Tata, Tipper

8/12/2019 Tata, Tipper

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Under the guidance of

Faculty Guide: Industry Guide:

Prof. Dhruva Chak Mr. Raman Guta

Professor and !rea "ead #Marketing$ !rea "ead #C%&U$ "aryana

&IM'(C" '!'! M)')R* +IMI'(D

*u,mitted &y:

Ra-at Dhaan #//DM//0$

PGDM 12//3/4 #Marketing$ &IM'(C"5 Greater 6oida

I


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Letter of Authorization

I, Rajat Dhawan, a student of Birla Institute of Management Technology

(BIMTECH), hereby declare that I have wored on a !ro"ect titled # A study of

Customer Perspective driving 25 tonne Tipper purchase and to identify

factors ehind TATA 25!" decreasing mar#et share in $aryana region$

during my summer internshi! at %Tata &otors Ltd'(, in !artial fulfillment of the

re%uirement for the &ost 'raduate i!loma in Management !rogram

) guarantee*underwrite my research wor# to e authentic and origina+ to the

est of my #now+edge in a++ respects of the process carried out during the

project tenure'

My learning e*!erience at Tata Motors +td , under the guidance of &r' Raman

,upta- Area .a+es &anager/Commercia+ 0ehic+e 1usiness nit3 and Prof'

Dhruva Cha# - Professor and Area $ead/&ar#eting3, has been truly enriching

ate -une,./,01.0

22222222222222

3a"at hawan

II


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Summer Project CertificateThis is to certify that Mr. Rajat Dhawan , Roll No. 11DM117 , a student

of PGDM (2011-13) has worked on a summer project titled A study ofCustomer Perspective driving 25 tonne Tipper purchase and to

identify factors behind TATA 2518 decreasing market share inHaryana region at Tata Motors Ltd. after Trimester-III in partial

fulfillment of the requirement for the Post Graduate Diploma in

Management programme. This is his/her original work to the best of my

knowledge.

Date: ____________ Signature

______________

Prof. Dhruva Chak

BIMTECH SEAL Name of Faculty Mentor

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[

Date: June,15,2012

TO WHOMSOEVER IT MAY CONCERNSub: Training Certificate

We hereby certify that Mr. Rajat Dhawan, a Full Time Student of Post GraduateDiploma In Management Course, 2011-2013, of Birla Institute of Management

Technology (BIMTECH) has undergone his Summer Internship as mandated for the

completion of his above course from BIMTECH, for a period of 6/8 weeks starting

from 15 thApril to 15thJune, 2012The title and scope of his project was A study of Customer Perspective driving 25tonne Tipper purchase and to identify factors behind TATA 2518 decreasingmarket share in Haryana region. The project was carried out under the guidance ofMr. Raman Gupta, Area Manager Commercial Vehicle Business Unit),Haryana.We found him to be a dedicated and diligent student. We take this opportunity to wish

him every success in his future endeavors.

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Sincerely,

Mr. / Ms. _______________________

Designation _____________________

Location________________________

(Seal)

AC467L8D,8&8T

I would lie to gratefully acnowledge the contribution of all the !eo!le who too

active !art and !rovided valuable su!!ort to me during the course of this !ro"ect

To begin with, I would lie to offer my sincere thans to %&r' Raman ,upta-

Area &anager /Commercia+ 0ehic+e 1usiness nit3 9 .andeep Dahiya-

Territory .a+es &anager(- for giving me the o!!ortunity to do my summer

training at %Tata &otors Ltd'( 45ithout their guidance, su!!ort and valuable

suggestions during the research, the !ro"ect would not have been accom!lished

My heartfelt gratitude also goes to the entire%Commercia+ 0ehic+e 1usiness

nit( for their co6o!eration and willingness to answer all my %ueries, and !rovide

valuable assistance

I also sincerely than %Prof' Dhruva Cha#(, my faculty mentor at BIMTECH,

who !rovided valuable suggestions, shared his rich cor!orate e*!erience, and

hel!ed me scri!t the e*act re%uisites

V


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+ast, but not least, I would lie to than all dealers and customers for sharing

their e*!erience and giving their valuable time to me during the course of my

!ro"ect

Letter of Transmitta+ ate-une,./,01.0Mr 3aman 'u!ta,

71/8719, :ignature Tower6B,

;H6


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I would lie to mention that the overall e*!erience with the organi?ation was very

good, and hel!ed me to now how wor is carried out in real !ractice with the

hel! of your esteemed organi?ation I feel honored that I got an o!!ortunity to

wor withCom!any ;ame , a com!any of great re!ute

I ho!e I did "ustice to the !ro"ect and added some value to the organi?ation

:uggestions8comments would be a!!reciated

@ours truly,

3a"at hawan

I6D(7

(7(CU'I%( *UMM!R8 9999999999999999999...9.../34

/. I6'R)DUC'I)6999999999999999999999.999...3;

/./ !,out the comany99999999999999999999999.

/.1 "istory of 'ata Motors +imited 99999999999999999...ey Drivers of Groth for the C% industry In India 99999999..//3/4

4. F)RMU+!'I6G '"( M!R>(' R(*(!RC" PR)&+(M !PPR)!C"..../


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.1 Data Collection999999999999999999999999.12

.1./ *econdary *ources999999999999999999999....1/

.1.1 Primary *ources9999999999999999999999....11

.4 *caling '[email protected]

. Auestionnaire Develoment and Pretesting999999999999.1


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?. +IMI'!'I)6* !6D C!%(!'*9999999999999999...9..;23;/

/2. C)6C+U*I)6*9999999999999999999999999.;13;

//. R(C)MM(6D!'I)6*9999999999999999999999;


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'a,le //: >M) and &artletts test999999999..9999999999..999.C-).

Eaguar and androver land rover are lanning to boost their oerations by oening e0clusive

dealershis in metro cities.

!hapter 2

A


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1. +iterature Revie

1./ Commercial %ehicle Industry In India

The Indian Commercial Vehicle (CV) Industry is the lifeline of the economy. &ccording to

=ational -ighway &uthority of India (=-&I) estimates 889 of the goods and 7H9 of the

assenger traffic in the country moves via road. The CV industry draws its demand from the

economy and hence is rone to cyclicality. -owever% due to greater versatility of usage% the

demand of ight Commerical Vehicles (CV) demand is less cyclical than the demand of

'edium 1 -eavy Commercial Vehicles('1-CV) demand. The industry is caital intensive

in nature but with CV manufacturers moving towards increased ancillarisation% the initial

caital outlay for setting u a lant has decreased substantially. Instead manufacturers are now

directing significant effort towards vendor develoment and rationali+ation. The industry is

highly vulnerable to technological changes. ,ith environmental norms becoming stricter and

consumers demanding better technology vehicles% it has become essential for the

manufacturers to either have technology artners or a strong inhouse ?esearch and

$eveloment(?1$). The need of having a wide roduct range in all the segments along with

the short lifecycle of these vehicles maes it obligatory for the manufacturers to constantly

innovate to sustain cometition. These factors altogether increase the entry barriers to this

industry maing it an oligoolistic maret.

