INDUSTRY RESEARCH PROJECT REPORT

ON

COMPARATIVE ANALYSIS OF MARKETING STRATEGIES OF TATA

MOTORS AND MARUTI SUZUKI

SUBMITTED IN

PARTIAL FULFILLMENT OF

BACHELOR OF BUSINESS ADMINISTRATION

TO

GALGOTIAS UNIVERSITY

UNDER THE GUIDANCE OF SUBMITTED BY

MRS. NEHA ZAIDI RAHUL THAKUR

MARKETING FACULITY BBA, SEM VI

GALGOTIAS UNIVERSITY 16GSOB101297

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 CERTIFICATE

This is to certify that the project report study on Comparative Analysis of Marketing
Strategies of Tata Motors and Maruti Suzuki has been prepared by RAHUL THAKUR
under my supervision and guidance. The project report is submitted towards the partial fulfilment
of 3-years, full time Bachelor of Business Administration/Bachelor of Management Studies

Name: MRS. NEHA ZAIDI

Signature:

Date:

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 DECLARATION

I,RAHUL THAKUR Roll No.1604101195 student of BBA of School of Business, Galgotias

University, Greater Noida hereby declare that the project report on study on Comparative
Analysis of Marketing Strategies of Tata Motors and Maruti Suzuki.
I further declare that it has not been submitted elsewhere by any other person in any of the
institutes for the award of any degree or diploma.

RAHUL THAKUR

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 ACKNOWLEDGEMENT

The satisfaction and euphoria that accompany the successful completion of any task is
incomplete without the mention of people who made it possible. I take this as a great opportunity
to pen down a few lines about the people to whom my acknowledgment is due. It is with the
deepest sense of gratitude that I wish to place on record my sincere thanks to Mrs. Neha Zaidi,
my project guide for providing me inspiration, encouragement, guidance, help and valuable
suggestions throughout the project.

I would also like to thank all my respondent for giving me their valuable time and information.

RAHUL THAKUR
16GSOB101297

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 TABLE OF CONTENT

CHAPTER PARTICUALRS PAGE NO.

NO.

EXECUTIVE SUMMARY 1

1.0 INTRODUCTION

1.1 INDUSTRY PROFILE 8-9

1.2 COMPANY PROFILE 10-24

1.3 HISTORY OF THE PRODUCT 25-34

1.4 PROJECT PROFILE 35

1.5 MISSION AND VISION OF THE 36

COMPANY

1.6 SWOT ANALYSIS

1.7 COMPARATIVE ANALYSIS

1.8 RESEARCH OBJECTIVE

2.0 LITERATURE REVIEW 19

3.0 RESEARCH METHODOLOGY

3.1 RESEARCH DESIGN 20

3.2 SAMPLING DESIGN 21-33

3.3 DATA COLLECTION DESIGN

4.0 ANALYSIS AND INTERPRETATION 34

5.0 FINDINGS, SUGGESTIONS AND 35

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 CONCLUSION

5.1 FINDINGS 35

5.2 SUGGESTIONS 35

5.3 CONCLUSION 36

6 BIBLIOGRAPHY

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 EXECUTIVE SUMMARY

In this project I had done extensive Marketing research regarding Maruti Suzuki and Tata motors
and its brands and some brands like Honda, Hyundai etc. there has been a stiff competition
among the different cars and models.

The scope of the project was to analyse tata motors and Maruti Suzuki through their financial
statements and the significance of data and the conclusion

Here, mainly in this project my main aim was to analyse the financial position of both tata and
Maruti Suzuki and compare both the companies through their financial records and from their
balance sheet.

Here in this project I studied about Maruti Suzuki and Tata balance sheet, profit and loss
account, cash flow statement and ratio analysis through different ratios,balance sheet of last 5
years, profit and loss account and cash flow statement of both the companies Maruti Suzuki and
Tata.

I had gone to different websites positions for comparing both the companies and to analyse their
image and records.

In this project I have gone through personally to all the websites and compared both the
companies

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 1. INTRODUCTION

Industry Profile:

The automotive industry is a wide range of companies and organizations involved in

the design, development, manufacturing, marketing, and selling of motor vehicles,[1] some of
them are called automakers. It is one of the world's most important economic sectors by revenue.
The automotive industry does not include industries dedicated to the maintenance of automobiles
following delivery to the end-user, such as automobile repair shops and motor fuel filling
stations.

The automotive industry began in the 1890s with hundreds of manufacturers that pioneered
the horseless carriage. For many decades, the United States led the world in total automobile
production. In 1929, before the Great Depression, the world had 32,028,500 automobiles in use,
and the U.S. automobile industry produced over 90% of them. At that time the U.S. had one car
per 4.87 persons.[3] After World War II, the U.S. produced about 75 percent of world's auto
production. In 1980, the U.S. was overtaken by Japan and then became world's leader again in
1994. In 2006, Japan narrowly passed the U.S. in production and held this rank until 2009, when
China took the top spot with 13.8 million units. With 19.3 million units manufactured in 2012,
China almost doubled the U.S. production, with 10.3 million units, while Japan was in third
place with 9.9 million units. From 1970 (140 models) over 1998 (260 models) to 2012 (684
models), the number of automobile models in the U.S. has grown exponentially

Safety is a state that implies to be protected from any risk, danger, damage or cause of injury. In
the automotive industry, safety means that users, operators or manufacturers do not face any risk
or danger coming from the motor vehicle or its spare parts. Safety for the autmobiles themselves,
implies that there is no risk of damage.

Safety in the automotive industry is particularly important and therefore highly

regulated. Automobiles and other motor vehicles have to comply with a certain number of norms
and regulations, whether local or international, in order to be accepted on the market. The

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standard ISO 26262, is considered as one of the best practice framework for achieving
automotive functional safety.

In case of safety issues, danger, product defect or faulty procedure during the manufacturing of
the motor vehicle, the maker can request to return either a batch or the entire production run.
This procedure is called product recall. Product recalls happen in every industry and can be
production-related or stem from the raw material.

Product and operation tests and inspections at different stages of the value chain are made to
avoid these product recalls by ensuring end-user security and safety and compliance with the
automotive industry requirements. However, the automotive industry is still particularly
concerned about product recalls, which cause considerable financial consequences.

Around the world, there were about 806 million cars and light trucks on the road in 2007,
consuming over 980 billion litres (980,000,000 m3) of gasoline and diesel fuel yearly. The
automobile is a primary mode of transportation for many developed economies. The Detroit
branch of Boston Consulting Group predicts that, by 2014, one-third of world demand will be in
the four BRIC markets (Brazil, Russia, India and China). Meanwhile, in the developed countries,
the automotive industry has slowed down.[8] It is also expected that this trend will continue,
especially as the younger generations of people (in highly urbanized countries) no longer want to
own a car anymore, and prefer other modes of transport. Other potentially powerful automotive
markets are Iran and Indonesia. Emerging auto markets already buy more cars than established
markets. According to a J.D. Power study, emerging markets accounted for 51 percent of the
global light-vehicle sales in 2010. The study performed in 2010 expected this trend to
accelerate. However, more recent reports (2012) confirmed the opposite; namely that the
automotive industry was slowing down even in BRIC countries. In the United States, vehicle
sales peaked in 2000, at 17.8 million units.

