Professional Documents
Culture Documents
Group 4
Girija Prasad Nanda
Nitika Nath
Sibasis Mohapatra
0 | Page
Sukrit Dhup
UM15079
UM15093
UM15111
UM15115
Contents
1
Executive Summary............................................................................................................................................................... 3
Industry Overview.................................................................................................................................................................. 4
2.1
2.2
2.3
2.4
2.5
Industry Benchmarks...................................................................................................................................................... 7
2.6
PESTEL Analysis............................................................................................................................................................ 11
2.7
2.8
2.9
Competitive Landscape................................................................................................................................................ 18
2.10
Market Segmentation................................................................................................................................................... 19
2.11
2.12
Company Overview.............................................................................................................................................................. 28
3.1
Company background................................................................................................................................................... 28
3.2
3.3
3.4
3.5
1 | Page
3.6
3.7
3.8
SWOT Analysis.............................................................................................................................................................. 39
3.9
4.2
4.3
4.4
Re-imagining the Organization with the transformed business model or Use-case based on SMAC and IOE...............51
2 | Page
1 Executive Summary
With the increase in per capita income around the world especially emerging economies (growing at average >5%)the overall
automobile sector is set to grow at 14% CAGR. TATA Motors limited operates in Passenger vehicle, commercial vehicle,
Defence & Municipal purpose vehicle and luxury vehicles ( Jaguar Land Rover) segments. From our analysis we found out the
following derivations that the passenger vehicle segment is set to grow at 23% CAGR, Commercial vehicle at 7.6% CAGR,
Defence & Municipal purpose vehicle at 16% CAGR and the luxury car segment at 20% in developed economies and 45% in
emerging economies. As the industry grows the competition get tougher to own a portion f the pie. Digital transformation ,
sustainable technologies ,fuel efficient engines , quality, versatility , hybrid fuel powered vehicles ,lean SCM, & OEM , IOE, 3D
printing will be the need of the future to sustain in growing markets
TATA Motors over the years with their inorganic growth strategy, innovation have survived since 1945 and have been able to
increase their revenue from 37000 Cr INR in 2006 to 265000Cr INR in 2015 an increase of 618%.But in recent time their they
have faced problems like losing 15 % market share in commercial vehicle segment, losing about 50 % market share in
passenger vehicle segment. In order to analyse all the problem we tried to analyse the entire strategic process applied in TML
, , their market segment analysis, financial analysis , competitor analysis, key core competencies, product mix, value chain
analysis etc. And based on all this analysis we have tried to chalk out the future development strategy fir TML which will help
them achieve competitive advantage over other players and help them sustain in the market in future.
The major goals which TML should try and achieve is 75% market share in Commercial vehicle segments , 10% share in
passenger vehicles and try to generate about 9000 Cr revenue from defence and municipal purpose vehicle segment. JLR
should maintain its 14% CAGR growth rate and try to tap the highly rising luxury car segment and provide sustainable
solutions through its Fleet business programme. Apart from this TML should try increase customer and dealer satisfaction
indices beyond 900/1000. It should try and launch the new vehicle planned under NEXUS and KITE series by 2020 to regain
market share and fulfil the target of selling 50million vehicles. Further it should implement AMP and VAVE programmes to cut
down costs
Here we have also analysed how TML has been able to grow inorganically through its superior management skills by
analysing the TATA JLR acquisition case to thrust on the fact how merger & acquisitions have been a major strategic initiative
for TML
3 | Page
2 Industry Overview
2.1 Nature and Size of the Industry
Guidelines
In 1768, the first steam powered automobile capable of human transportation was built
by Nicolas-Joseph Cugnot.In 1807, Franois Isaac de Rivaz designed the first car
powered by an internal combustion engine fueled by hydrogen.In 1886 the first petrol
or gasoline powered automobile the Benz Patent-Motorwagen was invented by Karl
Benz.This is also considered to be the first "production" vehicle as Benz made several
other identical copies.At the turn of the 20th century electrically powered automobiles
appeared but only occupied a niche market until the turn of the 21st century.
Key consumers of the industry are: businesses, Car rental companies (fleet sales) and
Consumers. Among these, Consumer sales form the major source of revenue.
