STARBUSES

SUMMER TRAINING PROJECT REPORT

On STARBUSES
At TATA MOTORS LIMITED

Submitted in fulfillment for the Award of the degree of Master of Business Administration (2009-11) Submitted by Nidhi Girdhar MBA

BANASTHALI UNIVERSITY CSCHEME JAIPUR CAMPUS, RAJASTHAN

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CERTIFICATE
This is to certify that the Summer Training Report titled Starbuses is an original work submitted by Nidhi Girdhar, Enrollment No, MBA IIIrd semester student of for the fulfillment of Master of Business Administration (MBA) program of University under the guidance of Mr. A.K. Salooja and the same has not been submitted to any other University or Institute for award of any Degree.

Dr. N K Joshi Director

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DECLARATION
I, NIDHI GIRDHAR do hereby declare that the summer training project report submitted by me for the fulfillment of the requirement for the award of degree of MBA (MASTER OF BUSINESS ADMINISTRATION) of RAJASTHAN, This work is original and it is not sent for publication.

NIDHI GIRDHAR

ACKNOWLEDGEMENT

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I student of BANASTHALI, RAJASTHAN specializing in subject (MARKETING & HR) as a part of curriculum required to undergo 60 days training in organization. I got an opportunity to work in TATA MOTORS-Commercial Vehicle Business Unit-Regional Office, New Delhi. It was a great pleasure to work with such an esteemed organization. I am immensely grateful to Mr. Ashwani Budhiraja (Divisional Manager Defence Business) for giving me a chance to work under their mentorship and teachings. I would like to extend my heartfelt thank especially to them for not only unlimited and unforgetful supports but for their kindness to help me in work and project related problems also. I would also like to express my heartfelt thank to Mr. Amit Razdan (Manager Defence Business) and Sanjay Bhatia (Regional Sales Manager, Buses) who helped me in completing my project. I am also indebted to all the members of the marketing department, who helped me in whatever capacities they could do to make my stay at Tata Motors Limited. A pleasant one, a stay were I have immensely not only of my subject area of marketing but also about corporate culture, strategy and knowledge and as to how modern day organization work. Last but not the least, I convey my most sincere and heartily thanks to for their valuable suggestions and very useful guidance during my project work.

NIDHI GIRDHAR

INDEX CONTENTS PAGE NO.

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STARBUSES EXECUTIVE SUMMARY..

CHAPTER-1 INTRODUCTION......................................
INDIAN COMMERCIAL VEHICLE INDUSTRY . INTRODUCTION STRUCTURE OF COMMERCIAL INDUSTRY MAJOR COMPANIES OF INDIAN COMMERCIAL INDUSTRY COMMERCIAL VEHICLE PRODUCTION AND EXPORT TRENDS PROFILE OF TATA MOTORS . INTRODUCTION JOINT VENTURES IMPORTANT DEVELOPMENTS BUSINESS UNITS COMPETITORS VALUES OF TATA GROUP STRUCTURE OF PROJECT . STARBUSES STARBUS RANGE AESTHETIC AND TECHNICAL FEATURES OF STARBUSES STARBUSES FOR BRTS CHARACTERISTICS OF STARBUSES FOR BRTS ADVANTAGES AND DISADVANTAGES OF STARBUSES STARBUSES AND COMPETITION ...

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STARBUSES MAJOR COMPETITORS OF TATA MOTORS COMPETITIVE SPECIFICATION OF STARBUS COMPETITIVE SALES REPORT (NORTH INDIA) SALES OF (LP909/49) STARBUS MARKET SHARE . DOMESTIC AND GLOBAL MARKET SHARE AND POSITION TATA AUTHORISED SERVICE STATIONS (TASSes) NETWORK OF STARBUSES IN DELHI AND NCR TATA MOTORS NETWORK OF STARBUSES IN INDIA TATA MOTORS FINANCE ............... MARKET POTENTIAL ASSESMENT OF STARBUSES. CUSTOMERS OF STARBUSES BRT SYSTEM WHERE STARBUSES ARE IN USE SWOT ANALYSIS STRENGTH WEAKNESS OPPORTUNITY THREATS

CHAPTER-2 RESEARCH METHODOLOGY..

OBIECTIVE OF STUDY SIGNIFICANCE DATA COLLECTION SCOPE OF STUDY

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STARBUSES LIMITATIONS OF STUDY

CHAPTER-3 DATA ANALYSIS. AND INTERPRETATION CHAPTER-4 FINDINGS AND CONCLUSIONS...

CUSTOMER NEED ANALYSIS CONCLUSIONS

CHAPTER-5 RECOMMENDATIONS ANNEXURE.. REFERENCES..

LIST OF TABLES
CONTENTS

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STARBUSES COMERCIAL VEHICLE PRODUCTION TRENDS COMMERCIAL VEHICLE EXPORT TRENDS... TECHNICAL SPECIFICATION OF STANDARD STARBUS TECHNICAL SPECIFICATION OF DELUXE STARBUS. TECHNICAL SPECIFICATION OF STARBUS LOW FLOOR. AND ULTRA LOW FLOOR CNG TECHNICAL SPECIFICATIONS OF STARBUS SCHOOL.. COMPETITIVE TECHNICAL COMPARISON OF STARBUS. COMPETITIVE SALES REPORT.............................................................. DOMESTIC AND GLOBAL MARKET SHARE POSITION OF .. TATA MOTORS BRT SYSTEM WHERE STARBUSES ARE IN USE............................... COMPETITIVE SALES REPORT.... GLOBAL AND DOMESTIC MARKET SHARE AND POSITION...... TATA MOTORS RANKING OF PRODUCT ON THE BASIS OF FEATURES... PARAMETERS THAT PEOPLE CONSIDER BEFORE BUYING..... COMMERCIAL VEHICLE A OF

LIST OF FIGURES

CONTENTS

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STARBUSES STRUCTURE OF THE PROJECT . GRAPH OF MCV (PVT.) NORTH INDIA. GRAPH OF MCV (STU.) NORTH INDIA. MAP OF TATA MOTORS NETWORK OF STARBUSES IN... DELHI AND NCR MAP OF TATA MOTORS NETWORK OF STARBUSES IN INDIA DIAGRAM OF CONVENTIONAL CUSTOMERS.... OF STARBUSES DIAGRAM OF SWOT ANALYSIS.......... GRAPH OF SALES OF LP909/49.. EGG DIAGRAM OF CUSTOMER NEED ANALYSIS.....

