Synopsis

on
Sales and distribution for Tata Motors
in view of
Customer Satisfaction


Submitted By
Name: Biplab Ganguly
Roll No: DM13151023
Batch : 2013-15


Industry Guide (12 TNR Bold) Faculty Guide (12 TNR Bold)
Name: Name:
Designation: Designation:
Company Name:


ACCURATE INSTITUTE OF MANAGEMENT & TECHNOLOGY, PLOT NO. 49,
KNOWLEDGE PARK 3, GREATER NOIDA- 201306 (UP)





INTRODUCTION
1.1 Objectives
To study the distribution channel of Bhandari Automobiles for Tata motors.
To conduct sales of cars of Tata Motors in Bhandari Automobiles.
To analyze the customer's satisfaction by conducting a research.

1.2 INDUSTRY PROFILE

AUTOMOBILE INDUSTRY IN INDIA
In the fast moving world with the biggest countries with huge economies India has managed to be
the eleventh in the world for annual production of 2 million units approximately. This sector in India
is growing at a very fast rate and it has crossed China in terms of selling the Units. In the matter of
population India is the second largest country in the world with a population of 1.1 billion. In this
respect it is just next to China. But it has a very small land mass as compared to China. India has
become an attraction for car manufacturers around the Globe as a graph of its ownership of car i.e.
7 per 1000 people.
Automobile industry in India comprises of 13 million direct and indirect employees. It
contributes 3.1% of Indias GDP (nominal) and the valuation of the industry is about US$ 34
billion. India's motorcycle market with an annual sale of 5 million units is the second largest
around the globe. India has Fourth largest commercial vehicle market, Eleventh largest
passenger car market, Fifth largest bus & truck market (by volume) around the globe.
With this growing pace India by 2016 is expected to be the seventh largest automobile market and
by 2030 worlds 3
rd
largest behind US & China.
Late 1890s is the time when Automobile was introduced in India but it came into existence
only after the independence in 1947. Until 1980s Hindustan Motors and some small
manufacturers Premier Automobiles, Tata Motors, Bajaj Auto, Ashok and Standard Motors
held an oligopoly till the time when Maruti Udyog Suzuki came into existance after the death
of the great Indian politician Sanjay Gandhi who championed the need for a "people's car". It
quickly gained over 50% of the market share. The Maruti 800 became popular because of its
low price, high fuel efficiency, reliability and modern features relative to its competition at
the time.
From the decades in the Indian automotive industry there were only few vehicle models but
then also there is a good lead time to get a car after the booking. So with changing economy,
competition, and urge to grow big we are here with more than 100 Models and every moth
with a new model to offer. Keeping in mind the comfort of the people and their choice the
models are prepared. Performance of vehicle is increasing day by day, its fuel efficiency and
reliability has no match with others around the globe.
Inspite of having manufacturing of major foreign automakers based in India our Indian
Domestic Automobile Companies are leading in the Market. Tata Motors is the largest
commercial vehicle company, Maruti Suzuki is the largest passenger vehicle company &
Hero Honda is the largest motorcycle company in India. Mahindra & Mahindra, Ashok
Leyland and Bajaj Auto are some more leading automobile manufacturers.

Major Companies
List of automobile manufacturers in India
Indian companies
1.Force Motors
2.Ashok Leyland
3.Hindustan Motors
Hindustan Ambassador
4.Mahindra & Mahindra Limited
Mahindra Classic
5.Maruti Suzuki

Multi-national companies
1.BMW
2.Fiat
3.Ford Motors
4.General Motors
5.Honda
6.Hyundai
7.Renault-Nissan
8.Mercedes-Benz
9.Mitsubishi Motors
10.koda
11.Toyota

