8% flat
Downpayment:- 10% of cost price

INDIAN COMMERCIAL VEHICLE INDUSTRIES

The Indian commercial vehicle industry (CV) was ranked 8th in the world in CY 2010
in terms of production. The CV industry is directly correlated with the industrial and
manufacturing activity growth. Growth in road infrastructure along with strong
economic growth has fuelled the growth in the goods carriers (GC) and passenger
carrier (PC) segment over the years. The share of roadways has been gradually
rising and has surpassed railways, primarily due to better connectivity and
convenience.

The Indian Commercial Vehicle Industry report gives valuable insight into the
industry, encompassing its characteristics, trends in domestic sales, industry
segments, competitive scenario, demand drivers, profitability, CV financing,
government regulations and trade scenario, etc. The trends are analyzed in-depth for
GC and PC segments separately. The cost analysis and profitability section of the
report will help the reader to identify the critical cost items and their trends. The
company section in the report provides detailed profiles of three key players in the
industry, including their financial and operational data.

Commercial vehicle manufacturers in India

Joint Venture Brands

1. VE Commercial Vehicles Limited - VE Commercial Vehicles limited - A
JV between Volvo Groups & Eicher Motors Limited.
2. Ashok Leyland - originally a JV between Ashok Motors and Leyland
Motors, now 51% owned by Hinduja Group
3. Mahindra Navistar - a 51:49 JV between Mahindra Group and Navistar
International

4. Swaraj Mazda - originally a JV between Punjab Tractors and Mazda,

now 53.5% owned by Sumitomo Group
5. Kamaz Vectra - A JV between Russia's KaMAZ and the Vectra Group

Foreign brands
1.
2.
3.
4.
5.
6.
7.

Volvo
Tatra
MAN
Mercedes-Benz
Daimler AG
Rosenbauer
Piaggio

Indian brands
1.
2.
3.
4.
5.

Force
Hindustan Motors
Premier
Tata
AMW

The pictures represent the various players in Indian HCV Segment

HEAVY COMMERCIAL VEHICLE

Tata Motors is the Indias largest automobiles company and the fifth largest company
in the world, in heavy commercial vehicle manufacturing. Tata Motors is having the
wide range in Heavy commercial vehicles starting from 25 Tons to 49 tons. This
range consists all type of commercial vehicles like Single Axle trucks and tippers,

Multi Axle Trucks and tippers, different types of trailers i.e. Flat Bed, Box
Type,Tipping

trailers,

Bulkers,

transit

Mixers

etc.

All this vehicles are used in several applications like market load transport, Road
constructions, Cement Industry, Coal Transport, Water and Petrol / Diesel Tankers,
Mines along with all types of Road transport medium weight as well as heavy weight
transport.

RESEARCH METHODOLOGY
The pictures represent the different models of HCV family of TATA
MOTORS (CVBU). Each having different and innovative features
which have led TATA MOTORS to a position never reached before
and only dreamt of by the competitors.
Research in common refers to a search for knowledge. One can also define
research as a scientific and systematic search for pertinent information on a specific

topic. In fact, research is an art of scientific investigation. The Advanced Learners

Dictionary of Current English lays down the meaning of research as a careful
investigation or inquiry especially through search for new facts in any branch of
knowledge
DATA SOURCE-This methodology include both,

Primary data collection

Secondary data collection

Primary data collection included Questionnaire. Primary data was collected by

meeting people personally. Personal interview was taken from the key customers,
competitors dealers, owner of petrol pumps etc.who were the existing customers of
Heavy Commercial Vehicles.
Secondary data: Word of mouth, Reference, customers record, websites.
RESEARCH APPROACH- Analysis by SPSS.
CONTACT METHOD- Personal interview- vehicle owners were interviewed
personally and telephonic interview in some cases.
RESEARCH INSTRUMENT- Business Review Template (BRT) was used as
research instrument.
SAMPLING PLAN:, The decision about sample unit, sample size and sampling
procedure is taken.

Sample unit- Key Customers of Tata Motors

Sample size- The sample size was 250 customers
Sampling Technique - Convenient sampling, Field survey.

METHOD OF DATA ANALYSIS: Data filtration is done at initial stage and then
further analysis will be done using SPSS.

SCOPE OF THE STUDY

1st phase
The first phase of the project deals with zonal or area wise customers identification
and its enlistment either through the help of dealers or through own market coverage
efforts as well as to identify and analyze several key constituents that act as a driving
or influential force in marketing and sales of heavy commercial vehicle (more than or
equal to 16 ton). The primary scope was to encompass a totalistic approach taking
and evaluating each of the stakeholdersroles in heavy truck business. The key
elements are

Big customers(fleet owners)

Small customers

B2b customers(packers, logistic operators)

Owner of petrol pumps

Contractors

Competitors dealers

Financial institution

Workshops and garages

Auto parts retailers

2nd phase
The project aims of collecting the primary data from customers,dealers,petrol pump
owners,contractors,garages and financial institutions through questionnaire which
encompasses both factual data and subjective assessment and viewpoints of the
respondents. The data to be collected and its entire overview is given in the blueprint
of the project study which is on the very next page and further analysis will be done
using SPSS.

OUTLINES OF PROJECT STUDY

Finding out area wise application of various models of trucks.

Finding out the major customers (the fleet owners).
(Havingat least 10 trucks)

Finding out smaller customers with the help of bigger customers.

Finding out the tendency of the customers regarding finance.
Finding out the major commercial vehicle financers.
-Public sectors
-Private sectors
Analysis of competitors
Analysis of spare parts shops and workshops.
-company owned
-private local garages
(Salary of workers, servicing time of each bay)
Locate and finding out all relevant information of all the petrol pumps depots
of each district allocated to groups.
(Name of proprietor, no. of tankers owned etc.)