EXECUTIVE SUMMARY
This project has been completed in Tata Motors Limited. The project is on STARBUSES. The objective of the project is TO COMPARE THE PRODUCT WITH COMPETITORS, COLLECT CUSTOMER FEEDBACK AND SUGGEST

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STARBUSES IMPROVEMENTS TO THE COMPANY. This project starts with the introduction of Indian commercial vehicle industry. It includes various topics: PROFILE OF TATA MOTORS: It covers the introduction of company, joint ventures, companys developments and values. STARBUSES: Explanation of specification of various ranges of Starbuses, their advantages and disadvantages. COMPETITORS OF TATA MOTORS: Technical comparison of Starbus with competitors, competitive sales report. MARKET SHARE: It is the analysis of domestic and global market share and position of Tata Motors. ANALYSIS OF CUSTOMERS NEED: the peripheral needs of the customers. POTENTIAL CUSTOMERS: Customers of Starbuses and STU where Starbuses are in use. SWOT ANALYSIS: Swot analysis explains the strength, weakness, threats and opportunity available to the company. Swot analysis is based on the study of market and competitors of Tata Motors. RECOMMENDATIONS: In the end a comprehensive list of recommendations and suggestions is included. Such recommendations are drafted with the purpose of bringing to light the issues which push the sales of and act as a tool in the hand of salesman. Analysis of the primary, secondary needs and

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CHAPTER-1 INTRODUCTION

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INDIAN COMMERCIAL VEHICLE INDUSTRY

The Indian commercial vehicle industry is cyclical in nature with periods of volume growth leading to investments in fleet capacity and subsequently to periods of correction. The Indian Commercial Vehicle (CV) Industry is the lifeline of the economy.

Approximately 66% of the goods and 87% of the passenger traffic in the country moves via road. Past trends have shown that CV demand is closely correlated with GDP growth rate (more strongly with the Index of Industrial Production, IIP) of the country and therefore, it is believed that a growth or slowdown in CV demand is harbinger of an upturn or down turn in the economy respectively.

STUCTURE OF INDIAN COMMERCIAL INDUSTY The Indian commercial vehicle market is segmented on the basis of gross vehicle weight(GVW) .Vehicle less than 7.5 ton are classified as LCVs, while the heavier ones are termed as M/HCVs. HCVs heavy commercial vehicle MCVs- medium commercial vehicle LCVs- light commercial vehicle In terms of usage commercial vehicle may be termed as good carriers and passenger carrier. Among the passenger carriers in the less 7.5 ton GVW segment, those with seating capacity up to 13 are categorized as utility vehicle(Uvs and not part of LCVs) while those with sitting capacity over 13 passengers are grouped as LCVs. The overall commercial industry is split between the LCVs and M/HCVs segment roughly in the ratio of 45:55. The Indian four wheeler industry is duopolic in nature. M&M and Tata

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STARBUSES Motors holding a major share in LCV segment (90.8%). Ashok Leyland and Tata Motors hold a major share in M/HCV (88.6%). THE MAJOR COMPANIES OF INDIAN COMMERCIAL VEHICLE INDUSTRY EICHER MOTORS LIMITED FORCE MOTORS LIMITED TATA MOTORS LIMITED SWARAJ MAZDA LIMITED MAHINDRA & MAHINDRA LIMITED ASHOK LEYLAND VEHICLE FACTORY GOVERNMENT VOLVO

COMMERCIAL VEHICLE PRODUCTION TRENDS (NO. OF VEHICLES) Category Vehicles Growth 35.02% 28.60% 10.57% 32.96% 5.58% -24.02% 2003-04 2004-05 353,703 2005-06 391,083 2006-07 519,982 2007-08 549,006 2008-09 417,126

Commercial 275,040

COMMERCIAL VEHICLE EXPORTS TRENDS (NO. OF VEHICLES) Category 2003-04 2004-05 29,940 2005-06 40,600 2006-07 49,537 2007-08 58,994 2008-09 42673

Commercial 17,432 Vehicles Growth 42.24%

71.75%

35.60%

22.01%

19.09%

-27.67%

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STARBUSES The production figures of Indian commercial industry shows that the Industry growth continued to be very strong till 06-07 with annual growth range of 35% to -24.02%. For the last two fiscal years the industry has stagnated particularly due to pressure on commercial vehicle segments. This industry has suffered due to two reasons (a) very high rate of interest (b) slowdown in the economy. The bottom line of the manufacturers too came under pressure especially in Q4 FY08 and Q1 FY09 due to the increase in input cost. The average steel prices remained high in FY08 and in Q1 FY09 and the rubber prices too started creeping up in Q1 FY09. To recover costs, the manufacturers resorted to a series of vehicle price hikes from beginning of FY09 onwards. This led to a tricky situation where manufacturers increased vehicle prices when demand was actually falling.Now with the banks easing the interest rates again and improvement in the economic outlook, will improve the sales of commercial vehicle.

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COMPANY PROFILE
TATA MOTORS
Tata Motors Limited is India's largest automobile company, with consolidated revenues of Rs.70, 938.85 crores (USD 14 billion) in 2008-09. It is the leader in commercial vehicles in each segment, and among the top three in passenger vehicles with winning products in the compact, midsize car and utility vehicle segments. The company is the world's fourth largest truck manufacturer, and the world's second largest bus manufacturer. The company's 23,000 employees are guided by the vision to be "best in the manner in which we operate best in the products we deliver and best in our value system and ethics." Tata Motors is a part of the Tata and Sons Group, founded by Jamshedji Nusserwanji Tata and J. Baker. The company was established in 1945 as a locomotive manufacturing unit . and later expanded its operations to commercial vehicle sector in 1954 after forming a joint venture with Dailmer-Benz AG of Germany. Tata Motors launches its first truck in collaboration with Mercedes-Benz

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STARBUSES Tata Motors' presence indeed cuts across the length and breadth of India. Over 4 million Tata vehicles ply on Indian roads, since the first rolled out in 1954. The company's manufacturing base in India is spread across Jamshedpur (Jharkhand), Pune (Maharashtra), Lucknow (Uttar Pradesh), Pantnagar (Uttarakhand) and Dharwad (Karnataka). Following a strategic alliance with Fiat in 2005, it has set up an industrial joint venture with Fiat Group Automobiles at Ranjangaon (Maharashtra) to produce both Fiat and Tata cars and Fiat power trains. The company is establishing a new plant at Sanand (Gujarat). The companys dealership, sales, services and spare parts network comprises over 3500 touch points; Tata Motors also distributes and markets Fiat branded cars in India. Tata Motors, the first company from India's engineering sector to be listed in the New York Stock Exchange (September 2004), has also emerged as an international automobile company. Through subsidiaries and associate companies, Tata Motors has operations in the UK, South Korea, Thailand and Spain.

Tata Motors has several joint venture, subsidiary and associate companies. A Few of them are mentioned below:
Jaguar Land Rover. Tata Technologies Ltd. (TTL) and its subsidiaries. Telco Construction Equipment Co. Ltd. (Telcon). HV Axles Ltd. (HVAL). HV Transmissions Ltd. (HVTL). TAL Manufacturing Solutions Ltd. (TAL). Sheba Properties Ltd. (Sheba) Tata Daewoo Commercial Vehicle Company Ltd (TDWC). Concorde Motors (India) Ltd. (Concorde). Hispano Carrocera S. A. (HC).