1.3 COMPANY PROFILE
a. Review of literature on the company
Tata Motors
Tata Motors Limited (formerly known as TELCO (TATA Engineering and Locomotive
Company), (NYSE: TTM) - is India's largest passenger automobile and commercial vehicle
manufacturing company. It is a part of the Tata Group, and has its headquarters in Mumbai,
Maharashtra.
Tata Motors was established in 1945, when the company began making trains. Tata Motors
was first listed on the NYSE in 2004. Tata Motors gained Rs. 320 billion during 2001-2006
which was among the top 10 corporate profits in India. In 2004 it also bought Daewoo's truck
manufacturing unit, now known as Tata Daewoo Commercial Vehicle, in South Korea. In
March 2005, it acquired a 21% stake in Hispano Carrocera SA, giving it controlling rights in
the company. On 10 January 2008, Tata Motors launched their much awaited Tata Nano,
noted for its Rs 100,000 price-tag, at Auto Expo 2008 in Pragati Maidan, Delhi.

b. Historical analysis
Background
Tata Motors is a company of the Tata and Sons Group, founded by Jamshetji Tata. It is
currently headed by Ratan Tata.
The company has the workforce of 24000 employees working in its four plants and other
regional and zonal offices across the country.
Tata Motors' range of passenger cars is still not comprehensive by international standards. In
commercial vehicles, Tata Motors commands an imposing 65% market share in the domestic
heavy commercial market. The company is trying to modernise its range of commercial
vehicles. Tata Motors hived off its vehicle finance business into a separate subsidiary, TML
Financial Services (TMLFS), in September 2006.
Time line and milestones

Tata Motors launches its first truck in collaboration with Mercedes-Benz
1960-1986
Tata Motors is the 2nd largest commercial vehicle maker in India. World over it is the world's
fifth largest medium and heavy commercial vehicle manufacturer. It started its journey in
1960 with the manufacturing of first commercial vehicle (a copy of a Daimler Benz model) in
Pune. It took five years for the company to begin the commercial production of heavy
commercial Vehicles. Considering the road infrastructure of the country which does not
support heavy vehicles the company adopted a route for light commercial vehicles (LCV). It
came out with its first LCV, Tata 407, in 1986.
1987-1996
Tatamobile introduced in 1989. Post liberalization, in order to expand rapidly, the company
adopted the route to joint ventures. In 1993 it signed with Cummins Engine Co., Inc., for the
manufacture of high horsepower and emission friendly diesel engines. It was an effort made
to reduce the pollution in the existing Tata engines and to produce more environmentally
friendly engines. Furthering the trail of JVs it signed a joint venture agreement with Tata
Holset Ltd., UK, for manufacturing turbochargers to be used on Cummins engines.
1997-2006
In 2000, it launched compressed natural gas (CNG) buses and also filled the product line gap
through the introduction of the 1109 vehicle which is an intermediate commercial vehicle and
is useful for medium tonnage loads. Post 2000, the company introduced a variety of new
models. It introduced the Ex- series vehicles with high tonnage capacity and high pick up and
also came out with the entirely new LCV (207 DI) with direct ignition technology to cater to
the customers' requiring one and same vehicle for commercial as well as personal use.
Tata Novus
In 2004, it acquired the Daewoo Commercial Vehicle Company of South Korea. The reasons
behind the acquisition were:
Companys global plans to reduce domestic exposure The domestic commercial vehicle
market is highly cyclical in nature and prone to fluctuations in the domestic economy. Tata
Motors has a high domestic exposure of ~94% in the MHCV segment and ~84% in the light
commercial vehicle (LCV) segment. Since the domestic commercial vehicle sales of the
company are at the mercy of the structural economic factors, it is increasingly looking at the
international markets. The company plans to diversify into various markets across the world
in both MHCV as well as LCV segments.
To expand the product portfolio Tata Motors recently introduced the 25MT GVW Tata Novus
from Daewoos (South Korea) (TDCV) platform. Tata plans to leverage on the strong presence of
TDCV in the heavy-tonnage range and introduce products in India at an appropriate time. This was
mainly to cater to the international market and also to cater to the domestic market where a major
improvement in the Road infrastructure was done through the National Highway Development
Project On its journey to make an international foot print, it continued its expansion through the
introduction of new products into the market range of buses (Starbus & Globus).
Joint ventures
In 2005, sensing the huge opportunity in the fully built bus segment, Tata Motors acquired
21% stake in Hispano Carrocera SA, Spanish bus manufacturing company and introduced its
high-end inter-city buses in the country.
Tata Motors has also formed a 51:49 joint venture with Marcopolo S.A., a Brazil-based
global leader in bus body building. 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.
A venture with British carmaker MG Rover saw the launch of the CityRover in 2003. This
car was based on the Tata Indica and built alongside it in India, but sales were not strong and
production finished in April 2005 when MG Rover went bankrupt. MG Rover was purchased
by Nanjing Automobile of China three months later, but when car production resumed in
2007, the City Rover was not part of the production plans.
Tata Ace
The latest hit of Tata Motors is its mini truck Ace. Ace, India's first indigenously developed
sub-one ton mini-truck, was launched in May 2005. It was an instant hit. Analysts opined that
Ace had changed the dynamics of the light commercial vehicle (LCV) market in India by
creating a new market segment termed the SCV segment. Ace rapidly emerged as the first
choice for transporters and single truck owners for city and rural transport. By October 2005,
since the launch of Ace, LCV sales of Tata Motors had grown by 36.6 percent to 28,537 units
due to the rising demand for Ace. The Ace was built with a load body produced by Autoline
Industries.
[3]
By 2005, Autoline was producing 300 load bodies per day for Tata Motors.
Autoline
In 2005, Tata Motors became the only major engine manufacturer in the world (aside from a
Briggs & Stratton emissions test) to express any formal interest in the turbulence-boosting
cylinder head grooves invented by Somender Singh (Mysore).