Vehicle penetration
Economic segment
Rationale
Vehicle penetration is still low. Only 18/1000 people own vehicle in India. But, with the
changing economic scenario, the numbers have a great potential for improvement.
Indian population is likely to move up the income curve. There has been a mass exodus
of population from lower middle class group to upper middle class. Thus, implying that
buying power has increased.
Rationale
Given the highly competitive landscape of the industry, operational efficiency is key for
this industry. Efficient operation translates into competitive advantage in the market, as
can be seen from the Japanese auto giant, Toyota.
The consumer preference changes rapidly in this industry. Therefore, its imperative for
the company to constantly reinvent itself. Product development thus, is of prime
importance and models need to be renewed regularly.
In the emerging market, companies need to adapt to localization and flexibility to gain
market share.
5 | Page
CSF 1
CSF 2
CSF 3
CSF 4
High
High
High
Medium
North
High
High
High
High
South
medium
high
high
high
East
high
low
medium
high
West
high
high
high
high
North-East
low
low
low
high
Central
low
low
low
high
Global
India
*In the global scenario, we need extreme operational efficiency, constant innovation, high flexibility. On the other hand,
distribution network comparatively would be less important.
Category
Industry Level
(National)
Indicator
201213
201314
2014-15
(till Q3)
201112
2012-13
201314
2014-15
(till Q3)
18
million
units
20.3 mil
units
20.5 mil
units
21.2 mil
units
750008
661282
397298
407739
Size as % of
GDP
5%
7-8%
7.1%
10%
0.208%
0.244%
0.138%
0.192%
Inventory
turnover
13.0766
7
Market Size
Asset
turnover
Activity Ratios
12.07
12.3733
3
12.07
6.46
5.92
5.68
5.64
1.47333
3
1.48666
7
1.47333
3
1.516667
1.28
1.17
1.15
1.15
1.11
1.13333
3
1.25
1.176667
0.9
0.87
1.05
0.87
0.89
0.99666
7
0.923333
0.65
0.62
0.75
0.71
1.37333
3
3.74333
3
0.24
8.613333
0.5
0.38
0.41
0.47
Current ratio
Liquidity Ratios
Quick ratio
Cash ratio
7 | Page
Market Leader
Category
Solvency Ratios
Profitability Ratios
8 | Page
Indicator
Market Leader
201112
201213
201314
2014-15
(till Q3)
201112
2012-13
201314
2014-15
(till Q3)
Debt-toassets ratio
0.18333
3
0.16333
3
0.16666
7
0.156667
0.2
0.2
0.21
0.23
Debt-toequity ratio
0.97333
3
0.91666
7
0.73333
3
0.84
1.55
1.53
0.99
1.36
Interest
coverage
ratio
45.4566
7
71.28
81.8933
3
95.45333
1.99
1.58
1.39
5.32
Gross profit
margin
33.9366
7
35.5033
3
35.1833
3
36.19333
34.41
36.55
38.3
39.23
Operating
profit margin
7.86
7.35
7.40666
7
9.183333
4.67
3.41
3.15
9.82
Net profit
margin
7.40333
3
6.52
6.73666
7
6.086667
6.86
4.68
5.58
5.31
Return on
assets (ROA)
11.8966
7
10.6533
3
10.63
10.66
8.8
5.48
6.42
6.1
Return on
equity (ROE)
40.73
29.99
27.66
24.93
40.54
24.46
25.09
23.74
Price to
Earnings
(P/E)
14.2966
7
12.03
14.8633
3
19.81667
11.95
8.65
10.07
13.71
PEG Ratio =
(P/E Ratio) /
17.8935
5
17.0766
2
25.0673
6
30.5453
3.42406
9
3.46
3.08895
7
3.985465
Category
Valuation Ratios or
Price Ratios
Indicator
201213
201314
2014-15
(till Q3)
201112
2012-13
201314
2014-15
(till Q3)
Price to Cash
Flow
11.3066
7
14.31
11.0233
3
26.61333
11.06
18.93
10.62
24.44
Price to Book
(P/B)
2.63
2.29
2.22
3.39
2.63
2.29
2.22
3.39
1.11
0.83333
3
1.05666
7
1.19
0.87
0.43
0.55
0.63
Dividend
Pay-out Ratio
0.11
0.12
0.03
0.04
0.11
0.12
0.03
0.04
Enterprise
value (EV is
market
capitalisation
plus debt
minus cash)/
EBITDA
1.28
0.90333
3
1.12666
7
1.293333
1.18
0.45
0.6
0.68
27.363
%
20.288
%
23.374
%
23.244%
14.508
%
14.508%
14.508
%
14.508%
Projected
Annual
Growth in
Earnings per
Share
Price to Sales
Depreciation
as
percentage
9 | Page
Market Leader
Category
Indicator
201213
201314
1.23277
1.30019
5
Market Leader
2014-15
(till Q3)
201112
1.341127
1.29552
1
2012-13
201314
2014-15
(till Q3)
1.40479
4
1.512021
of Sales
Fixed Assets
to Sales
Revenue
Advertising
as
percentage
of Sales
10 | P a g e
1.49102
6
1.316342
Description
Political
Describes the
political
scenario in
which firm
operates.
