DEMAND GENERATION LEVERS FOR

SMALL COMMERCIAL VEHICLES- cargo

REPORT SUBMITTED IN PARTIAL FULFILLMENT OF REQUIREMENT
FOR

FOR POST GRADUATE PROGRAMME IN MANAGEMENT

BY
RANJEETA KUMARI &ARCHI BARDHAN

UNDER THE GUIDANCE OF

INDUSTRY GUIDE

COLLEG GUIDE

MR.DEEPAK K OKTE
PROF. SAMBIT BANIK
TERRITORY MANAGER
KOLKATA

EIILM,

TATA MOTORS LTD JSR

EASTERN INSTIUTE FOR INTEGRATED LEARNING IN MANAGEMENT

6 WATERLOO STREET, KOLKATA
1

(MAY JUNE)

Declaration
I hereby solemnly declare that the project titled demand generation and levers for small
commercial vehicle (Tata ace ht) submitted by me is a bona fide work based on my own
understanding and has not been copied from any published source or website

Mr. Deepak k okte

Ranjeeta kumari

Territory manager

Archi bardhan

Tata Motors Ltd. JSR

PGPM (09-11)
Eiilm, Kolkata

ACKNOWLEDGEMENT
I would like to thank my project guide, Mr. Deepak okte, manager sales SCV, Tata Motors,
under whose valuable guidance and support, I have been able to complete summer
internship project. He has been a constant help throughout.
I would like to thank Mithila motors the vendor of the small commercial vehicle, to source
me with the useful data and Mr. Akshay and Miss Kiran who always found out time to
answer my unending queries.
I would also like to thank Prof. Sambit banik, my mentor, who constantly helped me in
every possible way.

OBJECTIVE
Demand generation and levers for small commercial
vehicle TATA ACE
The objective of the project is to generate demand for small commercial vehicle (scv) Tata
Ace in FMCG sector as well as generate demand of Tata EX & HT model to the customer
already using Tata Ace. The research on the project helped me in knowing the function of
the multi utility vehicle as well as price and present competitor of the vehicle. It also helps
me in knowing the strategies adopted by the company to compete as well as different sales
promotion tactics to sale.

TATA MOTORS LTD.

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 Tata, chairman

HISTORY OF TATA MOTORS

TATA MOTORS Ltd is a part of the TATA GROUP of Companies. It was found and named
as TELCO (TATA ENGINEERING AND LOCOMOTIVE COMPANY LIMITED) and
established as a locomotive manufacturing unit in the year 1935 and later on started
manufacturing commercial vehicle from the year 1954 with forming a joint venture with
DAIMLER BENZ AG, Germany known as TATA ENGINEERING. Later on at beginning
of 2003 financial year it was renamed as a more specific name TATA MOTORS LTD.
After years of domination in commercial vehicle market in India it entered the passenger
vehicle market in India with the launch of TATA SIERRA. Later on it launched Indias
first SUV TATA SAFARI in 1998 and since then has never looked back. The launch of
TATA ACE in the year 2006 proved Tata Motors to be a leader in small commercial
vehicle industry too. Tata Motors ltd, JSR plant is manufacturing more than 32 models of
commercial vehicles in both HCV (heavy commercial vehicles) and ICV (intermediate
commercial vehicles)
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 Brazil-based
Marcopolo, a global leader in bodybuilding for buses and coaches to manufacture fullybuilt 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 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 polices
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 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
7

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. Thus Tata Motors will have to face tough competition in near
future, which might affect its growth negatively.
Currently, the presence of Suzuki through its subsidiary, Maruti Suzuki in the Indian
market may also be alarming. Maruti has aggressively launched family cars to undermine
the Tata models. 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 Republic-based 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 or new
models like Indica Vista, Indigo Vista, Xenon, Tata World Truck and a aggressive
marketing policy.