2007
Tata Indigo
Tata Motors, through its joint venture with Fiat, gained access to Fiats diesel engine
technology and is likely to gain access to the latters strong overseas distribution network for
its passenger cars. Tata Motors is looking to extend this relationship to other segments like
pick-ups and MHCVs. The company also plans to expand its global footprint with the launch
of Global Truck and Global Pick-up in domestic and international markets by 2007-08.
Tata Motors plans to launch the new pick-up in India, Southeast Asia, Europe, South Africa,
Turkey and Saudi Arabia. The launch of the global truck will mark the entry of the company
into developed markets like Europe and the United States. The project was initially a
collaboration between Tata Motors and its subsidiary Tata Daewoo Commercial Vehicles, but
later Tata Motors decided to work with Iveco as Daewoos design was not in sync with the
needs of sophisticated European customers. The company has formed a joint venture with
Thailands Thonburi,( Exhibit-1) an independent auto assembler, in which Tata Motors will
hold a 70% stake. The joint venture will set up a plant with capacity to manufacture pick-ups
a year and will sell them in Thailand, the second largest pick-up market in the world, and in
other regional markets. The joint venture product is likely to be a part of Tata Motors
Global pick-up plans.
2008 onwards
On January 3rd, 2008, The Hindu Business Line reported that Ford Motor Company (US)
named Tata Motors the "preferred bidder for Ford's British marquees Jaguar and Land Rover
... but a final decision for the sale was yet to be taken".
Auto policy of Government of India (GOI) envisions to establish a globally competitive
automotive industry in India and to double its contribution to the economy by 2010. GOI
policy has rightly recognized the need for modernizing of vehicles to arrest degradation of air
quality. The terminal life policy for commercial vehicles and move toward international
taxing policies linked to age of vehicles, are steps in the right direction which will lead to
increased sales for Tata motors Commercial vehicle division.
Effect of Government Policy on Tata Motors CV Division Commercial Vehicles segment
sector has been at the forefront of the strong showing by the automotive industry over the
past few years. Following factors have led to growth in sales:
The cut in excise duty that enabled manufacturers like Tata Motors to reduce prices
The attractive financing offers and freebies enabled by low interest rate policies by
Government
the need to transport higher volumes of agricultural and industrial goods
Low interest rates
Tata Xover
New auto policy considered by Government of India last announced an automobile policy in
December 1997. The policy required majority-owned subsidiaries of foreign car firms to
invest at least $50 million in equity if they wished to set up manufacturing projects in India. It
also forced them to take on export obligations to fund their auto part imports and required
them to submit to a schedule for increasing the share of locally made parts in their cars. Mere
car assembling operations were not welcomed.
An Indian cabinet panel will soon consider a new automobile policy that aims to set 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 policy sets an export target of $1 billion by 2005 and $2.7 billion by 2010. 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. Thus Tata Motors CV will have to
face tough competition in near future, which might affect its growth negatively
Global competition
Tata Motors have some distinct advantages in comparison to other MNC 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. Tata motors have extensive backward and forward linkages and it is
strongly interwoven with machine tools and metals sectors. India is an excellent source for IT
based engineering solution for products & process Integration. There are strong supporting
industries i.e. auto component industry has world class capabilities. There is huge demand in
domestic markets due to infrastructure developments and Tata Motors is able to leverage its
knowledge of Indian market. There are favorable Government polices and regulations to
boost the auto industry i.e. Incentive for R&D.