Economic
Laws
Governmental policies
Economic health
Social implications
Technological
proficiency
Describes the
environment
and its
implications for
the firm.
Social
Technological
11 | P a g e
Describes the
social impact
the firm
exhibits.
Rationale
The firm should be aware with all rules and
regulation governing the production of cars, such
as fuel efficiency cars which are highly
emphasized, vehicle emissions, safety and
standard issues should be given priority.
Describes the
technological
stature.
Environmental
Operational excellence
Environmental
regulations
Describes the
environmental
impacts of the
firm.
Legal
Depicts the law
conditions.
12 | P a g e
Description
Buyer Power
While
consumers are
very price
sensitive, they
don't have
much buying
power as they
never purchase
huge volumes
of cars.
Volume of purchase
Customer preference
The suppliers
are extremely
susceptible to
the demands
and
requirements of
the automobile
manufacturer
and hold very
little power.
Business scenario
Manufacturer dominance
Highly
competitive
industries but
with low returns
as the cost of
competition is
high.
There isnt
Supplier Power
Existing Competition
Threat to new
13 | P a g e
Rationale
Historically, the bargaining power of
automakers went unchallenged. However,
with the increase in product variety,
consume became disenchanted with many of
the products being offered by certain
automakers and began looking for
alternatives, namely foreign cars. But, still
due to low purchase volume, they didnt
have much say on the price.
The automobile supply business is quite
fragmented (there are many firms). Many
suppliers rely on one or two automakers to
buy a majority of their products. If an
automaker decided to switch suppliers, it
could be devastating to the previous
supplier's business. Therefore, the suppliers
are mostly at the dispense of manufacturers.
entrants
extensive
entry/exit
barriers in this
industry
Threat to substitutes
Gasoline price
convenience
Complementors
survive well in
this industry.
diversification
Effect of
Complementors
HIGH
14 | P a g e
JLR
AUDI
BMW
unified market.
The emergence of global competitors with
the capital, required technologies and
management skills is gradually reducing the
threat to new entrants.
Trucks and sport utility vehicles have higher
profit margins, but they also guzzle gas
compared to smaller sedans and light trucks.
We also need to consider time, money,
personal preference and convenience in the
auto travel industry. With the go-green
trend, public transports may be witnessing
an upsurge, but this maynt pose a big threat
to the industry.
Apart from automobile manufacturing, this
industry also hosts complementing industries
like Servicing & repair, spare parts
manufacturing etc. Which not only diversify
the business, but generate a lot of revenue
too.