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STARBUSES Tata Motors Insurance Broking & Advisory Services Ltd (TMIBASL). Tata Motors European Technical Centre. Tata Motors Finance Limited. Tata Motors Thailand. Tata Marcopolo Motors Ltd (TMML) Tata Motors(SA) Proprietary Ltd (TMSA) TML Distribution Company Ltd (TDCL) NOVA IAI

ACQUISITIONS AND JOINT VENTURES

TATA DAEWOO COMMERCIAL VEHICLE Tata Motors aimed to increase its presence worldwide. In 2004, it acquired the Daewoo Commercial Vehicle Company of South Korea.

Tata Novus is one of the best selling commercial trucks in South Korea. Tata remains India's largest heavy commercial vehicle manufacturer and Tata Daewoo is the 2nd largest heavy commercial vehicle manufacturer in South Korea. Tata Motors has jointly worked with Tata Daewoo to develop trucks such as Novus and World Truck.

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HISPANO CARROCERA

Hispano Carrocera In 2005, sensing the huge opportunity in the fully built bus segment, Tata Motors became acquired 21% stake in Hispano Carrocera SA, Aragonese bus manufacturing company giving it controlling rights of the company. TATA XENON

In 2006, Tata Motors entered into joint venture with Thonburi Automotive Assembly Plant Company of Thailand to manufacture and market the company's pickup vehicles in

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STARBUSES Thailand. The new plant of Tata Motors (Thailand) has begun production of the Xenon pickup truck, with the Xenon having been launched in Thailand in 2008.

TMML(TATA MARCOPOLO MOTORS LIMITED) In 2006, it formed a joint venture with the Brazil-based Marcopolo, a global leader in body-building for buses and coaches to manufacture fully-built buses and coaches for India and select international markets. TATA Motors has formed a 51:49 joint venture in bus body building with Marcopolo of Brazil. This joint venture is to manufacture and assemble fully-built buses and coaches targeted at developing mass rapid transportation systems. The joint venture will absorb technology and expertise in chassis and aggregates from TATA Motors, and Marcopolo will provide know-how in processes and systems for bodybuilding and bus body design.

Tatas Marcopolo Buses in the Delhi BRT

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STARBUSES Tata Starbuses are result of joint venture of Tata Motors and Marcopolo of Brazil. Tata low floor buses are also used as public transportation buses in Delhi, Mumbai, Pune, Udaipur and Indore. JAGUAR CARS AND LAND ROVER

Jaguar car

Land Rover After the acquisition of British (JLR) business, which also includes the Rover, Dailmer and Lanchester brand names Tata Motors became a major player in the international automobile market. On 27 March 2008, Tata Motors reached an agreement with Ford to purchase their Jaguar and Land Rover operations for US$2 billion. The sale was completed on 2 June 2008 Tata has gained the rights to the Daimler, Lanchester, and Rover brand names. In addition to the brands, Tata Motors has also gained access to 2 design centers and 3 plants in UK. The key acquisition would be of the intellectual property rights

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STARBUSES related to the technologies.Tata Motors is also expanding its international footprint, established through exports since 1961. The company's commercial and passenger vehicles are already being marketed in several countries in Europe, Africa, the Middle East, South East Asia, South Asia and South America. It has franchisee/joint venture assembly operations in Kenya, Bangladesh, Ukraine, Russia and Senegal. The foundation of the company's growth over the last 50 years is a deep understanding of economic stimuli and customer needs, and the ability to translate them into customer-desired offerings through leading edge R&D. With over 2,000 engineers and scientists, the company's Engineering Research Centre, established in 1966, has enabled pioneering technologies and products. The company today has R&D centre in Pune, Jamshedpur, Lucknow, in India, and in South Korea, Spain, and the UK.

IMPORTANT DEVELOPMENTS
TATA SAFARI

TATA SAFARI DICOR It was Tata Motors, which developed the first indigenously developed Light Commercial Vehicle, Indias first Sports Utility Vehicle and, in 1998. Tata Safari Dicor is the latest version of Tata Safari.

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STARBUSES THE FIRST GENERATION TATA INDICA

Tata Indica, the India's first fully indigenous passenger car. Within two years of launch, Tata Indica became Indias largest selling car in its segment. TATA ACE

Tata Ace was India's first mini truck In 2005, Tata Motors created a new segment by launching the Tata Ace, India's first indigenously developed mini-truck. Tata Ace, India's first indigenously developed subone ton mini-truck was launched in May 2005. The mini-truck was a huge success in India with auto-analysts claiming that Ace had changed the dynamics of the light commercial vehicle (LCV) market in the country by creating a new market segment termed the small commercial vehicle (SCV) segment. Ace rapidly emerged as the first choice for transporters and single truck owners for city and rural transport

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STARBUSES TATA NANO

In January 2008, Tata Motors launched Tata Nano, the least expensive production car in the world at about Rs. 1,00,000 (USD $2,500). The supermini car was unveiled during the Auto Expo 2008 exhibition in Pragati Maidan, New Delhi. Tata Nano Europa has been developed for sale in developed economies and is to hit Markets in 2010 while the normal Nano should hit markets in South Africa, Kenya and countries in Asia and Africa by late 2009. A battery version is also planned. Nano has put Tata on the world automobile map. WORLD TRUCKS

In May 2009, Tata Motors introduced ushered in a new era in the Indian automobile industry, in keeping with its pioneering tradition, by unveiling its new range of world standard trucks. In their power, speed, carrying capacity, operating economy and trims,

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STARBUSES they will introduce new benchmarks in India and match the best in the world in performance at a lower life-cycle cost. The years to come will see the introduction of several other innovative vehicles, all rooted in emerging customer needs. Besides product development, R&D is also focusing on environment-friendly technologies in emissions and alternative fuels. Through its subsidiaries, the company is engaged in engineering and automotive solutions, construction equipment manufacturing, automotive vehicle components manufacturing and supply chain activities, machine tools and factory automation solutions, high-precision tooling and plastic and electronic components for automotive and computer applications, and automotive retailing and service operations.

BUSINESS UNITS:
Tata Motors Ltd. works as two separate business units:a) Commercial Vehicle Business Unit- Tata Motors is a leader in this segment which caters to the needs of commercial applications with vehicles such as trucks, tippers, trailers, buses, defence vehicles etc. These vehicles have customers which are transporters, businessmen, constructors, defence organizations etc and they are people who are concerned about the performance of the vehicle more than how the vehicle looks. These people are concerned about the payload, mileage, and finance options available before going for the vehicle. Tata Motors boasts of vehicles in the sub 1 tonne to 40 tonne GVW category. The commercial vehicle unit also boasts of 375 dealerships, more than 1000 sales and service centres. Tata Motors has come up with new initiatives in the recent past which include Reconditioning service, AMC and 24 hour customer assistance centre.

b)

Passenger Vehicle Business Unit- Tata Motors forayed into this segment a few years back and since then have taken major strides in the segment. The company is coming up

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STARBUSES with new vehicles and is gaining the market share at a fast pace. So and so that it has become a threat to the already established players within some years of its arrival.