c. SWOT
SWOT Analysis - Tata Motors Limited
The company began in 1945 and has produced more than 4 million vehicles. Tata Motors
Limited is the largest car producer in India. It manufactures commercial and passenger
vehicles, and employs in excess of 23,000 people.
Strengths
The internationalization strategy so far has been to keep local managers in new acquisitions,
and to only transplant a couple of senior managers from India into the new market. The
benefit is that Tata has been able to exchange expertise. For example after the Daewoo
acquisition the Indian company leaned work discipline and how to get the final product 'right
first time.'
The company has a strategy in place for the next stage of its expansion. Not only is it
focusing upon new products and acquisitions, but it also has a programme of intensive
management development in place in order to establish its leaders for tomorrow.
The company has had a successful alliance with Italian mass producer Fiat since 2006. This
has enhanced the product portfolio for Tata and Fiat in terms of production and knowledge
exchange. For example, the Fiat Palio Style was launched by Tata in 2007, and the companies
have an agreement to build a pick-up targeted at Central and South America.
Weaknesses
The company's passenger car products are based upon 3rd and 4th generation platforms,
which put Tata Motors Limited at a disadvantage with competing car manufacturers.
Despite buying the Jaguar and Land Rover brands (see opportunities below); Tat has not got
a foothold in the luxury car segment in its domestic, Indian market. Is the brand associated
with commercial vehicles and low-cost passenger cars to the extent that it has isolated itself
from lucrative segments in a more aspiring India?
One weakness which is often not recognised is that in English the word 'tat' means rubbish.
Would the brand sensitive British consumer ever buy into such a brand? Maybe not, but
they would buy into Fiat, Jaguar and Land Rover (see opportunities and strengths).
Opportunities
In the summer of 2008 Tata Motor's announced that it had successfully purchased the Land
Rover and Jaguar brands from Ford Motors for UK 2.3 million. Two of the World's luxury car
brand have been added to its portfolio of brands, and will undoubtedly off the company the
chance to market vehicles in the luxury segments.
Tata Motors Limited acquired Daewoo Motor's Commercial vehicle business in 2004 for
around USD $16 million.
Nano is the cheapest car in the World - retailing at little more than a motorbike. Whilst the
World is getting ready for greener alternatives to gas-guzzlers, is the Nano the answer in
terms of concept or brand? Incidentally, the new Land Rover and Jaguar models will cost up
to 85 times more than a standard Nano!
The new global track platform is about to be launched from its Korean (previously Daewoo)
plant. Again, at a time when the World is looking for environmentally friendly transport
alternatives, is now the right time to move into this segment? The answer to this question
(and the one above) is that new and emerging industrial nations such as India, South Korea
and China will have a thirst for low-cost passenger and commercial vehicles. These are the
opportunities. However the company has put in place a very proactive Corporate Social
Responsibility (CSR) committee to address potential strategies that will make is operations
more sustainable.
The range of Super Milo fuel efficient buses are powered by super-efficient, eco-friendly
engines. The bus has optional organic clutch with booster assist and better air intakes that
will reduce fuel consumption by up to 10%.
Threats
Other competing car manufacturers have been in the passenger car business for 40, 50 or
more years. Therefore Tata Motors Limited has to catch up in terms of quality and lean
production.
Sustainability and environmentalism could mean extra costs for this low-cost producer. This
could impact its underpinning competitive advantage. Obviously, as Tata globalises and buys
into other brands this problem could be alleviated.
Since the company has focused upon the commercial and small vehicle segments, it has left
itself open to competition from overseas companies for the emerging Indian luxury
segments. For example ICICI bank and DaimlerChrysler have invested in a new Pune-based
plant which will build 5000 new Mercedes-Benz per annum. Other players developing luxury
cars targeted at the Indian market include Ford, Honda and Toyota. In fact the entire Indian
market has become a target for other global competitors including Maruti Udyog, General
Motors, Ford and others.
Rising prices in the global economy could pose a threat to Tata Motors Limited on a couple of fronts.
The price of steel and aluminium is increasing putting pressure on the costs of production. Many of
Tata's products run on Diesel fuel which is becoming expensive globally and within its traditional
home market.

