Marketing Strategies

Introduction

A marketing strategy refers to a business’s overall game plan for reaching

prospective consumers and turning them into customers of their products or
services. A marketing strategy contains the company’s value proposition, key brand
messaging, data on target customer demographics, and other high-level elements.
A thorough marketing strategy covers the four Ps of marketing: product, price, place,
and promotion. A clear marketing strategy should revolve around the company’s
value proposition, which communicates to consumers what the company stands for,
how it operates, and why it deserves their business.

This provides marketing teams with a template that should inform their initiatives
across all of the company’s products and services. For example, Walmart (WMT) is
widely known as a discount retailer with “everyday low prices,” whose business
operations and marketing efforts are rooted in that idea. The marketing strategy is
outlined in the marketing plan—a document that details the specific types of
marketing activities that a company conducts and contains timetables for rolling out
various marketing initiatives.

Marketing strategies should ideally have longer life spans than individual marketing
plans because they contain value propositions and other key elements of a
company’s brand, which generally hold constant over the long haul. In other words,
marketing strategies cover big-picture messaging, while marketing plans delineate
the logistical details of specific campaigns.The ultimate goal of a marketing strategy
is to achieve and communicate a sustainable competitive advantage over rival
companies by understanding the needs and wants of its consumers. Whether it’s a
print ad design, mass customization, or a social media campaign, a marketing asset
can be judged based on how effectively it communicates a company’s core value
proposition.

Market research can help chart the efficacy of a given campaign and can help
identify untapped audiences to achieve bottom-line goals and increase sales. A
marketing strategy will detail the advertising, outreach, and public relations
campaigns to be carried out by a firm, including how the company will measure the
effect of these initiatives. They will typically follow the four Ps. The functions and
components of a marketing plan include market research to support pricing decisions
and new market entries, tailored messaging that targets certain demographics and
geographic areas, and platform selection for product and service promotion—digital,
radio, internet, trade magazines, and the mix of those platforms for each campaign,
and metrics that measure the results of marketing efforts and their reporting
timelines.

Benefits of a Marketing Strategy

The ultimate goal of a marketing strategy is to achieve and communicate a

sustainable competitive advantage over rival companies by understanding the needs
and wants of its consumers. Whether it’s a print ad design, mass customization, or a
social media campaign, a marketing asset can be judged based on how effectively it
communicates a company’s core value proposition.

Market research can help chart the efficacy of a given campaign and can help
identify untapped audiences to achieve bottom-line goals and increase sales.

How to Create a Marketing Strategy

Creating a marketing strategy requires a few steps. HubSpot, a digital marketing

resource, offers insight into how to create your strategy.

1. Identify your goals: While sales are the ultimate goal for every company, you
should have more short-term goals such as establishing authority, increasing
customer engagement, or generating leads. These smaller goals offer
measurable benchmarks for the progress of your marketing plan. Think of
strategy as the high-level ideology and planning as how you accomplish your
goals.

2. Know your clients: Every product or service has an ideal customer, and you
should know who they are and where they hang out. If you sell power tools,
you’ll choose marketing channels where general contractors may see your
messaging. Establish who your client is and how your product will improve
their lives.

3. Create your message: Now that you know your goals and who you’re pitching
to, it’s time to create your messaging. This is your opportunity to show your
potential clients how your product or service will benefit them and why you’re
the only company that can provide it.

4. Define your budget: How you disperse your messaging may depend on how
much you can afford. Will you be purchasing advertising? Hoping for a viral
moment on social media organically? Sending out press releases to the
media to try to gain coverage? Your budget will dictate what you can afford to
do.
 5. Determine your channels: Even the best message needs the appropriate
venue. Some companies may find more value in creating blog posts for their
website. Others may find success with paid ads on social media channels.
Find the most appropriate venue for your content.

6. Measure your success: To target your marketing, you need to know whether it
is reaching its audience. Determine your metrics and how you’ll judge the
success of your marketing efforts.

