[DOCUMENT TITLE] [DATE]

INTRODUCTION
What is Consumer Satisfaction?
Customer satisfaction is defined as a measurement that determines how
happy customers are with a company's products, services, and
capabilities. Customer satisfaction information, including surveys and ratings,
can help a company determine how to best improve or change its products and
services.
Consumer estimate which offer will deliver the most value. Costumers
are value maximize within the bounds of search costs and limited knowledge,
mobility and income. They form as expectation and value act on it. Whether or
not the offer lives up to the value exception affects both satisfaction and
repurchase probability.
Satisfaction is a function of perceived performance and exception. If the
performance falls short of satisfaction, the customer is dissatisfied. If the
performance matches the exception, the customer is highly satisfied or
delighted.
Many companies are aiming for high satisfaction because who are just
satisfied, still finds it easy switch when a better offer comes along. Those who
are highly satisfied are much less ready to switch. According to the above stated
definition the products and consumer value could be created and exchanged.
A product is anything that can be offered to a market to satisfy a read or
want “a product anything that can be offered a market for attention acquisition
uses or consumption that satisfy a want or need. It includes physical objects
services, persons, places, organisation, and ideas” customer value is differences
between values the customer gain from owing or using a product and cost of
obtaining the products.

SRINIVAS 1
 [DOCUMENT TITLE] [DATE]

KEYS TAKEAWAYS:
1. Be Genuine, Be “Real”

People do know the difference between right and wrong. They know when
someone is treating them as they deserve, and they know when people are being
“fake.” If you have been concentrating only on product quality or on the
financial side of your business, make a change. Put personal interaction first.

2. Listen

You have two ears and one mouth. Listen twice as much as you talk. Do your
best to hear what the customer is saying, then act on it.

3. Respect Your Customer

Give your customer your valuable time. If they feel you’ve been rude or “short”
with them, they will tell others. This is the opposite of what you want.

4. Customer or “Partner”

When your customer makes a suggestion or asks about something specific,

consider this the contribution of a partner who is a key part of your business.

5. Tell Customers First

One of the best ways to establish trust is to keep customers informed of

changes, whether they are “good” or “bad.” Don’t assume those changes will be
“OK” with the people who pay you for a product or service.

6. Be Transparent

This means just what it says. Keep track of your orders and your customers.
Know them and let them know you understand. Tell them what’s happening
behind the scenes. Thank them sincerely.

7. Promises, Promises

Keep your promises. Don’t make promises you can’t keep or don’t intend to
keep. There are so many ways to say this. If you give someone your word,
follow through. Remember, if 10 people have a bad experience, almost
everyone will tell another person about it.

SRINIVAS 2
 [DOCUMENT TITLE] [DATE]

The four crucial things a customer need are:

 Fair price
 Good service
 Good product
 Feel valued

1.FAIR PRICE

Pricing should be important to you for revenue, but also it’s important to your
customers. They need the pricing to be fair.

2. GOOD SERVICE

Customers continually suggest they would be happy paying more for a product if it
meant it would improve the level of customer service. 

3. GOOD PRODUCT

Creating a solid product is obviously a major need for the consumer, and a major
need for you too. There is no point in excessive manufacture costs if no one is
buying your poor product.

4. FEEL VALUED

Customer value is the one need we think most ecommerce stores overlook.
Customers should feel the product is valuable as they purchase it.

SRINIVAS 3
 [DOCUMENT TITLE] [DATE]

1.1 COMPANY PROFILE (TATA MOTORS)

Tata Motors Limited, incorporated on September 1, 1945, is an automobile company. The