OBJECTIVE OF THE STUDY

Primary objective

1. To find out the specifications of the TATA heavy vehicles (above or equal to
2.
3.
4.
5.

16>= Ton) and that of its Competitors

To know customers preference for a Heavy commercial vehicle .
To know the applications of vehicles area wise.
To capture and cover more new customers .
To know the advantages TATA trucks have over its competitors.

Secondary objective
1. To analyze the market share of the Tata in Heavy commercial vehicle area wise
and application wise.
2. To analyze about the performance of the existing Tatas Heavy Commercial
Vehicle in clear view.
3. To analyze the future sales potential from the existing customers as well as new
customers.
4. To get acquainted of customers problem and bring it to the company to improve
customer satisfaction level.
5. To analyze the financing scenario in the truck business by enlisting different
financers.
6. To map the competitors approach.

LIMITATIONS OF THE STUDY

1. The survey is geographically covered only in Jharkhand. Data collection in other

states may produce different results.

2. Few respondents were reluctant and not interested to give the feedback which
were filtered of in the primary data itself.
3. Some of the respondents were unaware of the specifications of the vehicle which
we made him aware of.
4. Getting information from competitors and the private auto part shop was very
rigorous task as they were reluctant to provide certain data at initial stage, but we
managed to collect data by patiently and politely explaining the cause of the data
collection.

DATA INTERPRETATION

APPLICATION MATRIX- TML

The Application Matrix is the competitive analysis of the different models of TATA
Motors and therefore I took the primary data to analyse as to which models are
mostly being used for which applications. The table below shows the three different
model of TATA Motors ( TT, MAV and LPT/SE ) along with there different
applications.

APPLICATIONS
Car Carrier
Chassis carrier
Agriculture
Related
Coal
Iron Ore
Cement
Construction
Aluminium
Tanker/ Bullet
Light
Goods/

Jharkhand
TT
28
0

MAV
0
0

LPT/SE
0
0

TOTAL
28
0

0
28
5
16
0
0
4

33
1410
0
151
133
0
35

0
0
0
0
0
56
77

33
1438
5
167
133
56
116

0
293
0
36
0
0
410

85
21
0
0
0
89
1957

0
0
0
0
0
0
133

85
314
0
36
0
89
2500

Consumer Goods/
FMCG
Steel
Container
ODC/ Machineries
Port
Market Load
Total

APPLICATION-WISE ANALYSIS OF DIFFERENT MODELS OF TATA

MOTORS
TT:- Tow Truck

MAV:- Multiple activity vehicle

LPT:- Long plateform truck

Ques:-1 What is the break up of various models of truck in car carrier?

Table-1

APPLICATION
S
Car Carrier

Jharkhand
T MA LPT/S

TO

T
2

28

Graph-1

;.
TT
MAV
LPT/SE
28; 100%

Interpretations- The pie chart above shows the car carrier application of the three
different models where the model TT is 100% which implies that this model is mostly
being used for carrying the cars where as the models MAV and LPT/SE are not
being used for this purpose.

Ques:-2 What are the break up of various models of truck in chassis carrier?

Table-2
Jharkhand
T MA LPT/S

TO

S
Chassis

Carrier

APPLICATION

Interpretations- The pie chart above shows that in Jharkhand state, the chassis
carrier application of the three different models is 0% which implies that this model is
not being used for carrying the chassis.

Ques:-3 What is the break up of various model of trucks in agriculture related?

Table-3

Jharkhand
T MA LPT/S

TO

S
Agriculture

related

33

33

APPLICATION

Graph-2

Agriculture Related
TT
MAV
LPT/SE
100%

Interpretations- The pie chart above shows that the LPT/SE and TT models are not
used for agriculture related applications, where as the model MAV is used for the
agricultural purposes.

Ques:4 What is the break up of various model of trucks in coal?

Table-4

APPLICATION
S
Coal

Jharkhand
T MA LPT/S
T
2

V
141

TOT
143

8
Graph-3

coal
2%

TT
MAV
LPT/SE

98%

Interpretations- Under the coal application only TT and MAV models are used
where in the usage of TT model is just 2% of the total usage besides the 98% of the
coal applications are carried on MAV.

Ques:-5 What is the break up of various models of trucks in iron?

Table-5

APPLICATION

Jharkhand
T MA LPT/S

TO

Iron ore

Graph-4

Iron ore
TT
MAV
LPT/SE
100%

Interpretations- The TT model is very often used for carrying Iron ore in the
Jharkhand state while the other 2 models do not carry Iron ore .The pie chart above
shows that out of the total applications of Iron ore 100% uses the TT model .

Ques:-6 What is the break up of various models of trucks in cement?

Table-6

APPLICATION
S
Cement

Jharkhand
T MA LPT/S

TO

T
1

151

167

Graph-5

cement
16; 10%

TT
MAV
LPT/SE

151; 90%

Interpretations- As the table above shows that for the cement applications 2 models
that is MAV and TT are used where in the ratio of their usage is 9:1 which means
that s90% of cement applications are carried on the MAV where as 10% on the TT
model . On the other hand the LPT/SE model does not deal with the cement
applications in the Jharkhand state.

Ques:-7 What is the break up of various models of trucks in carrying construction

things?

Table-7

APPLICATION

Jharkhand
T MA LPT/S

TO

Construction

133

133

Graph-6

construction
TT
MAV
LPT/SE
100%

Interpretations- The pie chart above shows that under the construction application
100% of the total usage are carried by the MAV model where as the TT and LPT/SE
model does not undertake this application.

Ques:-8 What is the break up of various models of trucks in carrying aluminium?

Table-8

APPLICATION

Jharkhand
T MA LPT/S

TO

Aluminium

56

56

Graph-7

Aluminium
TT

MAV
100%

LPT/SE

Interpretations- LPT/SE is the model which is used mostly among the above three
mentioned models (TT, MAV, LPT/SE) for the purpose of carrying aluminium.
Ques:-9 What is the break up of various models of trucks in tanker bullet?

