Case Study Presentation on

Tata Motors

Prepared by
Group 02
 VRIN TESTING THE JAGUAR AND LAND ROVER

VALUES • Created value for its brand by manufacturing

products & meet the expectations of customers
• Create competitive advantages

RARITY • Created as a union between two luxuries and

top quality brands (The Jaguar cars and Land
Rover automobile)
• Huge investment required

IMITABILITY • Does not have any strong features which is

highly inimitable.
• Its competitive advantage (luxurious design,
technology etc.) are rare to to be found in a
single brand except few two brands, but these
can be easily imitated

NONSUBSTITUTABLE Substitutable, Similar design to other brands

 SWOT ANALYSIS
STRENGTH WEAKNESS
- Wide & extensive distribution - Limited international presence
and service network - Not much customer engagement
- Good market penetration programs and activities
- Expert service professionals - The poor safety ratings of the Nano
available and the lack of airbags continued to
- Dedicated engineering and R&D hold down sales.
department
- symbol of India’s emergence as a
world economic power and was
India’s largest private-sector
employer, with over 425,000
employees.
- Highly diversified product
portfolio
 SWOT ANALYSIS (Cont.)
OPPORTUNITY THREAT
- Expanding automobile market and available space for - Increasing fuel costs;
competitors - Competition from other big
- Increasing per capita income and purchasing automobile giants;
capability of potential customer base; - Competitive products
- Leveraging customer engagement experience to offering same level features
acquire new customers at a lesser price;
- Leveraging mergers and acquisitions to acquire newer - Product innovations and
technology; frugal engineering by
- Augmenting the distribution and service network in competitors.
various countries
- Tata Motors can take advantage of their low cost
vehicle by entering into third world countries where
people have low purchasing power which gives them a
big export opportunity;
- Jaguar and Land Rover provide Tata Motors with an
opportunity to establish itself in the luxury segment
- Tata Motors can incorporate safety features in their
vehicles to gain more customer satisfaction
- Joint ventures in other countries allow Tata Motors to
easily enter into new market internationally
 KEY ELEMENTS OF TATA’s STRATEGY

 COMMITMENT TO QUALITY AND THE LOWEST TOTAL COST OF

OWNERSHIP.
 INVESTMENT IN INDIA & CREATE OPPORTUNITY IN
INTERNATIONAL MARKET
 JOINT VENTURE STRATEGY TO AUGMENT THE MARKET
(COMMERCIAL VEHICLE CO. LTD, BRAZIL’S MARCOPOLO,
CUMMINS ENGINE CO DAIMLER-BENZ, TATA HOLSET)
 INCREASE BETTER SALES AND SERVICE NETWORK TO ENHANCE
CUSTOMER CARE AND INCREASE SALES.
 TARGET TO PENETRATE BRICS COUNTRY’S MARKET
 TARGET TO CONVERT THE SCOOTERS/MOTORCYCLES BY TATA
NANO
 KEY ELEMENTS OF TATA’s STRATEGY (Cont.)

 CONTINUOUS INNOVATION IN COMMERCIAL VEHICLE (E.G.

PICKUP VAN, TRUCK, LARGE BUS, COACH) TO CAPTURE THE
MARKET
 PLANS TO SET UP VARIOUS TYPE OF FACTORY IN VARIOUS
COUNTRY (E.G. ASSEMBLY PLANT IN SOUTH AFRICA)
 FOCUSED ITS CAPITAL ON TECHNOLOGY AND NEW PRODUCTS SO
THAT ITS PORTFOLIO WOULD BE READY WHEN THE MARKET
IMPROVED.
 LAUNCHED THE MAGIC IRIS, A THREE-SEAT AUTOMOTIVE VEHICLE
DESIGNED AS A RICKSHAW REPLACEMENT.
 PLANNED AN INCREASED CUSTOMER-CENTRIC OPERATION