India is a country with large and varied transort sector and its inade6uate infrastructure

constitutes a significant constraint on India/s growth otential. The #overnment of India

recogni+ed the imerative need for the infrastructure sector and has taen several initiatives

lie Committee of Infrastructure% =ational -ighway $eveloment "roject (=-$")% =ational

'aritime $eveloment "rogramme (='$")% Ta0 -olidays etc for the develoment and

romotion of this sector.


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1.1 >ey Drivers of Groth for the C% industry In India and their resent

*tatus:

The transortation industry is deendent directly on the growth of the economy %mobility of

oulation and other related factors. *ome of the macroeconomic indicators according toinvestment rating agencies such as Investment credit ?ating agency (ICR!$ andCredit rating

and Information *ervices of India imited (CRI*I+$ that affect the sales of commercial

vehicles are shown below!

/. GDP groth: India/s 6uarterwise real #$" growthdecelerated for four consecutive

6uarters beginning in @4 2AA (DctC$ec/A)% reaching 8.9 in @: 2AC2. #rowth in


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Dn a cumulative basis during &ril'arch 2A2% the Inde0 of Industrial "roduction (II")

with base as 2AA4A3 grew at 2.79% down from 7.29 in the corresonding eriod of 2AA.

2 month moving average of II" is still showing a declining trend. &s II" declines CV sales hit

a downfall too mainly in '1 -CV/s. ICR!schannel chec suggests% while slowdown is

being witnessed across segments in '1-CVs% the higher tonnage% longhaulage vehicles are

e0ected to be more vulnerable to demand slowdown given their strong linage to industrial

freight availability.

Grah /: Inde )f Industrial Production Declining5 *ource : C*)5 ICR!

4. Infrastructure Inde

The inde0 of eight core infrastructure industries grew at a lower rate of 4.:9 during &ril

'arch 2A2 as comared with 8.89 growth in the corresonding eriod of 2AA. ow

growth in core infrastructure is an area of concern as growth in infrastructure segment directly

relates to demand for commercial vehicles. ower industrial roduction in sectors such as

infrastructure and mining is leading to low demand of commercial vehicles. 'ining has also

been banned in some areas which has affected the tier sales.

'a,le : Performance of core industries in F8 //3/15 *ource: Ministry of Commerce

:


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ower growth of roduction rates of cement% crude oil and gas shows lower lesser demand for

commercial vehicles.

The commercial vehicle industry resently is under a lot of ressure owing to the weaening

economy. *ociety of Indian !utomo,ile manufacturers #*I!M$ and Investment credit

rating agency #ICR!$have defined some more features of the economy which may worry the

Indian commercial vehicle industry.

?ising interest rates have adversely imacted CV sales in '/s and

with the fear of diesel rices being deregulated% customers are now looing for vehicles

which rovide better oerating economics. This is going to hel increase sales of multi

a0led (mainly 23 Tonne) trucs which offer more benefits in reduction of oerating cost.

Dur


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*I!M andICR!suggest that freight rates on major routes have not increased in the last

one year in comarison to e0enses. That has further decreased the need for new

vehicles.

Grah 4: Freight Rates inde groth over the years. *)URC( : '!'! D(*

Dn a cumulative basis% the freight inde0 grew by A.29 in


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load availability for the ne0t one year. It might be good news for comanies as they

should loo for transorters who will be getting these orders.

!hapter "

4. Formulating the market research ro,lem

4. / Pro,lem Definition

Tata 'otors is the most dominant layer in the commercial vehicle industry in India with a

maret share of 35.4 9 in


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for these vehicles. -aryana is home to many small transorters who earn their income through

this business. They have been running transortation businesses from years and most of them

are family owned businesses. 'any belts in the -aryana region have got a large number of

crusher +ones where big stones which are brought from mines are broen into material that

can be used for construction.

'a,le 0: Market share of '!'! motors in "aryana roduct ise

&s it can be seen that the maret share for tiers has constantly declined from 789 to 8:9

from last year to this year. This is the main roblem area that needs to be looed into.

Construction is on a full swing in -aryana mainly in #urgaon and


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arge


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#ained insights from them regarding the issues in the roduct and other issues they are

facing. 'et drivers who are the end users and tried to understand the service issues

from their ersective.

=ow a roer analysis had to be made after getting their resonses filled. The final ste was to find out the reasons for the major di in maret share through

analysis and also the major arameters that affect customer urchase decision.

'a,le B: )erating (conomics Chart For a 'ransorter. *ource: Comany Data

This is the oerating economics chart for a transorter and it shows many arameters which

are used by comanies to get to now the customers better and for their rofiling. This

clearly hels them to calculate all the e0enses that they incur while running a

transortation comany and then calculate the rofit earned by them. These are some of

arameters which are looed into!

2A


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. Initial Cost of Vehicle

2. oan amount and 'oratorium "eriod

:.


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@ualitative analysis was carried out to find out the variables which are affecting sales (major

service and dealer issues faced by customers) % while and after urchasing a 23 tonne tier.

The design focused on using a 6uantitative tool i.e.


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&ll these sources rovided an insight into the current economic scenario affecting the sales of

commercial vehicles in India. Comany monthly analysis reorts and balance sheets rovided

details of the current and last year/s maret shares and volumes of tiers in -aryana. *ome of

the economic asects had already been mentioned in the literature review above.

*ome of the major insights that I gained from secondary sources are mentioned below!

#ot access to maret share of Tata 'otors vLs cometition monthwise data. It heled

in roer comarative analysis.

There are many economic arameters which have an effect on CV sales. These were

obtained from the 'inistry Df *tatistics and Central *tatistics Drgani+ation.

#ot access to a $ealer networing ma as comared to cometition from the comany

which heled locate T&T& dealers as comared to others and their reach.

*ervice schedules % oil calendars% warranty % annual maintenance contracts and all the

other mareting schemes and loyalty rogrammes data was retrieved from comany

and dealers ortals. ,ill definitely hel in understanding serviceability of vehicles.

The rice lists of Tata roducts and other comany roducts were retrieved.

*I&' websites gave an insight about the future trends in the CV industry.

.1.1 Primary *ources

The rimary sources of data include the following!

!ustomerswho are buying the truc( Transorters and fleet oerators)

'any customers were visited ranging from large oerators to small fleet owners in -aryana

mainly in the


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ased and the 6uestionnaire was filled out accordingly. This data will definitely bridge the

ga between comany s and customer/s mindset.