Table-9

APPLICATION

Jharkhand
T MA LPT/S

TO

Tanker/Bullet

35

77

116

Graph-8

Tanker/Bullet
3%

TT
30%

66%

MAV
LPT/SE

Interpretations- The pie chart above shows that under the Tanker/Bullet application
4% of the total application is under the TT model , 30% under the MAV model , and
the maximum of its applications i.e 66% are carried by the LPT/SE model which
implies that LPT/SE model is the one most suitable for this specific application
among the three.

Ques:-10

What

is

break

up

of

various

models

of

trucks

in

carrying

consumer/goods/FMCG?

Table-10
Jharkhand
APPLICATION

MA

LPT/S

TO

85

85

Light

Goods/

Consumer
Goods/ FMCG

Graph 9

Light Goods/ Consumer Goods/ FMCG

TT
MAV
LPT/SE
100%

Interpretations- As the table above shows that for the light goods/ consumer goods/
FMCG applications TT and LPT/SE are not used in the Jharkhand state, where as
mostly MAV models are used for carrying of the light goods/ consumer goods/ FMCG
products .

Ques:-11 What is the break up of various models of trucks in carrying steel?

Table-11
Jharkhand
APPLICATION
S
Steel

TT

MA

LPT/S

TO

21

314

29
3

Graph-10

Steel
7%

TT
MAV
LPT/SE
93%

Interpretations- The above pie chart shows that under the steel applications the TT
model carries 7% of the total applications and the rest of the 93% of the applications
sare undertaken by the LPT/SE model which means that both TT and LPT/SE model
carries steel .

Ques:-12 What is the break up of various models of trucks in carrying container?

Table-12
Jharkhand
APPLICATION

MA

LPT/S

TO

Container

Interpretations- The above pie chart shows that all the three models (TT, MAV, and
LPT/SE) does not deal with the container applications.

Ques:-13

What is the break up of various models of trucks in carrying

machines?
Table-13
Jharkhand
APPLICATION

MA

LPT/S

TO

ODC/

Machineries

36

ODC

Graph-11

ODC/ Machineries
TT
MAV
LPT/SE
100%

Interpretations-The above pie chart shows that under the ODC/Machineries

applications the TT model carries 100% of the total applications and the MAV and
LPT/SE model does not carry ODC/Machineries.

Ques:-14 What is the break up of various models of trucks in carrying port?

Table-14
Jharkhand
APPLICATION

MA

LPT/S

TO

Port

Interpretations-The above pie chart shows that under the ODC/Machineries

applications the TT model carries 100% of the total applications and the MAV and
LPT/SE model does not carry ODC/Machineries.

Ques:-15 What is the break up of various models of trucks in market load?

Table-15
Jharkhand
APPLICATION

MA

LPT/S

TO

Market Load

89

89

Graph-12

Market Load
TT
MAV
LPT/SE
100%

Interpretations- The pie chart above shows that the LPT/SE and TT models are not
used for market load related applications, where as the model MAV deals with 100%
of the total market load applications.

APPLICATION WISE REQUIREMENT

Steel transportation and cargo
(Bokaro and Jamshedpur)
Load body for Steel Rod Movement

Flat Bed Trailers &

Semi Low Bed Trailers
for
Steel flat &
Long Movement

Tippers for Raw Material Movement

(Ranchi, Ramgarh, Hazaribaug, Jhamtara, Domchanch, Jhinkpani, Saraikella)

Tankers for petrol pumps

(All parts of Jharkhand)

FOR SAND (BALUMATH, LATEHAR)

BREAK DOWN OF APPLICATIONS OF TRUCK IN JHARKHAND

60

50

48

40

30

Column2

20

18

20

10

10

4
0
COAL

SAND AND CHIPS

STEEL

GENERAL CARGO

OTHERS

*Jharkhand being resource rich state and has abundance of natural resources such
as coal, iron ,sand and chips being in plenty thus it needs to be transported from one
place to another.Each of the resources require a specific kind of vehicle such as
tankers for oil ,tippers for coal etc.

*The most extensively used models in Jharkhand are:

3118
2518
1613

TATA 3118 has the highest number of application. TATA 1613 tankers used in petrol
pumps.

BREAK UP OF AVERAGE DISTANCE TRAVELLED (per day)

4%

9%

22%
80-100 km
27%

100-150 km
150-250 km
250-400 km
Above 400 km

39%

Truck of the owners may travel in the same city or to the neighboring city, town or
district.
Number of trips travelled by the trucks vary according to the distance travelled.

VEHICLE SERVICING SCENARIO

60
60

50
40

40

30
Sales
20

10

0
SERVICE CENTRE
LOCAL GARAGE

Customers prefer authorized service centre till the time of their warranty
period or free servicing .
After that period elapsed most of the customers tend to migrate towards the
local garages for servicing because of cost and time factors.
Few customers though prefer the service centre because of credibility and
reliability.

OUR VALUED CUSTOMERS

Customers are primarily those businessmen or entities who are engaged in a
business that need trucks and other different heavy commercials vehicles for
transportation and operations of their core business. Customers include:

Coal ,sand ,chips businessmen and transporter

Transportation houses
Logistic and supply chain companies
Packers and movers solution provider
Contractors of vehicles run in petrol pumps
Big construction houses
Owners of the petrol pumps
Municipal bodies and governments
Other companies such as Maruti and Hyundai.
PSU enterprises such as CCL, ONGC, SAIL etc.
Defense sector.

BREAK UP OF FINANCIAL INSTITUTION IN FINANCING

COMMERCIAL VEHICLE IN JHARKHAND
As though financing is dominated by public sector banks but in recent years private
banks and other financial institutions have been able to enter inthis major lucrative
prospects through attractive and customized offerings.

