Tata motors: international business strategy Tata Motors is South Asias largest automobile company; it is the leader in commercial

vehicles and among the top three in passenger vehicles. The company is the world's fourth largest truck manufacturer, the world's second largest bus manufacturer, and employs 50,000 workers. Tata Motors has produced and sold over 4 million vehicles in India since 1954. Tata Motors has operations in the UK, South Korea, Thailand and Spain. Tata Motors is also expanding its international footprint, established through exports since 1961. The Company's commercial and passenger vehicles are already being marketed in several countries in Europe, Africa, the Middle East, South East Asia, South Asia and South America. It has franchisee/joint venture assembly operations in Kenya, Bangladesh, Ukraine, Russia, Senegal and South Africa. PRODUCT/PRODUCT TYPE India Tata Motors Limited is Indias largest automobile company. It is the leader in commercial vehicles in each segment, and among the top three in passenger vehicles in India with products in the compact, midsize car and utility vehicle segments. Product line-up Passenger cars and utility vehicles

Commercial vehicles

Tata Sumo/Spacio Tata Sumo Grande Tata Safari Tata Indica Tata Vista Tata Indigo Tata Manza Tata Indigo Marina Tata Winger Tata Magic Tata Nano Tata Xenon XT Tata Aria Tata Venture Tata Iris

Military vehicles

Tata LSV (Light Specialist Vehicle) Tata Mine Protected Vehicle (44) Tata 2 Stretcher Ambulance Tata 407 Troop Carrier, available in hard top, soft top, 44, and 42 versions Tata LPTA 713 TC (44) Tata LPT 709 E Tata SD 1015 TC (44) Tata LPTA 1615 TC (44) Tata LPTA 1621 TC (66) Tata LPTA 1615 TC (42) Tata Winger Passenger Mini Bus

Tata Ace Tata Super Ace Tata TL/Telcoline/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 1512 (Medium bus chassis) Tata 1612/1616 (Heavy bus chassis) Tata 1618 (Semi Low Floor bus chassis) Tata 1623 (Rear Engined Low Floor bus chassis) Tata 1518C (Medium truck) Tata 1613/1615 (Medium truck) Tata 2515/2516 (Medium truck) Tata Starbus (Branded Buses for city, intercity, school bus and standard passenger transportation) Tata Divo (Fully built luxury coach) Tata CityRide (12 20 seater buses for intracity use) Tata 3015 (Heavy truck) Tata 3118 (Heavy truck) (82) Tata 3516 (Heavy truck) Tata 4018 (Heavy truck) Tata 4923 (Ultra-Heavy truck) (64) Tata Novus (Heavy truck designed by Tata Daewoo) Tata Prima (The World Truck designed by Tata Motors and Tata Daewoo)

Important development Tata Ace, India's first indigenously developed sub-one ton mini-truck was launched in May 2005. The mini-truck was a huge success in India with auto-analysts claiming that Ace had changed the dynamics of the light commercial vehicle (LCV) market in the country by creating a new market segment termed the small commercial vehicle (SCV) segment. Ace rapidly emerged as the first choice for transporters and single truck owners for city and rural transport. By October 2005, LCV sales of Tata Motors had grown by 36.6 percent to 28,537 units due to the rising demand for Ace. In January 2008, Tata Motors unveiled its People's Car, the Tata Nano, which India and the world have been looking forward to. The Tata Nano has been subsequently launched, as planned, in India in March 2009. In May 2009, Tata Motors ushered in a new era in the Indian automobile industry, in keeping with its pioneering tradition, by unveiling its new range of world standard trucks called Prima.

Electric vehicles Tata Motors unveiled the electric versions of passenger car Tata Indica and commercial vehicle Tata Ace. Both run on lithium batteries. The company has indicated that the electric Indica would be launched locally in India. Tata Motors' UK subsidiary, Tata Motors European Technical Centre, has bought a 50.3% holding in electric vehicle technology firm Miljobil Grenland/Innovasjon of Norway for US$1.93 M, which specialises in the development of innovative solutions for electric vehicles. On 17 Sept 2010 Tata motors presented to the DTC (Delhi Transport Corporation). Four CNG Electric Hybrid low-floored Star-buses to be used for Commonwealth games. These are the first environmentally friendly buses to be used for public transportation in India. Compressed air car Motor Development International of France has developed the world's first prototype of a compressed air car, named OneCAT. In 2007, MDI owner Guy Negre was reported to have "the backing of Tata". UK Tata acquired Jaguar Land Rover, a business comprising the two iconic British brands in 2008.

South Korea In 2004, Tata acquired the Daewoo Commercial Vehicles Company, South Korea's 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. Spain In 2005, Tata Motors acquired a 21% stake in Hispano Carrocera, a reputed Spanish bus and coach manufacturer, and subsequently the remaining stake in 2009. Hispano's presence is being expanded in other markets. Brazil In 2006, Tata Motors formed a joint venture with the Brazil-based Marcopolo, a global leader in body-building for buses and coaches to manufacture fully-built buses and coaches for India and select international markets. Thailand In 2006, Tata Motors entered into joint venture with Thonburi Automotive Assembly Plant Company of Thailand to manufacture and market the Company's pickup vehicles in Thailand. The new plant of Tata Motors (Thailand) has begun production of the Xenon pickup truck, with the Xenon having been launched in Thailand in 2008.