The product LOB (line of business) is demonstrated below:

TATATATA
MOTORS LTD

CVBU

PVBU
HCV

BUSE

LCV

CARS

ICV
SCVSCV-

HCV - heavy commercial vehicles

LCV- light commercial vehicles
LCV- 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 :
Jamshedpur
Pune
Pantnagar
Dharwaal
Luckhnow
Gujarat (anand)
2. PVBU: (passenger vehicle business unit) The PVBU has its plant located in Pune as
well as anand.

As our area of concern was commercial vehicle business unit let us look at the hierarchy of
the CVBU.

The regional offices of Tata Motors ltd are located in four regions:

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.
Habib Shahid. There are five area offices located in the east region:
1. Jamshedpur & Ranchi for Jharkhand
10

2. Patna for Bihar

3. Bhubaneswar for Orissa
4. 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 Vahan pvt ltd.
Bhudhiya Agencies ltd.
Ganpati vahan pvt ltd.
R A Himmatsingha 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
Concept vehicles
2000 Aria Roadster
2001 Aria Coupe
11

2002 Tata Indiva

2004 Tata Indigo Advent
2005 Tata Xover
2006 Tata Cliffrider
2007 Tata Elegante
2009 Tata Prima
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)
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)

12

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

Quotation

Stage III

Advance Payment

C1

Stage IV

Vehicle Delivery

C2

C3

Prospect
Customers
There
are 4 steps in which Tata Motors CVBU categorize their customers in the short term
(Universe)

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
13

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 I was to learn how to finance a vehicle, 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 to finance
a vehicle 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
14

suitable/profitable to them at that point of time and if anyone fails to satisfy its customers
quest one is likely to suffer the loss of a customer which is always fatal to any industry and
company.
Mr. Deepak K Okte (TSM, SCV-C) taught me how to finance 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 I can comment
only on one factor and that is while financing one should always see two things:
1) The intention
2) The capability
3) 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 financiers in the country.
Tata Motors Finance strives to ensure speedy processing of contracts which are either
cleared directly by the dealers or are approved by their field staff. The contracts are usually
finalized within 1 to 3 working days abiding by its Fair Practices Code 2008.
To calculate whether the customer is eligible for giving loan there is a RSPM (Risk
Scoring and Pricing Module) in which there is a list of questions which are asked by the
sales executive to the customers which later on are fed into the software which responds
whether the prospective customer is eligible for loan or not and what rate of interest shall
the loan be given.
15

SMALL COMMERCIAL VEHICLES- CARGO

Tata motors offer a wide range of vehicles in the small commercial vehicles cargo
segment. Last years sales of 2008-09 are:
SNO.
1
2
3
4
5

LINE OF BUSINESS
TATA ACE
TRUCKS
TATA 207 RX PU
MAGIC
WINGER PASSENGER

TOTAL SALES
107872
107714
11125
45223
5698
16

6
7
8
9
10
11

LCV TRUCKS
ICV TRUCKS
LCV BUSES
ICV BUSES
M&H CV BUSES
TATA 407
TOTAL

21921
19749
12706
4302
16757
4090
357157

Various developments have led to rise of new models. The newly launched models in this
segment are:
TATA ACE EX
ACE EX, Indias first mini truck now comes with a EX advantage comes with a 5 speed
gear box with an overdrive to take your business with farther locations in less time. Along
with a bigger 13 radial tyres and better clearance, which help in off roads deployment?
Ace ex comes with an electronic start stop & start arrangement which helps in increasing
mileage. Now earn and save more with the new ACE EX.