Distribution Strategy/ Channels of the Tata Motors
Distribution of the product
Distribution Method
Distribution always takes place through a cycle but it is different with the products. There are
several steps which complete the entire cycle. It usually starts with manufacturer then to distributor
and then finally reaches in the hand of consumer. This is the main cycle which is used globally.
Retail may takes place before it reaches to the consumer.
MANUFACTURER DISTRIBUTOR CONSUMER
1
st
distribution channel





1. In this type of channel the company uses its sales representatives to deal with the dealers
directly. The dealers place the order through the sales representatives who visit them
periodically, and the products are delivered directly from the company.
Some companies appoint Direct Dealers who act as their Franchisee Outlets or their
Exclusive showrooms.

2
nd
distribution channel

2. In this channel of distribution the company appoints distributors on the basis of District/
Population /No of Dealers to be handled by one distributor. The area of operation and its
potential is also taken into consideration.
Some of the companies make the distributor totally responsible from appointing the dealers to
providing after sales service.


3
rd
distribution channel



3. In this channel of distribution the company appoints Distributors as well as Direct Dealers. The
company appoints distributors to deal with small dealers who order small quantities. With the
dealers who have good potential and sales the company deals directly.
4
th
distribution channel

4. In this channel the company appoints a C&F agent who acts on behalf of the company. The C&F
agent is totally responsible for appointment of Distributors and Direct Dealers. He sells to both the
Distributors and the Direct Dealers at the same rates.

DISTRIBUTION NETWORK TATA MOTORS



TIER I

TIER I








TATA MOTORS
System
Integrators
Di stri butors

CUSTOMER
Resel l ers
Own sales force
VOLUME
RESELLE
rR
Value
Resellers
CHANNEL STRUCTURE
Scenario 1 Scenario 2
Companys warehouse Customer


(Placing
Order (Direct billing)
Directly)


Customer

To save the consumer from paying extra amount in the form of taxes and duties a consumer can
directly place an order with the Tata Motors warehouse is a pictorial representation of the same,
also there maybe a case where all the 4 or any one of the national Dealers have warehouses in
Singapore and consumer places order with these distributor then in that case these distributors will
place the order to Tata Motors which will have direct billing with the distributors and distributors
will have direct billing with the consumer.
How do the finished products of your company move from your end to
consumers end?


In this distribution network a customer with the small requirement reaches the reseller who buys
the product from the big distributors like Ingram, Redington,Tech pacific and iris.
How the finished products moves from Tata Motors end to consumers
end:

RESELLER CONSUMER
RESELLER CONSUMER

In this distribution network a customer with the small requirement reaches the reseller who buys
the product from the big distributors like Ingram, Redington, Tech pacific and iris.





