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8/6/2019 TATA GROUP -A Business Organisation -
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A BUSINESS
ORGANISATIONAND ITS ANALYSISA Case Study
:resented Byuhi Singhnkur Kumar
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Todays OverviewTodays Overview
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Learning ObjectivesLearning Objectives
Background
Hierarchy
Products &Services
MarketingStrategies
CurrentPosition
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LEADERSHIP WITH TRUSTLEADERSHIP WITH TRUST
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BACKGROUND
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Established By:
amsetjiamsetjiusserwanjiusserwanji Tataata
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Year Established:Year Established:
186868
:lace:lace( )ombay Mumbai( )ombay Mumbai
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First Chairman:First Chairman:
:re se n t C h a irm a n :re se n t C h a irm a n
atan Tataatan Tata
amsetjiamsetjiTataata
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HIERARCHY
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TATA
TATA STEEL TATA MOTORS TATA TEA
VP MARKETING VP FINANCE
GM MAR. NORTH GM MAR. SOUTH
ROUP GENERALROUP GENERALHIERARCHYIERARCHY
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COMPANY GENERAL COMPANY GENERALHIERARCHYIERARCHY
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RODUCTS&SERVICES
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-roup Today 7 Business Sectors-roup Today 7 Business Sectors
& ; , ,14 COMPANIES SUBSIDIARIES 3 96 517 EMPLOYEES
nTata Consultancy Services
nTata Teleservices
nVSNL
nTata SteelnAdvance Materials
ife & General Insurance Companies
nTata TeanTitan
nTrent
nTata MotorsnTACO Group
nVoltas
n
nTata ChemicalsnRallis
nTata PowernTata BP Solar
SERVICES
MATERIALS ENERGY
CHEMICALS
ENGINEERINGONSUMER PRODUCTS T AND COMMUNICATIONS
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me Famousme FamousProductsroducts
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ProductsProducts
CoffeeCoffee +Photon+Photon
Coffee Mobile Web Access Modem
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ProductsProducts
NanoNano HimalayanHimalayan
Small Car Mineral Water
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ProductsProducts
SkySky TeaTea
DTH Service Tea Products
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ProductsProducts
DoCoMoDoCoMo SwachSwach
GSM Mobile NetworkProvider Water Purifier
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ProductsProducts
JaguarJaguar SaltSalt
Luxury Car Salt Products
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ProductsProducts
IndicaIndica Taj HotelsTaj Hotels
Mid Size Car Luxury Hotels
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ARKETING :ASE STUDYNANO
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The Car Which Became AThe Car Which Became APhenomenonPhenomenon
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Marketing MovesMarketing Moves
There Are Two Types OfMarketing Strategies Used For
:The Marketing Of TATA Nano
OnlineMarketing
OfflineMarketing
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Marketing MovesMarketing Moves
ONLINE
SOCIAL MEDIA
BOOKING
ADVERTISING
GAMESWEBSITE
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Marketing MovesMarketing Moves
OFFLINE
MALL PROMOTIONSLEVERAGING EXISTING INFRASTRUCTURE
TELEVISIONCOLLABORATION
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SWOTANALYSIS
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What Is SWOT?What Is SWOT?
It Is A Useful Analysis That TakesInto Consideration Not Only Your
Own Business But Your Competitors
Activities And Current Industry.Happenings As Well
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Strengths
Weakness
O p p o rtu n itie s
Threats
It Stands ForIt Stands For
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The S.W.O.T MatrixThe S.W.O.T Matrix
INTERNALANALYSIS
STRENGTH
WEAKNESS
EXTERNALANALYSIS
OPPURTUNITY
THREAT
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The S.W.O.T MatrixThe S.W.O.T Matrix
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WOTWOTAnalysisnalysis
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WOTWOTAnalysisnalysis
ThreatsRising Prices Of Steel, Aluminum And Plastic Which Is Heavily Used In VeRising Prices Of Steel, Aluminum And Plastic Which Is Heavily Used In Veh
Competition From Entry Of International Giants Like Arselar Mittal In India.Competition From Entry Of International Giants Like Arselar Mittal In India.
le Class & Prospective Buyers For Nano From The Two-wheeler Segment.le Class & Prospective Buyers For Nano From The Two-wheeler Segment.
Europe.Europe.
ee
WeaknessesLack Of Competence.Lack Of Competence.
Lack Of Reliable Technology In Automobiles.Lack Of Reliable Technology In Automobiles.
Dont Have Luxury Car Brand Of Its Own.Dont Have Luxury Car Brand Of Its Own.
StrengthsGoodwill Of Brand.Goodwill Of Brand.
Existing Dealers & Service Networks.Existing Dealers & Service Networks.
Large Shareholder Base For Capital Needs.Large Shareholder Base For Capital Needs.