Automobile Industry in India

Introduction

The Indian automobile industry has historically been a good indicator of how well the
economy is doing, as the automobile sector plays a key role in both macroeconomic
expansion and technological advancement. The two wheeler segment dominates the
market in terms of volume, owing to a growing middle class and a huge percentage
of India’s population being young. Moreover, the growing interest of companies in
exploring the rural markets further aided the growth of the sector. The rising logistics
and passenger transportation industries are driving up demand for commercial
vehicles. Future market growth is anticipated to be fueled by new trends including
the electrification of vehicles, particularly three-wheelers and small passenger
automobiles. India enjoys a strong position in the global heavy vehicles market as it
is the largest tractor producer, second-largest bus manufacturer, and third-largest
heavy trucks manufacturer in the world. India’s annual production of automobiles in
FY22 was 22.93 million vehicles. India is also a prominent auto exporter and has
strong export growth expectations for the near future. In addition, several initiatives
by the Government of India such as the Automotive Mission Plan 2026, scrappage
policy and production-linked incentive scheme in the Indian market are expected to
make India one of the global leaders in the two-wheeler and four-wheeler market by
2022.

Market Size

The India passenger car market was valued at US$ 32.70 billion in 2021, and it is
expected to reach a value of US$ 54.84 billion by 2027, while registering a CAGR of
over 9% between 2022-27. The electric vehicle (EV) market is estimated to reach
Rs. 50,000 crore (US$ 7.09 billion) in India by 2025. A study by CEEW Centre for
Energy Finance recognised a US$ 206 billion opportunity for electric vehicles in India
by 2030. This will necessitate a US$ 180 billion investment in vehicle manufacturing
and charging infrastructure. According to NITI Aayog and the Rocky Mountain
Institute (RMI), India's EV finance industry is likely to reach Rs. 3.7 lakh crore (US$
50 billion) by 2030. A report by the India Energy Storage Alliance estimated that the
EV market in India is likely to increase at a CAGR of 36% until 2026. In addition,
projection for the EV battery market is expected to expand at a CAGR of 30% during
the same period. The Indian automotive industry is targeting to increase export of
vehicles by five times during 2016-26. In FY22, total automobile exports from India
stood at 5,617,246.
Investments

To keep up with the growing demand, several automakers have started investing
heavily in various segments of the industry during the last few months. The industry
attracted Foreign Direct Investment equity inflow (FDI) worth US$ 33.53 billion
between April 2000-June 2022, accounting for 5.54% of the total equity FDI during
the period. Some of the recent/planned investments and developments in the
automobile sector in India are as follows:

● In November 2022, Maruti Suzuki India announced plans to spend nearly Rs.
7,000 crore (US$ 865.12 million) on a number of projects this year, including
the building of its new facility in Haryana and the introduction of new models.
● In October 2022, the total production of passenger vehicles*, three wheelers,
two wheelers, and quadricycles was 2,191,090 units.
● In October 2022, Maruti Suzuki was India’s biggest car seller, with 136,700
units sold.
● In October 2022, Hero MotoCorp sold 507,587 two wheelers, the highest in
the segment, which gave it a market share of 32.31%.
● In September 2022, Maruti Suzuki launched the Grand Vitara at a starting
price of Rs. 10.45 lakh (US$ 12,915).
● In September 2022, Hero MotoCorp announced an investment of US$ 60
million in California-based Zero Motorcycles to collaborate on the
development of electric motorcycles.
● In April 2022, Tata Motors announced plans to invest Rs. 24,000 crore (US$
3.08 billion) in its passenger vehicle business over the next five years.
● In March 2022, MG Motors, owned by China's SAIC Motor Corp, announced
plans to raise US$ 350-500 million in private equity in India to fund its future
needs, including EV expansion.
● In February 2022, a memorandum of understanding (MoU) was signed
between electric two-wheeler company Ather Energy and Electric Supply
Companies (ESCOMs) of Karnataka for setting up 1,000 fast charging
stations across the state.
● In February 2022, Tata Power and Apollo Tyres Ltd announced a strategic
partnership for the establishment of 150 public charging stations across India.
 ● Two-wheeler EV maker HOP Electric Mobility, a diversified business venture
of Rays Power Infra, is looking at investing Rs. 100 crore (US$ 13.24 million)
over the next two years to expand manufacturing capacity for its EVs.
● Investment flow into EV start-ups in 2021 touched an all-time high, increasing
nearly 255% to reach Rs. 3,307 crore (US$ 444 million).
● In December 2021, TVS Motor Company and BMW Motorrad, announced a
partnership in the two-wheeler EV space, with plans to release their first
electric two-wheeler within the next two years.
● In December 2021, Hyundai announced plans to invest Rs 4,000 crores (US$
530.25 million) in R&D in India, with the goal of launching six EVs by 2028.
● A cumulative investment of Rs. 12.5 trillion (US$ 180 billion) in vehicle
production and charging infrastructure would be required until 2030 to meet
India’s EV ambitions.