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 COMPANY PROFILE

About Maruti Suzuki

Maruti Suzuki India Limited, formerly known as Maruti Udyog Limited, is an automobile
manufacturer in India. It is a 56.21%-owned subsidiary of the Japanese car and motorcycle
manufacturer Suzuki Motor Corporation. As of January 2017, it had a market share of 51% of
the Indian passenger car market. Maruti Suzuki manufactures and sells popular cars such as
the Ciaz, Ertiga, Wagon R, Alto, Swift, Celerio, Swift Dzire, Baleno and Baleno RS, Omni,Alto
800,SX4,Eeco, Ignis. The company is headquartered at New Delhi. In February 2012, the
company sold its ten millionth vehicle in India.

Maruti was established in February 1981 through the actual production commenced only in
1983. It started with the Maruti 800, based on the Suzuki Alto kei car. As of May 2007, the
Government of India, through Ministry of Disinvestment, sold its complete share to Indian
financial institutions and no longer has any stake in Maruti Udyog.

Chronology

In 1970, a private limited company named Surya Ram Maruti technical services private
limited (MTSPL) was launched on November 16, 1970.[relevant? – discuss] The stated purpose
of this company was to provide technical know-how for the design, manufacture and assembly of
"a wholly indigenous motor car". In June 1971, a company called Maruti limited was
incorporated under the Companies Act. Maruti Limited went into liquidation in 1977. Maruti
Udyog Ltd was incorporated through the efforts of Dr V. Krishnamurthy.

Affiliation with Suzuki:

In 1982, a license & Joint Venture Agreement (JVA) was signed between Maruti Udyog Ltd,
and Suzuki of Japan. At first, Maruti Suzuki was mainly an importer of cars. In India's closed
market, Maruti received the right to import 40,000 fully built-up Suzukis in the first two years,

10
and even after that the early goal was to use only 33% indigenous parts. This upset the local
manufacturers considerably. There were also some concerns that the Indian market was too small
to absorb the comparatively large production planned by Maruti Suzuki, with the government
even considering adjusting the petrol tax and lowering the excise duty in order to boost
sales. Finally, in 1983, the Maruti 800 was released. This 796 cc hatchback was based on
the SS80 Suzuki Alto and was India’s first affordable car. Initial product plan was 40% saloons,
and 60% Maruti Van.[16] Local production commenced in December 1983. In 1984, the Maruti
Van with the same three-cylinder engine as the 800 was released and the installed capacity of the
plant in Gurgaon reached 40,000 units.

In 1985, the Suzuki SJ410-based Gypsy, a 970 cc 4WD off-road vehicle, was launched. In 1986,
the original 800 was replaced by an all-new model of the 796 cc hatchback Suzuki Alto and the
100,000th vehicle was produced by the company. In 1987, the company started exporting to the
West, when a lot of 500 cars were sent to Hungary. By 1988, the capacity of the Gurgaon plant
was increased to 100,000 units per annum.

Market liberalization:

In 1989, the Maruti 1000 was introduced and the 970 cc, three-box was India’s first
contemporary sedan. By 1991, 65 percent of the components, for all vehicles produced, were
indigenized. After liberalization of the Indian economy in 1991, Suzuki increased its stake in
Maruti to 50 percent, making the company a 50-50 JV with the Government of India the other
stake holder.

In 1993, the Zen, a 993 cc, hatchback was launched and in 1994 the 1298 cc Esteem was
introduced. Maruti produced its 1 millionth vehicle since the commencement of production in
1994. Maruti's second plant was opened with annual capacity reaching 200,000 units. Maruti
launched a 24-hour emergency on-road vehicle service. In 1998, the new Maruti 800 was
released, the first change in design since 1986. Zen D, a 1527 cc diesel hatchback and Maruti's
first diesel vehicle and a redesigned Omni were introduced. In 1999, the 1.6 litre Maruti
Baleno three-box saloon and Wagon R were also launched.

In 2000, Maruti became the first car company in India to launch a Call Center for internal and
customer services. The new Alto model was released. In 2001, Maruti True Value, selling and
buying used cars was launched. In October of the same year the Maruti Versa was launched. In

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2002, Esteem Diesel was introduced. Two new subsidiaries were also started: Maruti Insurance
Distributor Services and Maruti Insurance Brokers Limited. Suzuki Motor Corporation increased
its stake in Maruti to 54.2 percent.

In 2003, the new Suzuki Grand Vitara XL-7 was introduced while the Zen and the Wagon R
were upgraded and redesigned. The four millionth Maruti vehicle was built and they entered into
a partnership with the State Bank of India. Maruti Udyog Ltd was Listed on BSE and NSE after
a public issue, which was oversubscribed tenfold. In 2004, the Alto became India's best selling
car overtaking the Maruti 800 after nearly two decades. The five-seater Versa 5-seater, a new
variant, was created while the Esteem was re-launched. Maruti Udyog closed the financial year
2003-04 with an annual sale of 472,122 units, the highest ever since the company began
operations and the fiftieth lakh (5 millionth) car rolled out in April 2005. The 1.3 L Suzuki Swift
five-door hatchback was introduced in 2005.

In 2006 Suzuki and Maruti set up another joint venture, "Maruti Suzuki Automobiles India", to
build two new manufacturing plants, one for vehicles and one for engines. Cleaner cars were also
introduced, with several new models meeting the new "Bharat Stage III" standards. In February
2012, Maruti Suzuki sold its ten millionth vehicle in India. For the Month of July 2014, it had a
Market share of >45 %.

Joint venture related issues:

Relationship between the Government of India, under the United Front (India) coalition
and Suzuki Motor Corporation over the joint venture was a point of heated debate in the Indian
media until Suzuki Motor Corporation gained the controlling stake. This highly profitable joint
venture that had a near monopolistic trade in the Indian automobile market and the nature of the
partnership built up till then was the underlying reason for most issues. The success of the joint
venture led Suzuki to increase its equity from 26% to 40% in 1987, and to 50% in 1992, and
further to 56.21% as of 2013. In 1982, both the venture partners entered into an agreement to
nominate their candidate for the post of Managing Director and every Managing Director would
have a tenure of five years

Manufacturing facilities

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Maruti Suzuki has three manufacturing facilities in India. All manufacturing facilities have a
combined production capacity of 1,700,000 vehicles annually. The Gurgaon manufacturing
facility has three fully integrated manufacturing plants and is spread over 300 acres
(1.2 km2). The Gurgaon facilities also manufacture 240,000 K-Series engines annually. The
Gurgaon Facilities manufactures the Alto 800, WagonR, Ertiga, S-Cross, Vitara
Brezza, Ignis and Eeco.

The Manesar manufacturing plant was inaugurated in February 2007 and is spread over 600
acres (2.4 km2). Initially it had a production capacity of 100,000 vehicles annually, but this was
increased to 300,000 vehicles annually in October 2008. The production capacity was further
increased by 250,000 vehicles taking total production capacity to 800,000 vehicles annually. The
Manesar Plant produces the Alto 800, Alto K10, Swift, Ciaz, Baleno, Baleno RS and Celerio. On
25 June 2012, Haryana State Industries and Infrastructure Development Corporation demanded
Maruti Suzuki to pay an additional Rs 235 crore for enhanced land acquisition for its Haryana
plant expansion. The agency reminded Maruti that failure to pay the amount would lead to
further proceedings and vacating the enhanced land acquisition. The launch of the Dzire
happened in the month of May 2017 and the variant is said to have good mileage

The Gujarat manufacturing plant became operational in February 2017. The plant current
capacity is about 250,000 units per year. But with new investments Maruti Suzuki has plan to
take it to 450,000 units per year.