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OMPARATIVESTUDY
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Group's Total TurnoverGroup's Total Turnover
YEAR
,94 568 in 2001
, ,195 339 in 2010
( )s million)s million
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Group's Sales TurnoverGroup's Sales Turnover
YEAR
,79 999 in 2001
, ,111 290 in 2010
( )s million)s million
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Value Of AssetsValue Of Assets
YEAR
,91 622 in 2001
, ,501 786 in 2010
( )s million)s million
T t G S t iTata Gro p Sector ise
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Tata Group Sector-wiseTata Group Sector-wiseOperationsOperations
G ' C it l M k tG ' C it l M k t
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Group's Capital MarketGroup's Capital MarketPerformancePerformance
G ' C it l M k tG ' C it l M k t
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Group's Capital MarketGroup's Capital MarketPerformancePerformance
G ' C it l M k tG ' C it l M k t
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Group's Capital MarketGroup's Capital MarketPerformancePerformance
G ' C it l M k tG ' C it l M k t
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Group's Capital MarketGroup's Capital MarketPerformancePerformance
G C i l k
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Group's Capital MarketGroup's Capital MarketPerformancePerformance
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YEAR
4% in 2009
7% in 2010
One Big StepOne Big Step
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CONCLUSION
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ConclusionConclusion
Fro m O u r A n a lysis O f Ta ta G ro u p W eC a n C o n clu d e T h a t Ta ta Is A V e ry
S tro n g C o n te n d e r In In d ia n A s W e ll A s
.In te rn a tio n a l M a rke t It H a s B u ilt A V e ry S tro n g B ra n d O f Its
O w n A n d W ith A ll T h e U p s A n d D o w n
It H a s M a in ta in e d Its S ta tu s A n d S o It. W ill D o In C o m in g Fu tu re It s A
C o m p a n y To W a tch In T h e C o m in g
.Years
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ResourcesResources
Wikipedia. .www wikipedia org
ata Group Official Website
. .www tata com
Blogger
. .www blogger com
,ayank Dhingra Business Writer
:// .http mayank name
he Economist ortune 500
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QUESTIONS?
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WebsiteWebsite
:The major sections of the site are
Gallary
Game Community
Why Nano?
BookingDetails
BACK
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Social MediaSocial Media
Blog
OrkutFacebook
YouTube
The Various Social Networking:Sites Used
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BlogBlog
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Orkut Is One Of The Most PopularSocial Networking Platforms In
.India
There's A User Profile For Nano WhichHas A Few Pics And Videos
.Has Around 350 Friends
A Group Dedicated To The Care Which
, ,Has Around 11 000 Members Started, .Back In May 08
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Facebook Is A Top Networking Site.Amongst Indians
There's A Fan Page For The Car With
,About 6000 Fans A Few Videos And.Picture Albums
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YouTubeYouTube
There's Also A Youtube Channel ForTata Nano Where You Can Subscribe
.To Videos
Has Managed To Generated More Than, .10 000 Views On Videos Of The Car
BACK
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Online BookingOnline Booking
The Online Booking Of TATA Nano HasGiven Boost To The Sales As Now Due ToOnline Registration It Became Easier
.To Buy Nano It Did Definitely Generate A Lot Of
.Excitement On The Web In General
BACK
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Online AdvertisingOnline Advertising
The BlogosphereAnd Indian MediaSites Were FullWith Ads For TataNano.
The Ads Came InAll Shapes And
Sizes And WereDefinitelyNoticed.
BACK
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Nano GameNano Game
The Game By ZapakWas A Great Move
To Spread WordAbout The Car.
There Are A Lot OfClaims That The
Game Has BeenPlayed Millions Of
Times Since ItsLaunch.
It's A Simple AndEasily AccessibleGame, WhichAnyone With ABrowser AndInternet
BACK
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CollaborationsCollaborations
Tata Partnered With A Few Banks For.Releasing Application Forms
ICICI Bank For Example Initiated A
Whole Campaign To Get Noticed And
.Spread The Word
BACK
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Mall PromotionsMall Promotions
As Is The Case With Most Automobile,Companies Tata Too Ran A Series Of
Promotional Activities On Malls To Get.Nano In Front Of Perspective Buyers
BACK
Leveraging ExistingLeveraging Existing
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Leveraging ExistingLeveraging ExistingInfrastructureInfrastructure ,Tata A Giant Brand That It Is Has
Leveraged It's Umbrella Groups To.Market Nano
,You Can Find Nano Merchandise
Application Forms And Demo Cars In, ,Tata Indicom Titan Croma And Westside
.Stores
-Tata Indicom Had Also Offered A Moneyback .Offer With Every Application Form
BACK
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TelevisionTelevision
hough Tata Didn't Invest ;eavily Into TV Commercialshey Did Get A Few Channels To se The Word NANO Instead Of.mall Wherever Possible he Ads Generally Showed Theuying Of First Car And It Was
herished Like A Big Dream Come .rue By The Indian Middle Class