Introduction to Organisations
Maruti Suzuki

Maruti Suzuki India Limited (MSIL), a subsidiary of Suzuki Motor Corporation, Japan,
is India’s largest passenger car maker. Maruti Suzuki is credited with having ushered
in the automobile revolution in the country. The Company is engaged in the business
of manufacturing and sale of passenger vehicles in India. Making a small beginning
with the iconic Maruti 800 car, Maruti Suzuki today has a vast portfolio of 16 car
models with over 150 variants. Maruti Suzuki’s product range extends from entry
level small cars like Alto 800, Alto K10 to the luxury sedan Ciaz. Other activities
include facilitation of pre-owned car sales, fleet management and car financing. The
Company has manufacturing facilities in Gurgaon and Manesar in Haryana and a
state of the art R&D centre in Rohtak, Haryana. The Company, formerly known as
Maruti Udyog Limited, was incorporated as a joint venture between the Government
of India and Suzuki Motor Corporation, Japan in February, 1981. Presently, Suzuki
Motor Corporation owns equity of 56.2%. The Company’s shares are traded on the
National Stock Exchange (NSE) and the Bombay Stock Exchange (BSE).

In 1989, the Maruti 1000 was introduced and the 970 cc, three-box was India's first
contemporary sedan. By 1991, 65 percent of the components, for all vehicles
produced, were indigenized. After the liberalisation of the Indian economy in 1991,
Suzuki increased its stake in Maruti to 50 percent, making the company a 50-50 joint
venture with the government of India as the other stakeholder.

In 1993, the Zen, a 993 cc engined hatchback was launched, and in 1994 the 1,298
cc Esteem sedan was introduced. Maruti produced its 1 millionth vehicle since the
commencement of production in 1994. Maruti's second plant was opened with an
annual capacity reaching 200,000 units. Maruti launched a 24-hour emergency on-
road vehicle service. In 1998, the new Maruti 800 was released, being the first
change in design since 1986. Zen D, a 1,527 cc diesel hatchback, Maruti's first
diesel vehicle, and a redesigned Omni were introduced. In 1999, the 1.6-litre Maruti
Baleno three-box sedan and Wagon R were also launched.

In 2000, Maruti became the first car company in India to launch a call centre for
internal and customer services. The new Alto model was released. In 2001, Maruti
True Value, selling and buying used cars was launched. In October of the same
year, the Maruti Versa was launched. In 2002, Esteem Diesel was introduced. Two
new subsidiaries were also started: Maruti Insurance Distributor Services and Maruti
Insurance Brokers Limited. Suzuki Motor Corporation increased its stake in Maruti to
54.2 percent.