MEDIU
TML
Maruti
suzuki
LOW
15 | P a g e
HIGH
PRICE
HIGH
AUDI
BMW
TML + JLR
MEDIU
Maruti
suzuki
LOW
16 | P a g e
HIGH
PRICE
AUDI
HIGH
TML + JLR
BMW
MEDIU
Maruti
LOW
Suzuki
17 | P a g e
HIGH
PRICE
HIGH
JLR
AUDI
BMW
MEDIU
TML
Maruti
suzuki
LOW
HIGH
18 | P a g e
Cheapest car in this segment but had serious quality issues which tarnished
the reputation of the company
Few players like Maruti, Hyundai, Tata are the key players
Largest passenger car sub segment having close to 45% market share
Tata was 3rd major player in this segment but Honda overtook Tata because
20 | P a g e
Swift, i10, Jazz, Vista, Beat, Figo, Polo, Micra, Liva, Vibe, Punto, Pulse etc. are the cars
from this segment
Super Compact, the largest sub-segment, is comprised of sedans and marks the
beginning of 3 box cars in the segment
Swift Dezire, Tata indigo etc are the most successful cars in this segment
The choice of car in this segment is driven by income. In this segment customers first
preference is for safety, driving & Seating comfort and brand, second most preference is
for after sales service, price, power and pickup, mileage whereas maximum speed is of
lowest preference
Also this segment requires value for money, best features, and customer friendly vehicle
Customers preference is for attractive styling, brand image, best product performance in
terms of acceleration, max speed and higher horse power
These customers seek to show personality, leadership from brand of car as most of the
customers prefer this segment for business purpose
Car price, fuel efficiency, spares cost are of secondary importance. Car interiors styling
such as IP shape & finish, all customer touch points, seat, steering door handle etc. are
of high importance. Also exterior styling, overall look, paint finish and safety & driving
comforts are of prime importance
This segment is of high end luxury cars such as Audi, BMW, Jaguar, Mercedes, Lexus,
Porsche, Rolls-Royce, as these brands are considered luxury
Average car price of this segment cars is more than Rs. 35 Lakh and is growing at an
average rate of 20% Y-O-Y
High net worth individuals like celebrities, business leaders, and corporate honchos,
politicians from urban and rural India are the customers of this segment. Their attitudes
are Got it? Flaunt it, Power Show, Image and Uniqueness
High social status from perceived brand image is the common driving factor of this
segment. Superior functionality, best in class quality and high end & customized
features are the most preferred parameters of this segment
21 | P a g e
This segment is actually utility segment further segmented into UV1, UV2, UV3 and UV4
based on length and price parameter
Economy segment UVs are Sumo, Safari, Aarya, Bolero, Scorpio, XUV500, Xylo,
Innova. Whereas high end UV market is very limited and dominated by Fortuner, Prado,
Landcrusier, Pajero etc
The main driving factor of this segment is fun, road presence, ego centric relationship
Road Infrastructure
Competition in the
market(Options available)
Monthly Income
22 | P a g e
Details
End-user Segments
Individual customer
Corporate
SMEs
HNI
High
High
High
High
Individual
High
Individual
High
Disposable income
Individual
HNI
Corporate
Politicians
High
High
High
Low
Individual
High
Government Policies
Individual
High
Individual
Corporate
HNI
High
High
High
Individual
Salaried Individual
Politicians
HNI
High
High
High
High
23 | P a g e
Occupation
Individual
High
Opinions, Values
Individual
HNI
High
Medium
The impact of the buying criteria is graded on the basis of the intensity and duration of their impact on the current market
landscape. The magnitude of the impact has been categorized as described below:
24 | P a g e
Key Trend
High
Medium probability
High
Medium
High
High probability
High probability
Medium probability
Analysis of Trends with High Impact and High Certainty to be carried out
Impact on strategies or business models to be highlighted
The good news for the industry is that all segments are predicted to increase in volume. Within the next two years,
global vehicle sales will pass the magical 100 million mark and continue to rise until
the end of this decade, on the back of increasing demand in emerging markets like China.
Yet, as the next page shows, the majority of auto executives cling to the expectation of growth of small and basic
vehicles so-called budget cars based upon a historical preference for such automobiles in developing countries.
Formal forecasts for light vehicle sales present a different picture compared to that of many of the executives involved
in our survey, with small and basic cars not predicted to increase their market share, which is set to remain at just six
percent.
Conversely, the compact-sized, pick-up & SUV and sports segments are forecast to outpace overall market growth
rates up to 2020, with compact-sized being the real success story. Almost one-third of all vehicles sold worldwide are
expected to come from this segment in 2020. This puts the spotlight on recent efforts by global OEMs to invest in small
budget cars in the BRICs and other high-growth territories, with a question mark hanging over the long-term sales
volume and margin potential for this segment.
25 | P a g e
Despite the promise of new, cleaner technologies, automotive executives still believe downsizing the traditional
internal combustion engine is likely to yield the best results in the short-to-medium-term.
When it comes to alternatives, fuel cells have moved ahead of battery electric systems to become the number two
priority for investments until 2020.
