EXECUTIVE SUMMARY

Tata Motors, a leading player in the Indian automotive industry, has articulated a clear
mission and vision that guide its strategic direction. The mission is centred on delivering
value through products and services while building trust among customers and suppliers.
Simultaneously, Tata Motors is committed to becoming the most aspirational Indian auto
brand by the year 2024. To achieve this vision, the company has developed a strategic plan
that is closely aligned with its mission and core values. The mission of Tata Motors is to
deliver value through products and services while being a trusted global network for
customers and suppliers. This mission is underpinned by values such as integrity, teamwork,
customer focus, and excellence.
To realize its vision, Tata Motors has laid out a strategic roadmap with the following key
elements:
Delivering Superior Financial Returns: Tata Motors aims to ensure sustained financial
success by optimizing its operations, managing costs, and maximizing profitability. This
aligns with the goal of becoming a value-creation partner for stakeholders.
Driving Sustainable Mobility Solutions: Recognizing the importance of environmental
sustainability, Tata Motors is committed to developing and promoting sustainable mobility
solutions. This involves investing in research and development of electric and eco-friendly
vehicles to meet future mobility needs.
Exceeding Customer Expectations: Customer satisfaction is at the heart of Tata Motors'
strategy. The company aims to consistently exceed customer expectations by delivering high-
quality products, innovative features, and exceptional customer service.
Creating a Highly Engaged Workforce: Tata Motors acknowledges the importance of its
employees in achieving its vision. To this end, the company is dedicated to creating a work
environment that fosters employee engagement, innovation, and growth.
Core Values and Integrity: Throughout its strategic journey, Tata Motors remains committed
to upholding its core values of integrity, tea.mwork, customer focus, excellence, and
responsibility. These values serve as guiding principles in decision-making and operations.
By aligning its strategic plan with its mission and vision, Tata Motors aims to position itself
as a leading player in the Indian automotive industry while contributing to the betterment of
society through responsible and sustainable business practices. Through this holistic
approach, Tata Motors is poised for continued success and growth in the coming years.
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INTRODUCTION

HISTORY:
Tata Motors was founded in 1945, as a Locomotive manufacturer. Tata Group entered the
commercial vehicle sector in 1954 after forming a joint venture with Daimler-Benz of
Germany in which Tata developed a manufacturing facility in Jamshedpur for Daimler
lorries. By the November of 1954 Tata and Daimler manufactured their first goods carrier
chassis at their Jamshedpur plant with 90-100 hp and capacity of 3-5 tons. After years of
dominating the commercial vehicle market in India, Tata Motors entered the passenger
vehicle market in 1991 by launching the Tata Sierra, a sport utility vehicle based on the Tata
Mobile platform. Tata subsequently launched the Tata Estate (1992; a station wagon design
based on the earlier Tata Mobile), the Tata Sumo (1994, a 5-door SUV) and the Tata
Safari (1998).
Tata Indica (first generation)

Tata launched the Indica in 1998. A newer version of the car, named Indica V2, later
appeared. Tata Motors also exported cars to South Africa.
In the 2000s, Tata Motors made a series of acquisitions and partnerships, acquiring Daewoo's
South Korea-based truck manufacturing unit, a joint venture with the Brazil-based
Marcopolo, Tata Marcopolo Bus, Jaguar Land Rover, Hispano Carrocera, and an 80% stake
in the Italian design and engineering company Trilix.
ABOUT COMPANY

