Situation Analysis On Tata Motor Limited And Marketing Strategy Of Tata Nano

3942 words - 16 pages

Executive Summary
Tata Motors Limited is India’s largest automobile company, the leader in commercial vehicles in each segment, and among the top three in passenger vehicles with winning products in the compact, midsize car and utility vehicle segments. The Company is the world's fourth largest truck manufacturer, and the world's third largest bus manufacturer.
Tata established in 1945. Over 5.9 million Tata vehicles ply on Indian roads, since the first rolled out in 1954. Tata Motors, the first Company from India's engineering sector to be listed in the New York Stock Exchange (September 2004), has also emerged as an international automobile company. In 2006, Tata Motors formed a joint ...view middle of the document...

* Present rising economy is another threat.
* Present share market is their threat.
STP,

Geographic: Region- India, Bangladesh, China, America, Britain, Europe, and Middle East. Country region- Pacific Region, Atlantic Region. Density- Urban, Suburban, Rural

Demographic, Age- 19-64. Gender- Male & Female. Family Size- 4 to 5. Family Life Cycle- Young, Single, Married with no Children, Married with Children, Unmarried Couples, Older Couples. Income- $10000+. Occupation- Professional and Technical, Officials and Proprietors, Clerical, Sales, Craftspeople, Supervisors, Farmers, Retired, Students.

Psychographic, Social Class- Upper Lowers, Working Class, Middle Class, Upper Middle Class. Style- Achievers, Survivors. Personality- Ambitious, Innovative, Quality and Performance seekers.

Behavioral, Occasion- Regular. Benefits- Quality, Service, Economy, Convenience, Economy. User Status- Regular user, Non user, Potential user, First time user. Use. Rates- Light. Loyalty Status- Medium. Readiness Stage- Aware, Informed and intend to buy. Attitude toward Product- Positive.

Target Market: Young, Single, and Married with no Children, Married with Children, Unmarried Couples, and Older Couples.

Position: Tata Motors Limited is now a reputed Automobile company all over the world. World’s third largest Commercial Vehicle manufacturer, fourth largest bus manufacturer, third largest truck manufacturer.

Introduction

We are asked to make a “Situation Analysis” on a brand. We are also asked to describe a “Marketing Strategy” of a product of the selected brand.

So, we have chosen the brand “Tata Motors” and the product “Tata Nano”.

In “Situation Analysis” we first described the present situation of the company, S.W.O.T analysis, and tried to find out the competitors and customers of this company.

Under the part “Marketing Strategy” we did STP analysis.

Situation Analysis
Tata Motors Limited Profile
Tata Motors Limited is India’s largest automobile company, with consolidated revenues of Rs.1, 23,133 crore (USD 27 billion) in 2010-11. It is the leader in commercial vehicles in each segment, and among the top three in passenger vehicles with winning products in the compact, midsize car and utility vehicle segments. The Company is the world's fourth largest truck manufacturer, and the world's third largest bus manufacturer.
The Company's over 25,000 employees are guided by the vision to be "best in the manner in which we operate, best in the products we deliver, and best in our value system and ethics."
Established in 1945, Tata Motors' presence indeed cuts across the length and breadth of India. Over 5.9 million Tata vehicles ply on Indian roads, since the first rolled out in 1954. 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...

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