COMPETITORS OF TATA MOTORS

ASHOK LEYLAND SWARAJ MAZDA LIMITED MAHINDRA & MAHINDRA LTD. VOLVO HINDUSTAN MOTORS FORCE MOTORS LIMITED EICHER MOTORS LIMITED

TATA GROUP VALUES

True to the tradition of the Tata Group, Tata Motors is committed in letter and spirit to Corporate Social Responsibility. It is a signatory to the United Nations Global Compact, and is engaged in community and social initiatives on labor and environment standards in compliance with the principles of the Global Compact. In accordance with this, it plays an active role in community development, serving rural communities adjacent to its manufacturing locations. With the foundation of its rich heritage, Tata Motors today is etching a refulgent future

STRUCTURE OF THE PROJECT

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STAR BUSES

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TATA Motors has formed a 51:49 joint venture in bus body building with Marcopolo of Brazil. This joint venture is to manufacture and assemble fully-built buses and coaches targeted at developing mass rapid transportation systems. The joint venture will absorb technology and expertise in chassis and aggregates from TATA Motors, and Marcopolo will provide know-how in processes and systems for bodybuilding and bus body design. It is joint venture has since resulted in superlative offerings in buses and BRTS (Bus Rapid Transit System) applications. The first Landmark in TMMLs BRTS foray is the sale of 525 ultra-modern, air conditioned, low entry Starbus CNG buses to the Delhi Transport Corporation, in 2007. (TMML), manufacture these buses at their plant Dharwad and Karnataka. Starbuses are available in number of variants with seating capacity ranging from 16-67 seats. Starbuses are designed on the concept of optimum functionality and comfort. These ranges of buses also deliver maximum economy to the operators. Starbus ranges of buses are smart in look and big on space. The star buses are ideal for all applications like Transportation of company staff As a school bus As transport to tourist destinations As a route bus.

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THE STARBUSES ARE AVAILABLE IN THE FOLLOWING RANGES

Standard Deluxe Low-floor School bus

STANDARD STARBUS

The Starbus Standard is built to accommodate the needs of travelers who wish to commute long distances quickly, comfortably and affordably. Moreover, the Starbus Standard also provides maximum economy to the bus operators. Starbus Standard Buses are available in 16, 18, 20, 32, 54, and 67- seater configurations. AESTHETICS OF STANDARD STARBUS

Passenger Friendly
The all new Starbus ranges comes with a new chassis and new body ,to gives best in class rides and passengers comfort. The length and wheelbase of other buses are significantly more room and more seating capacity. The longer chassis ensures extra legroom for all passengers including those occupying last row seats. Moreover, their low NVH levels contribute to smoother rides

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Driver Friendly
Drivers friendly features are: Ergonomically designed dashboard Seat belt for driver safety Driver's partition Power steering (32/40-seater) Instrument cluster has a simple designed which makes the control easy to use.

Stylish Look
The external body is round in shape, giving it style and class. The internal styling, with superior fittings, gives space a new dimension.

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TECHNICAL SPECIFICATIONS OF STANDARD STARBUS

Starbus std.-16 Single Door Manually Operated SFC 407/31 55.2 Kw @ 2800 RPM 225 Nm @ 1500 1800 RPM 240 Starbus std.-18 Single Door Manually Operated SFC 407/31 55.2 Kw @ 2800 RPM 225 Nm @ 1500 1800 RPM 240 Starbus std.20 Single Door Manually Operated SFC 407/31 55.2 Kw @ 2800 RPM 225 Nm @ 1500 - 1800 RPM 240 Starbus std.32 Single Door Manually Operated SFC 407/31 55.2 Kw @ 2800 RPM 225 Nm @ 1500 - 1800 RPM 240 Starbus std.54 Single Door Manually Operated SFC 407/31 55.2 Kw @ 2800 RPM 225 Nm @ 1500 - 1800 RPM 240 Starbus std.-67 Single Door Manually Operated SFC 407/31 55.2 Kw @ 2800 RPM 225 Nm @ 1500 1800 RPM 240

Door Type Chassis Platform Engine Power (Kw) Engine Torque (Nm) Clutch Diameter (mm) Gear Box Type Rear Axle Ratio Steering No. Of Tyre Tyre Size Fuel Tank Capacity (litres) Gross Vehicle Weight (kg) Seat Pitch

GBS 18 35/9 Mechanical 4+1 7.5 X 16, 16 PR 60

GBS 18 35/9 Mechanical 4+1 7.5 X 16, 16 PR 60

GBS 18 35/9 Mechanical 4+1 7.5 X 16, 16 PR 60

GBS 18 35/9 Mechanical 4+1 7.5 X 16, 16 PR 60

GBS 18 35/9 Mechanical 4+1 7.5 X 16, 16 PR 60

GBS 18 35/9 Mechanical 4+1 7.5 X 16, 16 PR 60

5300

5300

5300

5300

5300

5300

Gangway Internal height Overall height (in laden condition)

800 (750 mm on codriver side) 350 1880 2615

800 (750 mm on codriver side) 350 1880 2615

800 (750 mm on codriver side) 350 1880 2615

800 (750 mm on codriver side) 350 1880 2615

800 (750 mm on codriver side) 350 1880 2615

800 (750 mm on codriver side) 350 1880 2615

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STARBUSES DELUXE STAR BUS

The Starbus Deluxe is an intra-city bus that takes comfort, quality and aesthetics to a higher level, without compromising on safety. These buses are provided with ergonomically designed High Back seats with foldable side armrests. Other features like the use of PVC coated material for body parts and anti-skid vinyl flooring, add to the overall build quality. Tough Built to endure the rig ours of Indian roads, The Starbus Deluxe also provides unparalleled operating economy to bus operators. Starbus Deluxe buses are available in 18, 20, 28 and 35-seater configurations.

TECHNICAL SPECIFICATIONS OF DELUXE STARBUS

Door Type Chassis Platform Engine Power (Kw) Engine Torque (Nm) Starbus deluxe18 Single Door Manually Operated SFC 407/31 55.2 Kw @ 2800 RPM 225 Nm @ 1500 1800 RPM Starbus deluxe20 Single Door Manually Operated SFC 407/31 55.2 Kw @ 2800 RPM 225 Nm @ 1500 1800 RPM Starbus deluxe28 Single Door Manually Operated SFC 407/31 55.2 Kw @ 2800 RPM 225 Nm @ 1500 1800 RPM Starbus deluxe-35 Single Door Manually Operated SFC 407/31 55.2 Kw @ 2800 RPM 225 Nm @ 1500 1800 RPM

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Clutch Diameter (mm) Gear Box Type Rear Axle Ratio Steering No. of Tyre Size Tyre Size Fuel Tank Capacity (liters) Gross Vehicle Weight (kg) Seat Pitch Gangway Internal height Overall height in laden condition 240 GBS 18 35/9 Mechanical 4+1 7.5 X 16, 16 PR 60 5300 800 (750 mm on codriver side) 350 1880 2615 GBS 18 35/9 Mechanical 4+1 7.5 X 16, 16 PR 60 5300 800 (750 mm on codriver side) 350 1880 2615 240 GBS 18 35/9 Mechanical 4+1 7.5 X 16, 16 PR 60 5300 800 (750 mm on codriver side) 350 1880 2615 240 GBS 18 35/9 Mechanical 4+1 7.5 X 16, 16 PR 60 5300 800 (750 mm on codriver side) 350 1880 2615 240

STARBUS LOW FLOOR

The Starbus Low Floor has been designed to transport commuters from point A to point B in the utmost comfort. The ultra-modern, low floor design and broad doors allow passengers to board and alight quickly and easily. Ultra Low Floor City Buses has a floor height of only 380(almost pavement height). This feature makes boarding and alighting ).

