Kompaniya Tata na Rossiyskom rynke avtomobilestroeniya v perspektive

    Дисциплина: Экономика
    Тип работы: Реферат
    Тема: Kompaniya Tata na Rossiyskom rynke avtomobilestroeniya v perspektive

    Understanding Global Markets

    Tata Motors – the best to the masses

    Tata’s Entry Into

    Russian Automobile Market

    Prepared by:

    Rashid Mukhamedov

    Prepared for :

    Eliana Senna

    MAIBA January 2006

    May 25

    2006

    Bournemouth

    University

    Contents :

    Introduction

    ……………………………………………………………..2

    Market opportunities for Tata in Russia

    ………………………4

    Macro-environment

    …………………………………………………..5

    Country’s pest analysis

    ………………………………………………5

    Political factors

    ………………………………………………………………5

    Economical factors

    ………………………………………………………….5

    Socio-cultural factors

    ……………………………………………………….6

    Technological factors

    ……………………………………………………….7

    Industry factors

    and competitive forces

    ………………………7

    Direct competitors and rivalry among existing companies

    ……………...7

    Micro-environment

    …………………………………………………...8

    Swot analysis

    ……………………………………………………………..8

    Strengths

    and weaknesses

    …………………………………………………8

    Opportunities and threats

    …………………………………………………..8-9

    Market entry mode

    ……………………………………………………9

    Market segments

    ……………………………………………………….9

    Marketing mix

    ………………………………………………………….10

    Product

    ……………………………………………………………………...10

    Price …………………………………………………………………..11

    Place…………………………………………………………………

    Promotion……………………………………………………………...11

    Conclusion

    ………………………………………………………………12

    References

    ………………………………………………………………13

    Introduction

    “Tata – the best to the Mass”

    Today Tata is India’s biggest car manufacturer with a 59% market chare .Established in

    1945 Tata Motors, is one of India\'s largest automobile makers, has been manufacturing buses,

    commercial

    trucks and tractor-trailers, passenger cars (Indica V2, Indigo, and Indigo Marina), light commercial vehicles (TATA 407), and utility vehicles (Tata Safari EX+, Tata Sumo SE+,

    Tata Spacio) for sale primarily in India but also in other Asian countries and in Africa, Australia, Europe, the Middle East, and South America. With such a large export presence, the

    company operates plants in Bangladesh, Kenya, Malaysia, South Africa, and Ukraine. Tata Finance, in which Tata Motors held a 12% stake, has merged with Tata Motors. Tata Motors, a

    Company that cares about the future. True to the tradition of the Tata Group, Tata Motors is committed in letter and spirit to Corporate Social Responsibility. It is a signatory to

    the United Nations Global Compact, and is engaged in community and social initiatives on labour and environment standards in compliance with the principles of the Global Compact. In

    accordance with this, it plays an active role in community development, serving rural communities adjacent to its manufacturing locations.

    Tata Motors believes in technology for tomorrow. Its

    products stand testimony to this. Their

    D is approximately 2% of our turnover

    Today

    ambitious Indian vehicle makers are driving overseas to build a global presence for their brands, encouraged by robust domestic sales. Companies are setting up

    manufacture and assembly operations for everything from tractors to motorbikes in countries like Indonesia and South Africa, taking advantage of tax benefits and expanding markets

    beyond traditional destinations in South Asia .

    Tata Motors Ltd., which owns 21 percent of Spanish bus maker Hispano Carrocera and this month formed a joint venture with Brazilian bus maker Marcopolo, is

    stepping up production at its bus building facility in South Africa and is looking to assemble pickup trucks in Thailand with a local firm.

    Mahindra Mahindra, which has a joint venture with China\'s Jiangling Motors for tractors, has plans to assemble pickup trucks in Malaysia through a unit of DRB-HICOM, while

    TVS Motor has entered a joint venture in Colombia and is setting up an assembly unit in Indonesia.

    The year 2003 was extremely significant for Tata Motors, and not just because the company changed its name. The high point of an eventful 12-month

    period was the trailblazing debut on European roads of the City Rover, an improved version of the Indica. The year also saw Tata Motors reaching the 3-million milestone in vehicles

    produced.

    On July 29, 2003 the company changed its name from Tata Engineering to Tata Motors. The new name reflects the company’s core business of designing,

    manufacturing and marketing automobiles. Less than a month later, in August 2003, Tata Motors produced its 3-millionth vehicle, reaching a landmark that exemplifies the company’s

    ambition and progress.

    Market opportunities for Tata in Russia

    The next step to exploiting new markets is sending absolutely new product of Tata Motors to Russian Federation .

    The Russian Federation is the largest of the 21 republics that make up the Commonwealth of Independent States. It occupies most of eastern Europe and north Asia, stretching from

    the Baltic Sea in the west to the Pacific Ocean in the east, and from the Arctic Ocean in the north to the Black Sea and the Caucasus in the south. It is bordered by Norway and Finland

    in the northwest; Estonia, Latvia, Belarus, Ukraine, Poland, and Lithuania in the west; Georgia and Azerbaijan in the southwest; and Kazakhstan, Mongolia, China, and North Korea along

    the southern border.

    At the start of 1992, Russia embarked on a series of dramatic economic reforms, including the freeing of prices on most goods, which led to an immediate

    downturn. A national referendum on confidence in first president Yeltsin and his economic program took place in April 1993. To the surprise of many, the president and his

    shock-therapy program won by a resounding margin. In September, Yeltsin dissolved the legislative bodies left over from the Soviet era.

    With the population of 142 mln people and unexplored opportunities Russia creates very attractive market for any businesses.

    According to its slogan, Tata will focus on

    the middle class which is 60mln people with average wages

    900GBPounds a month (in big cities). In our case Tata motors is going to enter this market in spite of strong competitors such as Mercedes, BMW, Toyota, Nissan and

    others.

    Macro-environment

    Pest

    analysis

    1.Political factors

    Russian Federation

    one of the largest countries on the map in the world consists of 21 republics, 48 regions. President is a chief of the government. The government is divided into 3 branches:1.

    executive 2. judicial 3. legislative

    The prime minister is a head of government and Cabinet of ministers (executive branch) which is composed of 12 ministers. The legislative branch comprise Council of

    Federation ( consists of 178 seats) and State

    Duma (Russian parliament with 450 seats) . And the last one is Judicial branch which consists of Constitutional Court, Supreme Court and Arbitral Court.

    The political and social environment of Russia is stable, and the government is sympathetic and have positive attitude

    towards business. Quite strong legal system, stringent guidelines on intellectual property, and competitive corporate tax rate shows the government\'s understanding of the needs of

    businesses.

    2. Economical factors

    Russia

    ended 2005 with its seventh str...

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