In 2003, the new Suzuki Grand Vitara XL-7 was introduced while the Zen and the
Wagon R were upgraded and redesigned. The four millionth Maruti vehicle was built
and they entered into a partnership with the State Bank of India. Maruti Udyog Ltd.
was listed on BSE and NSE after a public issue, which was oversubscribed tenfold.
In 2004, the Alto became India's best-selling car overtaking the Maruti 800 after
nearly two decades. The five-seater Versa 5-seater, a new variant, was created
while the Esteem was re-launched. Maruti Udyog closed the financial year 2003–04
with an annual sale of 472,122 units, the highest ever since the company began
operations, and the fiftieth lakh (5 millionth) car rolled out in April 2005. The 1.3-litre
Suzuki Swift five-door hatchback was introduced in 2005.

In 2006 Suzuki and Maruti set up another joint venture, "Maruti Suzuki Automobiles
India", to build two new manufacturing plants, one for vehicles and one for engines.
Cleaner cars were also introduced, with several new models meeting the new Bharat
Stage III emission standards. In February 2012, Maruti Suzuki sold its ten millionth
vehicle in India. In July 2014 it had a market share of more than 45%.In May 2015,
the company produced its fifteen millionth vehicle in India, a Swift Dzire.

On 25 April 2019, Maruti Suzuki announced that it would phase out production of
diesel cars by 1 April 2020, when the Bharat Stage VI emission standards come into
effect. The new standards would require a significant investment from the company
to upgrade its existing diesel engines to comply with the more stringent emission
standards. Chairman R.C. Bhargava stated, "We have taken this decision so that in
2022 we are able to meet the corporate average fuel efficiency (CAFE) norms and a
higher share of CNG vehicles will help us comply with the norms. I hope the union
government's policies will help grow the market for CNG vehicles." Diesel cars
accounted for about 23 percent of Maruti Suzuki's annual sales.
The company plans to launch its first electric car in the second half of 2021, the
Maruti Suzuki WagonR Electric, and a test mule of the same has been spotted
several times recently.

Hyundai Motors

Hyundai Motor Company, often abbreviated to Hyundai Motors and commonly

known as Hyundai is a South Korean multinational automotive manufacturer
headquartered in Seoul, South Korea, and founded in 1967. Currently, the company
owns 33.88 percent of Kia Corporation, and also fully owns two marques including its
luxury cars subsidiary, Genesis Motor, and an electric vehicle sub-brand, Ioniq.
Those three brands all together comprise the Hyundai Motor Group.

Hyundai operates the world's largest integrated automobile manufacturing facility in

Ulsan, South Korea which has an annual production capacity of 1.6 million units. The
company employs about 75,000 people worldwide. Hyundai vehicles are sold in 193
countries through 5,000 dealerships and showrooms.

1982 Hyundai Pony Chung Ju-Yung (1915–2001) founded the Hyundai Engineering
and Construction Company in 1947. Hyundai Motor Company was later established
in 1967, and the company's first model, the Cortina, was released in cooperation with
Ford Motor Company in 1968. When Hyundai wanted to develop their own car, they
hired George Turnbull in February 1974, the former managing director of Austin
Morris at British Leyland. He in turn hired five other top British car engineers. They
were body designer Kenneth Barnett, engineers John Simpson and Edward
Chapman, John Crosthwaite, formerly of BRM, as chassis engineer and Peter Slater
as chief development engineer. In 1975, the Pony, the first South Korean car, was
released, with styling by Giorgio Giugiaro of ItalDesign and powertrain technology
provided by Japan's Mitsubishi Motors. Exports began in the following year to
Ecuador and soon thereafter to the Benelux countries. Hyundai entered the British
market in 1982, selling 2993 cars in their first year there.