Tata Motors Limited is an Indian multinational automotive manufacturing company,

headquartered in Mumbai, India, which is part of the Tata Group. The company
produces passenger cars, trucks, vans, coaches, and buses.
Formerly known as Tata Engineering and Locomotive Company (TELCO), the company was
founded in 1945 as a manufacturer of locomotives. The company manufactured its first
commercial vehicle in 1954 in a collaboration with Daimler-Benz AG, which ended in 1969.
Tata Motors entered the passenger vehicle market in 1988 with the launch of
the TataMobile followed by the Tata Sierra in 1991, becoming the first Indian manufacturer
to achieve the capability of developing a competitive indigenous automobile.[7] In 1998, Tata
launched the first fully indigenous Indian passenger car, the Indica, and in 2008 launched
the Tata Nano. Tata Motors acquired the South Korean truck manufacturer Daewoo
Commercial Vehicles Company in 2004. Tata Motors has been the parent company of Jaguar
Land Rover since the company established it for the acquisition of Jaguar Cars and Land
Rover from Ford in 2008.
Tata Motors' principal subsidiaries include British premium car 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 construction-equipment manufacturing joint
venture with Hitachi (Tata Hitachi Construction Machinery), and a joint venture
with Stellantis which manufactures automotive components and Fiat Chrysler and Tata
branded vehicles. On 12 October 2021, private equity firm TPG invested $1 billion in Tata
Motors' electric vehicle subsidiary.[8]
Tata Motors has auto manufacturing and vehicle plants
in Jamshedpur, Pantnagar, Lucknow, Sanand, Dharwad, and Pune in India, as well as in
Argentina, South Africa, the United Kingdom, and Thailand. It has research and development
centres in Pune, Jamshedpur, Lucknow, Dharwad, India and South Korea, the United
Kingdom, and Spain. 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.
On 17 January 2017, Natarajan Chandrasekaran was appointed chairman of the
company Tata Group. Tata Motors increased its UV market share to over 8% in FY2019.

PRODUCTS:
 Passenger Cars
 Trucks
 Vans
 Buses
 Sports cars
 Military Vehicles
Tata Motors Limited (TML) is one of India’s biggest automobile manufacturing companies
with an extensive range of integrated, smart and e-mobility solutions in its portfolio.

VISION
By FY 2023-24, we will become the most aspirational Indian auto brand, consistently
winning by
 Delivering superior financial returns
 Driving sustainable mobility solutions
 Exceeding customer expectations, and
 Creating a highly engaged workforce

MISSION
 We innovate mobility solutions with passion to enhance the quality of life
CULTURE
 Tata follows a very strong culture giving much importance to ethics and moral values.
 Tata companies also extend social welfare activities to communities around their
industrial units.
 Very strong employee relationships.
CORE VALUES
We innovate mobility solutions with passion to enhance the quality of life.
- Integrity
- Teamwork
- Accountability
- Customer focus
- Excellence
- Speed

MISSION STATEMENT OF TATA MOTORS

“To deliver value through our products and services

and to be the most trusted global network for our
customers and suppliers”. To be a responsible value-
creation partner for all stakeholders. To innovate mobility
solutions with a passion to enhance the quality of life.

VISION STATEMENT OF TATA MOTORS

By the year 2024, Tata motors Vision and mission is going to become the most aspirational
Indian auto brand, consistently winning, by

– Delivering superior financial returns

– Driving sustainable mobility solutions

– Exceeding customer expectations, and

– Creating a highly engaged workforce

– Components of Vision statement ->Concise

– Encompassing description

TATA MOTORS' STRATEGIC FRAMEWORK

Tata Motors, a leading player in the automotive industry, operates with a well-defined
strategic framework that guides its actions and decisions. In this section, we'll provide an
overview of Tata Motors' strategic framework, delve into how the strategy is formulated and
implemented, and identify the key components that constitute this framework.
Overview of Tata Motors' Strategic Framework:
Tata Motors' strategic framework is designed to achieve its mission and vision of becoming
the most aspirational Indian auto brand by FY 2024. This framework encompasses a holistic
approach to business that focuses on growth, sustainability, customer-centricity, and
innovation. Key elements of this framework include:
Financial Excellence: Tata Motors aims to deliver superior financial returns. This involves
optimizing financial performance, managing costs, and maximizing profitability to ensure the
company's financial health and stability.
Sustainable Mobility Solutions: Recognizing the importance of environmental
sustainability, Tata Motors is committed to developing and promoting sustainable mobility
solutions. This includes investments in electric and eco-friendly vehicle technologies,
aligning with global trends towards cleaner transportation.
Customer-Centric Approach: Tata Motors places customers at the center of its strategy.
The company strives to exceed customer expectations by delivering high-quality products,
innovative features, and exceptional customer service. Customer feedback and satisfaction
metrics play a pivotal role in shaping this aspect of the framework.
Employee Engagement and Workforce Development: Tata Motors acknowledges that its
employees are key assets in achieving its goals. Therefore, it is dedicated to creating a highly
engaged workforce, fostering innovation and growth, and ensuring that employees are
aligned with the company's mission and values.
Core Values and Integrity: Throughout its strategic framework, Tata Motors upholds its
core values of integrity, teamwork, customer focus, excellence, responsibility, and unity.
These values serve as guiding principles in decision-making and daily operations.
How the Strategy is Formulated and Implemented:
Tata Motors' strategic framework is formulated through a rigorous and iterative process that
involves the following steps:
Environmental Scan: The company conducts a comprehensive analysis of the internal and
external business environment, including market trends, customer preferences, competitor
actions, regulatory changes, and technological advancements.
Mission and Vision Alignment: The strategy is developed with a clear alignment to Tata
Motors' mission and vision. It ensures that all strategic objectives contribute to the realization
of the company's long-term goals.
Stakeholder Engagement: Tata Motors engages with its various stakeholders, including
customers, employees, suppliers, and shareholders, to gather insights and feedback that
inform the strategic direction.
Goal Setting: Clear and measurable goals are established based on the identified strategic
priorities. These goals serve as performance indicators and guide decision-making.
Implementation: The strategy is implemented through a combination of operational plans,
project execution, resource allocation, and continuous monitoring. Cross-functional teams
and departments work together to execute the strategy effectively.
Monitoring and Adaptation: Regular monitoring of progress against established goals is
crucial. Tata Motors continually assesses the strategy's effectiveness and adapts it as needed
in response to changing circumstances.