+ealersare also a rimary source of data. Tata 'otors have got dealers in almost every city

of -aryana. I went to dealers and retrieved information from their managers about the total

retail targets achieved and also the current maret otential for tiers. *oe to many dealer

sales e0ecutives and got information about the major arameters that a customer considers

before buying a tier. #ot to now the woring of dealers and how they deal with

customers.

inancerswere also a major source of rimary data as they are the ones who directly interact

with the customer who is thining of buying a tier. Cometition customers lists along withthe list of customers who are willing to buy more of cometitive roducts were retrieved

from them. *ome nowledge was gained about the credit and the resent I?? (Internal rate

of return).

+riversare also a source of rimary data as they are the end users or the consumers who

understand the roduct thoroughly and were a major hel as they described the nittygritty of

tiers.

.4 *caling 'echni@ues

& 6uestionnaire was used in the research which had been formulated to understand what the

customer wants in the roduct. Imortant factors were derived out of the given variables of

interest using factor analysis. There was a secial 6uestion in the 6uestionnaire which had

different statements highlighting different arameters affecting the urchase decision of

different customers. =ot every arameter was relevant to a customer as every customer has

his own ersective regarding urchase. @uestions were ased in which there were differentstatements on those arameters and customers were re6uired to fill the resonses on a 3 oint

iert scale. The scale ranged from strongly disagreeing to strongly agreeing for the given

statement. *cale was as follows!

. *trongly agree()

24


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2. &gree(2)

:. =eutral(will not be able to decide based on this)(:)

4. $isagree(4)

3. *trongly disagree(3)

It was 6uite helful as after getting all the resonses filled% the major arameters (both

imortant and not imortant) were identified .iert scale was helful in getting the factor

analysis done. Fased on the resonses filled by customers% variables which were related were

identified. &ll the correlated variables were taen together in a grou. Correlation between

variables was found out by shifting the iert scale entries on to the *ss inut table.

(=ote! "lease refer to 2.2 of the 6uestionnaire in >0hibits)

?efer to the 6uestionnaire in the >0hibits section for the variables.

. Auestionnaire Develoment and Pretesting

Fefore develoing the 6uestionnaire a comlete study had to be undertaen about the tier

maret .&lso a thorough study of the buyers rofile was undertaen. & comlete nowledge

about the technical arameters was re6uired. Cometitive roduct secifications were also

needed to be studied . 'any dealers were visited in areas such as ?ohta% -isaar% and *ohna.

$ealer/s insights were very imortant as dealers are continuously in touch with customers.

&ll the major routes were learnt on which tiers travel in -aryana. &s mining was recently

banned in -aryana% which resulted in the major load coming from Fhiwadi% ?ajasthan to

crusher +ones in -aryana.

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&ll the major crusher +ones in -aryana were visited from where the major transortation to

sites haens. $ealer/s sales e0ecutives heled a lot in listing the arameters that a customer

thins about before buying a tier. & 6uestionnaire was made after consulting my mentor.

The 6uestionnaire was focused on getting these resonses from customers!

Customer ProfileThis was imortant as we wanted to now the e0act fleet si+e that

the customer has and also the routes on which he travels. It also had a 6uestion which

ased them about their alication. The major concern was to go to customers who

had cometitive roducts as well as T&T& roducts so that a comarison could be

made.

&sed them about the arameters both from a technical and a mareting oint of view

stating all the arameters which could be imortant in a tier.

&fter identifying arameters for urchase% the ne0t thing that was re6uired to now

was the issues that they were facing both in service and sales.

&fter getting to now from secondary data that the major cometition there in that

region was &', 237 and they were cutting into T&T&/s maret share% an effort was

made to identify the reasons behind their success by asing a 6uestion in the

6uestionnaire about its benefits.

These were the major identifications done before finali+ing a roer 6uestionnaire that was

valid and solved our roblem.

@ualitative variables were decided uon to be ased in the 6uestionnaire. These were the

variables which were then embedded in the 6uestionnaire to get resonses. These were

decided based uon the inuts from my industry mentor and my ersonal nowledge after

comaring the roducts with cometition. &lso% after getting to now the customers in?ohta and -isaar% the major factors which affect the urchase were identified. The same

ey buying factors that were learned from customers in ?ohta% -isaar and ?ewari were now

embedded in the 6uestionnaire and these 6uestions were targeted at customers in


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'ost of the variables that were ased in the 6uestionnaire were thoroughly e0amined and

then included based on some of the common customer inuts. They have been e0lained in

the data analysis section where factor analysis is done.

*ome of the variables of concern were identified after reading the secifications and are

listed below!

>ngine Caacity

#ear bo0

Clutch $iameter

,heel Fase

Cabin ergonomics

*usension

Tiing it

'inimum turning radius

'ileage

Tyre si+e

#radeability

'a0 seed (Dther variables can be seen in the


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*ome data was collected from the comany ortal to now the current status of sales in

-aryana for 23 tonne tiers. The maret share of T&T& has been continuously diing in

the second half of the year as comared to cometition. Cometition% esecially &', is

gaining maret share and digging a hole in the ocets of T&T& in the tier segment.

'a,le ?: Market share of tiers month ise as comared to cometition.

*ource: Comany data

Grah : Monthly data of tier segment as comared to cometition

*ource : Comany data

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These reorts show that the tier maret is declining in -aryana due to the macroeconomic

indicators not in the industry/s favour. Fut the main area of concern is that Tata 'otors is

continuously losing maret share to cometition. Tata 'otors growth in the 23 tonne tier

maret is very slow and it has lost considerable maret share to &', which is a comany that

has evolved just 2 years bac and has now made a considerable art of transorters loyal to its

trucs. &lso mining has been banned in -aryana which is affecting sales of tiers.

$ealers are also losing interest in selling tiers as it re6uires e0tensive effort in convincing

eole about their viability.

Data collected from the Primary source i.e Customers from the @uestionnaire

The 6uestionnaire was formed to gain some nowledge about 23 tonne tier maret in the

-aryana region. ?esonses were filled by me after asing 6uestions to different customers in


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Grah


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&s can be seen the major share of customers here have more than 3 and less than 2A trucs.

:: 9 of customers% in the range of 3A trucs% are the ones who are now in their growing

hase and will re6uire more trucs in future. The comany should also focus uon 2 9 of

customers who are big oerators and trac them if they get any orders from rivate layers or

=-&I.