17

A MINI ELEPHANT
Small is big

18

TATA ACE Competitors

19

TATA ACE
EXMODEL SPECIFICATION
Engine

Model

TATA 275 IDI NA BS - II OR BS III

Type
Diesel Engine

4-Stroke, Naturally Aspirated, Indirect Injection,

Capacity
Max. Output

16 HP @ 3200 rpm

Displacement

700 cc

Special items

Catalytic converter (only in BS III)

Clutch

Single plate dry friction diaphragm type

Gear Box

GBS 65-5/ 5.27

Type

Synchromesh (5 forward Gears), sliding mesh (reverse gear)

Steering

Mechanical, changeable ratio (20.5 to 24.5), 380 mm dia

Brakes
Type

Dual circuit hydraulically activated

Front Brakes

Disc brake

Rear Brakes

Drum brakes (200m. Dia * 30 mm)

20

Parking Brakes

Cable operated mechanical linkages acting on rear wheels

Suspension
Front and Rear: -

Parabolic spring suspension

Shock Absorber: -

Hydraulic double-acting telescopic type

Wheels and Tyres

Tyres: -

155R 13 LT 8 PR Radial

Dimension (ft)
Length
Width
Height
Wheel base
Front Track
Rear Track
loading deck length
loading deck width
Height of side panels
Loading height from the ground
Min Turning Circle Dia

Fuel Tank

12.4671916
4.92125984
6.10564304
6.88976378
4.29790026
4.36351706
7.21784777
4.92125984
0.98425197
2.25721785
8.6m
30 liters

Performance
Max. speed
Max. Gradeability

70kmph
21%

Weight
21

Max GVW
Kerb Weight
Seating capacity

1550kg
815kg
Driver + 1

TATA ACE HT MODEL SPECIFICATION

ENGINE
Model

TATA 275 IDI NA BS-II or BS-III

Type

4-Stroke, Naturally Aspirated, Indirect Injection,

Diesel Engine

CAPACITY
Max. Output

16 HP @ 3200 rpm

Max.Torque

3.8 mkg @2000 rpm

Displacement

700 cc

Special Item

Catalytic converter (only in BS III)

Clutch

Single plate dry friction diaphragm type

Gear Box

GBS 65.4/ 6.31

Type
STEERING

Synchromesh (4 forward Gears), sliding mesh

(Reverse gear)
Mechanical, Changeable ratio (20.5 to 245), 380 mm

BRAKES
Type

Dual circuit hydraulically activated

Front Brake

Disc brake

22

dia

Rear Brake
Parking Brake

SUSPENSION

Drum brake (200 mm dia.* 30 mm)

Cable operated mechanical linkages acting on rear
Wheels

Front & Rear

Parabolic spring suspension

Shock Absorber

Hydraulic double-acting telescopic type

WHEELS AND TYRES

Tyres

145 R12LT 8 PR Radial Tube tyres

DIMENSION (FT)
Length
Width
Height
Wheel base
Front Track
Rear Track
Loading deck length
loading deck width
Height of side panels
Loading height from the ground
Min Turning Circle Dia

Fuel Tank

12.4671916
4.92125984
6.05314961
6.88976378
4.26509186
4.33070866
7.02099738
4.69160105
0.98425197
2.21784777
8.6m

30 liters

PERFORMANCE
Max. speed
Max. Gradeability

64kmph
22%

WEIGHT

23

Max GVW
Kerb Weight
Seating capacity

1550kg
815kg
Driver +1

EXTRA
EXTRA
EXTRA
EXTRA

24

SPEED
MILEAGE
REVENUE
SAVING

SMALL IS BIG

Higher fuel efficiency

High turn around
Off-road capabilities
Long lead capability

25

26

RESERCH PROCEDURE
RESERCH OBJECTIVE:
To generate demand.
To find out customer satisfaction index.
To know customer preferences for a small commercial
vehicle (SCV).

RESERCH PROCEDURE:
DATA SOURCE-This methodology include both,

Primary data collection

Secondary data collection

Primary data collection included simple questionnaire. This questionnaire has both
closed end questions as well as opened end questions. Primary data was collected in both
ways while meeting people personally and through telephonic conversation. Personal
interview was taken to FMCG distributor and telephonic conversation with the existing
customer of Tata Ace.
Secondary research; via Internet,

27

RESEARCH APPROACH- Survey research approach was followed.