26 | P a g e
27 | P a g e
3 Company Overview
3.1 Company background
Tata Motors have quite the spanning from the company's foundation in 1945 as an auto maker to various other endeavours.
Tata Motors is one part of the business group Tata, formerly known as TELCO (Tata Engineering and Locomotive Company),
which also includes other ventures, for example, a steel making plant and even a tea producing company.
Tata got into the motors business in 1954 when it started producing heavy trucks in a JV with Daimler-Benz AG. So, in 1960,
the first truck rolled out of the plant's door in Pune, India, a copy of a German Daimler truck. Tata began exporting heavy-duty
trucks, but for the in-house market, they had to come up with lighter versions because of the infrastructure of the nation. The
first LCV (Light Commercial Vehicle) model, the Tata 407, began production in 1986.
At the beginning of the 90s, the organization thought to advance and expand into the car market, and it started to make
more efficient diesel engines in a collaboration with Cummins Engine Company. Their first car was the Tata Indica, a model
that enjoyed an surprising success both in India and in other European markets, regardless of the fact that car analysts gave
it bad reviews.
The Indica was popular among people due to it's low fuel consumption and powerful engine. It was so successful that Rover
started selling it in the UK with the name of CityRover. The second era of Indica, the V2, was significantly more successful.
Indica's significant achievement gave Tata Motors the monetary power to take over Daewoo Motors in 2004, in a push to take
their image more global. Other astounding acquisitions by the Tata Group include Jaguar and Land Rover which took place on
March 26th, 2008 for a net 2 billion US dollars. Of late, Tata has made it's aggressiveness known when it comes to the issue
of gaining exposure and acquiring new brands.
Tata Motors' financial force comes from the way that its labour costs add up to just 9% of the benefit, an explanation behind
which numerous other auto makers, including Volvo chose to move operations to India. Another vital variable in Tata's
prosperity is the fact that the group holds several machine tools and metal (steel) producing plants, further decreasing
production costs.
28 | P a g e
Apart from all this, Tata is not behind when it comes to show the innovative spirit, bringing to the world the compressed air
car and the least expensive model ever produced, introduced at the 2008 Geneva auto show, Tata Nano, a car which will just
cost and set you back some $2,500. Also, Tata has expressed their wish to come up with a car made 100% out of plastic, with
an end goal to battle increasing expenses for metal creation.
Tata Engineering and Locomotive Co. Ltd. was established to manufacture locomotives and other
engineering products.
Joint venture agreement signed with Cummins Engine Co. Inc. for the manufacture of high horsepower and
emission friendly diesel engines.
Joint venture agreement signed with M/s Daimler Benz / Mercedes Benz for manufacture of
Mercedes Benz passenger cars in India.
2001
Joint venture agreement signed with Tata Holset Ltd., UK for manufacturing turbochargers to be used
on Cummins engines.
Exits joint venture with Daimler Chrysler.
2002
2003
On 29th July, J. R. D. Tata's birth anniversary, Tata Engineering becomes Tata Motors Limited.
2004
2005
2006
29 | P a g e
Marcopolo, Brazil, announce joint venture to manufacture fully built buses & coaches for India &
markets abroad
2007
(Thonburi), announce formation of a joint venture company in Thailand to manufacture, assemble and
market pickup trucks.
2008
Fiat Group and Tata Motors announce establishment of Joint Venture in India
Tata Motors signs definitive agreement with Ford Motor Company to purchase Jaguar and Land Rover.