4. Ma-or alications of customers#6eed of 'iers$

Grah 0: Ma-or alications of customers

&s mining has been banned in -aryana% there are very few layers who use tiers for mining

uroses but there are some who buy tiers from -aryana and use them in areas where

mining is not banned. 839 of the customers use their tiers for transortation of construction

material from crusher +ones to sites. 3:9 of customers use them for bringing rocs to crusher

+ones. Tata 'otors should build their vehicles eeing in mind the two major alications.

. +oad caacity of trucks that customer use normally# 6um,er of trucks$

Grah B : +oad caacity of trucks that customer use normally

:


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&s the grah shows the ma0imum demand is for 23 tonne tiers as it rovides good

oerating economics to customer. Customers did not have many trucs above : tonnes as it

was not so useful to them in that area. Dnly the big oerators in that region afforded bigger

trucs.


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The tier model which is the most famous and 579 of the customers are owning it in their

fleet is the "; 237 along with others in their fleet. 23 tonne tiers are one of the many

tiers which rovide value for money to oerators. =obody owns T&T&/s new truc

"?I'& in that area.

0. Cometition rescence in the 1< tonne category# 6um,er of Customers$

Grah //: Cometition resence in the 1< tonne category

&s can be seen from the grah the major comany that is cutting Tata 'otors maret share in

this area is &',. 'any customers have bought their &', vehicles in the ast two years as

the comany has aggressively steed u its oerations in -aryana. 53 9 of customers have

bought &',. It is a huge number and is a reason for worry for T&T& 'otors. The other

cometition is not so good but '&= force and &sho eyland are constantly coming u with

new variants to increase maret share. It is a big threat for T&T& 'otors % as a comany lie

&', which is just : years old in India has set u a massive name for itself and also gained

customers loyalty.

Marketing asect

B. *ources from here customers get knoledge a,out 'ata 'iers

::


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Grah /1: *ources from here customers get knoledge a,out '!'! Motors

&bout 52 9 of customers get nowledge about Tatas new roducts from word of mouth. This

can be a good as well as a negative factor. There are very few customers who get to now about

Tata roducts from TV as there are no full fledged advertisements. "rint media also forms a

minor role in mareting T&T& roducts. 2: 9 of customers get to now about new roducts

from mareting camaigns held at the dealer/s end which is a very small number. This also

shows that $*>/s visits to customers are also less. ,ord of mouth can be a negative factor as

well because eole can sread bad news e6ually fast as &', is already catching u.

?. Dealer sales eecutive visits to customers# 6um,er of customers$

Grah /4: Dealer sales eecutive visits to customers

&s can be seen% only 82 9 of T&T& 'otors customers in the area have not ever been in any

contact with any dealer sales e0ecutive. This is also one of the major reasons why we are

losing maret share as customers are not aware about changes in our roduct.

/2. !areness a,out the customer meets and free checku camaigns at Dealers end

(=umber of Customers)

:4


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Grah /: !areness a,out the customer meets and free checku camaigns at Dealers

end

32 9 of the customers do not even now that these things even e0ist or occur. They have got

very little awareness about the romotional camaigns and customer meets as nobody has

ever told them. The ones who now it also are not very well e6uied.

//. !areness a,out a ne roduct '!'! PRIM! that has ,een launched fe months

,ack

Grah /


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/1. Ma-or technical arameters considered ,efore ,uying a tier # Finding the most

imortant$

:8


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Grah /; : Ma-or technical arameters considered ,efore ,uying a tier

The major technical arameters were selected after going through the secifications

thoroughly and also after comaring secs with cometition. These were found to be the

factors which can have an effect on the urchase decision for a 23 tonne tier.

&s can be seen there are 8 technical arameters in a 23 tonne tier that customers have

chosen as the most imortant while they thin of buying a new tier. *o the major 8

arameters as found out in the survey are!

. (ngine caacity( includes Foth -orse ower and Tor6ue) I also discussed these

arameters with customers and they said that ower of the engine matters a lot to

them as they have to drive with heavy loads and icu is one factor which is taen

care of by horse ower and tor6ue at a secified rm.

:H


49/95

2. Gear &oG This has also emerged as one of the major factors. There are different

versions 8 seed and 5 seed. Customers are going in for the 5 seed gear bo0 with a

crawler gear to move on rough terrains. The comany manufacturing the gear also

matters to them such as they refer M< gear bo0es over T&T& made bo0es.

:. =heel ,ase Tata 23 tonne tier comes in different wheel bases mainly :8 and 42.

,heel base is one of the factors as it is resonsible for si+e of the body that is at the

bac. arger wheel base is useful for the customers.

4. Gradea,ility It is the highest rated factor at 4H 9 as it determines the amount of

ower it has to climb rough and stee terrains. It is also referred to as the climbing

ability of a tier. "eole are not so hay with the gradeability that the T&T&

tiers offer.

3. *usension tye It is a major factor for owners nowadays as tiers come in two

tyes of susension

F> &=$ C?&=; *B*">=*ID=

I=V>?T>$ FD#I> *B*">=*ID=

"eole nowadays refer inverted bogie susension in their tiers as it does

not brea easily on rough terrains and can handle more weight.

8. 'iing >itis a factor which is considered nowadays by owners as comanies offer

tiing its both by ,iro and -J,&. -ywa has a reutation of being stronger.

Dther arameters such as cabin ergonomics% &C% fuel tan caacity do not lay a

major role. These are factors which alone cannot be the arameters for decision.

/4. Issues and ro,lems faced ,y customers at dealers end #secially tiers$

:7


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Grah /0: Issues and ro,lems faced ,y customers at dealers end

-ere the focus is on the 2ndart of the roject which deals with identification of issues which

are hamering Tata 'otors growth.

'any customers were ased about their e0eriences at Tata motors authori+ed dealers end

and they did not seem to be too leased about the e0erience they had with the staff there.

There are many issues that customers seem to be facing while dealing with dealers .*ome

customers are so uset with dealers that they have lost trust in Tata 'otors.

&fter the analysis% it was nown that the most common roblem that is troubling the

customers the most is the service art. CV owners are in the maret for businessN they cannot

afford to lose money on service. They rely on the comany/s wide service networ.

O*ervice eole do not honour warrantiesP is the first line that almost every customer who

has visited T&** says.

There is a big ga between what service stations thin and what customers thin. They both

act irresonsibly for maing their own rofit. $ealershis are rivate ownershis which are

also there for business. They can/t give every service away for free. That is totally true% butthere is a ga between the thining of the service and sales e0ecutive.

The *ales e0ecutives are not roerly e0laining to the customers the demerits of

overloading % but they are selling the roduct to meet their targets. &nd now when the

customer is in ain% and goes to T&**% they do not acnowledge warranties. This is a vicious

circle which has caught everybody.