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STARBUSES convenient even for handicapped passengers. The shorter halts save time and fuel, giving better run-times and improved economy to the bus operator too.

TECHNICAL SPECIFICATIONS OF STARBUS LOWFLOOR AND ULTRA LOWFLOOR CNG

Door Type Chassis Platform Engine Power (Kw) Engine Torque (Nm) Clutch Diameter (mm) Gear Box Type Rear Axle Ratio Steering No. of Tyre Size Tyre Size Fuel Tank Capacity (litres) Gross Vehicle Weight (kg) Seat Pitch Gangway Internal height Overall height (in laden condition) Single Door Manually Operated SFC 407/31 55.2 Kw @ 2800 RPM 225 Nm @ 1500 1800 RPM 240 GBS 18 35/9 Mechanical 4+1 7.5 X 16, 16 PR 60 5300 800 (750 mm on codriver side) 350 1880 2615 800 (750 mm on codriver side) 350 1880 2615 GBS 18 35/9 Mechanical 4+1 7.5 X 16, 16 PR 60 5300 Single Door Manually Operated SFC 407/31 55.2 Kw @ 2800 RPM 225 Nm @ 1500 - 1800 RPM 240

SCHOOL STARBUS

Starbus School buses are designed to provide the utmost safety and comfort to these young minds, on their daily journey of learning. The Starbus School incorporates more than 19 essential features, from the many other prescribed by the Government. It has a special 'child-safety' features like:-

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STARBUSES These features include tooth-guards, guardrails, semi-sliding windows, a door with an alarm, anti-skid floors and much more. The bus is also provided with a tubular, swing-type guardrail, a giant one-piece windscreen and 2-way adjustable, reclining seat with a seat belt, which provide the driver with a high level of comfort and visibility. Starbus School is available in a choice of 17-seater, 32-seater and 52-seater options.

TECHNICAL SPECIFICATIONS OF STARBUS SCHOOL

Door Type Chassis Platform Engine Power (Kw) Engine Torque (Nm) Clutch Diameter (mm) Gear Box Type Rear Axle Ratio Steering No. of Tyre Size Tyre Size Fuel Tank Capacity (litres) Gross Vehicle Weight (kg) Seat Pitch Gangway Internal height 800 (750 mm on codriver side) 350 1880 GBS 18 35/9 Mechanical 4+1 7.5 X 16, 16 PR 60 Single Door Manually Operated SFC 407/31 55.2 Kw @ 2800 RPM 225 Nm @ 1500 - 1800 RPM 240 GBS 18 35/9 Mechanical 4+1 7.5 X 16, 16 PR 60 Single Door Manually Operated SFC 407/31 55.2 Kw @ 2800 RPM 225 Nm @ 1500 1800 RPM 240 GBS 18 35/9 Mechanical 4+1 7.5 X 16, 16 PR 60 Single Door Manually Operated SFC 407/31 55.2 Kw @ 2800 RPM 225 Nm @ 1500 1800 RPM 240

5300 800 (750 mm on codriver side)

5300

5300 800 (750 mm on codriver side)

350 1880

350 1880

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STARBUSES
Overall height (in laden condition) 2615 2615 2615

STAR BUSES FOR BRTS

The Government of India and several State Transport Undertakings are making efforts to modernize mass transport in major cities of India. Bus Rapid Transport System . (BRTS) is a modern and viable means of mass transport. One of the most important features expected of BRTS is passenger friendly buses that are clean, efficient and contemporary in looks. The Tata Starbus range of low floor buses with rear engine is ideally suited to BRTS. More and more cities prefer star bus as a means of mass transport. Delhi transport corporation-one of the largest transport undertakings in the world has shown confidence in star buses. Star buses are trendy and passenger friendly. It has proved to be very popular with passengers, particularly in Indore City Transport service ltd. (ICTSL). In fact, Starbus offers citizen a swift, clean and dignified way to travel within the cities. STAR BUS RANGE OF BRTS The BRTS Range of Starbuses, with rear engines and two wide doors, is presently available in three unique designs: Low floor CNG Walk-in bus

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STARBUSES Low floor Walk-in bus

Semi Low Floor diesel 2-step Entry bus (to be launched). Star bus offers two unmatched features that make it ideal choice for urban city transport -two wide doors and low floor for entry. The two doors are each 1.2m wide and the low floor for entry and exit measures just 380mm in height. These two features enable faster alighting and boarding of passengers.

STARBUSES FOR BRTS

LOW FLOOR CNG

TATA MOTORS

STARBUSES

LOW FLOOR AIR CONDITIONED CNG

CHARACTERISTICS OF STARBUSES FOR BRTS

SAFETY FEATURES Grab handles with slip resistant covers. Wide jackknife cross doors with a buzzer that must be closed before a bus can move. Cross belt for wheelchair passenger. Windows with rubber beading and rounded corners, to ensure that passenger dont get hurt. An emergency exit doors that open from top to bottom.

PASSENGER FRIENDLY FEATURES Bright and spacious interiors.

TATA MOTORS

STARBUSES Comfortable sitting with smooth edges and enough legroom. Ample standing space. Wide and spacious window pains that help circulate fresh air. Manually operated ramp for easy entry of wheelchairs into the bus.

FLEET MANAGEMENT SYSTEM GPRS/GPS System helps in communicating the exact location of a Star bus in a real-time to bus stations. A central server controls all the information which it receives through GPRS/GPS. An LCD or LED display that provides passenger details of the bus route, next route, next stop, time of arrival and other relevant information.

DRIVERS FRIENDLY FEATURES Smart card reader and door control with RF TAG-controlled by driver, it keeps an account of the trip and amount spent, and discards the cards on the last journey. Display at the bus stand with back servers- it provides information on bus arrival and other details like rote availability etc. It is operating on solar and back with AC. Drivers kit with bus controller and display system on the bus. This is a plug in nit with cash register loaded with single trip smart card, etc. with flash memory. The driver can issue tickets for short trip requests or one time se by the passenger. Skill up gradation for star bus drivers. A residential skill up gradation training is provided to drivers at the Tata Motors state of art training centre at Jamshedpur or Pune.