In 2012, the company decided to merge Suzuki Powertrain India Limited (SPIL) with
itself. SPIL was started as a JV by Suzuki Motor Corp. along with Maruti Suzuki. It has the
facilities available for manufacturing diesel engines and transmissions. The demand for
transmissions for all Maruti Suzuki cars is met by the production from SPIL.

Industrial relations

Since its founding in 1983, Maruti Udyog Limited has experienced problems with its labour
force. The Indian labour it hired readily accepted Japanese work culture and the modern
manufacturing process. In 1997, there was a change in ownership, and Maruti became
predominantly government controlled. Shortly thereafter, conflict between the United Front
Government and Suzuki started. In 2000, a major industrial relations issue began and employees

13
of Maruti went on an indefinite strike, demanding among other things, major revisions to their
wages, incentives and pensions.

Employees used slowdown in October 2000, to press a revision to their incentive-linked pay. In
parallel, after elections and a new central government led by NDA alliance, India pursued a
disinvestment policy. Along with many other government owned companies, the new
administration proposed to sell part of its stake in Maruti Suzuki in a public offering. The
worker's union opposed this sell-off plan on the grounds that the company will lose a major
business advantage of being subsidised by the Government, and the union has better protection
while the company remains in control of the government.

The standoff between the union and the management continued through 2001. The management
refused union demands citing increased competition and lower margins. The central government
privatized Maruti in 2002 and Suzuki became the majority owner of Maruti Udyog Limited

Maruti Suzuki - 800

In the 1980s and early 1990s, the name "Maruti" was synonymous with the Maruti 800. It
remained the best-selling car in India until 2004, when the Maruti Alto took the title. It was also
exported to a number of countries in South Asia including Nepal, Bangladesh and Sri Lanka and
was also available in Morocco and selected European markets, often sold as the Suzuki Maruti.
In an elaborate ceremony held in New Delhi on 14 December 1983, then Prime Minister Indira
Gandhi handed over keys of the very first car to Mr. Harpal Singh, who won the ownership
rights through a lucky draw

The original 800 was based on the Suzuki

Fronte SS80, but a modernized aerodynamic
version using the body of the second-generation
Alto (SB308) was presented in late 1986. The
introduction of this car did revolutionize the
automotive industry in India. Right from its
inception, it was considered as the first affordable
people's car, the first modern era front wheel drive
and high-speed contemporary vehicle. The

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delivery was against bookings done directly with Maruti Udyog Limited (A Govt. of India
undertaking). The proud owner would have to wait for almost three years after booking till
delivery. Such huge waiting times gave rise to some people indulging into black marketing and
earning premiums as much as 40%. Cars produced during the early years were essentially Suzuki
OEM components imported from Japan and merely assembled by Maruti Udyog Limited at
Gurgaon plant.

The Suzuki Wagon R is a kei car produced by the Japanese manufacturer Suzuki since 1993.
The R in the name stands for Recreation.[1] It is one of the first cars to use the "tall wagon" or
"tall boy" design, in which the car is designed to be unusually tall with a short bonnet and almost
vertical hatchback, and sides in order to maximize the cabin space while staying within the kei
car dimension restrictions.

The Wagon R has been the best-selling kei

car in Japan since 2003;[2] and in 2008,
Suzuki produced its three-millionth Wagon
R. It has been a profitable car for Suzuki
even in the International market, mainly
since introducing the car in India. Sales of
Suzuki Wagon R have reached 5 million

units at the end of February 2010

Suzuki Ciaz

Ciazis available in both diesel and petrol variants. It is being offered with a 1.4 litre K-Series
petrol engine and a 1.6 litre VVT exclusively for the Chinese market and Fiat's 1.3 litre diesel
engine. The diesel-engined SHVSmodel had a combustible consumption rate is above 28.09
km/L while the fuel version consumption average
is 20.73 km/L according to ARAI. The power
(BHP) rating will be 91.18 (Petrol) and 88.76
(Diesel). The torque (NM) will be 130 (Petrol) and
200 (Diesel). The Car's petrol version will also have

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an automatic transmission option, the same currently used in the SX4 Automatic.

TATA MOTORS

Tata Motors Limited (formerly TELCO, short for Tata Engineering and Locomotive Company)
headquartered in Mumbai, is an Indian multinational automotive manufacturing company and a
member of the Tata Group. Its products include passenger cars, trucks, vans, coaches, buses,
sports cars, construction equipment and military vehicles. Tata Motors has been ranked 5th in
2017 Responsible Business Rankings developed by IIM Udaipur.Tata Motors has auto
manufacturing and assembly plantsin Jamshedpur, Pantnagar, Lucknow, Sanand, Dharwad,
and Pune in India, as well as in Argentina, South Africa, Great Britain and Thailand. It has
research and development centers in Pune, Jamshedpur, Lucknow, and Dharwad, India and in
South Korea, Great Britain and Spain. Tata Motors' principal subsidiaries purchased the English
premium car maker Jaguar Land Rover (the maker of Jaguar and Land Rover cars) and the South
Korean commercial vehicle manufacturer Tata Daewoo. Tata Motors has a bus-manufacturing
joint venture with Marcopolo S.A. (Tata Marcopolo), a construction-equipment manufacturing
joint venture with Hitachi (Tata Hitachi Construction Machinery), and a joint venture with Fiat
Chryslerwhich manufactures automotive components and Fiat Chrysler and Tata branded
vehicles.

Founded in 1945 as a manufacturer of locomotives, the company manufactured its first

commercial vehicle in 1954 in a collaboration with Daimler-Benz AG, which ended in 1969.
Tata Motors entered the passenger vehicle market in 1991 with the launch of the Tata Sierra,
becoming the first Indian manufacturer to achieve the capability of developing a competitive
indigenous automobile. In 1998, Tata launched the first fully indigenous Indian passenger car,
the Indica, and in 2008 launched the Tata Nano, the world's cheapest car. Tata Motors acquired
the South Korean truck manufacturer Daewoo Commercial Vehicles Company in 2004 and
purchased Jaguar Land Rover from Ford in 2008.

Tata Motors is listed on the (BSE) Bombay Stock Exchange, where it is a constituent of the BSE
SENSEX index, the National Stock Exchange of India, and the New York Stock Exchange. The

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company is ranked 226th on the Fortune Global 500 list of the world's biggest corporations as of
2016. On 17 January 2017, Natarajan Chandrasekaran was appointed chairman of the company.

Tata Sumo(1994–2011)

Tata entered the commercial vehicle sector in 1954 after

forming a joint venture with Daimler-Benz of Germany.
After years of dominating the commercial vehicle market in
India, Tata Motors entered the passenger vehicle market in
1991 by launching the Tata Sierra, a multi utility vehicle. Tata subsequently launched the Tata
Estate (1992; a station wagondesign based on the earlier 'TataMobile' (1989), a light commercial
vehicle), the Tata Sumo (1994; LCV) and the Tata Safari (1998; India's first sports utility
vehicle).

The first-generation(1998–07) Tata Indica.