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If H7 9 of the customers say that warranties are not being honoured% that means there is a

definite roblem either with the service station or with customers awareness about regular

checus. =o roer information and roer service schedules are rovided to customers

regularly. "roer nowledge about &nnual 'aintenance Contract(&'C) is also not given

until the customer ass for it. :39 of the customers agree to this.

829 of customers feel that dealers are being comlacent in their behavior . They feel that

customer will directly come to them and don/t feel the need to go to customers as Tata

'otors is a big brand name. This is a concetion that is griing the Indian customer and it

will reflect badly in future for Tata 'otors. Customer meets and camaigns are not held to

mae them feel secial% as felt by3H9 of customers to hel them feel secial. oyal

customers are not been given discounts.

379 of customers feel that whenever there is a re6uirement of tiers they are never

available at the nearest dealers.

/. 'echnical issues most commonly faced ,y customers

4A


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Grah /B : 'echnical issues most commonly faced ,y customers

&s it can be seen from the grah above the major technical issues that the customer faces

while using a 23 tonne tier are!

. Poor Gradea,ilityG Climbing ability of tiers on rough terrain is not so good as

told by customers in a feedbac. &s the tiers are loaded uto the to and they have

4

High wear and tear of sus!ension in bogie sus!ension 5

5

A0

High rates of s!are !arts as com!ared to com!etition !

;

0


53/95

to climb towards Fhiwadi% ?ajasthan% they are not able to go u because they do not

have the re6uired strength to ull the load.

2. &ogie susensionis not very successful in T&T& tiers because of low awareness

and also the leaflets brea easily as comared to cometition. Customers have to

send considerable amount of time and money on getting it right.

Customers are facing a lot of roblems in Tata tiers with a bogie susension as they have a

lot of service issues. Infact many of the customers are not even aware that Tata has a tier

with bogie susension.

/


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now made them =o.2 to Tata in the tier maret. ,ritten above are the major arameters

that eole might thin as better than T&T& 237. et us see the feedbac.

Fogie susension of &', was a success as comared to T&T& on rough terrains. It has

resulted in a reeat loyalty towards &',. &round 479 of customers believe that leaflets of

&', susension are much stronger than the T&T& susension.8A 9 of customers are

imressed by &',/s aggressive selling of vehicles at discounted rices. HH 9 of the

customers are imressed by the fact that it is roviding &C which increases driver efficiency.

4H9 customers thin &',/s service stations are more efficient than T&T& as they are

roviding free services to customers .439 of the customers feel that roviding a 8 cum body

is more useful than the 4 cum body of T&T& tiers. It hels them load more er tri.279

of customers feel that it has got better design and loos. I don/t thin this can be the only

reason for urchasing &',.

32 9 of the customers thin that &', has a better gradeability than T&T& as it has the

re6uired strength to gain ower on rough terrains and sandy roads. 4H 9 of customers thin

that &', have got better aggregates such as clutch% gear bo0. They are roviding both Maton #ear bo0 as comared to T&T& roviding its own gear bo0.

This shows that customer ercetion has changed over time and &', is fully utili+ing the

oortunity offered to them.

!hapter -

;. Factor !nalysis

4:


55/95


56/95

$ealers after sales service V&? 4

>asy and customer friendly


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*te 4:&fter selecting the


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*te


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Correlation Matri

'a,le /2: Correlation Matri #Factor !nalysis$

Correlation matri0 shows how each of the variables are associated with each of the other

A variables. =ote that there are some correlations which are high (above A.:) and some

which are low ( somewhere near +ero). The high correlations will indicate that two items are

associated and will robably be groued together by the factor analysis.


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&fter the correlation matri0 there is the ;aiser 'eyer Dlin (;'D) test and Fartlett/s test to

verify that if factor analysis can be done on these variables or not.

>M) and &artletts test

'a,le //: >M) and &artletts test

The ;'D test should come out to be more than A.3A and is inade6uate if it falls below that.

The ;'D test tells that whether or not enough items are redicted by each factor.

In this case ;'D is .33H which is above than .3A.

Fartlett/s test should be significant (i.e. a significant value of less than A.3)N this means that

the variables are correlated highly enough to rovide a reasonable basis for factor analysis. In

this case it is significant.

*hould be significant(less than A.3) indicating that the correlation matri0 is significantly

different from an identity matri0% in which correlations between variables. It is .AAA which is

less than .A3.Communalities

'a,le /1: Communalities initially and after etraction

These communalities reresent the relation between the variable and all other variables (i.e.

the s6uared multile correlation between the item and all other items). It shows the

roortion of each variable/s variance that can be e0lained by the factors.

45


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Initial3 ,ith rincial comonents analysis% the initial values on the diagonal of the

correlation matri0 are determined by the correlation of that variable with other variables.

(traction3The values in this column indicate the roortion of each variable/s variance

that can be e0lained by retained factors.

'otal %ariance elained

'a,le /4: 'otal %ariance #etraction and rotation sums of s@uared loadings$

The total variance e0lained table shows how the variance is divided among the ossible

factors. =ote that 4 factors have >igen values greater than .AA but we reject the fourth one

as there is only one variable in that factor according to rotated comonent factor matri0. ,e

have taen >igen values greater than . : factors are formed based on significance tests..

&lmost 38 9 of the variance is e0lained by the first three factors.

>igen Values! These show the variances of the factors

>0traction sums of s6uared loadings! The number of rows here shows the number of factors

retained.

3A


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?otation sums of s6uared loadings! The values in this anel of the table reresent the

distribution of the variance after the varima0 rotation.

9 of variance This column contains the ercent of total variance accounted for by each

factor. -ere the first factor shows has 23.H 9 of variance and the second one 8.:57 9.

Grah 12: *cree Plot

*cree Plot G It is a lot of the >igen values against the number of factors in order of

e0traction. The shae of the lot is used to determine the number of factors.

-ere the scree lot shows that after : comonents% the 4 thcomonent is a little above .A but

the 4th

factor only has one variable associated with it according to loadings% so it is rejected.

-ence scree lot shows that there are : factors

Comonent Matri

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'a,le /: Comonent Matri

This matri0 shows the factor loadings between the variables and factors% higher the loading%

higher it has a correlation with that factor.

Rotated Comonent Matri

The rotated comonent matri0 is formed after varima0 rotation of comonent matri0.

Varima0 is a method of rotation that minimi+es the number of variables with high loadings

on a factor..

'a,le /


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V&? has the highest factor loading on factor :

V&? 2 has the highest factor loading on factor :

V&? : has the highest factor loading on factor :

V&? 4 has the highest factor loading on factor

V&? 3 has the highest factor loading on factor 2


V&? H has the highest factor loading on factor 2

V&? 7 has the highest factor loading on factor 2


V&? A has the highest factor loading on factor

V&? has the highest factor loading on factor

Variables % 2% and : will be groued under factor :.

