“A PROJECT ON IMPACT OF MARKETING

STRATEGY ON PRODUCTIVITY OF AN
ORGANISATION (TATA GROUP PVT LTD)”

Survey project report submitted to M G Kashi Vidyapith, in partial fulfillment for the award of the
bachelor of commerce degree in 6th semester

SURVEY RESEARCH REPORT

SESSION- 2023-24

Submitted to Submitted By:

Mr . Anjani Rai Atul kumar

Assistant Professor B.com 6th Semester

Department of Commerce

Enrolment KA2K22/117840023

Roll No – 11722840023

Institute of Computer Science & Technology (ICST), SHEPA, Varanasi, Address: SHEPA Campus, Nibia,
Bachchaon, Varanasi-221011, http://shepa.org.in/
 ACKNOWLEDGMENT

I would like to acknowledge the following as being idealistic

channels and fresh dimensions in the completion of this
project. I take this opportunity to thank the ICST, SHEPA
Varanasi for giving me chance to do this project. I would like
to thank our principal, for providing the necessary facilities
required for completion of this project. I take this
opportunity to thank our Head Dr. Madhu Bhartia, for her
moral support and guidance. I would also like to express my
sincere gratitude towards my project guide Mr. Anjani Rai
whose guidance and care made the project successful. I
would like to thank my institute's Library for having
provided various reference books and magazines related to
my project. Lastly, I would like to thank each and every
person who directly or indirectly helped me in the
completion of the project especially my Parents and peers
who supported me throughout my project.
 DECLARATION

I the undersigned Mr. Atul kumar here by declare that the

work embodied in this project work titled “A PROJECT ON
IMPACT OF MARKETING STRATEGY ON PRODUCTIVITY
OF AN ORGANISATION (TATA GROUP PVT LTD) ” forms
my own contribution to the research work carried out under
the guidance of Mr.Anjani Rai is a result of my own
research work and has not been previously submitted to any
other University for any other Degree/ Diploma to this or
any other University. Wherever reference has been made to
previous works of others, it has been clearly indicated as
such and included in the bibliography. I, here by further
declare that all information of this document has been
obtained and presented in accordance with academic rules
and ethical conduct.

ATUL KUMAR

Certified by

Mr. Anjani Rai

Assistant Professor

Department of Commerce (ICST, SHEPA)

 CERTIFICATE

This is to certify that "A PROJECT ON IMPACT OF

MARKETING STRATEGY ON PRODUCTIVITY OF AN
ORGANISATION (TATA GROUP PVT LTD) ” submitted by
Mr .Atul kumar has been prepared under the guidance and
supervision of Mr. Anjani Rai. This project is a bonafide
work done by Atul kumar and submitted to Institute of
Computer Science & Technology, SHEPA Varanasi, affiliated
college to M G Kashi Vidyapith Varanasi, in partial fulfilment
for the award of B.COM Degree.

Supervisor

Head of Department

Mr . Anjani Rai Dr. Madhu Bhartia

Assistant Professor Department of Commerce

ICST, SHEPA

Principal

Dr. Anupam Shukla

ABSTRACT

A marketing strategy sets out your business goals,

including who your ideal customers are and how you
intend to reach them. It’s your plan of action and the
blueprint to the marketing activity you will do in the
coming months and years to grow your business. It’s
a structured document outlining your business’s
purpose, aims and what makes it different from the
rest. It sets out who your customers are and why they
engage with your products and services. Your
strategy provides a clear framework for reaching this
target audience, including details on planned activity
and the relevant methods of communication. The
research work is carried out to understand the
effective marketing strategies used by TATA Group
and how TATA has built a strong brand value through
these strategies.

Keywords: Brand value, Marketing Strategies,

Pricing Strategies, Corporate Social
Responsibilities
TABLE OF CONTENTS:
1. INTRODUCTION
1.1 INDUSTRY PROFILE
1.2 COMPANY PROFILE
1.3 MOTIVATION
1.4 OBJECTIVES
1.5 NEED OF THE STUDY
1.6 LIMITATIONS OF THE STUDY
2. LITERATURE REVIEW
3. RESEARCH METHODOLOGY
3.1 RESEARCH DESIGN
3.2 THEORITICAL FRAMEWORK
3.3 METHOD OF MEASURING
4. DATA ANALYSIS
4.2 SWOT ANALYSIS
5. FINDINGS & RECOMMENDATIONS
5.1 FINDINGS
5.2 RECOMMENDATIONS
6. CONCLUSION
7. BIBLIOGRAPHY
CHAPTER 1: 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,
TATA Group follows a differential pricing strategy.
Being a multinational conglomerate, it enjoys the
benefit of charging different prices from different
consumers based on geographical location, age,
gender, etc. So, their business and marketing efforts
are rooted in that idea. The marketing strategy is
outlined in the marketing plan, which is a document
that details the specific types of marketing activities 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 customisation 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. Setting a marketing strategy is
essential to keeping your team in sync and
performing well. It aligns the entire company around
shared market, business, and product assumptions.
This is key to launching campaigns and promotional
activities that effectively engage potential customers,
drive revenue, build brand awareness, and strengthen
the relationship with existing customers. The strategy
sets the direction for everyday marketing activities.
This keeps the team focused on what matters most so
we can successfully acquire, keep, and grow
customers.