In 1984, Hyundai began exporting the Pony to Canada, but not to the United States,
as the Pony would not pass emissions standards there. Canadian sales greatly
exceeded expectations, and it was at one point the top-selling car on the Canadian
market. In 1985, the one millionth Hyundai car was built.Until the 1986 introduction of
the larger Hyundai Grandeur, Hyundai offered a locally assembled Ford Granada for
the South Korean executive market. The import of these knocked down kits was
permitted as long as Hyundai exported five cars for every single Granada brought in
(the same demands were placed on Kia).
In 1986, Hyundai began to sell cars in the United States, and the Excel was
nominated as "Best Product #10" by Fortune magazine, largely because of its
affordability. The company began to produce models with its own technology in
1988, beginning with the midsize Sonata. In the spring of 1990, aggregate
production of Hyundai automobiles reached the four million mark. In 1991, the
company succeeded in developing its first proprietary gasoline engine, the four-
cylinder Alpha, and also its own transmission, thus paving the way for technological
independence. In 1996, Hyundai Motor India Limited was established with a
production plant in Irungattukottai near Chennai, India.

In 1998, Hyundai began to overhaul its image in an attempt to establish itself as a

world-class brand. Chung Ju Yung transferred leadership of Hyundai Motor to his
son, Chung Mong Koo, in 1999.Hyundai's parent company, Hyundai Motor Group,
invested heavily in the quality, design, manufacturing, and long-term research of its
vehicles. It added a 10-year or 100,000-mile (160,000 km) warranty to cars sold in
the United States and launched an aggressive marketing campaign. In 2004,
Hyundai was ranked second in "initial quality" in a survey/study by J.D. Power and
Associates in North America. Hyundai is now one of the top 100 most valuable
brands worldwide according to Interbrand.Since 2002, Hyundai has also been one of
the worldwide official sponsors of the FIFA World Cup. In 2006, the South Korean
government initiated an investigation of Chung Mong Koo's practices as head of
Hyundai, suspecting him of corruption. On 28 April 2006, Chung was arrested, and
charged for embezzlement of 100 billion South Korean won (US$106 million). As a
result, Hyundai vice chairman and CEO, Kim Dong-jin, replaced him as head of the
company. On 30 September 2011, Yang Seung Suk announced his retirement as
CEO of Hyundai Motor Co. In the interim replacement period, Chung Mong-koo and
Kim Eok-jo will divide the duties of the CEO position. In 2014, Hyundai started an
initiative to focus on improving vehicle dynamics in its vehicles and hired Albert
Biermann, former Vice President of Engineering at BMW M to direct chassis
development for Hyundai vehicles; stating "The company intends to become a
technical leader in ride and handling, producing vehicles that lead their respective
segments for driver engagement." On 14 October 2020, Euisun Chung was
inaugurated as the new chairman of the Hyundai Motor Group. His father, Chung
Mong-Koo, has been made Honorary Chairman. In April 2021, the company said that
its profits rose by 187%, the highest rise in four years. The company recorded a
profit of $1.16 billion from the beginning of 2021 until March.

Toyota Motors

Toyota Motor Corporation is a Japanese multinational automotive manufacturer

headquartered in Toyota City, Aichi, Japan. It was founded by Kiichiro Toyoda and
incorporated on August 28, 1937. Toyota is one of the largest automobile
manufacturers in the world, producing about 10 million vehicles per year.

The company was originally founded as a spinoff of Toyota Industries, a machine

maker started by Sakichi Toyoda, Kiichiro's father. Both companies are now part of
the Toyota Group, one of the largest conglomerates in the world. While still a
department of Toyota Industries, the company developed its first product, the Type A
engine in 1934 and its first passenger car in 1936, the Toyota AA.

After World War II, Toyota benefited from Japan's alliance with the United States to
learn from American automakers and other companies, which would give rise to The
Toyota Way (a management philosophy) and the Toyota Production System (a lean
manufacturing practice) that would transform the small company into a leader in the
industry and would be the subject of many academic studies.