Key Components of the Strategy:

The key components of Tata Motors' strategic framework can be summarized as follows:
 Financial Excellence: Ensuring financial stability, growth, and profitability.
 Sustainable Mobility Solutions: Embracing eco-friendly technologies and practices.
 Customer-Centric Approach: Prioritizing customer satisfaction and product quality.
 Employee Engagement: Fostering a motivated and innovative workforce.
 Core Values: Upholding core values in all aspects of the business.
These components collectively form the foundation of Tata Motors' strategic framework,
guiding the company towards achieving its mission and vision while staying responsive to the
dynamic automotive industry landscape.

Tata Motors Market Position:

Tata Motors holds a substantial position in both the domestic and international automotive
markets. The company's market position is characterized by several key factors:
Diverse Product Portfolio: Tata Motors offers a wide range of vehicles, including passenger
cars, commercial vehicles, and electric vehicles. This diverse portfolio enables the company
to cater to various customer segments and market niches.
Strong Presence in India: Tata Motors is a dominant player in the Indian automotive
market. The company has a significant market share in various segments, such as commercial
trucks and buses.
Global Expansion: Tata Motors has expanded its presence in international markets,
including Europe, Asia, Africa, and Latin America. The acquisition of Jaguar Land Rover
(JLR) in 2008 significantly boosted its global footprint.
Focus on Sustainability: Tata Motors has been proactive in addressing environmental
concerns by investing in electric and hybrid vehicle technologies. The Tata Nexon becoming
the first Indian car to receive a five-star safety rating in the GNCAP test has also strengthened
its market position.