2010
2011
2012
Tata Ace races through the onemillion mark in just 2,680 days
30 | P a g e
31 | P a g e
33 | P a g e
Key Partners
Key
Activities
Value
Propositions
Customer
Relationship
s
Customer
Segments
34 | P a g e
Fiat, Hitachi,Hispano,Marcopolo
Bosch, GE, Steel producers
Procurement of flat steel,
Engines, Electronic systems, &
other parts
Inbound Logistic
Operations
Outbound Logistics
Marketing
Service
TATA Motors:
Value for money
Quality,Service,Dependabilty
Fuel Efficient & powerful
engine at affordable price
Best Services at lowest price
JLR:
Quality , Safety, Dependability
Create sustainable mobility
Solutions
Give customers high class selfSatisfaction
To top automobile industry in
customer satisfaction
Understand product/service
feedback; redress complaints;
suggestions development
TATA Motors:
For middle and upper middle
Income group people
Key
Resources
Channels
JLR:
For high income group people
R&D Scientists and other
Human resource. Raw
Materials, Plant OEM, SCM &
Dealership, Financial( Huge
retained profit and market
Cap) for Capex
TML:- TDCV ,TMLD,Concorde
JLR:- National Sales
Companies,JLR export services
CRM-DMS Services
TV Ads , Social Media ,
Dealership network, Special
promotional Events
Dealership Network and Social
Media
Social Media , Customised Web
Sites
Cost
Structure
35 | P a g e
Types of resources
Physical
Intellectual (brand patents, copyrights, data)
Human
Financial( Market and Retained profit)
Channel phases
1. Awareness
TV Ads , Social Media , Dealership network, Special promotional Events
2. Evaluation
Customer Satisfaction Index + JD Survey
3. Purchase
Customised website , Highly trained Sales persons in dealership
network
4. Delivery
1115 dealers of JLR and 1459 dealers of TML
5. After sales
After sales services of TML by TDCV, TMLD, Concorde Motors. JLR
provides in collaboration with Cherry services and National Sales
Companies
Business is both
TATA Motors
Cost Driven (leanest cost structure, low price value proposition,
maximum automation, extensive outsourcing)
JLR
Value Driven (focused on value creation, premium value proposition)
Sample characteristics
Fixed Costs (salaries, rents, utilities)
Variable costs
Economies of scale
Economies of scope( Sustainable Mobility Solutions)
Revenue
Streams
36 | P a g e
Fixed pricing
List Price
Product feature dependent
Customer segment
dependent
Volume dependent
Measures
Initiatives
46000
Volume
Strategic Priorities
Market Share
75%
10%
60%
To be the leader in defence
sector
37 | P a g e
Percentage share of
market segment
Financial
Dealers
Customers
Customer
Satisfaction Index
920/1000
JD work survey
To triple sales/service
network
Dealer satisfaction
Index
% decrease
10%
ROCE
Percentage
30%
Profitability
Operating Margin
15%
Asset utilization
4.5
Inventory turnover
INR/share
Inventory turnover ratio
300
10
38 | P a g e
Strengths:
Tatas strong management
capability
Strong monetary base to invest
Synergy due to Corus, TACO and
TCS
Experience in growing market like
India
New product development and
brand building experience
39 | P a g e
Threats
Weakness
Inexperience in Handling luxury
automobile brand
Inexperience in turning around
loss making company
R & D and designing capabilities
easier
40 | P a g e
BMW
1. Innovation
2. Wide product line
3. Integrated
functionality which
connects all the
functions of the car
(IDrive in car
infotainment)
4. Attractive design
5. Diversified
Business
6. High production
rate
Audi
1. Available in
multiple fuel
options
2. Wide range of cars
starting from suvs
to hatch back
3. Advanced
technology used in
cars
4. Attractive style
5. Latest technology
like Quattro and
FSI provide refined
and efficient
engine
performance
Aston Martin
1. High brand equity
2. Strong customer
connect
3. Ultimate luxury
with cutting edge
& innovative
technological
features
4. Strong marketing
and branding
through
advertising
Weakness
1. Cost of
maintenance Is
very high
Opportunities
1. New technology
like hybrid car, fuel
efficient car
development
2. Opportunity in
Emerging market
to create a global
presence
3. Luxury automobile
sector is growing
and the income is
also increasing
Threats
1. Government
policies for
automobile sector
2. Increasing fuel
price
3. High competition
among different
brands
41 | P a g e
1. High competition
for market share
2. Minor
controversies
hamper the
reputation of the
brand as this is a
popular brand.
1. Expansion of
automobile market
2. Increase in product
range
3. Reputation earned
over years can be
used to attract the
customers
4. Customers attract
towards
international
brands
5. More marketing
channels
1. Cost of
maintenance Is
very high
2. Limited presence
in emerging
market
1. Increasing fuel
price
2. New innovation by
other brands
1. Limitation due to
Government
policies for
automobile sector
2. Increasing fuel
price
3. Competition
among different
brands
1. Expansion of
automobile market
2. Increase in product
range
3. Reputation earned
over years can be
used to attract the
customers
4. Entering into the
low cost car
segment.