In the 1960s, Toyota took advantage of a rapidly growing Japanese economy to sell
cars to a growing middle-class, leading to the development of the Toyota Corolla,
which would go on to become the world's all-time best-selling automobile. The
booming economy also funded an international expansion that would allow Toyota to
grow into one of the largest automakers in the world, the largest company in Japan
and the ninth-largest company in the world by revenue, as of December 2020.
Toyota was the world's first automobile manufacturer to produce more than 10
million vehicles per year, a record set in 2012, when it also reported the production
of its 200 millionth vehicle.

Toyota was praised for being a leader in the development and sales of more fuel-
efficient hybrid electric vehicles, starting with the introduction of the Toyota Prius in
1997. The company now sells more than 40 hybrid vehicle models around the world.
However, more recently, the company has also been accused of greenwashing for
its scepticism of all-electric vehicles and its focus on the development of hydrogen
fuel cell vehicles, like the Toyota Mirai, a technology that is costlier and has fallen far
behind electric batteries. Still, in late 2022, the company signed an £11.3m
government deal with the UK's Department for Business, Energy and Industrial
Strategy to help it develop its Hilux FC model, a new range of hydrogen-powered
pickup trucks.

As of 2022, the Toyota Motor Corporation produces vehicles under four brands:
Daihatsu, Hino, Lexus and the namesake Toyota. The company also holds a 20%
stake in Subaru Corporation, a 5.1% stake in Mazda, a 4.9% stake in Suzuki, a 4.6%
stake in Isuzu, a 3.8% stake in Yamaha Motor Corporation, and a 2.8% stake in
Panasonic, as well as stakes in vehicle manufacturing joint-ventures in China (FAW
Toyota and GAC Toyota), the Czech Republic (TPCA), India (Toyota Kirloskar) and
the United States (MTMUS).
Toyota is listed on the London Stock Exchange, Nagoya Stock Exchange, New York
Stock Exchange and on the Tokyo Stock Exchange, where its stock is a component
of the Nikkei 225 and TOPIX Core30 indices.

KIA

Kia Corporation was founded in May 1944 and is Korea’s oldest manufacturer of
motor vehicles. From humble origins making bicycles and motorcycles, Kia has
grown – as part of the dynamic, global Hyundai-Kia Automotive Group – to become
the world’s fifth largest vehicle manufacturer. Today, Kia produces more than 1.4
million vehicles a year at 14 manufacturing and assembly operations in eight
countries. These vehicles are sold and serviced through a network of more than
3,000 distributors and dealers covering 172 countries. The Corporation has more
than 40,000 employees and annual revenues of more than US$17 billion. In its
‘home‘ country of South Korea, Kia operates three major vehicle assembly plants –
the Hwasung, Sohari and Kwangju facilities – plus a world-class research and
development centre employing 8,000 technicians at Namyang and a dedicated
environmental R&D centre. The Eco-Technology Research Institute, near Seoul, is
working on hydrogen fuel-cell vehicles for the future as well as state-of-the-art end-
of-life vehicle recycling technologies and processes. Kia spends 6% of its annual
revenues on R&D and also runs research centres in the USA, Japan and Germany.

Kia Europe (KME) is the European sales, marketing and service division of Kia
Corporation (KMC), based in Seoul, South Korea. With its purpose-built
headquarters located in the heart of Frankfurt, Germany, KME’s staff is efficiently run
and highly motivated. The company structure encourages individuals to make vital
contributions to its operations and the multi-cultural dynamic is home to more than
26 different nationalities. Kia’s European headquarters is also home to Kia’s Design
Centre, which has contributed to making Kia a highly desirable brand in Europe, with
products that have their own distinctive design signature.Since 2003, Kia’s product
range in Europe has expanded from covering just 35% of market segments to more
than 80% today. That expansion has helped Kia’s European sales increase every
year since 2008, achieving sales across Western and Eastern Europe of 385,000
units in 2015.