8%
4%
5%

BOI
35%

8%

SBI
0THERS
MAGMA FINANCE
INDUSLAND BANK

10%

HDFC BANK
TATA FINANCE
30%

OUR COMPETITORS

ASHOK LEYLAND
MAHINDRA NAVISTAR
VOLVO EICHER
BHARAT BENZ
MAN
AMW

Amongst the above listed competitors Ashok Leyland and Mahindra being the most
prominent one . Ashok Leyland is the major competitor of TATA at country level and
the level of competitiveness is intense at national level. When it comes to Jharkhand
TATA MOTORS is much ahead of its competitors in terms of market coverage and
market share. However new competitors are entering in this area such as AMW,
VOLVO EICHER, MAN,etc. should also be taken into perspective.

MAPPING OF THE COMPETITORS DEALERS:

The market coverage of the competitors of TATA MOTORS is not that robust and
comprehensive. But still they are maneuvering their market presence to various
district and potential parts of the Jharkhand so as to strengthen their market
presence and thus market share. This is being done through opening of new
dealership and workshop in new areas or increasing the number of same. Area wise
presence of the competitors are given below:

RANCHI- Ashok Leyland and Mahindra Navistar

RAMGARH- Asia Motors Works (AMW), MAN.
HAZARIBHAG- Mahindra Navistar , Ashok Leyland.
TILAYA- Ashok Leyland
JHAMSEDPUR- Bharat benz , Ashok Leyland, Mahindra Navistar, Volvo.
DHANBAD- VOLVO Eicher, Ashok Leyland, MAN
BOKARO- Ashok Leyland, MAN.

It is to be noted that none of the competitors have more than one dealership in a
particular location while TATA has .

MARKET COVERAGE OF TATA MOTORS:

Tata motors network of dealership is in almost every district and town of the state. It
is one of the mantra of success and gigantic market share. Unlike its competitors
who have just one dealer TATA has numerous dealership agencies at numerous
location of a particular place.
Some of the dealership agencies of TATA motors across Jharkhand are as follows: ENAR

industrial

enterprise-

Ramgarh

,Hazaribaggh

Tilaya

Jamshedpur, Bokaro etc.

MITHILA MOTORS- Jamshedpur , Ranchi , Dhanbad etc.
JMA Stores- Hazaribhag ,Ramgarh, Ranchi , Bokaro , Dhanbad etc.
Budhiya Motors Ranchi , Latehar etc.

Apart from these dealers TATA have its own authorized service centers such as : Akash Motors- Jamshedpur , Ramgarh, Ranchi etc.
Vinayka Motors- Ramgarh ,Dhanbad , Bokaro etc.

RECOMMENDATIONS BY CUSTOMERS:
In our survey with customers, they were asked a question as to whether they would
recommend the TATA trucks to others. The main aim was to track the potential of
word of mouth publicity as well as to know the level of brand resonance.

10%

21%

YES
NO
CAN'T SAY
69%

OTHER ALTERNATIVES
In our survey, we asked customers about their preference of other brands( if not
TATA ) so as to map out the competitors position in the minds of customers by
knowing the alternative options. It would help us in the analysis of potential threats
from different competitors as well as the magnitude of threat. The findings are
illustrated through the pie-chart given below:

6%
8%
NONE BUT ONLY TATA
47%

ASHOK LEYLAND
MAHINDRA EICHER
VOLVO

39%

OTHERS

47% of the customers are inclined towards TATA brand and these are considered as
loyal customers because they have no alternative options but TATA.

RATINGS BY THE CUSTOMERS:

In the survey the customers been asked to rate the various features of the truck on a
Likert scale from 1-5 , 1 being low and 5 being high. And this response of the
customers will be analyzed and interpreted

using SPSS . The features that

customers were told to rate are as follows:

Looks.
Pick up.
Comfortable to drive.
Durability
Fuel efficiency.
Maintenance cost
Engine.
Value for money.

SPSS ANALYSIS
SAVE OUTFILE='D:\my data\PGDM\tata interns\spss files\tata
motors project new.sav'
/COMPRESSED.
FACTOR

/VARIABLES Design Pickup Speed Comfortable to drive

Durability Fuel efficiency Maintenance cost Engine value for
money
/MISSING LISTWISE
/ANALYSIS Design Pickup Speed Comfortable to drive
Durability Fuel efficiency Maintenance cost Engine value for
money
/PRINT INITIAL CORRELATION KMO EXTRACTION ROTATION FSCORE
/CRITERIA MINEIGEN(1) ITERATE(25)
/EXTRACTION PC
/CRITERIA ITERATE(25)
/ROTATION VARIMAX
/METHOD=CORRELATION.

Factor Analysis

[DataSet1] D:\my data\PGDM\tata interns\spss files\tata motors

project new.sav

Table: 1
Correlation Matrix

Correlation design
pickup
speed
comfortable
durability
fuel efficient
maintenance cost
engine
value for money

Table: 2

design
1.000
.070
-.202
.834
-.008
.010
-.189
.090
-.084

Pickup
.070
1.000
.525
.022
-.024
.010
.273
.696
.304

speed comfortable durability fuel efficie

-.202
.834
-.008
.0
.525
.022
-.024
.0
1.000
-.343
.021
.0
-.343
1.000
.043
.0
.021
.043
1.000
.9
.045
.048
.995
1.0
-.085
-.087
.778
.7
-.014
.133
.316
.3
-.005
-.068
.734
.7

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling
Adequacy.
Bartlett's Test of
Approx. Chi-Square
Sphericity
df
Sig.

Table: 3
Communalities
Initial
Extraction
Design
1.000
.835
Pickup
1.000
.717
Speed
1.000
.254
comfortable
1.000
.899
durability
1.000
.939
fuel efficient
1.000
.941
maintenance cost
1.000
.909
Engine
1.000
.733
value for money
1.000
.895
Extraction Method: Principal
Component Analysis.