Company is engaged in manufacture of motor vehicles. The Company's segments include
automotive operations and all other operations. The Company is engaged mainly in the
business of automobile products consisting of all types of commercial and passenger
vehicles, including financing of the vehicles sold by the Company. The Company markets
its commercial and passenger vehicles in various countries in Africa, the Middle East,
South East Asia, South Asia, Australia, and Russia and the Commonwealth of
Independent States countries. The Company operates in over 160 countries across the
world.
Automotive Operations
The Company's automotive segment operations include all activities relating to the
development, design, manufacture, assembly and sale of vehicles, including vehicle
financing, as well as sale of related parts and accessories. In the automotive segment, the
Company manufactures and sells passenger cars, utility vehicles, light commercial
vehicles, and medium and heavy commercial vehicles. The Company further divides
these categories based on the size, weight, design and price of the vehicle. The
Company's subcategories vary between and within Tata and other brand vehicles and
Jaguar Land Rover businesses.
The Company's range of Tata-branded passenger cars includes the Nano (micro), the
Indica, the Bolt and the Tiago both in the compact segment, the Indigo eCS, and the Zest
(mid-sized) in the sedan category. The Company has expanded its passenger car range
with various variants and fuel options. The Company's Jaguar Land Rover operations
have a presence in the passenger car category under the Jaguar brand name. There are
approximately five car lines manufactured under the Jaguar brand name, including the F-
TYPE two-seater sports car coupe and convertible XF sedan, the XJ saloon, the XE sports
saloon and sport utility vehicle (SUV) called the F-PACE.

SRINIVAS 4
 [DOCUMENT TITLE] [DATE]

The Company manufactures a range of Tata-branded utility vehicles, including the Sumo
and the Safari (SUVs), the Xenon XT (lifestyle pickup), the Tata Aria (crossover) and the
Venture (multipurpose utility vehicle). Under the Safari brand, the Company offers over
two variants, such as the Dicor and the Safari Storme. Under the Sumo brand, the
Company offers the Sumo Gold. There are approximately five car lines under the Land
Rover brand comprising the Range Rover, the Range Rover Sport, the Range Rover
Evoque, 6 the Land Rover Discovery and the Land Rover Discovery Sport.
The Company manufactures a range of light commercial vehicles (LCVs), including
pickup trucks and small commercial vehicles. This also includes the Tata Ace, which is a
mini-truck with approximately 0.7 ton payload with different fuel options, the Super Ace
and the ACE Mega both with over one-ton payload, the Ace Zip, with approximately 0.6
ton payload, the Magic and Magic Iris, both of which are passenger variants for
commercial transportation developed on the Tata Ace platform, and the Winger. The
Company's offerings in the LCV bus segment include the Cityride and the Starbus ranges
of buses.
The Company manufactures a range of medium and heavy commercial vehicles, which
include tractors, buses, tippers and multiaxled vehicles, with gross vehicle weight
(GVWs) (including payload) of between 8 tons and 49 tons. In addition, through Tata
Daewoo Commercial Vehicles (TDCV), the Company manufactures an array of trucks
ranging from 215 horsepower to 560 horsepower, including dump trucks, tractor-trailers,
mixers and cargo vehicles. The Company also offers a range of buses, which includes the
Semi Deluxe Starbus Ultra Contract Bus and the new Starbus Ultra. The Company's
range of buses is intended for a range of uses, including as intercity coaches (with both
air-conditioned and non-air-conditioned luxury variants), as school transportation and as
ambulances.
All Other Operations
The Company's all other operations segment mainly includes information technology (IT)
services, and machine tools and factory automation services. The Company's subsidiary,
Tata Technologies Limited (TTL), specializes in providing engineering services
outsourcing, product development IT services solutions for product lifecycle management
(PLM) and Enterprise Resource Management (ERM), to automotive, aerospace and
consumer durables manufacturers and their suppliers. TTL's services also include product
design, analysis and production engineering, knowledge-based engineering and customer
relationship management systems. TTL also distributes, implements and supports PLM
products from solutions providers around the world, such as Dassault Systems and
Autodesk.
The Company competes with Audi, BMW, Infiniti, Lexus, Mercedes Benz, Porsche,
Volvo, Volkswagen, Isuzu, Nissan and Toyota.