Costing € 1.6 billion to design and construct, Kia’s state-of-the art European
manufacturing facility in Žilina, Slovakia, now caters for almost 54% of European
demand for Kia’s extensive product range. Kia’s Žilina facility is home to European
production of the best-selling Sportage crossover SUV, Venga compact MPV and
cee’d model family (incorporating the cee’d five-door hatch, pro_cee’d three-door
and cee’d Sportswagon). The facility, which produced its first car – the cee’d – at the
end of 2006, is capable of manufacturing more than 300,000 cars annually. In 2015,
Kia proudly announced the production of the one-millionth cee’d model to roll off the
Žilina production line. In the same year, the factory produced more than 100,000
units of the Kia Sportage, breaking the model’s annual production record.

Kia came to India with a vision to win the hearts of the young car buyers with our
futuristic products and dynamic designs which are inspired by India. With our
BadassByDesign Seltos, ExtravagantByDesign Carnival and #WildByDesign Sonnet
we have surprised the Indian car buyers and revolutionised the Indian Automobile
industry. In April 2017, we laid the foundation of a new manufacturing facility in
Anantapur District, Andhra Pradesh with a capital investment of 2 billion USD with an
aim to produce approximately 300,000 units per year.

About Kia Motors Corporation (KMC)

Kia Motors Corporation – a maker of world-class quality vehicles for the young-at-
heart – was founded in 1944 and is Korea's oldest manufacturer of motor vehicles.
Over 3 million Kia vehicles a year are produced at 14 manufacturing and assembly
operations in five countries which are then sold and serviced through a network of
distributors and dealers covering around 180 countries. Kia today has over 51,000
employees worldwide and annual revenues of over US$45 billion. It is the major
sponsor of the Australian Open and an official automotive partner of FIFA – the
governing body of the FIFA World Cup™. Kia Motors Corporation's brand slogan –
"The Power to Surprise" – represents the company's global commitment to surprise
the world by providing exciting and inspiring experiences that go beyond
expectations.

TATA Motors

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, 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. In 1998, Tata launched the first fully indigenous
Indian passenger car, the Indica, and in 2008 launched the Tata Nano, the world's
most affordable car. 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.

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.

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 comprise over 3,500 touchpoints. 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.

Tata also has franchisee/joint venture assembly operations in Kenya, Bangladesh,

Ukraine, Russia, and Senegal. Tata has dealerships in 26 countries across 4
continents. Tata is present in many countries, it has managed to create a large
consumer base in the Indian subcontinent, namely India, Bangladesh, Bhutan, Sri
Lanka and Nepal. Tata is also present in Italy, Spain, Poland, Romania, Turkey,
Chile, South Africa, Oman, Kuwait, Qatar, Saudi Arabia, United Arab Emirates,
Bahrain, Iraq, Syria and Australia.

Scope/Importance of Study
 ● Marketing strategy provides an organisation an edge over its competitors.
So it helps to analyse the competitor and plan accordingly.

● Strategy helps in developing goods and services with best profit making
potential.

● Marketing strategy helps in discovering the areas affected by organisational

growth and thereby helps in creating an organisational

● Plan to cater to the customer's needs.

● It helps in fixing the right price for an organisation's goods and services based
on information collected by market research.

● Strategy ensures effective departmental coordination.

● It helps an organisation to make optimum utilisation of its resources so as to

provide a sales message to its target market.

● A marketing strategy helps to fix the advertising budget in advance, and it also
develops a method which determines the scope of the plan, i.e., it determines
the revenue generated by the advertising plan.

In short, a marketing strategy clearly explains how an organisation reaches its

predetermined objectives.

Objectives of the Study

1. To analyse and learn the various marketing strategies adopted by various
firms and how it affects their sales volume.

2. To facilitate comparative study between firms so as to understand the

effectiveness of their marketing plans and strategies.

3. To know how these changes affect the entire market as a whole.