Tata launched the Indica in 1998, the first fully indigenous Indian passenger car. Although
initially criticized by auto analysts, its excellent fuel economy, powerful engine, and an
aggressive marketing strategy made it one of the best-selling cars in the history of the Indian
automobile industry. A newer version of the car, named Indica V2, was a major improvement
over the previous version and quickly became a mass favourite. Tata Motors also successfully
exported large numbers of the car to South Africa. The success of the Indica played a key role in
the growth of Tata Motors.

In 2004, Tata Motors acquired Daewoo's South Korea-based truck manufacturing unit, Daewoo
Commercial Vehicles Company, later renamed Tata Daewoo.

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On 27 September 2004, Tata Motors rang the opening bell at the New York Stock Exchange to
mark the listing of Tata Motors.

In 2005, Tata Motors acquired a 21% controlling stake in the Spanish bus and coach
manufacturer Hispano Carrocera.[10]Tata Motors continued its market area expansion through
the introduction of new products such as buses (Starbus and Globus, jointly developed with
subsidiary Hispano Carrocera) and trucks (Novus, jointly developed with subsidiary Tata
Daewoo).

In 2006, Tata formed a joint venture with the Brazil-based Marcopolo, Tata Marcopolo Bus, to
manufacture fully built buses and coaches.

In 2008, Tata Motors acquired the English car maker Jaguar Land Rover, manufacturer of the
Jaguar and Land Rover from Ford Motor Company. In May 2009, Tata unveiled the Tata World
Truck range jointly developed with Tata Daewoo;[16] the range went on sale in South Korea,
South Africa, the SAARC countries, and the Middle East at the end of 2009.

Tata acquired full ownership of Hispano Carrocera in 2009.

In 2009, its Lucknow plant was awarded the "Best of All" Rajiv Gandhi National Quality Award.

In 2010, Tata Motors acquired an 80% stake in the Italian design and engineering company
Trilix for €1.85 million. The acquisition formed part of the company's plan to enhance its styling
and design capabilities.

In 2012, Tata Motors announced it would invest around ₹6 billion in the development of
Futuristic Infantry Combat Vehicles in collaboration with DRDO.

In 2013, Tata Motors announced it will sell in India, the first vehicle in the world to run on
compressed air (engines designed by the French company MDI) and dubbed "Mini CAT".

In 2014, Tata Motors introduced first Truck Racing championship in India "T1 Prima Truck
Racing Championship".

On 26 January 2014, the Managing Director Karl Slym was found dead. He fell from the 22nd
floor to the fourth floor of the Shangri-La Hotel in Bangkok, where he was to attend a meeting of
Tata Motors Thailand.

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On 2 November 2015, Tata Motors announced Lionel Messi as global brand ambassador at New
Delhi, to promote and endorse passenger vehicles globally.

On 27 December 2016, Tata Motors announced the Bollywood actor Akshay Kumar as brand
ambassador for its commercial vehicles range.

On 8 March 2017, Tata Motors announced that it has signed a memorandum of understanding
with Volkswagen to develop vehicles for India's domestic market.

Operations

Tata Motors has vehicle assembly operations in India, Great Britain, South Korea, Thailand,
Spain and South Africa. It plans to establish plants in Turkey, Indonesia, and Eastern Europe.

Tata Motors Cars[edit]

Main article: Tata Motors Cars

The Tata Prima

Tata Motors Cars is a division of Tata Motors which produces passenger cars under the Tata
Motors marque. Tata Motors is among the top four passenger vehicle brands in India with
products in the compact, midsize car, and utility vehicle segments. The company's manufacturing
base in India is spread across Jamshedpur (Jharkhand), Pune (Maharashtra), Lucknow (Uttar
Pradesh), Pantnagar (Uttarakhand), Dharwad (Karnataka) and Sanand (Gujarat). Tata's
dealership, sales, service, and spare parts network comprises over 3,500 touch points. Tata
Motors has more than 250 dealerships in more than 195 cities across 27 states and four Union
Territories of India. It has the third-largest sales and service network after Maruti
Suzuki and Hyundai.

Tata LPT Trucks made at overseas plants

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Tata also has franchisee/joint venture assembly operations in Kenya, Bangladesh, Ukraine,
Russia, and Senegal. Tata has dealerships in 26 countries across 4 continents. Tata is present in
many countries, it has managed to create a large consumer base in the Indian Subcontinent,
namely India, Bangladesh, Bhutan, Sri Lanka and Nepal. Tata is also present in
Italy, Spain, Poland, Romania, Turkey, Chile, South Africa, Oman, Kuwait, Qatar, Saudi Arabia,
United Arab Emirates, Bahrain, Iraq, Syria and Australia.

Tata Daewoo[edit]
Main article: Tata Daewoo

The Tata Prima heavy truck on the roads of Lucknow

Tata Daewoo (officially Tata Daewoo Commercial Vehicle Company and formerly Daewoo
Commercial Vehicle Company) is a commercial vehicle manufacturer headquartered in Gunsan,
Jeollabuk-do, South Korea, and a wholly owned subsidiary of Tata Motors. It is the second-
largest heavy commercial vehicle manufacturer in South Korea and was acquired by Tata Motors
in 2004. The principal reasons behind the acquisition were to reduce Tata's dependence on the
Indian commercial vehicle market (which was responsible for around 94% of its sales in the
MHCV segment and around 84% in the light commercial vehicle segment) and expand its
product portfolio by leveraging on Daewoo's strengths in the heavy-tonnage sector.

Tata Motors has jointly worked with Tata Daewoo to develop trucks such as Novus and World
Truck and buses including GloBus and StarBus. In 2012, Tata began developing a new line to
manufacture competitive and fuel-efficient commercial vehicles to face the competition posed by
the entry of international brands such as Mercedes-Benz, Volvo, and Navistar into the Indian
market.

Tata Hispano

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Main article: Tata Hispano

Tata Hispano Habit bus at Madrid Airport

Tata Hispano Motors Carrocera, S.A. was a bus and coach manufacturer based in Zaragoza,
Aragon, Spain, and a wholly owned subsidiary of Tata Motors. Tata Hispano has plants in
Zaragoza, Spain, and Casablanca, Morocco. Tata Motors first acquired a 21% stake in Hispano
Carrocera SA in 2005,[10] and purchased the remaining 79% for an undisclosed sum in 2009,
making it a fully owned subsidiary, subsequently renamed Tata Hispano. In 2013, Tata Hispano
ceased production at its Zaragoza plant.

Jaguar Land Rover

The Range Rover.

Jaguar F-Type.

Main article: Jaguar Land Rover

21
Jaguar Land Rover PLC is a British premium automaker headquartered in Whitley, Coventry,
United Kingdom, and has been a wholly owned subsidiary of Tata Motors since June 2008, when
it was acquired from Ford Motor Company of USA. Its principal activity is the development,
manufacture and sale of Jaguar luxury and sports cars and Land Roverpremium four-wheel-drive
vehicles.

Jaguar Land Rover has two design centres and three assembly plants in the United Kingdom.
Under Tata ownership, Jaguar Land Rover has launched new vehicles including the Range Rover
Evoque, Jaguar F-Type, the Jaguar XF, the Jaguar XE, the Jaguar XJ (X351) the second-
generation Range Rover Sport, the fourth-generation Land Rover Discovery, and the Range
Rover (L405).