Tata Motors has auto manufacturing and assembly plants

in Jamshedpur, Pantnagar, Lucknow, Sanand, Dharwad, and Pune in India, as well as in
Argentina, South Africa, Great Britain, and Thailand. It has research and development
centres in Pune, Jamshedpur, Lucknow, and Dharwad, India and South Korea, Great
Britain, and Spain. Tata Motors' principal subsidiaries purchased the English premium car

SRINIVAS 5
 [DOCUMENT TITLE] [DATE]

maker Jaguar Land Rover (the maker of Jaguar and Land Rover cars) and the South
Korean commercial vehicle manufacturer Tata Daewoo. Tata Motors has a bus-
manufacturing joint venture with Marcopolo S.A. (Tata Marcopolo), a construction-
equipment manufacturing joint venture with Hitachi (Tata Hitachi Construction
Machinery), and a joint venture with Fiat Chrysler which manufactures automotive
components and Fiat Chrysler and Tata branded vehicles.
Tata Motors is listed on the (BSE) Bombay Stock Exchange, where it is a constituent of
the BSE SENSEX index, the National Stock Exchange of India, and the New York
Stock Exchange. The company is ranked 265th on the Fortune Global 500 list of
the world's biggest corporations as of 2019

Business Highlights

Electric Vehicles

 Launched the Tata Nexon EV to usher in a new wave of E-Mobility in India

 Emerged as the lowest bidder in to supply electric buses to 6 of the 10 states
namely Guwahati, Indore, Jammu, Jaipur, Kolkata & Lucknow, for supplying 255
electric buses which makes to 62% of the total buses order
 Signed an MoU with the Government of Maharashtra for deployment of 1000
Electric Vehicles (EV) across the range of passenger and commercial vehicles in
the state
 In June 2018, Tata Motors set up a separate electric mobility business vertical

Commercial Vehicles

 As a market leader in the Commercial Vehicle segment, Tata Motors has been at
the forefront of constantly innovating and defining the market with new
technologies and categories
 Plugged CV portfolio gaps, and modular product designs were introduced to
address market sub-segments
 Tata Motors is BS6 ready and have received BS6 compliance certification for Tata
3.8L NA SGI CNG engine

Passenger Vehicles

 Launched two new Architectures – ALFA and OMEGA at Auto Expo 2018
 Tata Tiago became the second highest selling entry-level hatchback in the country,
recorded the highest-ever sales in August 2018
 Tata Nexon to be the first and only car in India to bag five stars adult safety rating .

SRINIVAS 6
 [DOCUMENT TITLE] [DATE]

1.2 OBJECTIVES AND AIMS OF COMPANY (PRODUCT PROFILE)

Tata Motors Cars is a division of Tata Motors which produces passenger cars
under the Tata Motors marque. Tata Motors is among the top four passenger
vehicle brands in India with products in the compact, midsize car, and utility
vehicle segments. The company's manufacturing base in India is spread across
Jamshedpur (Jharkhand), Pune (Maharashtra), Lucknow (Uttar Pradesh), Pantnagar
(Uttarakhand), Dharwad (Karnataka) and Sanand (Gujarat). Tata's dealership,
sales, service, and spare parts network comprises over 3,500 touch points. Tata
Motors has more than 250 dealerships in more than 195 cities across 27 states and
four Union Territories of India. It has the third-largest sales and service network
after Maruti Suzuki and Hyundai.
Jaguar Land Rover PLC is a British premium automaker headquartered in Whitley,
Coventry, United Kingdom, and has been a wholly owned subsidiary of Tata
Motors since June 2008, when it was acquired from Ford Motor Company of USA.
[40]
 Its principal activity is the development, manufacture and sale of Jaguar luxury
and sports cars and Land Rover premium four-wheel-drive vehicles.