This model is drawn to show that for named accounts or big business opportunities it is the
companies own sales force and system integrators (value resellers), which hunts down the
prospective business.
Distribution Channels
Channel Structure
1. Outside Pune












BUSINESS

Tata
Motors
SALES FORCE
VALUE
RESELLER
Consumer
Retailer
Distributer
C&F
Tata Motor
Organization
2. There are 17 C&F and 50 distributors who directly deal with Tata Motor.
Functions performed by different channel member
1. The main functions of different channel members are to supply goods, to achieve targets and to
increase sales.
2. One of the main functions of C&F is to achieve the targets assigned to them. They are responsible
for all the activities of their areas.
3. The sale of other goods including the sale of its entire outlet is around 150 crores.
Selection of Channel members: -
Channels members are selected if the following facilities are available:-
1. Godown Facilities
2. Experience sale persons.
3. Van, truck, three-wheelers for transportation.
4. Registered office.
5. Proper computer facility of maintaining accounts.
6. Financially strong.
Financial terms and conditions
Tata Motor takes the full payment in advance from the distributor and C&F. Most probably it takes
Cheque if it is local payment and Demand Drafts if it is central payment. From some distributors Tata
Motor also take cash also but always try to avoid it. No credit facilities are given to any distributor or
C&F.
Tata Motor keep some blank cheques from some distributor and C&F even before taking the order
and use the cheque after delivering the goods.
Distributor and C&F mostly sale goods on credit basis which varies from one to another.
Tata Motor give 6-7% discount to C&F and distributor. No margin is given to them. But they give
margin of 10-12% to retailers.
Tata Motor is responsible if any goods spoiled or leak on the way in its transport.
Tata Motor also give 1-2% discount that takes responsibility of spoiled goods. Mainly these options
are given to those who are very far from Raipur and occurred heavy expense of transport to return
back the goods.
To promote sale Tata Motor give extra discount of 2-3 % where the sale is low.
Order processing
Sale persons of C&F and distributors go to the retailers of their areas and bring the order daily. After
that they give order in the Corporate Office of Tata Motor in Raipur to the general manager. From
corporate office general manager give order in the factory.
the order is ready to deliver and confirming from the corporate office, the goods are delivered in the
trucks.
Order within Raipur and the places near Raipur delivered within 24 hours.
Order outside Raipur delivered according to the distance. It takes from 24 hours to 72 hours.
Every distributor and C&F has a fixed day in a week to give order.
Warehousing
Tata Motor has its own warehouse, which is manage by its own staff. The order of Tata Motor is
delivered by truck. Tata Motors pay expenses for transportation from which the Tata Motor deals
directly.
Sales functioning: -
Factors taken into account while assigning targets and territories
Population of the area.
Income of the consumers in that area.
Sales during festival seasons.
Area cover.
Targets
Targets are decided by the owner of the Tata Motor for every distributor and C&F. Every year targets
are increased by 10-15%. All the Distributor and C&F have to achieve minimum 90 % of its targets
monthly and remaining has to adjust with the next month target. There is a meeting held every
month of C&F and distributors with the General Manager of Tata Motor where they find reasons for
not achieving the targets and how they overcome by this problem. In this meeting extra benefits are
also given for achieving the targets.
Responsibilities of the sales person
To supply goods.
To make new customers.
To bring the order from retailers of their area.
To promote Tata Motor Tata Car.
To report about the sale.
Performance Appraisal
The manager on the targets basis checks the performance of the sales person. The performance
appraisal is check on monthly basis. It is check as regard to achieve target. The sales persons give
daily report to the manager and on that basis the performance is checked and new target is
assigned.
Functions performed by different channel member
The main functions of different channel members are to supply goods and give monthly
report in the organization.
The channel members also supply goods in the outlets of the Tata Motor India.
They frequently visit outlet of Tata Motor India within Raipur and outside Raipur to
check the sales and whether the target is achieving or not.
They also promote Tata Motor India Tata Car.
The main role of showroom is to supply goods to the area that are assign to them.
They are responsible for achieving the target assign to them.
Selection of Channel members: -
Channels members are selected if the following facilities are available:-
Financially strong.
Transport facilities.
Registered office.
Godown Facilities.
Selection of channel member for the Franchise
Asked around 1.5 crore for franchise
Space required 12000 Sq feet
Preference given in Mall
Transport Facilities
Godown available.
Financial terms: -
In Raipur the Sales of Tata Motor India is done mainly on credit basis. The credit time is not
same for the entire distributor. The Finance department of the company decides the credit
period of the Distributor after consulting by sale manager.
Outside Raipur the payment is received at the time of delivered of goods. Maximum 15 days
allowed paying the payment.
Extra benefit of 1-2% given to distributors who have achieved their annual target.
Order processing
From the main office the order is passed in the factory where production manager note
down the order and report back to the office when the order is ready.
Order within Raipur and the places delivered within 24 hours.
Order outside Raipur delivered according to the distance. It takes from 24 hours to 72 hours.
Warehousing:-
Tata Motor India has its own warehouse, which is manage by its own staff.
Sales Distributions
Factors taken into account while assigning targets and territories
Targets achieve last year.
Area covered by the Distributors.
Sale made during Festivals seasons.
Locations (for outlets).
Targets
The sales manager decides targets of the distributors. There is an increase in target of 5- 10%
annually both for distributor. The targets of both are checked quarterly by the sales manager and if
the target are not seen to be achieve then Tata Motor India sent their own sales person and try to
increase the sales.
Responsibilities of the sales person
To supply goods to distributors and in outlets.
To make new customers.
To bring the order from retailers of their area.
To promote Tata Motor India Tata Car.
To report about the sale and steps taken to increase the sale.
Performance Appraisal
The sales manager checks the performance of the sales person on target basis and the area covered.
The performance appraisal is check on quarterly basis and on that basis there Sales Manager assigns
new target.