TML Drivelines

TML Drivelines Ltd. is a wholly owned subsidiary of Tata Motors engaged in the manufacture of
gear boxes and axles for heavy and medium commercial vehicles. It has production facilities at
Jamshedpur and Lucknow. TML Forge division is also a recent acquisition of TML Drivelines.
TML Drivelines was formed through the merger of HV Transmission and HV Axles .

Tata Technologies

Tata Technologies Limited (TTL) is an 43%-owned subsidiary of Tata Motors which provides
design, engineering, and business process outsourcing services to the automotive industry. It is
headquartered in Pune (Hinjewadi) and also has operations in London, Detroit and Thailand. Its
clients include Ford, General Motors, Honda, and Toyota.

The British engineering and design services company Incat International, which specialises in
engineering and design services and product lifecycle management in the automotive, aerospace,
and engineering sectors, is a wholly owned subsidiary of TTL. It was acquired by TTL in August
2005 for 4 billion.

In 2017, TAL, a subsidiary of Tata Motors, manufactured India’s first industrial articulated robot
for micro, small, and medium enterprises.

European Technical Centre

The Tata Motors European Technical Centre (TMETC) is an automotive design, engineering,
and research company based at Warwick Manufacturing Group(WMG) on the campus of
22
the University of Warwick in Great Britain. It was established in 2005 and is a wholly owned
subsidiary of Tata Motors. It was the joint developer of the World Truck.

In September 2013, it was announced that a new National Automotive Innovation Campus would
be built at WMG at Warwick's main campus at a cost of £100 million. The initiative will be a
partnership between Tata Motors, the university, and Jaguar Land Rover, with £30 million in
funding coming from Tata Motors.

PRODUCT PROFILE

A car (or automobile) is a wheeled motor vehicle used for transportation. Most definitions
of car say they run primarily on roads, seat one to eight people, have four tires, and mainly
transport people rather than goods. Cars came into global use during the 20th century,
and developed economies depend on them. The year 1886 is regarded as the birth year of the
modern car when German inventor Karl Benz built his Benz Patent-Motorwagen. Cars became
widely available in the early 20th century. One of the first cars that were accessible to the masses
was the 1908 Model T, an American car manufactured by the Ford Motor Company. Cars were
rapidly adopted in the US, where they replaced animal-drawn carriages and carts, but took much
longer to be accepted in Western Europe and other parts of the world.

Cars have controls for driving, parking, passenger comfort and safety, and controlling a variety
of lights. Over the decades, additional features and controls have been added to vehicles, making
them progressively more complex. Examples include rear reversing cameras, air
conditioning, navigation systems, and in car entertainment. Most cars in use in the 2010s are
propelled by an internal combustion engine, fueled by the combustion of fossil fuels. This
causes air pollution and also contributes to climate change and global warming. Vehicles
using alternative fuels such as ethanol flexible-fuel vehicles and natural gas vehicles are also
gaining popularity in some countries. Electric cars, which were invented early in the history of
the car, began to become commercially available in 2008.

There are costs and benefits to car use. The costs include acquiring the vehicle, interest payments
(if the car is financed), repairs and maintenance, fuel, depreciation, driving time, parking fees,
taxes, and insurance. The costs to society include maintaining roads, land use, road congestion,

23
air pollution, public health, health care, and disposing of the vehicle at the end of its life. Road
traffic accidents are the largest cause of injury-related deaths worldwide.

The benefits include on-demand transportation, mobility, independence, and convenience. The
societal benefits include economic benefits, such as job and wealth creation from the automotive
industry, transportation provision, societal well-being from leisure and travel opportunities, and
revenue generation from the taxes. The ability for people to move flexibly from place to place
has far-reaching implications for the nature of societies. It was estimated in 2014 that the number
of cars was over 1.25 billion vehicles, up from the 500 million of 1986. The numbers are
increasing rapidly, especially in China, India and other newly industrialized countries

The word car is believed to originate from the Latin word carrus or carrum ("wheeled vehicle"),
or the Middle English word carre (meaning "two-wheel cart", from Old North French). In turn,
these originated from the Gaulish word karros (a Gallic chariot). It originally referred to any
wheeled horse-drawn vehicle, such as a cart, carriage, or wagon. "Motor car" is attested from
1895, and is the usual formal name for cars in British English. "Autocar" is a variant that is also
attested from 1895, but that is now considered archaic. It literally means "self-propelled
car". The term "horseless carriage" was used by some to refer to the first cars at the time that
they were being built, and is attested from 1895.

The word "automobile" isa classical compound derived from the Ancient
Greek word autós (αὐτός), meaning "self", and the Latin word mobilis, meaning "movable". It
entered the English language from French, and was first adopted by the Automobile Club of
Great Britain in 1897. Over time, the word "automobile" fell out of favour in Britain, and was
replaced by "motor car". "Automobile" remains chiefly North American, particularly as a formal
or commercial term. An abbreviated form, "auto", was formerly a common way to refer to cars in
English, but is now considered old-fashioned. The word is still very common as an adjective in
American English, usually in compound formations like "auto industry" and "auto
mechanic". In Dutch and German, two languages historically related to English, the abbreviated
form "auto" (Dutch) / "Auto" (German), as well as the formal full version "automobiel" (Dutch) /
"Automobil" (German) are still used — in either the short form is the most regular word for
"car".

24
 HISTORY OF THE AUTOMOBILE

The first working steam-powered vehicle was designed — and quite possibly built —
by Ferdinand Verbiest, a Flemish member of a Jesuit mission in Chinaaround 1672. It was a 65-
cm-long scale-model toy for the Chinese Emperor that was unable to carry a driver or a
passenger. It is not known with certainty if Verbiest's model was successfully built or ran.

Cugnot's 1771 fardier à vapeur, as preserved at the Musée des Arts et Métiers, Paris

Nicolas-Joseph Cugnot is widely credited with building the first full-scale, self-propelled
mechanical vehicle or car in about 1769; he created a steam-powered tricycle. He also
constructed two steam tractors for the French Army, one of which is preserved in the French
National Conservatory of Arts and Crafts. His inventions were, however, handicapped by
problems with water supply and maintaining steam pressure. In 1801, Richard Trevithick built
and demonstrated his Puffing Devil road locomotive, believed by many to be the first
demonstration of a steam-powered road vehicle. It was unable to maintain sufficient steam
pressur*e for long periods, and was of little practical use.

The development of external combustion engines is detailed as part of the history of the car, but
often treated separately from the development of true cars. A variety of steam-powered road
vehicles were used during the first part of the 19th century, including steam cars, steam
buses, phaetons, and steam rollers. Sentiment against them led to the Locomotive Acts of 1865.

In 1807, NicéphoreNiépce and his brother Claude created what was probably the world's
first internal combustion engine (which they called a Pyréolophore), but they chose to install it in
a boat on the river Saone in France. Coincidentally, in 1807 the Swiss inventor François Isaac de
Rivaz designed his own 'de Rivaz internal combustion engine' and used it to develop the world's
first vehicle to be powered by such an engine. The Niépces' Pyréolophore was fuelled by a
mixture of Lycopodium powder (dried spores of the Lycopodium plant), finely crushed coal dust

25
and resin that were mixed with oil, whereas de Rivaz used a mixture
of hydrogen and oxygen. Neither design was very successful, as was the case with others, such
as Samuel Brown, Samuel Morey, and Etienne Lenoir with his hippo mobile, who each produced
vehicles (usually adapted carriages or carts) powered by internal combustion engines.