CONTACT METHODPersonal interview- FMCG distributor was interviewed personally.
Telephonic-Customer of Tata ace was surveyed to know about their satisfaction index as
well as generate demand of new model Tata Ace EX & HT
RESEARCH INSTRUMENT- A structured questionnaire was used as research
instrument.

SAMPLING PLAN:
In sampling plan, decision about sample unit, sample size and sample procedure is taken.

Sample unit- FMCG distributor as well as existing customer of

Tata ace was being surveyed.
Sample size- The sample size for personal interview 12
Telephonic survey 103
Sampling procedure- Judgment sampling

28

DATA INTERPRETATION

29

QUESTION-WISE ANALYSIS OF PERSONAL

INTERVIEW QUESTIONNAIRE
Question: 1

Use own vehicles or hire

12
10
8
6
4
2
0
OWN VEHICLE

HIRE

It was found that 11 customer (FMCG distributor)use their own vehicle for delivering
goods to retailers .Only 1 customer hire vehicle for delivering goods to retailers.

30

Question: 2
Which vehicles 3 wheelers or 4wheelers

10
9
8
7
6
5
4
3
2
1
0
3 WHEELER

3&4 WHEELER

9 customer use 3wheeler and rest 3 use 3as well as 4wheeler for distributing goods to
retailers.

31

QUESTION: 3
Which company vehicles

4.5
4
3.5
3
2.5
2
1.5
1
0.5
0
BAJAJ

PIGGIO

TATAACE&BAJAJ

MAHINDRA

ALL FOUR

It was found that 4customer use Bajaj, 3 customer use Piaggio, 2 customer use both
Tata ace &Bajaj and only one customer use the entire 4 vehicle.
Following are the reason for using 3 wheelers &4 wheelers.
3wheelers are used to deliver goods to local market.
4wheelers are used to deliver goods to far distinct places.

32

QUESTION: 6
Awareness of Tata Ace

100% CUSTOMER ARE AWARE OF TATA ACE

33

QUESTION: 6
Interested in Tata Ace

8
7
6
5
4
3
2
1
0
INTERESTED

NOT INTERESTED

It was found that only 5 customers are interested to purchase Tata Ace and rest 7 are not
interested to purchase because of parking problem. The most common feedback is that
they distribute goods only in Jamshedpur and Tata Ace cannot go in all the area of bistupur
and sakchi, because Tata Ace required more space for parking then 3 wheelers.

34

QUESTION-WISE ANALYSIS OF TELEPHONIC

CONVERSATION
QUESTION: 1

Satisfaction level of customer

70
60
50
40
30
20
10
0
HIGHLY SATISFIED

SATISFIED

DISSATISFIED

HIGHLY DISSATISFIED

It was found that maximum customer is highly satisfied with the vehicle performance i.e.
60customer is highly satisfied 23 customer is satisfied 15 is dissatisfied and 5customer is
highly dissatisfied with the vehicle performance.

The customer who is highly dissatisfied is because of servicing problem. The reply that
most of the spare parts are not available and take more time then required.

35

QUESTION: 2
Reasons behind dissatisfaction

12
10
8
6
4
2
0
ENGINE

MILEAGE

PICK UP

SERVICING

Engine 10 customer says that they have problem in engine. They reply that engine become
excess hot as well as crank shaft break down easily.
Mileage 4 customer replies that the mileage of the vehicle is not good it consume more
diesels.
Pickup 6 customer says that the vehicle doesnt give good pickup. They reply that some
times it is difficult to start the vehicle.
Servicing problem: 5 customers reply that they dont want to purchase this vehicle
because of servicing problem. They say that most of the spare parts are not available and
take more time then required even for minor processes.
36

QUESTION: 4

Agree to purchase

90
80
70
60
50
40
30
20
10
0
YES

NO

26 customers are ready to purchase Tata ace as well as they will recommend their friend to
purchase this vehicles