Variables 4% 8%5%A and will be groued under factor .

Variables 3% H and 7 will be groued under factor 2.

#rouing of these variables is done under three factors. Variables are classified under these :

factors and data has been reduced from variables to : factors.


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Factor 4 can be named as the customer value proposition factorwhich includes

brand name and hence a good resale value of the tier. Frand name is affected by

the mareting camaigns the comany holds. Frand name is made by having a

roduct which has good technical arameters and hence has a ositive word of mouth.&lso a good service networ suorts the brand name. &ll these variables are

interrelated. &ll these arameters rovide the customer satisfaction and trust in the

comany. The customer feels that the money that he has sent is worth it. If a

roduct is good technically% its erformance is good% also the service team is efficient%

it hels the customer feel satisfied about his urchase decision. Customers have a

ercetion that with good brand name comes good resale value.

These arameters are the main arameters that affect the urchase decision.

Factor 1 ! It can be called theprice factor

#ood ricing techni6ues such as discounts% offers and schemes regularly given to

customers mae them feel hay and can directly affect the urchase decision. If the

sare arts cost is not very high as comared to cometition the customer will

definitely bend towards that comany as there is regular wear and tear of aggregates

in a tier. If the customer gets chea sare arts it will definitely hel him. ?egular

customer meets% loyalty discounts for loyal customers is a way to retain customers.

The comany can also instill confidence in customers by demos and factory visits and

arties%

Factor /! It will be called the e0tra features or differentiation factor.

>very comany might offer the same benefits in terms of technical arameters% and

ease of serviceability. It can also be cometitive in terms of ricing. Fut the only

oint of differentiation is the e0tra services or features that can be the order 6ualifier

or maybe an order winner for your comany. $ealers are a major art of any CVbusiness as they are the ones who interact directly with customers. $ealers setus and

service stations can have a good ambience .*ecial visits to worshos can be

34


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arranged for the customers to see how the service haens. ?egular driver training

can also be done to be different.

>very customer wants convenience so he will definitely demand the vehicle

whenever he wants it. Thus dealers should have high stoc availability. &lso

comanies can rovide many other features in their roduct such as better loos and

&C at a little higher rice to mae their roducts more aealing.

!hapter

33


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0. Results

&fter a detailed and thorough study which was mainly focused uon the 23 tonne tier

segment in conomy arameters have nothing to do with weaening maret share of Tata 'otors as

maret share is a cometitive indicator . It has to do with customers urchase sentiments and

behavior and also the decreasing Total Industrial Volume (TIV) for industry.

*ome of the factors as deduced from the secondary sources of data such as IC?&% C?I*I

and 'D*"I reorts which directly affect the customer urchase behavior are!

#$" growth has decelerated from 7.839 in 2AA5 to 2A2. This is a factor to

worry about as the industrial sector% majorly the manufacturing sector% is declining

constantly. This directly affects the load availability which% in turn hamers the

demand for new tiers. Customers will not thin of buying a new tier until there is

load availability.

Then II" has declined from:. 9 in &rA to 4.9 in


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Inut costs are increasing day by day owing to high imorts and dereciation of the

Indian ruee. This union budget also increased the e0cise duty on truc chassis from

A9 to 49. This has also forced comanies to increase rices% thus hamering the

demand for new tiers. ?ising fuel costs and the fear of rices of diesel being increased or deregulated have

gried customers and they are now cautiously buying new vehicles after checing

their fuel mileage.

&ll these factors have started changing the customers ersective towards buying a new

tier. The customer/s mindset has changed over the years and comanies have to constantly

change their roducts to match their needs. The customer now has changed his riorities

from a normal brand driven urchase to a urchase which gives value for money.

&fter doing the survey and collection of rimary data about the tye of customers% their

alication and their arameters for urchase% it is seen that most of the customers use tiers

for alication of road construction and moving of earth material. 'ost of them are family

owned businesses and have been running for years. 'ost of them are majorly using 23 tonne

tiers to meet their alication.

&fter erforming factor analysis on major variables these are the : factors found as

imortant decision maers while urchasing a 23 tonne tier. These are as followsN

/$ Customer value roosition factor was identified which had the following variables!

a.) Frand value and ?esale Value

b.) >ase of serviceability or a good service networ with service schemes such as &'C

c.) Technical "arameters and *ecifications of the vehicle.

1$ Price FactorG It has changed from a brand driven maret to a rice sensitive maret

owing to ressures from the economy. It has got variables such as !

a.) "ricing mechanisms such as discounts% schemes and offers on urchase of tiers

b.) ?egular customer meets% factory visits% and demos and romotional arties.

3H


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c.) *are arts cost not very high

4$ (tra features factor or the differentiation factor or make customer feel secial

factor

a.) >asy and better financing otions which are customi+ed according to need.

b.) $ealer setu and servicescae and stoc availability.

c.) Fetter loos and design of a tier

d.) >0tra features such as &C% cabin ergonomics at a little higher rice.

e.) $ealers sales e0ecutive after sales service

These were the major arameters which are identified as the ey buying factors and these

needs to be seriously considered by comanies in order to increase their sales.

The roject also looed uon the technical arameters which are most imortant to a

customer before maing a urchase. 3 arameters were identified .These are as follows!

0./ 'echnical Parameters hich !ffect Purchase

>ngine caacity(-orse "ower and Tor6ue)

#ear Fo0(5 seed and 8 seed% M< or >&TD=)

#radeability

*usension tye( Fogie or Fell and Cran)

Tiing it( -J,& or ,iro)

,heel Fase

These arameters should be et in mind while designing a tier.

=ow the ne0t ste was to identify the reasons behind the decreasing maret share of T&T&

'otors 237 in


70/95

0.1 Issues faced ,y '!'! customers at dealers end

$ealers being comlacent in their attitude and behavior towards Customers.

*ervice stations e0ecutives do not honour honorwarranties.

$ealer sales e0ecutive never visits or aroaches customer regarding urchase. =o

customer meets or arties are held.

$*>/s do not rovide awareness about schemes such as &'C and other loyalty

rograms such as T&T& $>I#-T just to mae rofit.

ow stoc availability for tiers.

0.4 *ervice issues faced ,y '!'! customers

: major service issues faced by customers of 237 T&T& tier in the technical woring of

Vehicles have been identified with the hel of analysis

"oor gradeability on rough terrains and also not efficient on sand alications.

"oor strength of leaflets in the Fogie susension.

,ea body and chassis frame

/s have even

visited. These are the major reasons for T&T& losing maret share. Dne of the major

findings shows that almost every customer has got an &', tier along with a T&T&

tier. This shows that &', has got a huge resence in the maret.