Research Methodology

3.1 Types of research

Based on the objectives of the study, there are two types of Research:

Exploratory Research- Exploratory research is conducted when one is seeking insights into
the general nature of a situation, the possible decision alternatives, and the relevant
variables that need to be considered. While conducting my study, I used exploratory
research, which was flexible and was aimed at identifying all the attributes that provides
satisfaction to customers before and after buying a vehicle. I undertook an intensive review
of the automobile industry in India, and screened some issues which I as a researcher felt
needed more clarification or study.

Descriptive research- My exploratory research conducted brought out a host of factors
which affect the customer buying attitude. These factors were then filtered to form a set of
the most important alternatives, which might affect a consumers and a retailers decision
regarding the purchase of vehicle and which brand they prefer. The purpose was to find an
accurate snapshot of the market environment of automobiles.


3.2 Data collection procedure used in my research :

Pilot Study
After constructing the questionnaire, the pilot survey was conducted among 6 individuals from the
sales force of the company to find out the errors, if any.


Questionnaire
The questionnaire method has come to the more widely used and economical means of data
collection. The common factor in all varieties of the questionnaire method is its reliance on verbal
responses to questions, written or oral. The researchers found it essential to make sure the
questionnaire was easy to read and understand to all spectrums of people in the sample. It was also
important as researchers to respect the samples time and energy hence the questionnaire was
designed in such a way, that its administration would not exceed 4-5 minutes. The questionnaires
were personally administered. As far as possible, the questionnaires were filled by me and not given
to the respondents.


Field work
Field work is a general descriptive term for the collection of raw data direct from the consumers, as
opposed to secondary research. It plays an important role in collecting the data. My sample size was
157. In my research, I had to take the feedback from the existing customers of Tata Motors to know
about their satisfaction level and the areas in which the company was lagging.



Some important points which I kept in mind while doing the fieldwork-
Making the respondents comfortable before questioning them by introducing
ourselves as students of AIMT and ensuring the respondent that all information
collected is only for academic purpose and will be kept absolutely confidential.
Ensuring that we fill the questionnaires ourselves.
Not leading a person into any preconceived notion.
Not influencing the respondents answers in any way/form.
Using simple language, so that the technical language does not intimidate the
respondent.


3.3 Data collection techniques

Primary data
Pilot Study
Questionnaire
Secondary data
It refers to the already existing data. I collected them by following methods
Internet
Books
Published Articles
Journals
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Data Interpretation Tools
Following softwares has been used during analysis and compiling of data.
SPSS Software
Microsoft Excel
Microsoft Word