Table: 4

.578
2193.200
36
.000

Component

Initial Eigenvalues
% of
Total
Variance
Cumulative %
1
3.536
39.287
39.287
2
2.037
22.636
61.924
3
1.549
17.209
79.132
.907
10.083
89.216
dim 4
ensi 5
.524
5.823
95.038
on0 6
.233
2.589
97.628
7
.159
1.763
99.390
8
.051
.568
99.959
9
.004
.041
100.000
Extraction Method: Principal Component Analysis.

Table: 5
Component Matrixa
Component
1
2
3
Design
-.102
.885
.203
Pickup
.168
-.104
.823
Speed
.006
-.472
.576
comfortable
-.045
.932
.171
Durability
.940
.126
-.199
fuel efficient
.943
.131
-.188
maintenance cost
.934
-.087
.168
Engine
.204
.324
.766
value for money
.899
-.082
.283
Extraction Method: Principal Component Analysis.
a. 3 components extracted.

Table: 6

Total Variance Explained

Extraction Sums of Squared Loadings
% of
Total
Variance
Cumulative %
3.536
39.287
39.287
2.037
22.636
61.924
1.549
17.209
79.132

Rotated Component Matrixa

Component
1
2
3
Design
-.065
.911
.030
Pickup
.183
.103
.820
Speed
-.015
-.501
.549
comfortable
-.006
.945
.073
durability
.939
.031
.236
fuel efficient
.942
.039
.227
maintainance
.934
-.080
-.173
cost
Engine
.198
.109
.826
value for money
.902
-.045
-.284
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser
Normalization.
a. Rotation converged in 4 iterations.

Table: 7

Component Transformation Matrix

Component
1
2
3
.999
-.042
.012
dim 1
ensi 2
.037
.966
.256
on0 3
.022
.255
-.967
Extraction Method: Principal Component
Analysis.
Rotation Method: Varimax with Kaiser
Normalization.

Table: 8

Component Score Coefficient Matrix

Component
1
2
3
Design
-.010
.454
-.015
Pickup
.057
.084
.526
Speed
-.009
-.253
.505
comfortable
.007
.470
.010
durability
.265
.016
.143
fuel efficient
.266
.020
.137
maintainance
.265
-.025
-.112
cost
Engine
.052
.025
.519
value for money
.257
-.003
-.184
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser
Normalization.

Table: 9

Component Score Covariance Matrix

Component
1
2
3
1.000
.000
.000
dim 1
ensi 2
.000
1.000
.000
on0 3
.000
.000
1.000
Extraction Method: Principal Component
Analysis.
Rotation Method: Varimax with Kaiser
Normalization.

INTERPRETATION

As per table: 2(KMO and Bartlett's Test), KMOB test significance =

0.000<0.05 and KMO adequacy is 0.578>0.5; therefore factor analysis can be
applied for the given set of data.

In table: 4(Total Variance Explained),

component 1 accounts for 39.287% of variation
component 2 accounts for 22.636% of variation
component 3 accounts for 17.209% of variation
hence there are 3 factors emerging from our data.

From table: 1(Correlation Matrix), we infer that:

Design and Comfortable indicates a strong correlation
Pick up, Speed and Engine indicates a strong correlation
Durability, Fuel efficient, Maintenance cost, Value for money indicates a strong
correlation
These factors can be strongly co related for a given set of factors.

Table: 5(Component Matrixa) indicates that

Durability, Fuel efficient, Maintenance cost, Value for money can be clubbed
together as Factor 1.
Design and Comfortable can be clubbed together as factor 2
Pick up, Speed and Engine can be clubbed together as factor 3

The variables are rotated to eliminate any chance of error and to validate our
initial inference. Our initial inference is therefore validated by table 6(Rotated
Component Matrixa).

We can therefore proceed with the nomenclature of the three factors.

Factor 1 shows strong correlation between Durability, Fuel efficient,
Maintenance cost, Value for money so it can be named as Economy.
Factor 2 shows strong correlation between Design and Comfortable so it can
be named as Luxury.
Factor 3 shows strong correlation between Pick up, Speed and Engine so it
can be named as Performance.

INFERENCE

As per the feedback of customers factor 1 which is Economy is not up to the

mark. The other rival companies are fulfilling the standard that is being
demanded by customers so TATA Motors needs to special attention to meet
the required customer standards to lead the market.

Factor 2, that is Luxury is of least importance to the customers. More or less

the customers do not require any modification in the design or comfortablity in
the trucks. Drivers are satisfied so TATA should continue with the standards of
factor 2.

Factor 3 which is named as Performance; it is well rated by the customers.

They are happy with the speed, pick up and engine power of the TATA trucks.
, hence, company should maintain their quality to retain their customer and to
attract the new customers.

SOME FACTS AND FINDINGS

CUSTOMERS RATING THE ISSUES

Apart from noting the rating of performance of the truck, they were also asked to rate
on various issues that they came across while using the trucks on a Likert scale of
1-5. This rating could provide immense mapping of customers concerns and to work
on that so as to improve overall performance from customers perspective. The
issues that customers were asked to rate were:

Availability of the spare parts.

Tires.
Engine.

After sales service.

Others.

MANTRA BEHIND THE SUCCESS

A strong brand name TATA being the oldest and biggest conglomerate and

one of the most reliable brands which as helped TATA Motors a lot.
Large coverage of market through multiple dealers.
Availability of spare parts and engine parts.
Large network of authorized service centre across town and district.
Provides variety of trucks as per the application and requirement. Ex- ODC,

Tippers etc.
Has facility of in house financing such as TATA Finance.
Good tie ups with banks and financial institutions.
Large production capacity backup.
Excellent organizational and work culture.
First mover advantage.
Ease of access to raw materials.

POINTS TO BE TAKEN CARE OF..