Merging of Jaguar and Land Rover

Jaguar Land Rover has two design centres and three assembly plants in the United
Kingdom. Under Tata ownership, Jaguar Land Rover has launched new vehicles
including the Range Rover Evoque, Jaguar F-Type, the Jaguar XE, the Jaguar XJ
(X351), the second-generation Range Rover Sport, and Jaguar XF, the fourth-
generation Land Rover Discovery, Range Rover Velar and the Range Rover
(L405).
JD Power, of the US, rates Land Rover and Jaguar as the two worse brands for
initial quality. [41] The Jaguar F-Pace made Consumer Reports February 2019 list of
the 10 Least Reliable Cars. The editors cited "electronics, drive system, power
equipment, noises and leaks" as problematic aspects.
The Jaguar Land Rover subsidiary was struggling by 2019 and Tata Motors wrote
down its investment in JLR by $3.9 billion. Much of the financial problem was due
to a 50% drop in sales in China during 2019, although the situation was improving.
Still, Tata was open to considering a partnership with another company according
to a statement in mid-October, as long as the partnership agreement would allow
Tata to maintain control of the business. The company ruled out the possibility of a
sale of JLR to another entity.

SRINIVAS 7
[DOCUMENT TITLE] [DATE]

Tata Motors Limited

Formerly Tata Engineering and Locomotive Company

Ltd. (TELCO)

Type Public

Industry Automotive

Founder J. R. D. Tata 

Headquarters Mumbai, Maharashtra, India[1]

Area served Worldwide

Key people Natarajan Chandrasekaran (chairman)

Guenter Butschek (CEO)

Products Automobiles
Sport Cars
Commercial vehicles
Coaches
Buses
Number of
82,797 (2019)
employees

SRINIVAS 8
[DOCUMENT TITLE] [DATE]

TATA MOTORS CARS

1.Tata Nexon

Price ₹ 6.95 Lakh onwards

Engine 1199 to 1497 cc

Transmission Manual and AMT

Fuel Type Petrol and Diesel

Seating Capacity 5

2.Tata Harrier

Price ₹ 13.69 Lakh onwards

Engine 1956 cc

Transmission Manual and Automatic

Fuel Type Diesel

Seating Capacity 5

SRINIVAS 9
[DOCUMENT TITLE] [DATE]

3.Tata Nano

Price ₹ 2.97 Lakh onwards

Mileage 36 kmpl

Engine 624 cc

Transmission Manual

FuelType CNG

Seating Capacity 4

4.Tata Bolt

Price ₹ 5.25 Lakh onwards

Mileage 17.57 to 22.95 kmpl

Engine 1193 to 1248 cc

Transmission Manual

FuelType Petrol and Diesel

Seating Capacity 5

SRINIVAS 10
[DOCUMENT TITLE] [DATE]

5.Tata Tigor

Price ₹ 5.75 Lakh onwards

Engine 1199 cc

Transmission Manual and AMT

FuelType Petrol

Seating Capacity 5

6.Tata Altroz

Price ₹ 5.29 Lakh onwards

Engine 1199 to 1497 cc

Transmission Manual

FuelType Petrol and Diesel

Seating Capacity 5

AIMS AND OBJECTIVES OF COMPANY:

SRINIVAS 11
[DOCUMENT TITLE] [DATE]

 To understand the market potentiality for Tata Motors.

 To determine the acceptable price of the product.
 To determine the requirements and needs of potential customers.
 To know what people perceive and thinking about Tata Motors.
 To analyse the brand repositioning strategies of Tata Motors.
 To study consumer awareness and perception about the brand
repositioning strategies of Tata Motors.
 To find out the satisfaction level of the people.
 To find out the awareness level of customer.
 To find the satisfaction amongst the customers of Tata Motors.