5. Increasing
manufacturing
capability.
1. Unable to
penetrate into the
international
market
2. Labour strike leads
to problem in
managing the
company
1. Expansion of
automobile market
2. Increase in product
range
3. Reputation earned
over years can be
used to attract the
customers
4. Availability of
service and spare
parts
TATA MOTERS
Maruti Suzuki
Strengths
Weakness
Opportunities
Threats
42 | P a g e
Hyundai
Nissan
1. Increase in potential
market
2. Fuel efficient car and
eclectic car innovation
1. Ever changing
government policies
2. Increase in fuel price
3. Availability of
alternative brands
1. Ever changing
government policies
2. Increase in fuel price
3. Alternative transport
medium availability
1. Ever changing
government policies
2. Increase in fuel price
3. Strong competition and
less designs availability
1. No car In ultra
premium segment
1. Global presenece
2. Over 1.5 million
employee present
globally
3. Output capacity of
around 4 million units
4. Pioneer in electric car
segment
5. Global manufacturing
presence
1. Less market capture in
emerging markets like
India.
Revenue and PAT Comparison of major domestic and global competitors:- ( All units in US bn $)
43 | P a g e
44 | P a g e
45 | P a g e
46 | P a g e
PASSENGER VEHICLE
SEGMENT
PRODUCT RANGE
Hatchback
Sedans
Cargo
COMMERCIAL VEHICLE
SEGMENT
Passenger carriers
SCV
MUNICIPAL URPOSE
VEHICLES
LCV
ICV
MHCV
MILITARY PURPOSE
VEHICLES
47 | P a g e
LOGISTICS
BRAND/TYPE
Bolt
Tiago
GenX Nano
Indica
Zest
Indigo
Prima
M&HCV Truck
Light Trucks
M&HCVCargo
Ultra
Xenon pickup
Ace
Buses
Winger
Venture
Magic
Ace Hopper Tripper
Ace Box Tripper
Suction Machine
SK 407 tripper
LPK 407 tripper
LPK 909-5 tripper
LPT 1613 Refuse compactor
LPT 1613 Refuse compactor
LPK 2518 tripper
TATA LPT series
TATA SFC Series
TACTICAL
ARMOURED
BUSES
JAGUAR
JLR
LAND ROVER
HIGH
48 | P a g e
B
U
SI
N
E
S
S
G
R
O
W
T
H
R
AT
E
LOW
Passenger Vehicles
HCV
Nano
MHCV
LCV
Truck & Buses
HIGH
49 | P a g e
MARKET SHARE
LOW
Growth Areas
Defence/Municipal purpose
Vehicles
Increased competition
Economic slowdown in Brazil,
China and Europe
Improved design & service in
defence sector
Potential Benefits to be
achieved
Rewards
Risks
Key Success Factors
50 | P a g e
4.3
Country of
Investment
Category of
Investment
Industry
Reward to
Risk Ratio (A)
Country
Reward to Risk
Ratio (B)
Risk Adjusted
Rewards
( 0.65A +
0.35B)
Product Market
Investment Strategy
Investment
Rationale
United
Kingdom
Luxury Autos
69.45
73.64
70.91
Acquisition
Italy
Autos
61.3
68.43
63.9
New market
creation
Product
diversificatio
n into
premium
segment
Heavy
addition to
top line
Cost
efficiency
Spain
HCV Autos
58.36
68.47
61.9
Acquisition
Ratio calculations based on reward and risk ratings from Business Monitor International Report March 2014
51 | P a g e
Entry into
new market
4.4 Re-imagining the Organization with the transformed business model or Use-case based on SMAC and
IOE
Key
Stakeholder
Cloud
PI
Tier 1 Suppliers
New Product
Development
Supply Chain
Manufacturing
Operations
Mobility
UC
PI
UC
PI
UC
NA
Crowd
Sourcing
Design
NA
Predict Supply
Chain
disruption
NA
Predictive
Quality &
Reliability
NA
Predictive
Service &
Warranties
Green Listening
Post
Track
Perceptions on
Product
Performance
Assessment
Public Pulse;
Dealer
Satisfaction
Consumption
Patterns & End
Use Analysis;
Buying
propensity
based
segmentation
Real Time
Collaboratio
n
Lean Systems
on the cloud
Real
Time
Supplier & 3 PL
Collaboration
Machine to
Machine
Communication
s
Multi channel
Collaboration