TATA TECHNOLOGY AND INNOVATION

Tata Motors places a strong emphasis on technology and innovation to maintain its
competitiveness and stay aligned with its mission and vision. In this section, we will explore
the company's R&D investments, its innovation centres, technological advancements in
vehicle manufacturing, and future-oriented technologies and trends.
R&D Investments and Innovation Centres:
 R&D Investments: Tata Motors has consistently allocated a significant portion of its
budget to research and development. These investments are crucial for developing
new products, improving existing ones, and exploring innovative technologies. The
R&D spending reflects the company's commitment to staying at the forefront of the
automotive industry.
 Innovation Centres: Tata Motors has established innovation centres and laboratories
across the globe. These centres serve as hubs for cutting-edge research and
collaboration with academia and technology partners. Notable centres include the
Tata Motors European Technical Centre (TMETC) in the UK and the Tata Motors
Research and Development Centre (TMRDC) in India.
Technological Advancements in Vehicle Manufacturing:
 Electric Vehicles (EVs): Tata Motors has made significant strides in the development
of electric vehicles. The Tata Nexon EV, for instance, is one of the company's
flagship electric models. It showcases Tata's expertise in battery technology, electric
powertrains, and sustainable mobility solutions.
 Connectivity and IoT: Tata Motors has integrated advanced connectivity features
into its vehicles. This includes infotainment systems, telematics, and IoT (Internet of
Things) capabilities, enhancing driver convenience, safety, and overall experience.
 Safety Innovations: The company is committed to enhancing vehicle safety. Tata
Motors has introduced advanced safety features such as multiple airbags, ABS (Anti-
lock Braking System), EBD (Electronic Brakeforce Distribution), and structural
 enhancements in its vehicles. The Tata Nexon's five-star safety rating in the GNCAP
test is a testament to these efforts.
 Advanced Materials: Tata Motors explores the use of advanced materials, including
lightweight alloys and composite materials, to improve vehicle efficiency,
performance, and sustainability.
Future-Oriented Technologies and Trends:
 Autonomous Driving: Tata Motors is closely monitoring developments in
autonomous driving technology. While not yet mainstream, the company is investing
in research and development to position itself for future advancements in self-driving
vehicles.
 AI and Machine Learning: Artificial intelligence (AI) and machine learning are
being incorporated into vehicle systems to enhance safety, diagnostics, and user
experience. Tata Motors is exploring AI applications in autonomous driving,
predictive maintenance, and in-vehicle assistance.
 Hydrogen Fuel Cell Technology: Tata Motors is keeping an eye on hydrogen fuel
cell technology, which has the potential to offer zero-emission solutions for long-
range transportation. Research and development in this area may play a significant
role in the company's future portfolio.
 Sustainable Manufacturing: Sustainability is a core part of Tata Motors' strategy.
The company is exploring sustainable manufacturing practices, including recycling
materials, reducing waste, and adopting eco-friendly production processes.
Tata Motors' commitment to technology and innovation is evident through its substantial
R&D investments, establishment of innovation centres, and advancements in electric
vehicles, connectivity, safety, and materials. By embracing future-oriented technologies and
trends, Tata Motors aims to not only maintain its competitive edge but also lead in shaping
the future of the automotive industry, all while staying true to its mission and vision of
delivering value and enhancing the quality of life through innovative mobility solutions.

EXAMPLE OF WRONG STRATEGIC PLAN ON TATA NANO: -

Tata Nano was marketed as the “cheapest car in the world”. Unfortunately, this strategy
didn't work in favour of the Nano as it immediately gained a reputation of a “cheap car”
amongst the consumers who don't want to get associated with a low-end car especially in the
urban sector.
BUT IN AFTER CHANGE HER STRATEGY THE TATA HAVE BECOME A BEST
SELLING AUTOMOBILE IN INDIA.

What is the success story of Tata Nexon?

Tata Nexon's Success Strategy Aligned with Mission and Vision:

Customer-Centric Innovation: The Tata Nexon has been designed with a strong focus on
customer needs and preferences. Its success is rooted in delivering superior value to
customers through innovative features, safety, and quality. This aligns with Tata Motors'
mission to deliver value through products and services while exceeding customer
expectations.
Safety and Quality: Tata Nexon prioritizes safety, as demonstrated by its five-star safety
rating in the GNCAP test. This commitment to safety aligns with Tata Motors' mission to be
a responsible value-creation partner for all stakeholders and its vision of delivering superior
financial returns through a focus on quality.
Sustainable Mobility: The Tata Nexon EV variant reflects Tata Motors' commitment to
sustainable mobility solutions. Electric vehicles are a key part of the company's strategy to
drive sustainability, aligning with the vision of delivering sustainable mobility solutions.
Financial Performance: The success of the Tata Nexon, both in terms of sales and customer
satisfaction, contributes to Tata Motors' financial performance. As one of the company's
flagship models, it helps in achieving superior financial returns, in line with the company's
vision.

Engaged Workforce: The development and success of the Tata Nexon involve collaboration
across the workforce, encouraging innovation and engagement among employees. This aligns
with the vision of creating a highly engaged workforce.

Innovative Features: The Tata Nexon incorporates innovative features such as infotainment
systems, connectivity options, and advanced safety technologies. These features enhance the
overall driving experience, aligning with Tata Motors' mission to innovate mobility solutions.
Market Expansion: The Tata Nexon's success has contributed to Tata Motors' market share
growth in the compact SUV segment. This market expansion aligns with the company's
vision of becoming the most aspirational Indian auto brand.
The success of the Tata Nexon is closely aligned with Tata Motors' mission and vision. It
demonstrates the company's commitment to delivering value, exceeding customer
expectations, driving sustainability, and creating an engaged workforce. As Tata Motors
continues to innovate and excel in the automotive industry, models like the Tata Nexon play a
crucial role in realizing its mission and vision.