A marketing strategy is based on deep research and

analysis, factoring what can positively or negatively
impact your business success. This research forms the
foundation of your overall marketing plan and sets
the direction for how to achieve your company’s
vision, mission, and business goals.
The table below defines the key components of a marketing strategy.

Component Purpose

Define a set of time-bound

Marketing goals and measurable marketing
goals that support your
overarching business goals.

Capture the high-level efforts

Marketing initiatives needed to achieve your
marketing goals and the
timeline for completing
them.

Identify segments of
Target market customers who share
common characteristics and
the marketing approach for
each one.

Determine the external

Market analysis market factors that could
impact the success of your
business
 Make better marketing
SWOT analysis decisions based on your
strengths, weaknesses,
opportunities, and threats.
Articulate where your
product fits in the market,
what sets it apart, and why
customers should care about
it.

Articulate where your

Positioning strategy product fits in the market,
what sets it apart, and why
customers should care about
it.

Define the right marketing

Marketing mix mix to promote your product
(often using the 9Ps model).

Guide the implementation

Creative brief and delivery of a marketing
program or campaign by
defining the goals, customer
truths, and brand voice
 Create a detailed description
Buyer personas of your ideal target customer
so you can develop relevant
market campaigns and
content.

Identify other companies

Competitor analysis competing in your market
and rank them based on their
strengths and weaknesses.
A marketing strategy is designed by:
1. Choosing the target market: By target market
we mean to whom the organization wants to sell
its products. Not all the market segments are
fruitful to an organization. There are certain
market segments which guarantee quick profits,
there are certain segments which may be having
great potential but there may be high barriers to
entry. A careful choice has to be made by the
organization. An in-depth marketing research
has to be done of the traits of the buyers and the
particular needs of the buyers in the target
market.

2. Gathering the marketing mix: By marketing mix

we mean how the organization proposes to sell its
products. The organization has to gather the four Ps
of marketing in appropriate combination. Gathering
the marketing mix is a crucial part of marketing task.
Various decisions have to be made such as -
• What is the most appropriate mix of the four Ps
in a given situation
 • What distribution channels are available and
which one should be used
• What developmental strategy should be used in
the target market
• How should the price structure be designed

Importance of Marketing Strategy:

• Marketing strategy provides an organization an
edge over its competitors.
• Strategy helps in developing goods and services
with best profit-making potential.
• Marketing strategy helps in discovering the areas
affected by organizational growth and thereby
helps in creating an organizational plan to cater
to the customer needs.

• It helps in fixing the right price for organization’s

goods and services based on information
collected by market research.
• Strategy ensures effective departmental co-
ordination.
• It helps an organization to make optimum
utilization 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.
1.1 INDUSTRY PROFILE
The purpose of the marketing industry is to
communicate companies’ offerings to consumers,
clients, and the general public. Marketing
professionals bridge the gap between companies and
their customers. The American Marketing Association
defines marketing as “the activity, set of institutions,
and processes for creating, communicating,
delivering, and exchanging offerings that have value
for customers, clients, partners, and society at large.?
In the United States, the marketing consultant
industry is a $55 billion business, consisting of nearly
219,000 businesses that employed more than 412,000
workers in 2019, as reported by the market research
group IBISWorld.
Marketing companies employ consultants who advise
businesses on ways to improve their marketing
tactics, with the goal of understanding what
customers want, giving them what they want, and
increasing profits. Businesses may hire marketing
professionals to conduct marketing and sales
research (e.g., public opinion polls, surveys, etc.), sales
forecasting, developing marketing objectives and
policies, developing and pricing new products, and
for other assistance in improving and enhancing their
business operations. Governments, educational,
religious, social service, and non-profit organisations
hire marketing specialists to help them manage their
products and services and promote their brands. The
types of jobs in the marketing industry include
marketing managers, market research analysts, and
marketing specialists. Marketing professionals may
work in-house with companies on a full-time basis or
they may be hired as independent consultants. The
Department of Labor reported that there were
259,200 marketing managers employed in the United
States in May 2018. Other business areas that the
marketing industry works closely with include brand
and product management and development,
advertising, promotions, public relations, and media
relations.