26
 MISSION AND VISION OF BOTH THE COMPANIES.

1. Tata Motors Mission and Vision:

A.MISSION
1.Shareholders- To consistently create shareholder value by generating returns in excess of
Weighted Average Cost of Capital (WACC) during the upturn and at least equal to Weighted
Average Cost of Capital (WACC) during the downturn of the business cycle.
Customers: To strengthen the Tata brand and create lasting relationships with the customers by
working closely with business partners to provide superior value for money over the life cycle.
2. Employees- To create a seamless organization that incubates and promotes innovation,
excellence and the Tata core values.
3.Vendor and Channel Partners- To foster a long-term relationship so as to introduce a broad
range of innovative products and services, that would benefit our customers and other
stakeholders.
4.To proactively participate in reshaping the country’s economic growth.

B.VISION: To develop TATA into a world class Indian car brand for innovative and superior
value vehicles.

27
 MARUTI SUZUKI MISSIONAND VISION

A. MISSION

1.Employees – the statementprovidesa description for employees to know where they stand.

2.Strategic Positioning – it describes the business intent of diversifying into other energy related
fields and by taking up transnational operations.
3.Financial objective – there is no financial objective in the statement, but they are focussed on
profitability.
4.Image and Motivation- they layout any key features about the company’s public image in the
mission statement, this will help to serve as a motivator.

B. VISION

To be a leader in the Indian automobile industry creating customer delight and shareholder
wealth, A pride of India.

28
SWOT ANALYSIS OF MARUTI SUZUKI AND TATA MOTORS

TATA MOTORS SWOT ANALYSIS

MARUTI SUZUKI SWOT ANALYSIS

29
COMPARATIVE ANALYSIS

MARUTI SUZUKI SWIFT

Features

The New Swift's interiors have taken preimmunises to a whole new level, with a thoughtful
design that makes every exciting drive comfortable too.

• Trendy Premium Interiors

• 60:40 Split Seat

• Push Start Button

• Multi-information LCD Display

• Audio System with Bluetooth Console

• Steering Mounted Illuminated Audio Controls

• Multiple Storage Space

• Additional Reading Light/Map Lamp

• Tilt Steering

• Super comfortable Deep-Bucket Front Seats

• Driver Seat Height Adjuster

• Automatic Climate Control

30
 2. Safety

It's thrilling. It's exciting and it's responsible, the New Swift is loaded with safety features that
makes your every ride worry-free.

• Superior Dual SRS Airbags

• New-gen ABS with Motor Speed Regulation System

• Reverse Parking Sensor• Boost Assist System (BAS) Braking

Tata BOLT :

31
 Features

 First time ever MULTI-DRIVE: SPORT | ECO | CITY

 Revotron 1.2 turbocharged MPFi petrol engine
 Generation next safety with 9th gen ABS by BOSCH™, corner stability control and dual airbags
 Segment superior space and comfort
 Connect next touchscreen infotainment by Harman™
Performance:

Power makes a revolutionary statement with India's first 1.2L turbocharged MPFi petrol engine
which delivers peak torque of 140 Nm @1500 - 4000 RPM and max power of 90 PS @ 5000
RPM.

The modern water-cooled turbo-charger, with its low inertia wheel, provides a faster response for
a flat, seamless segment-highest torque density, which is kicked in at very low RPM and
delivered over a wide range of revolutions, feeding the vehicle with raw power continuously.
This translates into a better drive experience and enhanced maneuverability on city roads as well
as highways.

The most striking aspect of Revotron 1.2T is the turbocharging. To help achieve best-in-class**
power and torque, TML tied up with Honeywell Technologies# for consultation and development
of the turbocharger being used in the engine. Adrenalin rush is guaranteed with the turbo charged
performance of Revotron 1.2T

32
Diesel:

Feel the adrenaline rush with one of India’s most popular diesel engine which delivers a raw
power of 75 PS for an exceptional performance and refined driving experience.

SAFETY:

GENERATION NEXT SAFETY - 9THGEN ABS BY BOSCH™ WITH EBD AND CSC

The advanced ABS (Anti-Lock Braking System) with EBD (Electronic brake-force distribution)
and CSC (Corner stability Control) ensures your safety in case of emergency braking by sensing
the wheel speed, and prevents wheel lock-up while braking, thus maintaining directional control.
CSC further improves safety while negotiating tight corners

33
Dual Airbags:

Travel safe with the advanced dual airbags that cushion the impact to protect the driver and front
passenger in an unexpected event of a frontal collision.

Speed Sensing Auto Lock:

You can drive around with confidence, knowing that everyone in the Bolt is safe, as the active
speed-sensing auto door locks instantly lock all doors when the car is in motion.

Smart Rear Wiper

34
Now, you do not need to worry about reversing the car during the rains. Simply turn on the
wipers, shift to reverse gear and the smart rear wiper ensures utmost clarity of the rear wind-
shield.

Comfort:

CLASS LEADING* CABIN SPACE:

You haven't experienced comfort until you have experienced the expansive cabin room offered
by the Bolt. With class leading* cabin space, drives feel even more comfortable and spacious.

Infotainment:

35
First-In-Class* Fully Automatic Ac with Controls onthe Touchscreen

Go miles stress free and let the Bolt take care of your comfort. With first-in-class* touch
controlled FATC, your car temperature is regulated automatically for utmost comfort. The
specially designed AC vents allow for faster, efficient cooling throughout the cabin

36
 MARUTI SUZUKI SALES OF PAST FOUR YEARS.

Past four year Sales of Maruti (Cr.)

90,000.00

80,000.00

70,000.00

60,000.00

50,000.00

Series 1
40,000.00

30,000.00

20,000.00

10,000.00

0.00
Jan/15 Jan/16 Jan/17 Jan/18

37
 TATA MOTORS SALES OF PAST FOUR YEARS

Past four year Sales of Tata Motor (Cr.)

40,000.00

35,000.00

30,000.00

25,000.00

20,000.00
Series 1

15,000.00

10,000.00

5,000.00

0.00
Jan/15 Jan/16 Jan/17 Jan/18

38
 RESEARCH OBJECTIVES

 The main objective of this research is to analyse both the companies’ tata motors and
Maruti Suzuki through their past five years records and to compare both the companies in
financial terms and positions.
 To study the comparison between income of the respondents and stress of the
respondents.
 To study the financial positions of tata motors and Maruti Suzuki through their past
records.
 To study or analyse their income sources and their financial records.
 To gain some financial and theoretical knowledge about tata and Maruti Suzuki and to
compare who is better in terms for payments and services.