ADVANTAGES OF STARBUSES

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STARBUSES

Starbuses of low floor and semi low floor buses have floor height of 380-400mm and 800-850mm respectively. Boarding and deboarding is easy and safe in these buses.

It is good for physically challenged and older people. Passenger friendly features provide smooth and comfortable journey. Bifold doors provide wide area for boarding and deboarding. Installation of GPRS/GPS system helps in communicating the exact location of a Starbus in real time, to bus stations. A central server controls all information which it receives through GPRS/GPS.

DISADVANTAGES OF STARBUSES
In ultra low floor buses, there is no space under the floor to accommodate the engine, fuel tanks and electrical equipments. These will have to be adjusted behind the bus or else it will take space of 4-8 seats inside the bus. Placement of fuel tank or CNG cylinders on the top of the cause refueling problem. It increases cost structures and require higher specifications for body. Maintenance and operating cost is higher than the high floor bus. In low floor buses the driveways should be smooth, without interruptions because it may harm bus floor.

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COMPETITORS OF TATA MOTORS

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STARBUSES

MAJOR COMPANIES OF INDIAN BUS INDUSTRY

India bus industry boasts of the major players in this sector, who are involved in the production of huge quantities of buses. The names of the prominent players require the mention of:

Ashok Leyland Volvo Hindustan Motors Swaraj Enterprise Mahindra & Mahindra Eicher Tata Motors Force Motors

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STARBUSES

VARIOUS MODELS OF BUSES

EICHER Eicher is producing varieties of buses under the name Skyline Buses - it produces school buses as well as Cruisers. It has also begun manufacturing CNG buses following the new pollution control rules and is giving tough competition to its market rivals. HINDUSTAN MOTORS Hindustan Motors Ltd. produces RTV buses comprising school buses, custom-made buses, and passenger buses. MAHINDRA & MAHINDRA LTD. Mahindra & Mahindra ltd. has earned substantial popularity in the India bus industry apart from the heavy duty jeeps and luxury cars produced by it. Mahindra & Mahindra Ltd. is the sole manufacturer of Tourister 15 Mahindra FJ Minibus Mahindra FJ 470.

ASHOK LEYLAND Ashok Leyland is the most prominent players in the manufacture of public utility as well as special purpose buses. It fulfills a large chunk of the demand for buses in India bus industry and the list of its range of buses includes:

Vestibule Bus Cheetah BS-III Panther BS-II Viking BS-II Stag-BS II

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STARBUSES

Lynx BS-II Viking CNG BS-III

Ashok Leyland is also engaged in the production of some special purpose buses as the Airport Tarmac Coaches, Double deckers with immense capacity for the accommodation of passengers. The other categories include 12 M Bus-II, only 12-M Bus and Viking SLF BS-III and so on. TATA MOTORS also ranks high among the major players in the India bus industry, engaged in the production of buses of the category of Starbus as well as Globus buses. The Starbus range includes Starbus Standard, Starbus School, Starbus Deluxe Starbus Low Floor SFC 407 Turbo Mini-Bus LPO 1616 TC Luxury Bharat Stage-II Bus, LPO 1510 Bharat stage II Bus Globus range variety includes Globus 13, 20 and so on.

TATA AUTHORISED SERVICE STATIONS (TASS)

TASSes or the Tata authorized service stations were established in Delhi by TSS last year in the month of June so as to promote the sales of the newly launched model ACE CNG in this region. It was seen that since the demand for this model was exceptionally high in comparison to the other models therefore it did require greater promotion so as to maximize upon its potential. At the same time since TSS is located in the NCR region therefore to make the model more accessible for the customers the TASSes were formed. These TASSes act as sub dealers, who are given certain targets every month which they are required to meet. According to the amount of sale made by these TASSes

TATA MOTORS

STARBUSES certain margin money is given to them per vehicle. This margin money may differ according to the changing prices etc. the TASSes work independently to the extent of hiring their own manpower, managing basic expenses like electricity charges, water charges, incentives given to their FSEs etc.

TATA MOTORS NETWORK OF STARBUES IN DELHI AND NCR

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STARBUSES

NDM SHYAMA SHYAM SANTOSH SHIVA TIKKRI HIGHWAY AUTO EXPRESS NIHAL

KAPOOR

TASSES IN DELHI AND NCR

Tass -18 Dealer -02

UNITED,SBD.
AO RO

S.P GZB.

DV MOTORS

TSS
SHIVANI,NOIDA PLS,NOIDA

GLOBAL K C GUPTA JOHAR

Automobile Sterling

There are primarily 5 TASSes established in Delhi. These are:1. D V MOTORS 2. KAPOOR DIESEL 3. GLOBAL MOTORS 4. TIKRI SERVICE STATION
5.

SANTOSH MOTORS

TATA MOTORS NETWORK OF STARBUSES IN INDIA

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STARBUSES

MARKET POTENTIAL ASSESSMENT

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STARBUSES Star buses are result of joint venture between Marcopolo and Tata motors. Tata Motors has a 51:49 joint venture with the Brazilian bus manufacturer, Marcopolo.These buses are Marcopolo. widely used as intra-city and inter-city bus .The Starbuses can be used as School bus Staff bus Tourist bus City

The major sales come from State Transport Corporations. Hundred buses are already part of the DTC fleet in Delhi and this number could go up. Tata motors have bagged 50% of the orders from JNNURM. The good percentage of this would be low floor and semi low floor buses. Some states which have the orders are Karnataka, Maharashtra, Chandigarh and Uttar Pradesh. Tata Motors has bagged an order for 1625 low floor buses from D.T.C. Talks are also underway with state governments of Madhya Pradesh, Rajasthan and Punjab to include these buses in intra-city travel.

TATA MOTORS

STARBUSES CONVENTIONALCUSTOMER

SWOT ANALYSIS

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STARBUSES

STRENGTHS
The internationalization strategy of the company. The global acquisitions and joint ventures are expanding Tata Motors global market. In 2005, Tata Motors acquired a 21% stake in Hispano Carrocera, a reputed Spanish bus and coach manufacturer,

TATA MOTORS

STARBUSES giving it controlling rights of the company. Hispanos presence is being expanded in other markets. Joint venture of Tata Motors with Marcopolo of Brazil. Tata Motors has expanded its production and assembly operations to several other countries including South Korea, Thailand, South Africa and Argentina and is planning to set up plants in Turkey, Indonesia and Eastern Europe. Large consumer base in the Indian Subcontinent namely Bangladesh, Bhutan, Sri Lanka and Nepal. And a growing consumer base in Italy, Spain and South Africa.

Good service network across the country. Tata motor has a vast network of service centres known as Tata Authorized Service Stations (TASSes). Tata authorized service stations, more than 500, present across the company.