STRATAGIC GOALS:

 To develop a range of exciting and contemporary products and services

across the PV and CV segments to match and surpass customer expectations
 The focus of this strategy is to identify new international markets based on
the demographical and socio-economical features of specific regions, which
include the aspects of:
 To mitigate the impact of cyclicality in the automobile industry, the Tata
Motors Group plans to continually strengthen operations while gaining
market share across different product lines and offering a wide range of
products in diverse geographies.
 The Company also plans to strengthen other business operations such as
financing of vehicles and spare part sales, service and maintenance
contracts, among others.
 Tata Motors LTD’s focus is on strengthening market presence by offering
solutions that meet and surpass customers’ expectations and deliver hassle-
free sales and service experience to customers.
 To critically review and right-size the cost structure to deliver best-in-class
products at competitive prices and maximise the returns on a continual basis
 TML will continue to focus on identifying areas of resource optimisation
and reducing input costs.
 Initiatives such as margin improvement projects and cost reduction actions
across locations and functions are continuing in FY20 to strengthen overall
financials.

1.3 COMPANY MARKET OVERVIEW IN INDIA

SRINIVAS 12
 [DOCUMENT TITLE] [DATE]

After hitting rock bottom three years ago, Tata Motors is bouncing back as a
major domestic car manufacturer with its turnaround strategy starting to show
results.

Tata Motors, which has been hit by losses in its luxury subsidiary Jaguar Land
Rover, is trying to focus aggressively on the Indian market where it sees
massive growth opportunities despite adverse market conditions.

Turnaround 2.0 strategy

Early this year, the company initiated a Turnaround 2.0 strategy to enable its
passenger vehicle business to be “self-funding and profitable”, build confidence
and acceptability for its portfolio from old and new buyers, and in-turn look at
gaining market share.

In just nine months, the results are speaking for itself. While the industry has
grown barely 9 per cent this year, Tata Motors has recorded a 37 per cent
growth in sales. Demand for its new vehicles has played a big role in that shift.
But that’s only the tip of the iceberg, according to Mayank Pareek, President of
Passenger Vehicle Business Unit at Tata Motors.

“Three years back, our domestic passenger car market share was just about 3
per cent. It is now at about 7-8 per cent. We want that every customer who buys
a car to at least consider us. So far, we were not even in the consideration stage.
At least that’s changes and people are buying our cars,” Pareek said. However,
he feels that there’s still a long way to go for the Tata group company.

“The fact remains that we are better than what we were before. But the fact also
is that there are still a small player. So, I don’t want to lose the spirit of hunting
dogs. We need to be energised and humble but with a fighting spirit. Our 6.8 per
cent market share is still very small, although it has improved from our all time
low of three per cent. But it is still a long time to go,” Pareek said.

SRINIVAS 13
 [DOCUMENT TITLE] [DATE]

Tata Motors is not just looking at improving its sales but also achieving a
profitable growth.

Advantage of JLR arm

While the industry is reeling under increasing costs, caused primarily from
falling rupee, and rising commodity prices, Tata Motors is taking advantage of
its JLR subsidiary to become a net forex earner, which means the company only
benefits if the rupee falls. But that’s only an external factor.

Internally, the company is hitting on costs like never before, trying to

renegotiate supplier contracts, and improving efficiencies at every point.

“The cost saving we are doing this year is six times that of what we’ve ever
done,” Pareek said. “We divided each element cost. We created what we call 24
vehicle modular teams) in our factories. There is a very focussed cost reduction
that’s still going on for each of the teams. We’re already ahead of our annual
targets. We are also working towards improving efficiencies. How do you get
more out of the same plants and improve capex efficiencies and how do you
improve efficiency of buying from suppliers,” Pareek said.

While refusing to give out the company’s internal sales targets, Pareek said he
expects every new buyer to at least consider buying Tata cars soon. And new
launches will help the company achieve that.

In the next three years, the company is looking at launching as many has 10-15
new models based on two new architectures, Alpha and Omega, which will be
revealed early next year.