COMPETITOR S/MARKET SHARE Commercial vehicle India Major players in Indian commercial vehicle sector are Indian brands

Force Hindustan Motors Premier Tata AMW Eicher Motors

Foreign brands

Volvo Tatra MAN- as a JV with Force Motors, makes MAN Trucks in India Mercedes-Benz Daimler AG - manufactures BharatBenz, a brand of trucks based on the Fuso and the Mercedes Benz truck platforms, which Daimler AG owns Rosenbauer

Scania Iveco Hino Isuzu Piaggio Caterpillar

Joint Venture Brands

VE Commercial Vehicles Limited - VE Commercial Vehicles limited - A JV between Volvo Groups & Eicher Motors Limited. Ashok Leyland - originally a JV between Ashok Motors and Leyland Motors, now 51% owned by Hinduja Group Mahindra Navistar - a 51:49 JV between Mahindra Group and Navistar International Swaraj Mazda - originally a JV between Punjab Tractors and Mazda, now 53.5% owned by Sumitomo Group Kamaz Vectra - A JV between Russia's KaMAZ and the Vectra Group.

Tata motor is the market leader with 61.8% market share while Asoke Layland is the distant second with market share of 26%. Passenger vehicle India Tata Motors Market Share: Passenger Vehicles 13% In FY11, the company crossed 2 million passenger vehicle sales since inception. Sales of the Tata Passenger Cars in the midsize segment grew 55% driven by the Manza. Utility Vehicles grew 26% driven by existing products and new launches like Aria and Venture. Nano sales clocked 70000 units in FY11.Cumulative sales of Tata Nano crossed 100,000 mark. Major competitors & market share Maruti Suzuki India Market Share: Passenger Vehicles 46.07% Maruti Suzuki India Limited, a subsidiary of Suzuki Motor Corporation of Japan, is India's largest passenger car company, accounting for over 45% of the domestic car market. The company offers a complete range of cars from entry level Maruti-800 and Alto, to stylish hatchback Ritz, A star, Swift, Wagon-R, Estillo and sedans DZire, SX4 and Sports Utility vehicle Grand Vitara. Hyundai Motor India Market Share: Passenger Vehicles 14.15% Hyundai Motor India Limited is a wholly owned subsidiary of worlds fifth largest automobile company, Hyundai Motor Company, South Korea, and is the largest passenger car exporter. Hyundai

Motor presently markets 49 variants of passenger cars across segments. These includes the Santro in the B segment, the i10, the premium hatchback i20 in the B+ segment, the Accent and the Verna in the C segment, the Sonata Transform in the E segment. Mahindra & Mahindra Market Share: Passenger Vehicles 6.50% The companys domestic Multi Utility Vehicle sales volumes increased by 3.3%, as against a decline of 7.4% for industry Multi Utility Vehicle sales. Mahindra & Mahindra further strengthened its domination of the domestic Multi Utility Vehicle sub-segment during the year, increasing its market share to 57.2% over the previous years market share of 51.3%. Mahindra & Mahindra is expanding its footprint in the overseas market. In 2009 the Xylo was launched in South Africa. The company formed a new joint venture Mahindra Automotive Australia Pty. Limited, to focus on the Australian Market. Global scenario Global sales of JLR improved during FY11. Global sales rose 26% (193,982units (2010)-243,621units (2011)) mainly driven by rise in sales in China & Russia (43%). The cumulative sales from exports for the fiscal at 24,861 nos. are higher by 15% over 21,641 nos. in the same period last year. MANUFACTURING/PRODUCTION STRATEGY India The Company's manufacturing base in India is spread across Jamshedpur (Jharkhand), Pune (Maharashtra), Lucknow (Uttar Pradesh), Pantnagar (Uttarakhand), Sanand (Gujarat) and Dharwad (Karnataka). Following a strategic alliance with Fiat in 2005, it has set up an industrial joint venture with Fiat Group Automobiles at Ranjangaon (Maharashtra) to produce both Fiat and Tata cars and Fiat powertrains. The Company's dealership, sales, services and spare parts network comprises over 3500 touch points; Tata Motors also distributes and markets Fiat branded cars in India. Tata Motors plant for the Tata Nano at Sanand, in Ahmedabad district of Gujarat, marks the culmination of the Companys goal of making the Tata Nano available to hundreds of thousands of families, desirous of the car a safe, affordable and environmental friendly mode of transport. The capacity of the plant, to begin with, will be 250,000 cars per year to be achieved in phases, and with some balancing is expandable up to 350,000 cars per year. Provision for further capacity expansion has also been incorporated in this location. Global scenario Tata also have vehicle production capacity of 20,000 units annually in South Korea through the manufacturing facilities of TDCV. Our Marcopolo plant has capacity of 6,600 units; we have bus body building capacity of 330 units in Spain and 240 units in Morocco, and our joint venture in Thailand has capacity of 25,000 units. Jaguar manufacturing

There are five Jaguar sites in the Midlands and North West of England, which, together, provide work for close to ten thousand people. The former Browns Lane factory in Coventry now houses the Jaguar Heritage Museum. Today, Jaguars are assembled at Castle Bromwich in Birmingham and Halewood in Liverpool. The historic Browns Lane plant ceased trim and final operations in 2005, the X350 XJ having already moved to Castle Bromwich two years prior, leaving the XK and S-Type production to Castle Bromwich and the X-Type at Halewood, alongside the new Land Rover Freelander 2, from 2007. A reduced Browns Lane site operates today, producing veneers for Jaguar Land Rover and others, as well as some engineering facilities.

Land rover manufacturing Land Rovers were manufactured primarily at the Solihull plant, near Birmingham, but production of the "Freelander was moved to the Jaguar car factory at Halewood near Liverpool, a former Ford car plant. Defender models are assembled under licence in several locations worldwide, including Spain (Santana Motors), Iran (Pazhan Morattab), Brazil (Karmann) and Turkey (Otokar). The former BL/Rover Group technical centre at Gaydon in Warwickshire is home to the corporate and R&D headquarters.