Though TATA is a market leader when it comes to Heavy commercial vehicles but
there are certain things that needs to be taken care of. The competitors both old and
new such as Ashok Leyland, Mahindra Navistar, AMW, Bharat Benz etc are
spreading their presence in Jharkhand. For example- AMW has opened its new
dealership in Ramgarh , Bharat Benz in Jamshedpur , Mahindra Navistar has
opened new workstation in Hazaribhag , Ashok Leyland has increased the number of
dealership and authorized service centers in many places in Jharkhand. They are
focusing more upon after sales service. Mahindra Navistar has got a good image in
the minds of customer when it comes to responsiveness towards customer
complaints and after sales service. Ashok Leyland provides heavy discounts to
customers , and they provide some share to financial institutions. Bharat Benz which
is joint venture of Bharat force and Daimler has been looked upon by many
customers as a good prospects which can be a threat to TATA Motors dominance.
These players are focusing more upon customer satisfaction and service element
where TATA lacks a bit , thus TATA Motors should be right on its toes to be dynamic
in approach and to be ready for future challenges.

COMPLAINT BOX
The main aim of any customer survey is to find out the grievances and problem of
customers and to handle the same effectively. The entire procedure of service
recovery and ensuring proper customer service mechanism and satisfaction
depends upon how well you are aware of the customers problem and how well you
handle their complaints. Feedback of customers may give birth to marketing
strategies and solutions for the firm. A successful company always tries to know their
customers problems and make efforts to solve them. In this era of intense
competition, ignorance of customers problem can cost company its market share.
Thats why almost each and every company has their customer feedback cell.
Survey showed that almost 50-60% of customers link company performance and its
preference to the way companies manage its customers complaints.

FRE
QUENT COMPLAINTS

Company not paying heed to the customers problem itself is the most
common complaint that we came across. In spite of customers making
companies and dealers acquaint of the problem company takes late action or

in some case no action.

Unavailability of the fiber part in retail outlets of TATA or other multi brand

spare part outlet is a major problem faced.

In some models coolant pipe and clutch is the problem.
Suspension problem in 3118 and tires more prone to fictional effects

degrading its life is seen in many cases.

Mobil problem is also seen as it consumed more per thousand kilometers than

other vehicles.
Engine problem is frequent in haiwa model.
Non availability of spare parts of new model of 2518.
Poor performance of battery.
Service centers charging more.
Non cooperation from dealers.
Charging replacement of parts even in warranty periods.

Air compressor model is frequently changing leading to the unavailability of

the parts.
Greasing is expensive as compared to other companys trucks.
Defective shocker of the lift axles are common problem.

REASONS TO CHOOSE TATA TRUCKS

In our survey with the TATA customers, we asked them the reason as to why TATA
vehicles are preferred and what makes it better than its competitors? And the
answers or the response that we came across shows the strength of TATA Motors in
its marketing and strategic perspectives. These reflect the internal strength of the
company which has given them a competitive edge and provide the areas to
capitalize upon to enhance its market position. The reasons or the feature that
customer considered are as follows:

A reliable and old brand name Almost 95% of respondent bought and
continues to buy the TATA trucks because of its old and reliable name and in

spite of few complaints and certain issues they will stick to it in future.
Durability.
Ease of availability of TATA spare parts with good network of companys

owned auto parts shops as well as its availability in multi-brand retail stores.
Good network of companys authorized service centre.
Good resale value of the TATA trucks is one among the prominent reasons as
the customers can sell off the trucks after a certain period of usage and get a

good price for it.

Engine performance.
Tata trucks are easy and comfortable to drive.

A single customer may require various models of trucks for various

applications and TATA provides all varieties of trucks makes it easy to

purchase.
Ease of financing options when buying TATA trucks.

TRUCKS AND TYRES!

The performance of tires that is been attached to the Trucks when customers buys
the trucks is often relegated to overall performance of the vehicles , thus the right
use of good tires will enhance customer satisfaction of trucks performance. The
study shows that brand and performance of various tires has considerable impact on
customers perception. The survey shows the customers inclination and desirability
towards various brand.
Trucks with Apollo tires are much favorable as it has good performance and life but
when the same vehicles is provided with other brands of tires the customers didnt
find the same level of performance quality as in case of use of Apollo tires. Even
other competitors such as Mahindra and AL are using Apollo tires to get a good
rating on the performance of tires. Thus we can conclude that Apollo is the highly
favorable, thus getting it installed into new trucks will induce better performance and
satisfaction. Apart from Apollo tires MRF tires too has a good performance
perception in the minds of customers.

MARKET SHARE OF TATA MOTORS IN JHARKHAND

In Jharkhand as already mentioned earlier TATA leads the way, and other
competitors are way far from TATA but still entrance of new players and expansion of
dealership outlet by the existing players is opening the market scenario. The
following graph will epitomize the current Heavy commercial trucks market scenario
in Jharkhand.

MARKET SHARE

11%

4%
TATA MOTORS
ASHOK LEYLAND
MAHINDRA
OTHERS

85%

TATA dominance in Jharkhand is reflected clearly through this chart, Ashok Leyland
who leads the market in southern part of India is on second position but much below
than TATA followed by Mahindra and others include new players such as AMW,
Bharat Benz, MAN, Volvo Eicher etc.
Though above pie chart clearly depicts the market scene of commercial trucks in
Jharkhand, through our survey and analysis we found several findings which are as
follows:

Though above pie chart clearly depicts the market scene of commercial trucks
in Jharkhand , through our survey and analysis we found several findings
which are as follows:

Ramgarh and Hazaribhag are completely dominated by TATA Motors , in

these TATA shares are approx 90-95%.

Jamshedpur is the only location where almost every players dealership is

stationed.

Ashok Leyland is the second position holder when it comes to number of

dealership after TATA motors.

Places such as Khelari, Latehar, Hata, Saraikella, Chaibasa, Jhinkpani do not

have any dealership avenues.

Lot of customers mainly fleet owners preferred TATA because, it is easy to

find drivers but for Ashok Leyland it is tedious to find competent drivers.

After general financing term of 3-4 years the resale value of TATA trucks are
much higher than the rest .