The new launches will help Tata Motors fill gaps in its product portfolio and
compete aggressively in the market.
1.4 GLOBAL MARKET OVERVIEW:

With over 8.5 million Tata branded vehicles plying globally, Tata Motors is
among the select companies in the world to offer an extensive portfolio to its

SRINIVAS 14
 [DOCUMENT TITLE] [DATE]

consumers. We have expanded our international footprint through exports since

1961. In passenger vehicles, the company has a strong presence in the
hatchback and the sedan segment, going up to SUVs and MUVs. In commercial
vehicles, Tata Motors offers a wide spectrum of vehicles that are customized for
local conditions and meet the highest standards for quality, safety, environment
norms and user comfort. Today, the Tata Motors group is present in over 175
countries, with a worldwide network comprising over 6,600 touch points. Tata
Motors has R&D centres in UK, Italy, India and South Korea. With vast global
experience, the company brings deep understanding of customer expectations
from diverse markets, and is well positioned to cater to ever changing
automotive norms and consumer trends across the globe.
Tata Motors commercial line has been established for several years in many
market segments such as Europe, Africa, The Middle East, Australia, Southeast
Asia, and South Asia. Tata Motors has expanded their business and market
share around the world through a series of acquisitions. In 2004, they acquired
Daewoo commercial vehicle Company in South Korea which was South
Korea’s second largest truck manufacturer. This acquisition gave Tata Motors a
significant presence in the Korean market. They have also entered into joint
ventures with companies such as Thonburi Automotive in 2006, which allowed
them to manufacture and market pickup trucks in Thailand. “We think it makes
sense for Tata to expand through acquisition (as it did in tea and steel) than
spend a decade to build the business” (Lehman Brothers). The commercial
vehicle area of the business has certainly been how Tata Motors have built their
reputation, with commercial vehicles accounting for 80-85% of company
profits. They are beginning to employ a similar technique as they now expand
into the passenger car business.

Tata Motors have been making global headlines in the auto industry lately; the
largest news being their acquisition of Jaguar and Land Rover from Ford. “Tata
paid 2.3 billion dollars to Ford for the two brands that cost Ford 5.3 billion”
(Carty, USA Today). This is a major step for the company because it catapults
them into the luxury car business which they are not known for at this time.
Tata, like many new businesses it acquires, is allowing this new segment of the
business to be run by previous management since they have more experience in
the luxury automotive business. “Tata will give us some space. They want us to
run our business, be a premium British car company” (Mike O’Driscoll,
managing director of Jaguar). This is yet another large acquisition for the Tata
Motors group and could create great success for the company in the near future.

Furthermore, Tata Motors made another large announcement regarding their

progress in the passenger vehicle segment. In January they announced that they,
“would release a $2,500 car that could replace the motor scooters commonly

SRINIVAS 15
 [DOCUMENT TITLE] [DATE]

used in developing countries to cart around whole families” (Carty, USA

Today). This is a major break through in the automotive industry and shows
how far reaching, diverse, and competitive the Tata Motors group is becoming.
Soon they will be serving customers in the high-class luxury market while still
catering to their older niches in developing countries.

Financial Position
Tata Motors have increased its earnings over the years through their various
acquisitions and joint ventures with truck manufacturers in Southeast Asia.
Gross profit in the year 2006 was 1,160.9 million and increased to 1,510.1
million in the year 2007. Earnings after taxes also increased significantly
between 2006 and 2007 increasing from 336.6 million to 405.5 million in 2007.
After a large drop in revenues from 2004 to 2005 when the company first went
public on the NYSE (stock prices from May 1-22, 2008 can be found in
Appendix C), it has been increasing revenues greatly annually, from 4,422.0
million in 2005 to 7,354.0 in 2007.

Corporate Governance

Since Tata Motors is a part of a large conglomerate company it needs to have a

strong corporate governance to ensure that its employees act ethically and the
business continues to run smoothly especially during the ever changing and
dynamic global economy. “Tata Group’s corporate governance is founded upon
a rich legacy of fair, ethical, and transparent governance practices”
(tatacarsworldwide.com). One of the more important parts of this is the
transparency of the company people have a right to know what the company is
doing not only to ensure ethical practices, but for the insurance of their many
shareholders whom have a right to know the inner workings of the company.

SRINIVAS 16