They are the ones who have come u as a cometitor for T&T& in the 23 tonne tier

category. & comarative analysis was done and customers were ased about benefits that

&', has over T&T&. Felow is list of major benefits that we found out from the analysis!

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0. !M= ,enefits over '!'!

&C rovided in cabin

ow wear and tear of leaflets in Fogie susension.

-as a 8 cum body instead of 4 cum body so that more loads can be carried.

&ggressive selling in terms of discounts and offers.

*ervice stations are more efficient

Fetter aggregates such as clutch and gear bo0

Fetter gradeability and icu while climbing and on sandy (rough) terrains.

!hapter 8

B. Discussions

8A


72/95

The data has been collected% analysis has been done and now the results have also been made

according to the analysis of customer data. The results above clearly e0lain the two major

reasons for doing this roject i.e.


73/95

by &rea 'anagers. >very region has got one or a ma0imum of two Territory *ales

'anager (T*') for each segment.

The wor of these T*'/s is to ush and suervise retail sales of their dealers. They

have targets set for every month and accordingly every dealer has their own targets.

B./ Issues in the *tructure and orking

Territory *ales 'anagers and &rea managers who are resonsible for retail sales by

dealers are under ressure of getting rid of their stoc every month% and that amounts

to high dealer offtae.

They mae the dealers tae stoc from them every month% not according to dealer/s

re6uirement but to meet their targets. They are not being unreasonable as they are

also being ressuri+ed to meet targets but ultimately the dealer/s stoc increases and

he has to deal with it. They are not concerned a lot about retail sales as it is the role

(headacheQ) of the dealer according to them.

$ealers also are very hay selling the vehicles which sell by themselves i.e. the

customer comes and taes them. They feel no need to go to customers themselves for

selling a roduct.

There is no or very little training rovided to dealer/s e0ecutives about the roduct.

Territory *ales 'anager has the authority to tell the dealer to emloy a $ealer sales

e0ecutive e0clusively for their roduct. 'anagers at the dealers end are not very

hay in emloying e0ecutives as they don/t feel the need of doing so. This is where

they lac initiative and are comlacent.

$ealers were visited and they were more than hay selling higher volumes of CV/s

as there was a high demand for them and customers themselves came to dealer for

buying a vehicle. Fut for selling a tier which is highly based on its technical

arameters% there is a need for an e0erienced and a trained e0ecutive for convincing

customers.

'ost of the dealers visited were not ready to hire a dealer sales e0ecutive for tiers

as they do not sell in high volumes and re6uire e0tensive effort in selling. Those who

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have hired them not aying them well enough to stic to their job. The eligibility for a

dealer sales e0ecutive is being class 2thass. *o e0ecutives are not even graduate

and well read and hence unable to tal convincingly to their customers.

'ost of the customers have set u their own worshos and hired mechanics for

regular servicing of their tiers. Dnly those customers go to *ervice stations who

have got an &'C .&n &'C does not cover a lot of arts under the scheme. "eole

are not too hay with the service.

'areting efforts by dealers such as T&T& $elight for loyal customers have gone

unnoticed in the maret. There are no romotional cams or dealer showroom visits

undertaen to show customers their roduct. $ealers are also not too hay buying

tiers from the comany as they are too costly and re6uire time and effort to sell.

These were some of my ersonal observations while woring on the roject .,hen dealers

were visited in different states% an effort was made to understand their tye of woring.

B.1 Future *coe )f ork

&s this business is mostly dealer driven% there can be a lot of wor understanding the

woring dynamics of dealers and their needs. It can be focused on the issues they face from

the comany/s oint of view. They have got different ressures as they have to mae money

by selling Tata 'otors roducts. & lot of arameters such as dealer margins% suort

rovided by the comany to the dealer and also servicescae of dealer showroom can be

studied and then a roer research can be done to imrove their sales rocess and mae it

more rofitable. I did not cover this asect thoroughly as I was more focused on customers

but will definitely cover all the major staeholders in the business ranging from financers%

dealers and bodybuilders if given the oortunity to do the roject again on a new basis.

!hapter /

?. +imitations and Caveats

&s the roject was mainly concerned with maret research about 23 tonne tiers in


75/95

meet customers and dealers both. There were many constraints which were faced while

woring on this roject. *ome of them are listed below!

Geograhical scoe! &s I was woring in #urgaon which was the area office

handling the resonsibility for sales of CV/s in -aryana region% the main agenda was

to find out the reasons behind decreasing maret share in -aryana. Fut as there are a

lot of small villages and tehsils in -aryana% a roject was given to me for the area

covering


76/95

every tier customer who was seen on the road. It too a lot of time as I used to tal

to drivers% and then visit customers. That is why a limited number of customers could

be surveyed by me.

DataG $ata was not available readily% many comany ortals were seen% data was

searched and also customers list had to be obtained from the regions dealer This was

sometimes obtained with lot of difficulty. Cometitor/s customers were also visited

by me. I went to their service stations osing as a trainee and they were arehensive

of giving customer data to a stranger.

!hapter 10

/2. Conclusions

These are some of the major oints which were concluded after a thorough study of the

results and an e0tensive discussion!

83


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&fter the data analysis and results% it was finally inferred that a major share of

customers are using tiers in


78/95

The major arameters which affect the urchase decision of a 23 tonne tier was

found out by asing customers their views on certain arameters. &fter doing analysis

three main factors were formed. These have been mentioned in the ?esults section.


79/95

There is no convenience rovided to customers in terms of going to their sites and

servicing vehicles.

Customers are so uset with the service stations that they have their own worshos

and mechanics for their vehicles. There is very little awareness about annual maintenance contract and other schemes

such as Tata $elight which rovides accidental insurance cover. $ealers do not feel

the need to mae customers aware.

$ealers are never having enough stoc of tiers at hand. That is forcing customers to

go to cometition.

Technically also T&T& is not as strong as it claims% &', has got better features

than T&T& 237 which is heling customers mae more money.

&', has only one model of their tier 237 offering bogie susension and a 5

seed gear bo0 as comared to T&T& having both models straight and bogie and

Foth 5 seed and 8 seeds. "oor awareness about T&T& bogie susension is one of

the reasons for failure. 'ost customers are using normal susension which is not

successful in their alications. -ence it has more wear and tear leading to more

e0enses.

&', is offering a 8 cum bo0 as comared to 4 cum bo0 by T&T& by which the

transorter can load more er tri. &lso they are offering models having either M< or

>aton gear bo0. T&T& models are facing roblems in their gear bo0 as well as of

oor gradeability. &lso they have rovided &C which has increased the driver/s

efficiency.

&', is a new comany which is enetrating the maret so the ricing mechanism

they are using is enetration ricing .They are also offering discounts.