SCENARIO AT PETROL PUMPS:

Throughout every field we surveyed numerous petrol pumps of various co. such as
HPCL, BPCL, and IOC etc. The main emphasis of the survey of the petrol pump was
to know the existing scenario and market potential in tanker section. The survey
across petrol pumps revealed the following:

Tanker section has only 2 players TATA and Ashok Leyland.

HPCL and BPCL use only TATA tankers.
IOC uses majority of TATA tankers but also uses Ashok Leyland.
TATA 1613 tankers are most commonly used ones.
90% of tankers of 12KL capacity are used.
1 out of 3 petrol pump owners have their own tankers.

AUTHORISED SERVICE STATIONS AND PRIVATE GARAGES

The survey was mainly confined to authorised service centers of competitors and
private garages .The findings of the survey about the same are as follows:

TATA has robust network of service stations agencies such as Akash and
Vinayaka enterprises have good network coverage.

Ashok Leyland comes second when it comes to presence of its authorized

service centers managed by GAML, it is in RAMGARH, HAZARIBHAG,

JAMSHEDPUR, DHANBAD , BOKARO,RANCHI etc.

Mahindra Navistar also has its service centers in RANCHI as well as a new

one in HAZARIBHAG.
These service centers of competitors have usually not more than 2 bathes

and on an average 5-6 vehicles serviced in a day.

When it comes to private garages such as Raja motors in Ranchi and Fauja
Singh Garage, these usually have on an average 2 bathes and on an average

6-7 vehicles being serviced.

Authorized service centers are mostly favored during the servicing period.
Private garages are cheaper and hence attract customers
Processing time is high in authorized service centers as it involved complete

set of procedure and paper work too.

Owners own on an average 2-3 tankers of their own and the rest is supplied

by the company.
Servicing period is 3-4 months.

CONCLUSION

Tata Motors is one of the most important players in the Indian Automobile Industry. It
is indeed one of the only best organizations in managing its employees. Seven
weeks in Tata Motors gave me the opportunity to learn a lot and get immense
experience. I worked in the Marketing and Sales division of Tata Motors; the various

projects given by the department made me gain a lot of knowledge. The environment
in the organization really reveals the ethics and values carried on by the Tata Group.
My internship at Tata Motors helped me a lot in getting the corporate exposure and
learning various practical aspects of the academics, which I have learnt. The values
focused by Tata Motors are truly practiced inside the company. I got the opportunity
to learn a lot of corporate behavior such as teamwork, patience, leadership, respect
for work, discipline, punctuality, honesty, urge for excellence and above all hard work
with sincerity. There is lot of new things, which I came to know in the company.
It also gave me the opportunity to interact with lot of interesting and passionate
people and to learn from them how they carry out their work smoothly to add value to
the organization. Having worked in Tata Motors for seven weeks, I personally feel
Tata Motors has long way to go and it is just the start for the company. We can see
that Tata Motors has been winning lot of awards both in India as well as across the
world for its excellent services, which the company has been providing to the
customers. Tata Motors is already working on various projects across India and is
well known for its performance and excellent services. Last but not the least, I would
just like to wish Tata Motors all the very best for future. It was truly an honor for me to
do internship at Tata Motors.

ANNEXURE
1.1

SAMPLE QUESTIONAIRRE FOR CUSTOMERS

THIS RESEARCH IS A PART OF STUDY CONDUCTED BY TATA
MOTORS.THE DATA COLLECTED WILL ONLY IS USED FOR ACADEMIC
PURPOSES AND YOUR RESPONSES WILL BE KEPT CONFIDENTIAL.

Consumers

1. Name of the Respondent

2. Respondent

Owner

Partners

Manager

3. Address & Contact No

......
...
4. No. of vehicles owned
Name of brands

Generic Model

No.

of

vehicles

5. Distance (Km) covered per day:a) Below 80 Km

b) 80 - 100 Km

c) 100 150 Km

d) 150 250 Km

e) 250 400 Km

f) above 400 Km

6. Mileage of the vehicle (in km) you are currently using (loaded condition)
Name of Generic
brand

model

Mileage
1.5

1.9-

2.3-

2.7-

3.1-

3.5-

3.9-

-1.8

2.2

2.6

3.0

3.4

3.8

4.1

>4.1

7. Where do you usually take your vehicle for service?

a) Service center
b) Local mechanic
8. Name of the financial institute approached for finance.

9. Please mark the different features on a scale of 1-5, were 1 is for least and 5
is for maximum.

Features

Rank the Features

1

Design
Pick up
Speed
Comfortable to Drive
Durability
Fuel efficiency
Maintenance Cost
Engine
Value for Money
10. What are the issues you came across while using the vehicle?

Availability of the Spare parts

Tires
Engine

After sales service

Others

11. What is the feature according to you which makes your vehicle better than
others?

12. Would you recommend TATA vehicles to others?

a) Yes

b) No

c) May be

13. If not TATA, which would be your next alternate option?

a).
b).
14. Any requirement of trucks in near future.
a) YES

b) NO

15. Suggestions; if any

..
.

[Signature of the respondent]

1.2

SAMPLE QUESTIONAIRRE FOR DEALERS

DEALERS

1).Dealership name

.
2) Address

..

3) Contact no.
4) How old is the dealership?
a.) 0-2 yrs

b.)2-5 yrs

c) 5-8 yrs

d.) Above 8 yrs

5) What is the stock position? SPARES / VEHICLES (Rolls in and Rolls out)
..
6) Which vehicles enjoy highest demand in your area?

7) What is average salary of executives working?

Rs.5000

more than Rs.5000

8) How many sales executive are working in dealership?

10

10-15

more than 15

9) Does the principal (company) providing all necessary cooperation leading to

mutually beneficial relationship?
a.) YES

b.) NO

10) Do they extend finance function to customers?

a.) YES

b.) NO

11) Is there is more than one dealership owned by the dealers?

a.) YES

b.) NO

12) Do you have separate forum / desk for handling customer complain
a.) YES

b.) No

If yes, please mention

...