Easy availability of spare parts. Large presence of domestic brands in India. Broad based presence of Tata Motors in all the segments of commercial vehicle, especially in H/MCV segments.

WEAKNESS
Tata has not been able to capitalize on its global presence. Tata itself relies on its revenues in India and relies of its subsidiaries revenues in the international market. Tata sells almost 90% of the cars under its brand name in India; on the other hand its subsidiaries sell about 90% of their automobiles in the international market.

OPPORTUNITIES
Tata Motors have some distinct advantages in comparison to other multi-national competitors. There is definite cost advantage as labor cost is 8-9 percent of sales as against 30-35 percent of sales in developed economies. There is huge demand in domestic markets due to infrastructure developments and Tata Motors is able to leverage its knowledge of the Indian market.

TATA MOTORS

STARBUSES Tata motors joint ventures with Marcopolo and Hispano Carrocera.

THREATS
Many foreign companies are entering in domestic markets which are giving tough competition to Tata Motors. For example Volvo. Chinese company KING LONG is also planning to enter in Indian market. Earlier, a policy required majority-owned subsidiaries of foreign car firms to invest at least US$50 million in equity if they wished to set up manufacturing projects in India and mere car assembling operations were not welcomed. An Indian cabinet panel has since announced a new automobile policy that sets fresh investment guidelines for foreign firms wishing to manufacture vehicles in the country. Investments in making auto parts by a foreign vehicle maker will also be considered a part of the minimum foreign investment made by it in an auto-making subsidiary in India. The move is aimed at helping India emerge as a hub for global manufacturing and sourcing for auto parts. The policies adopted by Government will increase competition in domestic market, motivate many foreign commercial vehicle manufactures to set up shops in India, whom will make India as a production hub and export to nearest market. High rate of interest of banks. High commodity price

CHAPTER-2

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STARBUSES

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY
OBJECTIVE OF STUDY Study of Starbuses. The study includes the models under Starbuses, their aesthetic and technical features. Competitive analysis It includes the technical comparison of Starbuses with competitors and competitive sales report and market position of Tata Motors in commercial vehicle segment.

TATA MOTORS

STARBUSES Collection of customer feedback, and proposing improvements and suggestions based on the study.

SIGNIFICANCE This project is great means of learning .It gives a valuable knowledge of commercial vehicle industry, competition, market scenario, companies of commercial vehicle industry. The study provides the knowledge of fundamental concepts related to this industry. RESEARCH METHODOLOGY The study is based on the observations and data. These observations and study is done by using primary data and secondary data. PRIMARY DATA: The primary data is collected by contacting the customers. I received the data through personal interviews and through questionnaire. SAMPLE SIZE : The sample size is 20 SECONDARY DATA: The secondary data is the information that I collected from the Tata Motors. The various sources are: Collection of sales data from and collection of technical specification of buses from marketing department

THE SCOPE OF STUDY

The prime focus of the project is to study the Starbuses, competitive analysis and collect the customer feedback to suggest the improvements to the company. Product Tata Starbus All the analysis and study has targeted Starbus and H/MCV segment.

TATA MOTORS

STARBUSES The information provided by sales officer and marketing people is considered valid subject to non availability of verification from other sources.

LIMITATIONS OF STUDY
The details of technical specification of competitors are not complete. The sales report includes only north India. The survey results were taken from a sample of population therefore will be susceptible to sampling errors. We have assumed that the survey results depict the true market situation. The customers were reluctant to give their time to trainees.

CHAPTER-3
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STARBUSES

DATA ANALYSIS AND INTERPRETATION

COMPETITIVE SALES REPORT

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NORTH MCV BUS PVT.

STATE TATA AL EICHER SWARAJ M&M BAJAJ TIV COM MSTATA MS COM April 195 84 1 May 234 56 Jun 372 89 Jul 262 91 1 Aug. 348 88 1 Sep. 294 90 Oct. 128 50 Nov. 59 31 Dec. 232 31 1 Jan. 266 17 Feb. 316 2 Mar. 407 75 2 TOTAL 3113 704 6

280 85 70% 30%

290 56 81% 19%

461 89 81% 19%

354 92 74% 26%

437 89 80% 20%

384 90 77% 23%

178 50 72% 28%

90 31 66% 34%

264 32 88% 12%

283 17 94% 6%

318 2 99% 1%

484 77 84% 16%

3823 710 81% 19%

MCV BUS STV.

STATE TATA AL EICHER SWARAJ M&M BAJAJ TIV COM MS TATA MS COM April 137 173 May 208 272 Jun 138 85 Jul 147 277 Aug. 163 279 Sep. 206 323 Oct. 183 139 Nov. 140 199 Dec. 85 93 Jan. 112 110 Feb. 29 58 Mar. 94 181 TOTAL 1642 2189

310 173 44% 56%

480 272 43% 57%

223 85 62% 38%

424 277 35% 65%

442 279 37% 63%

529 323 39% 61%

322 139 57% 43%

339 199 41% 59%

178 93 48% 52%

222 110 50% 50%

87 58 33% 67%

275 181 34% 66%

3831 2189 43% 57%

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N OR TH MC V PVT. N OR TH
600 % 484 120 461 437 5 00 100 % 407 94% 318 % 99 372 348 88% 84%80% 4 00 81% 81% 35 4 % 80% 384 % 72% 316 294 77 283 280 % 290 70 26274 66 232 266 % 264 300 195 234 60% 178 128 200 40% 90 59 100 20% 0 0% Ap ril Ma y Jun Jul Au g . S e p . O ct. N o v. D e c . Ja n . F e b . Ma r.

IND / TATA

08 09 TAT A TIV MS T AT A

N OR TH MC V STU . N OR TH
600 461 372 % 484 150 437 407 354 348 384 318 % 294 283 316 262 264 266 94% 99% 84%100 81% 74% 80% 232 88% 77% 178 % 66% 72 128 50% 90 59 0% Ap ril Ma y Ju n Ju l Au g . Sep. O ct. N o v. D e c. Ja n . Fe b . Ma r.