37

FINDINGS

In FMCG sector 91% of the surveyed customers use their own vehicle for delivering
goods to retailers and 9% customer hire vehicle for delivering
Only 42 % customers in FMCG sectors are interested to purchase and rest 58%
customers are not interested to purchase because of parking problem.
58 % of Previous Customers are highly satisfied 22% are satisfied with the vehicle
performance and they will purchase the vehicle again in future
5%customer is highly dissatisfied because of servicing problem and they will not
purchase Tata Motors vehicles.

15 %customers are dissatisfied because of mileage, engine, pickup as well as

servicing problem.
It was found that out of 103 customers 26 customers are interested to purchase the
vehicle with in a week

38

RECOMMENDATION
Tata Ace needs to improve more on some technical aspects like engine, mileage,
torque, pickup, etc. More over, the wheel of the vehicle should be increased to carry
heavier loads.

As most of the spare parts of the vehicle are unavailable in local areas, Tata

Motors
should make sure that all the spare parts are readily
available in the nearby agencies to avoid any kind of inconvenience to the
customers.

39

LEARNING AT TATA MOTORS

Learning at Tata Motors taught me how professional organization like Tata Motors
works. How automobile markets works, how sales process take place, how order
take place .While working with Tata Motors I come to know about the following
points.

Tata Motors helped me to know about the sales process.

Tata Motors taught me how to coordinate with vendors.
I learnt how to deal with the markets demand of vehicles.
Tata Motors provided me opportunity to go in the markets with their sales force for
better learning and understanding of the markets.

40

LIMITATIONS
This research was limited to FMCG distributor and to a particular area i.e. east
singbhum
The telephonic survey was limited to the customer of Tata Ace and to a particular
area i.e. Dhanbad, Ranchi, Hazaribagh
There was time constraint as this research was to be completed with in a specified
period of time.
During personal interview some of the customer was not available so the visit was
done 2-3 times and it takes more time to complete this project.
In case of telephonic interview most of the customer cannot contacted because of
changed phone number, network problem or some of the customer mobile is switch
off etc.

41

CONCLUSION
The most common feedback from the customer was that the mileage of the vehicle
should be more.
Torque as well as pickup should be improved.
There was some dissatisfaction with the service centre among the customers.
The general view of the customer regarding the service centre was that it is not up to
the mark and not committed as well.
Most of the spare parts are not available in the service centre.
On the other hand there are customers who are very much satisfied with the
Vehicles performance

42

REFERENCES
Help from various books and websites were taken to complete this project successfully.

WEBSITES:
www.google.com
www.tatamotors.com

BOOKS:
Marketing management by Kotler and Keller 13th edition.
Chapter conducting marketing research and forecast

ANNEXURE
43

PERSONAL INTERVIEW QUESTIONNAIRE

1 Are you using own vehicle for delivering goods?
Yes

No

2 If yes, then which vehicle?

a) 2wheeler b) 3wheeler c) 4 wheeler d) 3&4 wheeler both.
3 Which company vehicle do you use?
a)Tata

b) Mahindra

c) Bajaj d) Piaggio e) Others specify

4 Are you satisfied with the vehicle performance so far?

Yes

No

5 If not satisfied, then why?

6 Are you aware of Tata Ace?

Yes

No

7 Would you like to purchase TATA ACE?

Yes

No

8 If no, then why? Give reason.

May I know you?
Name
Mobile no

44

Company you work forTELEPHONIC

SURVEY

QUESTIONNAIRE
1 Are you satisfied with the vehicle performance so far?
a) Highly satisfied b) satisfied c) Dissatisfied d) Highly dissatisfied
2 If no then, give reasons?

3 Do you have any future requirements?

a) Yes

b) No

4 What do you like most in our vehicle? Please specify

5 Confirmation of address

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