Case Study Research Project

TATA MOTORS LIMITED

Efremov, Kirilova, Pitubaeva, Schaffer, Scherr, Sumenkov, Tretjak
St. Petersburg, September 2016

September 23, 2016

ISU St. Petersburg Group 6 Tata Motors Limited

Slide 1

AGENDA

September 23, 2016

ISU St. Petersburg Group 6 Tata Motors Limited

Slide 2

COMPANY PROFILE
founded in 1945 as Tata Engineering
and Locomotive Co. Ltd.
subsidiary of Tata Group
first collaboration with Daimler & Benz
in 1954
first export to Sri Lanka in 1961
has more than 112 subsidiaries all over
the world
operates in more than 100 countries

September 23, 2016

ISU St. Petersburg Group 6 Tata Motors Limited

Slide 3

ESTABLISHMENT CHAIN WITH SELECTED COUNTRIES

Export
UK
Thailand
Germany

2003
-

Exporting through an
agent
-

Joint
Venture

Production

2002

2008

2008 (construction
2006 in 2007)

1990

1999

1998

2010

2011

2014

South Africa
China

September 23, 2016

ISU St. Petersburg Group 6 Tata Motors Limited

Slide 4

Sales WOS
Joint Venture
licensing

Production
market commitment

market commitment

Production

Sales WOS
Joint Venture
licensing

export
no export

no export
market knowledge

September 23, 2016

export

market knowledge

ISU St. Petersburg Group 6 Tata Motors Limited

Slide 5

GERMANY

market commitment

Production
1998
Sales WOS
Joint Venture
1999
Licensing
1998
export
1990
no export
market knowledge

*Source: http://www.auto-motor-und-sport.de/tata/
https://www.google.ru/url?sa=t&rct=j&q=&esrc=s&source=web&cd=10&cad=rja&uact=8&ved=0ahUKEwj
1zLrn-JrPAhWMZpoKHcifBSkQFghvMAk&url=http%3A%2F%2Fwww.mba-berlin.de%2Ffileadmin%2Fuser_uplo
ad%2FMAIN
-dateien%2F1_IMB%2FWorking_Papers
%2F2010%2Fneu_WP55_online.pdf&usg=AFQjCNGwXWVsrvP6nX5cGPYyPtv4_L4Q2w
September 23, 2016

ISU St. Petersburg Group 6 Tata Motors Limited

Slide 6

DOES THE UPPSALA MODEL FIT THE TATA MOTORS ESTABLISHMENT

CHAIN?

September 23, 2016

ISU St. Petersburg Group 6 Tata Motors Limited

Slide 7

Tata Motors did not follow the Uppsala Model to full extent while entering UK but it
constantly gained market knowledge from 1956, which allowed India to enter UK directly
with JV
-increase global presence (JLR exports to 160 countries)
-extend brand portfolio with high-end luxury cars
-engage in the business design engineering and product development as UK has strong
research centers for that

September 23, 2016

ISU St. Petersburg Group 6 Tata Motors Limited

Slide 8

ESTABLISHMENT CHAIN IN THAILAND

Export

Exporting through
Joint
an agent
Venture

Production

UK

2003

2002

Thailand

2008
(construction in
2006 2007)

Germany

2003

1998

2010

2011

2014

South
Africa
China

September 23, 2016

2008

in 2006 Tata Motors started a Joint

Venture with the local company
Thonburi Automotive Assembly Plant
Company of Thailand
started to build their own manufacturing
plant in 2007
established Tata Motors (Co) Ltd
Thailand in 2008

ISU St. Petersburg Group 6 Tata Motors Limited

Slide 9

PSYCHIC DISTANCE CHAIN 2000-2015

GRAPH

September 23, 2016

EXPLANATION?

ISU St. Petersburg Group 6 Tata Motors Limited

Slide 10

UPPSALA IDEAL MODEL VS. TATA MOTORS

GRAPH TATA MOTORS (VALUE; YEAR)

September 23, 2016

GRAPH UPPSALA MODEL

ISU St. Petersburg Group 6 Tata Motors Limited

Slide 11

CONCLUSION
Discussion: We dont look at the retrospect: Why did they decide to enter the market in
the year X?
Until Wednesday Morning (9.00): E-Mail to Florian and Moritz with all the question we
have.

September 23, 2016

ISU St. Petersburg Group 6 Tata Motors Limited

Slide 12