IND / TATA

200 0

08 09 TATA TIV MS TATA

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IND / M S

400

290 280 234 195 70% 81%

IND / M S

STARBUSES

MCV (Pvt) CONTRIBUTION

MCV (Pvt) Contribution

State Punjab Delhi UP & UA Rajasthan JK Haryana HP Avg. sale H1(08-09) 742 890 517 593 146 133 92 230.4

MCV (Pvt) Contribution

Haryana 4% JK 5% Rajasthan 19%

HP 3%

Punjab 24%

UP & UA 17%

Delhi 28%

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SALES REPORT OF LP909/49

08-09
LP909/49 S.No. Aug 6 Sept 10 Oct 22 Nov 23 Dec 25 Jan 30 Feb 40 March 45

LP909 /49
50 40 30 Nos 20 10 0 Nos Aug 6 Sept 10 oct 22 Nov 23 Dec 25 Jan 30 Feb 40 March 45

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MARKET SHARE Domestic and Global Market Share and Position

MARKET/PRODUCT POSITION OVERALL HCV LCV MINI TRUCKS HCV(STV) LCV TRUCK LCV BUS GLOBAL POSITION M&HCV TRUCK LCV TRUCK BUS(8T&>) FIRST FIRST FIRST FIRST SECOND FIRST FIRST 4 TH 16
TH

Market Share % 63.7 61.7 65.3 90.9 44.1 64.3 56.8 ----

NEARESTCOMPETITOR M&M ASHOK LEYLAND M&M PIAGGIO ASHOK M&M M&M SCANIA GM HYUNDAI

Market Share % 13.4 21.5 24.3 78 45.8 13.5 17.5 ----

2ND

DATA ANALYSIS AND INTERPRETATION

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STARBUSES

As the sales report show Tata Motors is ahead of its competitors in north India. The sale of MCV in private segment is dominated by Tata Motors. A maximum sale of Tata Motors was in the month of March and minimum was in the November. Ashok Leyland is the major competitor in MCV segment. The total sales of Tata Motors (private sector) at the end of March were 3113 whereas the total sales (private sector) of Ashok Leyland were 704. Tata Motors is dominant in the private sector with market share of 81% while total market share of competitors were 19%. But in STV sector Ashok Leyland was ahead of Tata motors. The total sales of Ashok Leyland at the end of March were 2186. The total sales of Tata Motors at the end of March were 1642. This showed clear dominance of Ashok Leyland in STV sector. Rajasthan, Delhi contributes the majority of sales to Tata Motors. Himachal Pradesh is the state where its sale was very low. Tata Motors lead the sales chart followed by Ashok Leyland. LP909/49 is the 40 seater Starbus. It is a BS-II complaint. Sales figure of LP909/49 in the month of August was six. But its sales figure reached to 25 in few months. LP909/49 showed the regular increase of sale in every month. At the month of March sales reached to 45 buses. The sales of LP909/49 indicated positive attitude of customers. The Tata Motors is the leading company in commercial vehicle sector. The overall market share of Tata motors is 63.7% followed by M&M OF 13.4%.Tata motors retained its domestic leadership in commercial vehicle segment due to wide product offerings. The Ashok Leyland is the close competitor of Tata motors in H/MCV segment. Tata Motors has offered STARBUSES and GLOBUS to meet the customer requirement. Tata Starbuses are widely used as city transport in India. But in HCV (STV), Ashok Leyland gives tough competition to Tata Motors with 45.8% market share, while Tata Motors have 44.1% market share. On the whole, Tata Motors leads in the all segments of commercial vehicle. Tata Motors have a broad based presence across the country in all segments of CV, LCV, HCV; LCV bus etc. The global position of Tata Motors is 4th in M/HCV segment. The joint ventures and global acquisitions would make a good impact on the Tata Motors global position.

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CHAPTER-4 FINDINGS AND CONCLUSIONS

FINDINGS OF THE STUDY

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CUSTOMERS NEED ANALYSIS

EGG DIAGRAM OF CUSTOMER NEED The findings of the study are based upon the study done on the commercial vehicle sector. The findings are also done by collecting customer feedback from the customers. The customer need can be categorized as primary needs, secondary needs and peripheral needs. PRIMARY NEED: The primary needs consist of following characteristics: Maintenance cost After sales service Reliability

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STARBUSES Initial price Seating capacity

SECONDARY NEEDS: The secondary needs consists of following characteristics: Seating capacity Mileage Comfort of driver brand

PERIPHERAL NEEDS: The outer cover of the egg shows the peripheral need of the customer. It includes the following attributes: Esteem value Environment friendly Comfort of driver

CONCLUSIONS
The project is a great means of learning .It gives the deep insight in automobile industry. There are various strategies which one can make the best of business opportunities. Cost leadership strategy: the primary method for such a take is the primary method of ordering i.e. the tendering process. Differentiation strategy: the differentiation strategy is opted to differentiate the products from competitors product. Focus strategy: Best efforts are made to arrive at the product best in class. Internationalization strategy: The joint ventures and acquisition facilitates the exchange of technology expands the Tata Motors business in other countries. The up gradation of technology and innovation of new products according to the changing needs of the market keeps the Tata Motors ahead of its competitors.

TATA MOTORS

STARBUSES Starbuses are the latest product of Tata Motors. These buses are the modern means of transport in the city. Starbus well suits the changing needs of customers.

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CHAPTER- 5 RECOMMENDATIONS

RECOMMENDATIONS

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TIMELY DELIVERY:

The delivery of the ordered vehicle should be made in

time as per commitments made by the company. Timely delivery will help in gaining the confidence of the customers to perform on time. It will make it easier to get order next time.

AFTER SALES SERVICE:

The services rendered after selling the vehicle

should be quick and up to the mark. This will boost the trust of the customers in the organization and will surely help in getting further orders from them.

PERFORMANCE: The vehicle should perform optimally so that customer does not face any problem while using these vehicles.

QUALITY: The quality should be up to the standards promised. A good quality ensures the customer loyalty.

EASY AVAILABILITY OF SPARE PARTS : Spare parts should be available easily so that customer do not face any problem during wear and tear of the vehicle.

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ANNEXURE

QUESTIONNAIRE- BUSES

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TATA MOTORS (1)How many Tata buses do you have in your fleet?
(2)Which products of Tata Motors do you have? (3)When you bought the product? (4)The products you use are of:(a)Eicher (b) Swaraj Mazda (c) Ashok Leyland (d) M&M (e) Others (6) Why did you prefer Tata buses as compared to others? ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------(7)How do you rank our product on the basis of following features:Features Satisfactory Engine Mileage After sale service Availability of spares parts Warranty Maintenance of the Vehicle Over all experience Comfort features Good Very good Excellent Bad

(8) The most common problem faced by you with the products? (9) Would you prefer Tata products in future and why?

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------ Yes

-------- No

(10)What kind of changes are you looking in our product? Suggest:--------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

(11) These are some parameters that people considered before buying a commercial vehicle .Rank the following parameters from 1-10, 1 being the most important and 10 being the least important. Parameters Initial Price Reliability Seating Capacity Maintenance Cost Availability of spare parts Power/speed Brand of manufacturer After sale service Mileage Comfort of the Driver Environment friendly Esteem value Rank

(12) Are you satisfied with the service quality of Tata products? ___ Yes __No

If not, please specify where improvement is needed?

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STARBUSES ____________________________________________________________________________ ____________________________________________________________________________ __.

PERSONAL DETAILS OF CUSTOMERS (1) NAME (2) ADDRESS ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ M ---------F

(3) TELEPHONE NO. (4) AGE (5) SEX

Thanks for your cooperation.

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REFERENCES

REFERENCES

TATA MOTORS

STARBUSES SITES www.Tata Motors .com www.Motor india.com wikipedia BOOKS Philip Kotler- Marketing Management

TATA MOTORS