TATA MOTORS (South Africa)

By
Akshay Purohit 61
Gangotri Pajwani 52
Varsha Rathi 65
Payal Mundrs 44
History
Tata group was founded by JAMSHEDJI TATA in 1945.
Tata motors is a part of Tata group
Tata Group, and was formerly known as TELCO (Tata Engineering and
Locomotive Company)
Tata Motors was founded by RATAN TATA.
It tied-up with Daimler-Benz and entered Commercial vehicle
segment in 1954.
The company is the worlds second largest manufacturer of
commercial vehicles.
Worlds fourth largest truck manufacturer and worlds second largest
bus manufacturer.
It is a dual-listed company, which is traded on both the Bombay
Stock exchange as well as the New York Stock Exchange..
The headquarter of Tata group is in Mumbai
Timeline of TATA Motors

Foundation-1945
First truck-1960
First LCV Tata 407-1986
Expand into car market-1990
Took over Daewoo Motors-2004
Product Portfolio

Micro- Nano
Compact- Indica (eV2, Vista, Xeta) Indigo (eCS)
Midsize- Indigo, Indigo Manza
Utility Vehicle (UV)- Sumo Gold, Sumo Grande, Safari, Aria
Premium and Luxury SUV- Land Rover (Freelander, Defender, Discovery,
Range Rover, Range Rover Sport, Evoque)
Premium and Luxury Car- Jaguar (XF, XJ, XK)
TATA MOTORS (SOUTH-AFRICA)

Tata Motors entered South African market in 2004

The distribution and marketing of Tata cars in South Africa was handled
by Accordian Investments (Pty) Ltd., Joint Venture between the Imperial
Group, Ukhamba Holdings (Pty) Ltd. and Tata Africa.
TATAs original intention was to take advantage of European Unions Free
Trade Agreement (FTA). Tata motors would use this to assemble and
export its cars to European markets as its competitors like Toyota,
Volkswagen and Ford were already doing. With the growing demand of
cars among the country itself, the company targeted not only the local
people but international markets as its targets as well
Porters Five Force Theory

THREATS OF NEW
ENTRANTS

BARGAINING BARGAINING
POWER OF COMPETITIVE
POWER OF
SUPPLIERS RIVALRY
CUSTOMERS

THREAT OF
SUBSTITUTES
 Threats for New Entrants
1. High capital required
2. Strong Distribution Network
required
3. Strong brand names are
important

Bargaining Power Of
Bargaining Power Of Customers
Suppliers Competitive Rivalry
1. Product is important to
1. Large Number of 1. Large Industry Size customer
substitute inputs 2. Fast Industry Growth 2. High price sensitivity
rate 3. Buyer requires special
customisation

Threats Of Substitutes
1. 2 Wheelers
Challenges

Marketing the Tata brand, as products from

India were not considered world class.
Setting up a dealer network
Competing with brands like Toyota,
Volkswagen & Ford
Overcoming the challenges

The team spent many months convincing customers about the Tata's'
commitment to quality
The company currently has 32 dealers and this network has helped
them sell their vehicles in every part of the country.
TACSA spends a lot of time training these dealers in sales and service
practices.
Recently, they have also started giving dealers a uniform Tata image in
terms of signage and brand visibility
TATA MOTORS (FINANCE)

Tata Motors Finance Ltd, is a subsidiary company of Tata Motors Ltd.

Established in 1957, we are engaged in financing entire range ofPassenger
Cars & Commercial Vehiclesmanufactured byTata Motors Ltd.
With a core purpose to reach out & help customers realize the dream of
owning a TATA vehicle easily, we are present across 150+ locations and at all
Tata Motors Ltd authorized dealerships.
Driven by the trust of more than 2 million customers, we are the largest
financiers of vehicles manufactured by Tata Motors Ltd. Schemes designed to
suit every customer requirement, flexible repayment options, hassle-free
eligibility criteria, simple documentation and fast sanctioning process makes
us the preferred choice of any customer desirous of owning a Tata Car or
Commercial vehicle.
TATA (Marketing)

Targeting strategy is used

Brand image is created
Dealer Confidence
Conclusion

Tata Motors has been at the forefront of the Indian automobile

industrys anti-pollution efforts by introducing cleaner engines.
Therefore Tata Motors Limited is always committed to
understanding customers needs. The name of TATA itself says
it all
T- Trust
A- Acceptability
T- Transparency
A-Accountability