39
 LITERATURE REVIEW

(Becker-Ritterspach& Becker-Ritterspach, 2008).India’s entire production of passenger cars

and MUVs rose in the 1960s to 1980s only slowly to around 40.000 vehicles annually. Low
production volumes and high prices put passenger car ownership quite deliberately out of reach
of average middle class consumers. The stagnation was above all related to India’s post
independenceStateled investment regime that favored capital goods production (favoring
commercial vehicle production and busses), restricting market competition through a licensing
system and shielding of the national economy by a protectionist trade and FDI regime. Thus,
while the demand for passenger cars – even for a small car like the Fiat 500/Padmini – is
restricted by stringent price controls and high taxes, the supply side is equally restricted by a
licensing system

(Minwir Al-Shammari and Ahmad Samer Kanina,2007) , both the researcher clearly mention in
their study, quality services in automobile company. In today’s world there is high competition
going on everywhere due to this all industries has been maintain better quality product in the
market. Specially if we talking about the automobile industry they have to build the quality of
product even services are also providing best in the business market. The better services and
good quality product help to maintain or build up customer relationship and consumer
satisfaction. Due to hefty competition the dealer of automobile industry has to be providing best
services to the customer. Now a day normal discussion happen about quality services then
Maruti Suzuki, this kind of four wheelers name come in front of the customer. Finally
conclusion is that, in business market if company or business man want to satisfy the customer or
fulfill his requirement then he have to sale the better quality and give to him best services so the
company can come in top level.

(Venkataramani, 1990)The successful establishment of a small car around that time was
facilitated by a complex of social, economic and political factors. The first and probably most
vital condition for the emergence of the small car lay in a growing demand scenario for a small
and fuel efficient car. Specifically, there was an accumulated demand which is not only
constituted by potential first time buyers at the entry level – e.g. scooter or motorbike owners
who seek car ownership – but also by extant vehicle owners who had a huge replacement
demand given an average vehicle life of 25 years

40
(Shirali, 1984 )“The survey of potential purchasers drawn from nine cities which then accounted for
60% -70% of the country's car owning population revealed that 90% of car use was within a city,
the individual car owner travels 800 km a month on an average and that the average number of
passengers in a car was four because cars were largely used for office-going purposes. Also, only
20%-30% of the respondents indicated a desire to 88 purchase a car in the next two years at the
existing prices, but for a new price range of between Rs.40.000 to Rs.55,000 the proportion of
likely buyers went up to 43%-45%. Finally, the survey revealed that the two most important
factors considered while purchasing a car were fuel efficiency and initial capital cost. Of the total
sample, 37% preferred a small car and only 18% preferred a medium-sized car. "This
strengthened our belief that the earlier decision to go in for a medium-sized family car was
wrong. So, we decided to manufacture a small car," says Bhargava.

(BeckerRitterspach 2008b)On the supply side the economic liberalization showed its first
effects in 1993 with the abolishment of production licenses. Like in other sectors, import tariffs
were reduced and the ‘Phased Manufacturing Program’ was reformulated. Moreover, the pre-
entry security for investment decisions (such as expansion, diversification, merger and
acquisition) for big companies – such as companies falling under the Monopolies and Restrictive
Trade Practices Act (MRTP, implemented in 1969) – became obsolete (Mohnot, 2001). While a
number of strict FDI controls stayed in place through the 1990s, the 2000s see a further
liberalization of the FDI regime (lower import tariffs, abolishment of local content requirements,
100% foreign ownership, dropping mandatory minimum levels for investment etc.)

(The Economist Intelligence Unit, 2006)It was the highly price sensitive, lower market
segments (especially the Mini (A1) and Compact (A2) Segment that benefited strongly from the
reform driven economic growth and particularly fiscal and monetary reforms. Also, the reform of
the banking system, low interest rates and the continued reduction of excise duty rendered
vehicle financing easier and stimulated entry level demand (ACMA, 2006; Nair, 2006). Lastly,
the automobile industry benefited as a whole from infrastructure projects, government efforts to
reduce poverty and rural development. The Economist Intelligence Unit (2006) noted that
investments in agricultural efficiency already contributed to increased demand in rural areas.
India remains an overwhelmingly agrarian society, so that any initiative to raise farm incomes
should translate into rising car sales. Car producers are already opening more dealerships in

41
semi-urban and rural regions to tap rising incomes and demand, and these areas now account for
a growing share of overall sales.

(Ministry of Heavy Industries & Public Enterprises, 2006).Apart from the changing FDI
regime that potentially invites new players to compete in the small car segment, the 2000s sees
another important shift. As part of its privatization policy, the Indian Government pulled out of
Maruti-Suzuki. With this shift, there was also a shift in the Indian government’s small car policy.
Until the end of the 1990s the promotion of the small car strategy was intimately connected with
the Indian government’s stake in Maruti. This promotion gradually shifts in the 2000s, by
creating economic incentives for all manufacturers catering to the development, production and
export of small cars. Thus, while the political will and agenda to see the small car sector thrive
remains an important ingredient in the economic sustainability of the small path, there is a
change with regard to the level of influence. This level moves from the company to the sector
level. But let us take a closer look at continuity and change in the auto policy. Promoting sector
conditions that facilitate small car R&D, production and export become important building 100
blocks in the new auto policy in the 2000s. The Indian government’s Auto Policy of 2002 and
the Automotive Mission Plan (AMP) 2006-2016 (see also table 4 and table 5) state respectively
that: “Domestic demand mainly devolves around small cars not exceeding 3.80 meters in length.
Small cars occupy less road space and save on fuel. These capture more than 85% of the market.
India can build export capability and become an Asian hub for the export of small cars. The
growth of this segment needs to be spurred.” (Ministry of Heavy Industries & Public Enterprises,
2002) In order to raise the contribution of the automotive industry to GDP from 5.2% to 10%,
there has to be a focus on both the domestic market as well as exports. Domestically the focus
should be on developing and selling appropriate products for the large population of the country.
These products could include cost effective small carriers, strong, rugged, low cost vehicles for
the rural market, USD 300-350 motorbikes and small, safe four wheelers for family transport.

42
 RESEARCH METHODOLOGY

The research design chosen is descriptive as the study reveals the existing facts. Descriptive
research is the study which describes the characteristics of a particular individual, or a group.

Descriptive research mean a type of conclusive research which is concerned with describing the
characteristics of a particular or group.it includes research related to specific predictions,
features, or functions of person or group, the narration of facts etc.

The descriptive research aims at obtaining complete and accurate information for the study, the
method adopted must be carefully planned. The researcher should precisely define what he wants
to measure? How does he want to measure? He should clearly define the population under study.
It uses methods like quantitative analysis of secondary data, surveys, panels, observations,
interviews, questionnaires, etc.

Descriptive Research concentrates on formulating the research objective, designing methods for
the collection of data, selection of the sample, data collection, processing, and analysis, reporting
the results.

Here in this project , I Used both Primary data and secondary data for comparison of market
strategy of both the companies.

3.1 Research Design and Data Collection Method

A. Research: Descriptive Research

B. Data Sources: Secondary Data, Primary Data

C. Research Approach: Survey Method

D. Research Instrument: Questionnaire

E. Type of Questionnaire: Structured non-disguised

F. Sampling Plan

G. Sampling unit: Delhi-Ncr (Noida, Greater Noida, Haryana, Geeta Colony)

43
2. Sample Size :32

3. Sampling Procedure:Simple Random Sampling/Stratified Sampling

g. Contact Method: Personal Interview

h. Mode of Collecting Data: For primary data the respondents were chosen randomly and
requested to grant interview. The questions were asked in a predetermined sequence. The
secondary data was collected from various books, magazines, internet, journal, reports (both
published and unpublished) etc.

Data Processing

1. A number of tables and graphs are prepared to bring out the main characteristics of the
collected data.

2. Conclusions are drawn from the collected data.

3.2. Data Collection from Primary Sources

A questionnaire survey was carried out with premium car (TATA and MARUTI) users to study
the consumer behaviour for premium car segment.