!hapter 11

//. Recommendations

87


80/95


81/95

,henever a customer buys a roduct% the owner should be given a comlete detailed

boolet showing the ms after which oil has to be changed. ?egular reminders can be

given by the service staff by calling customers in their area about their oil checs.There should be a roer mechanism for charging customers while changing oils. The

first oil change should be done free of cost. This will instill faith and trust in

customers.

"roer service calendars% "arts which come under warranty and arts which do not

come under warranty should be clearly mentioned in the boolet rovided. The

language used should be -indi so that transorters can understand instructions easily.

*ervice e0enses are the ones which any transorter will lie to minimi+e. T&T& is

currently offering &'C for tiers. Customers ercetion of an &'C is that once he

ays for &'C all the sare arts and service rovided to them will be free. Fut only

regular servicing of imortant aggregates are covered under it. In an &'C customers

have to ay at the starting of the year the full amount re6uired based on the ms they

will travel. It is around 8A aise er ilometer for 237 tier. 'ore sare arts

should be covered under &'C so that they can benefit customers. It is not necessary

to give full refund but a :A4A9 discount on some imortant arts such as leaflets and

brushes should be rovided under &'C. This will also increase revenues for T&** as

customers will buy sare arts from them instead of local shos.

Currently customers face many day to day roblems while travelling on rough

terrains and at their sites. & roer D=?D&$ and D=*IT> assistance team should

be formed by the comany in every region. ,henever there is any tye of breaage intiers% technicians should go there and solve the roblem. If it is not a major

roblem% it should be done for free and if it is a big roblem% customers can be

charged on site. Currently T&T& is offering service acs roviding this service but

HA


82/95

customers are not aware about it. It should be T&**/s and dealers resonsibility to

rovide a toll free number for this assistance to every customer.


83/95

In this eriod Customers should be allowed to si two monthly installments. This

will hel them a lot and will instill faith in the comany.

There should be offers for loyal customers such as discounts and free gifts should be

given to them. T&T& 'otors should do some merchandising by getting calendars and

diaries rinted and these can be given as toens to customers. These small gestures

will hel in maintaining loyalty and also increasing awareness. *mall gestures such as

getting their comany name rinted on the truc body and then delivering the vehicle

to customers is also a good idea.

&s mileage is becoming a big roblem nowadays% and with the fear of diesel rices

being deregulated% it can have a great imact on customers. T&T& currently rovides

around A litres of diesel free when the customer buys the roduct. They should give

couons worth ?s. AAA to every ey customer after every 8 months or so to retain

customers. -JB=$&I has come u with a scheme called etrol rice lock scheme

for its cars. The same can be done by T&T& 'otors regarding its $iesel commercial

vehicles. It will hel customers get diesel at the same rice at a selected etrol um

for the ne0t one year. This will definitely imact the customers mind.

They can get into tie us with lubricant and tyre comanies such as '?


84/95

at T&**. This way both comanies will gain and revenues of T&** as well as

customer loyalty will increase.

Technically% also% T&T& is far from what it claims. Its major cometition &', has

a better body and a stylish design which also attracts customers. It is also roviding

&C in the cabin. It is the first comany to do so in the Indian 'aret. This might not

be the major reason for its selling but yes it has changed the customer ercetion over

the years. It increases driver/s efficiency and has no major effect on mileage. T&T&

should imrove their design and body. &lso% they can at least rovide an otion for an

&C in the cabin at a little higher cost. Felow are the hotograhs of both the tiers%

and the difference is clear!

T&T& 237 &', 237

Customers have a common comlaint that they have to increase their leaflets in the

front susension when they buy a new T&T& tier to give it more strength. This

costs them a lot. They can also come u with more leaflets in the front susension so

as to cut customers costs.

The cabin of T&T& tiers do not have sleeing rovision for the driver and has

only one seat. Cabin ergonomics should be made better by comany. $rivers comfort

should also be looed after. &', is roviding rovision for sleeing in the cabin.

H:


85/95

'!'! 1


86/95

!hapter 12

/1. (hi,its

/1./ Auestionnaire

This is the detailed 6uestionnaire which was formed and then the resonses by customers

were shifted accordingly to #oogle $ocs which heled in the roer analysis.

H3


87/95

H8


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M!R>('I6G !6D '(C"6IC!+ I**U(*

HH


89/95

!M= &(6(FI'* )%(R '!'! 1


90/95


91/95

/4. References

Tata 'otors $ealers and Vendors "ortal ( Intranet database Df Tata 'otors)

7A


92/95

*ome of the websites that rovided the data are!

www.tatamotors.comG T&T& 'DTD?* ,ebsite

www.siamindia.com *ociety Df Indian &utomobile 'anufacturers

www.icra.inG Investment credit rating agency

www.crisil.inGCredit rating and information services of India imited

www.tatades.comG Tata deartment of economics and statistics

www.mosi.nic.inG 'inistry of *tatistics

www.fada.comG


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Tata 'otors is one of the ey layers in the commercial vehicle industry and has loyal set of

customer base. It is the maret leader in CV segment and faces stiff cometition from other

layers lie &sho eyland% >IC->?% &',% '&= etc.

'aret *hare of 'ajor Truc 'anufacturers in all the truc segments is shown below!

Grah 1/: Market *hare )f 'ata Motors as comared to cometition )verall

Tata 'otors imited is the most dominant layer in the maret with 8.2 9 'aret *hare

with &sho eyland at =o. 2.

/.1 'echnical *ecifications of '!'! 1


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/


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!M=3!sia Motor =orks

CRDI3 Common Rail Direct In-ection

CRI*I+3 Credit Rating and Information *ervices of India +imited

C*)3 Central *tatistics )rganisation

C%3 Commercial %ehicles

C%&U3 Commercial %ehicle &usiness Unit

D*(3 Dealer *ales (ecutive

F!D!3 Federation of !utomo,ile dealers association

F83 Financial 8ear

GDP3 Gross Domestic Product

G%=3 Gross %ehicle =eight

ICR!3 Investment Credit Rating !gency

IIP3 Inde of Industrial Production

I6R3 Indian Ruee

IRR3 Internal Rate of Return

>M)3 >aiser Meyer )lkin

+C%3 +ight Commercial %ehicles

MH"C%s3 Medium and "eavy Commercial %ehicles

M)*3 Ministry of *tatistics

6&FC3 6ational &anking Finance Cororation

6"!I3 6ational "ighay !uthority )f India

6"DP3 6ational "ighay Develoment Pro-ect

6MDP3 6ational Maritime Develoment Programme rogram

68*(3 6e 8ork *tock (change

)(M3 )riginal (@uiment Manufacturer

AFD3 Auality Function Deloyment

*I!M3 *ociety of Indian !utomo,ile Manufacturers

Tata, Tipper

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