Network
Visualizatio
n
Real Time
Monitoring of
Plant Vitals &
EHS
Sales
Configurators
Next Gen
Dealer & NSC
Systems on the
Cloud
Telematics driven
services
National Sales
Companies (NSCs)
&
Distributors,
Dealers
Collaborate on
the move
Connected Cars
& Infotainment
Analyze product M / L
performance
feedback
High
Performance
Computing for
Simulation &
Design
Logistics
Optimizatio
n
UC
Overall
Impact
M/L
PI
Connected / Digital
Marketing
PI
Reduce Cost
of Business
Systems
UC
Social Media
Sense the
market
pulse
Customer
Experience
Management
Sales, Service,
Parts &
Warranties
52 | P a g e
Rapid Customer
Service
Response to
market buzz
Product
Launch
Campaigns
Direct
Marketing
Background:In June 2008, India-based Tata Motors Ltd. announced that it had completed the acquisition of the two iconic British brands
Jaguar and Land Rover (JLR) from the US-based Ford Motors for US$ 2.3 billion. Forming a part of the purchase consideration
were JLR's manufacturing plants, two advanced design centres in the UK, national sales companies spanning across the
world, and also licenses of all necessary intellectual property rights.
Rationale: Tata wanted to make a global impact and it thinks that buying these brands at a lower rate now, will give
better value later on.
This acquisition also eases the entry of Tata in European market which it has been eyeing for long.
Reduce the company dependence on the Indian market which accounted for 90% of its sales
Opportunity to spread its business across different customer segment
At the price staring from 63 lakh and going up to 93 lakh, it seems Tata has just got the right place to
compete with the current market leaders in luxury brands BMW, Audi, Mercedes
Publicity on an international scale
Access to large distribution network
JLR had many new models lined up for next 3 years, so no much work just profits
Strong R & D culture and facilities
53 | P a g e
Target
A+B: No
synergy
A+B
(Synergy)
Free Cashflow to
Equity
Growth rate for first 5
years
Growth rate after five
years
Beta
Req. rate of return
Riskfree
Rate
$587.6
0
$12.76
$600.36
$600.36
12%
20%
12.17%
20.00%
10%
7%
9.91%
7.00%
1.83
1.25
1.81
1.81
16.07%
12.88%
15.96%
15.96%
6.00%
Term Val
(A)
FCF (B)
Term. Val
(B)
FCF (A+B)
FCF (A)
$658.11
$15.31
$673.42
$720.43
$737.08
$18.37
$755.45
$864.51
$825.53
$22.05
$847.58
$1,037.42
$924.60
$26.46
$951.05
$1,035.55
PRESENT VALUE
$18,781.
58
$11,560.
48
$31.75
$392.50
$578.20
$1,067.29
TV (A+B)
FCF
(A+B:S)
YEAR
$19,359.7
8
$11,954.3
6
($115.7
9)
$276.71
-29.50%
$1,244.90
$1,493.88
TV
(A+B:S)
17839.340
5
$11,838.5
7
Impact:Impact:JLR
55 | P a g e
References
http://www.mbaskool.com/brandguide/automobiles/1087-jaguar.html
http://comparison.jaguar.co.uk/home?kee=199453
http://www.ukessays.com/essays/marketing/dissertation-report-on-mergers-and-acquisitionmarketing-essay.php
http://www.ukessays.com/essays/marketing/dissertation-report-on-mergers-and-acquisitionmarketing-essay.php
http://www.tatamotors.com/investors/pdf/2008/Jaguar-Land-Rover-Acquisition-Part-1.pdf
https://www.worldwidejournals.com/ijar/file.php?val=December_2012_1357020806_becca_31.pdf
http://www.ukessays.com/essays/marketing/strategic-position-of-jaguar-cars-limited-marketingessay.php
http://www.tata.com/article/inside/vhx9W!$$$$!fY8yE=/TLYVr3YPkMU=
http://economictimes.indiatimes.com/industry/auto/news/passenger-vehicle/cars/tata-motors-looks-to-regain-market-share-inpassenger-vehicles-segment-by-2020/articleshow/49367194.cms
http://www.tatamotors.com/
56 | P a g e