[Signature of the respondent]

1.3

SAMPLE QUESTIONAIRRE FOR PETROL PUMP OWNERS

Pump Owners
1. Name of petrol pump.
..........................
2. Address of the pump.

3. Name of the proprietor.

..
4. Average sales per day.

..
5. The name of brand of tankers owned:
Name of brand

Capacity

Owned/Rented

No. of tankers

6. How many tankers are required to maintain a continuous supply of petrol/diesel in

week/month?
12KL

24KL

10. For servicing of your tankers what do you prefer?

an authorized servicing garage

a private local garage

11. How frequent is the servicing of the tankers required? (In months)

.
12. Are you satisfied with the service performance of your tankers?
Very satisfied

13.

satisfied

Not Sure

Unsatisfied

Very Unsatisfied

Any other suggestions or your preference you would need towards the brand

of your tankers?

[Signature of the respondent]

1.4

BUSINESS REVIEW TEMPLATE (BRT SHEET)

THE BRT USED BY TATA FOR THE PURPOSE OF THEIR

EVALUATION.IT IS USED BY ONLY FOR ACADEMIC PURPOSE AND
THE TOOL USED WILL BE CONFIDENTIAL.

Cost Parameters

Initial cost per vehicle

Finance amount (Rs.)

TML Product

Compitition

propose LPT

Bharath Benz

2518TC/Cab

2523R Cab

2,085,000

2,140,000

1,980,750

2,033,000

REVENUE CALCULATIONS

Freight rate/ton-km primary load

Freight rate/ton-km secondary load
No of trips per year
Total Ton-km per year
Total freight earned per year in Rs.

2
1.8
120

2
1.8
120

1,852,800

1,783,320

3,509,760

3,378,144

360,000

360,000

83,400

85,600

FIXED COSTS PER YEAR

Crew salary per year

Insurance, taxes and others
Admin expenses - manager/office/telephone etc
Total Fixed costs per year

104,250

547,650

107,000

552,600

RUNNING COSTS PER YEAR

Pay Load Carried in Tons per annum

Distance per month in Km
Distance per year in km

3840
10200
122,400

Trip Diesel Mileage for one trip in Kmpl

Tyre cost per km in Rs
Fuel cost in Rs/year
Tyre cost in Rs/year
Maintenance cost in Rs/year
Toll charges & additional expenses per year in Rs
Total Running Cost in Rs/year

3696
10200
122,400

3.7

3.6

2.1

2.1

1,483,391

1,524,482

256,412

256,412

97,920

73,440

257,040

257,040

Finance Costs Per Year

2,094,763

2,111,375

118,845

121,980

2,761,258

2,785,955

TOTAL OPERATING COSTS PER

YEAR

Total operating cost per km

22.6

22.8

Total operating cost per ton-km in Rs

1.49

OPERATING PROFIT PER YEAR

1.56

748,502

592,189

Increase in operating profit per year over compared

vehicle

156,313

Number of years

5
781,56

Total increase in operating profit for five years

Additional Information, if any:

Primary Goods:
Secondary Goods:

TML Product
Data Parameters

Tata LPT
2518TC Cab

Pay load in Tons

Primary Load Carried in Tons
Return load carried in Tons
Lead distance with onward primary load in Kms

Bharath Benz
2523R Cab

16.0

15.4

16.0

15.4

16.0

15.4

455.0

455.0

510.0

510.0

Lead distance with return secondary load in

Kms
Distance without load in kms

Total distance per trip

No of trips per month

55.0

55.0

1,020.0

1,020.0

10.0

10.0

32.0

30.8

Total Load carried per trip(onward+return) in

tons
Total number of operative months

12.0

Type of Tyres
Cost of one new bias ply tyre in Rs

12.0
Radial

Radial

19,000.0

19,000.0

60,000.0

60,000.0

65,000.0

65,000.0

52,000.0

52,000.0

0.8

0.6

3.6

3.5

3.8

3.7

3.9

3.8

45.0

45.0

2.1

2.1

Cost of one new radial ply tyre in Rs

Front axle tyre life in Kms
Lift axle tyre life in Kms( damy axle tyre life)
Drive axle tyre life in Kms
Trailer/tandem axle tyre life in Kms
Cost of maintenance per km in Rs
Diesel Mileage with primary load in KMPL
Diesel Mileage with secondary load in KMPL
Diesel Mileage without load in KMPL
Fuel price in Rs
Additional Expenses per ton in Rs
Approx Toll charges per km in Rs
Finance Data

Funding amount in % age

Tenure in years
Moratarium period in months
Tenure in months

95%

95%

5.0

5.0

2.0

2.0

58.0

58.0

1,760,000.0

1,810,000.0

325,000

330,000

Fixed cost details

Vehicle price in Rs
Body Price in Rs

Finance charges (flat rate) in % age

6.0%

Crew Salary per month in Rs

30,000

6.0%
30,000

Revenue Data

Primary load Freight rate per ton-km in Rs

Secondary load freight rate per ton-km in Rs

1.8

1.8

BIBLIOGRAPHY
References can be depicted here based on the Review of Literature on various
projects, reports, journals, articles and papers related to the project title. The Review
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http://www.winger-tatamotors.com
http://en.wikipedia.org/wiki/Automotive_industry
http://www.bestindiansites.com/top-companies/auto-mobile/
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try_an_analysis_2005.pdf
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Books

Principles of Marketing, A South Asian Perspective Philip Kotler, Gary

Armstrong, Prafulla Y. Agnihotri, EhsaanulHaque

The Marketing Whitebook 2012-2013 Businessworld

Marketing Management Global Perspective, Indian Context - V. S.

Ramaswamy

Marketing Management- Philip Kotler

Marketing Management-Tapan K Panda