Construction of Questionnaire and Data Collection

The present study is primarily based on primary data. To collect the primary data survey method
has been used through a no disguised structured questionnaire comprising questions of multiple
choice.the questionnaire for consumer consisted of personal information about the respondents
regarding their Name, Age, Gender, their Contact Details, Occupation.

44
 DATA ANALYSIS AND INTERPRETATION

Distribution of overall sample respondents based on their demographic characteristics namely

age, family size, educational qualification, occupation, income level and years of ownership are
displayed in table

45
Data analysis

Ques 1: Are you using a four-wheeler?

Yes: No:

If yes, of which brand?? _____________________

Four Wheeler User

Maruti
Mahindra
1%,
1%,
1%,
4%,
3%, 1%
1%
1%
4%
3%
6%, 6% Hyundai
6%, 6% Tata
44%, 44%
16%, 16% Honda
Ford
18%, 18%
Toyota
GM

Ques 2: What type of car you are looking forward to?

a: Hatchback b: Sedan c: UV

User %
Hatchback
20%, 20%
42%, 42% Sedan
38%, 38%
UV

Ques 3 What are the features you look forward when you go to buy a car?

A: Power b: Safety c: Design d: Comfort

46
 People Wants
Power
25%,22%,
25% 22% Safety
18%, 35%,
18% 35% Design
Comfort

Ques 4:How will you rate the Sales Interaction with the employees at the dealership of Tata
Motors?

A: Very Good B: Good c: neutral d: bad e: Very bad

Very Good
10%
30% Good
20%
Neutral
10% Bad
30%
Very bad

Ques 5: Are you aware of all the products that Tata Motors Offers to the customers and the new
launches offered by TATA?

RESULT

Yes: No:

Aware User %

41%, 41% Yes

59%, 59% No

47
Ques 6: With what other brands have you compared TATA’S BOLT?

Sales
Maruti
Toyota
Ford Hyundai
20%Maruti
Wolkswagen
10% 50%
Hyundai Wolkswagen
10%
10%
Ford

Ques 7: What is your opinion about the TATA’S BOLT?

RESULT

 People generally have a neutral impression about Tata’s bolt.

 People were doubtful about the product as it was a new launch and it was not much
spread in the market.

Ques 8: Why do you prefer the products of other manufacturers over Tata like Maruti, Hyundai?
RESULT

People generally prefer vehicles of other brands because of:

 Design
 Performance
 Features
 Resale

Ques 9: What difference do you find the new and old products of tata ?

RESULT
Customers said that they did not found much of difference between the old and new products of
Tata.

Ques 10: What are the areas where Tata motors can improve?

RESULT
Tata Motors needs to improve in the following area :

 Design and design Feature

48
 LIMITATIONS

 Lack of available and/or reliabledata -- a lack of data or of reliable data will likely
require you to limit the scope of your analysis, the size of your sample, or it can be a
significant obstacle in finding a trend and a meaningful relationship.
 Lack of prior research studies on the topic -- citing prior research studies forms the
basis of your literature review and helps lay a foundation for understanding the research
problem you are investigating. Depending on the currency or scope of your research
topic, there may be little, if any, prior research on your topic.
 Measure used to collect the data -- sometimes it is the case that, after completing your
interpretation of the findings, you discover that the way in which you gathered data
inhibited your ability to conduct a thorough analysis of the results.,
 Self-reported data -- whether you are relying on pre-existing data or you are conducting
a qualitative research study and gathering the data yourself, self-reported data is limited
by the fact that it rarely can be independently verified. In other words, you have to take
what people say, whether in interviews, focus groups, or on questionnaires, at face value.

49
 FINDINGS
 Majority of the customers are using Maruti Vehicles. Out of the sample taken for the
survey, 44% of the respondents are using Maruti Vehicles customers were not satisfied
with the after sales service of Tata Motors.

 Most of the customers are looking forward to buy a hatchback car and the reason given
by the customers as the increasing traffic in the local area and also hatchbacks are easy to
drive and park. Customers also said thatthey feel a good driving pleasure in a hatchback
car.
 Majority of customers are looking forward for the features of safety and comfort rather
than design.
 People did not have a very good experience at the dealerships as the employees there
were not sound with the product knowledge.
 Majority of the customers had issues with the service of TATA Motors. Customers said
that they are not satisfied by the service that TATA Motors offer.

50
 SUGGESTIONS

 MARUTI should focus more on their service part which is a major factor based on which
people buy any product and Maruti Motors should focus more on practices which
enhances the Customer Relationship with Maruti.
 Tata Motors needs to focus on the after sales service of their products.
 TATA Motors should try to focus more on the aspect of the service of the vehicles of the
customers.
 Tata Motors needs to focus more on the offers that they are giving to customers.

51
 CONCLUSION

 Situation before 1991 Policy Indian AI is on the top gear. But up to 1980s, the Indian AI
was not in a good position due to the Government Policy of restricted licensing, high
customs and excise duties, and few foreign technical collaborations in the industry. There
were quantitative restrictions on imports of vehicles. Few models of different types of
vehicles were in the market The after-sales services were not a major thrust area for the
auto players. As a result the growth of the industry was almost in a stagnating condition

 India has seen a wide growth in the automobile industry in the past 10-15 years. Various
foreign players have also entered the domestic market.

 Talking about the Lucknow market TATA Motor s has various competitors which
includes Maruti Suzuki, ford Hyundai etc. TATA has a new launch in the A2 Segment as
BOLT which has the capacity to make its place in the market when there are so big
players in the market. What needs to be done is to focus more onits advertising and also
how to make customers aware about its new product and it’s feature .

 Here both the companies Maruti Suzuki and Tata motors are performing well in India and
introducing low prices cars for Indian consumers with good fuel efficiency and with
powerful engines and giving good competition to each other.

52
 APPENDICES

QUESTIONNAIRE

Name:

Age:

Gender:

Occupation:

Annual Income:

Ques 1: Are you using a four-wheeler?

Yes: No:

If yes, of which brand?? _____________________

Ques 2: What type of car you are looking forward to?

a: Hatchback b: Sedan c: UV

Ques 3: What are the features you look forward when you go to buy a car?

A: Power b: Safety c: Design d: Comfort

53
Ques 4: How will you rate the Sales Interaction with the employees at the dealership of Tata
Motors?

A: Very Good B: Good c: neutral d: bad e: Very bad

Ques 5: Are you aware of all the products that Tata Motors Offers to the customers and the new
launches offered by TATA?

Yes: No:

Ques 6: With what other brands have you compared TATA’S BOLT?

 Maruti
 Hyundai
 Wolkswagen
 Ford

Ques 7: What is your opinion about the TATA’S BOLT regarding:

 Mileage___________________________________________
 Performance_______________________________________
 Features__________________________________________
 Handling_________________________________________

Ques 8: Why do you prefer the products of other manufacturers over Tata like Maruti, Hyundai?

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_______________________________________________________

_______________________________________________________

Ques 9: What difference do you find the new and old products of tata in terms of:

 Performance_______________________________________
 Features__________________________________________
 Handling_________________________________________

Ques 10: What are the areas where tata motors can improve?

________________________________________________________

________________________________________________________

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