Many top marketing companies have global offices

that offer a variety of services, making it easier for
clients to have more aspects of their projects
completed by one company instead of contracting
with different companies for different services. Clients
often prefer agencies with full-service branding and
marketing communications services. The types of
services marketing agencies offer include analytics,
such as studying data after an advertising campaign
is completed to see where improvements can be
made, and media research, for
traditional, digital, social media, and search engine
marketing. Full-service marketing agencies may also
offer public relations and social media research and
strategy, as well as production and creative services,
and consumer research, and brand development. All
of these services are done in an effort to improve
connections with the customers and boost sales.
The marketing industry is a relatively young industry.
It began in the early 1900s, when scholar started to
study the relationship between sellers and buyers. By
the 1950s, competition between companies was keen.
The common tactic of selling as much product as
possible without considering what customers wanted
had saturated the market. Companies wanted to
streamline their sales process and make their sales
transactions more efficient and effective, so they
started to take buyers into account. This approach
gave rise to what became known as the marketing
concept, which is the philosophy that companies
should first analyse their customers’ needs and then
any decisions they make should aim to meet those
need
 1.2 COMPANY PROFILE
Tata Group is an Indian multinational
company founded in 1868 by Jamsetji
Tata. It is headquartered in Mumbai and
is one of the largest conglomerates in the
world owned by Tata

Sons today. It has operations running in more than 100

countries across 5 continents.
One of the factors that set Tata apart is that each of
the Tata companies is independent under the
guidance and supervision of its own board of
directors & shareholders. Tata Group recorded
revenue of $113 billion for the financial year 2019.The
Taj Mahal Palace and Tower was the first luxury hotel
in India. Jamsetji Tata, an entrepreneur and
philanthropist, had a great vision for the commercial
and the academic sector of India. His leadership and
innovation have propelled the growth of the Tata
group. After Jamsetji Tata died in 1904, his son Sir
Dorab Tata took over as chairman of the group. Under
Sir Dorab’s leadership, Tata undertakes new ventures
like steel, electricity, education, aviation and
consumer goods. After his death in 1932, Sir Nowroji
Saklatwala held chair and around 6 years later
Jehangir Ratanji Dadabhoy Tata (JRD Tata) became
the chairman. He roped in other blooming industries
like the chemicals, technology, marketing,
engineering, cosmetics, Manufacturing, tea and
software services. It was during this time that Tata
Group received international attention In 1945, the
Tata group established Tata Engineering and
Locomotive Company (TELCO) for the manufacturing
of engineering and locomotive products. In 2003, this
same company was renamed as Tata Motors. Ratan
Tata, JRD Tata’s nephew, took over as chairman in
1991. He is known as India’s greatest entrepreneurs
because of his business and leadership skills. Under
his leadership, Tata Group grew by leaps and bounds.
He globalised Tata’s business like never before. In
2000, Tata acquired London-based Tetley Tea. In 200,
Tata Group along with American International Group
Inc. (AIG) created the Tata-AIG. In 2004, Tata
purchased South Korea’s

Daewoo Motors- a truck manufacturing operation.

Under Ratan Tata’s innovative skills, Tata Steel
acquired the great Anglo-Dutch steel manufacturer
Corus Group. This was the greatest corporate
takeover ever done by any Indian company.
In 2008, Tata Motors was in headlines for months
because of its official launching of Tata Nano. This was
the one car that appealed to both lower-middle-class
and the middle class of the country in a way nothing
else in the automotive industry did. The car was being
sold for a price as less as $1500 to $3000. It was
popularly known as the ‘People’s Car’. In the same
year, Tata Motors also purchased famous British
brands like Jaguar and Land Rover from the Ford
Motor Company.

In 2017, the Tata Group announced that it was looking

forward to its European steelmaking operations to
merge with ThyssenKrupp- a German steelmaking
company. The deal was finalised in 2018, thereby
giving birth to Europe’s second-largest company after
ArcelorMittal.
LIST OF COMPANIES:

• TATA Consultancy Services.

• TATA Motors.
• TATA Chemicals.
• TATA Consumer products.
• Titan
• TATA Capital
• TATA Power
• TATA Communications
• TATA Digital
• Indian Hotels
1.3 MOTIVATION
The ways in which marketing can make and break
businesses is what motivated me to work on this
project. The point to marketing is to show current
customers that you value their business, and to win
the attention of potential customers. A business that
consistently shows how much it values customers can
consistently win customer attention. To summarise it
helps in discovering the areas affected by
organisational growth and thereby helps in creating
an organisational plan to cater to the customer needs.

1.4 OBJECTIVE

The project is aimed to fulfil the following objectives:

• How TATA Group has successfully built a great
recognition and brand value for itself.
• How TATA Group’s differential pricing strategy
attract customers.
1.5 NEED OF THE STUDY:

• To understand how the methods implemented

to promote your products and services to the
target audience.
• To understand the need of the development of
an ideal customer profile.

1.6 LIMITATIONS OF THE STUDY:

• The study does not cover all the companies in
the country and their marketing strategies.
• Since TATA Group consists of various
subsidiaries, each subsidiary follows its own
pricing strategy for the products and services
provided by them. However, as a whole the
TATA Group follows a differential pricing
strategy.
• The various subsidiaries of TATA Group have
different brand values
CHAPTER 2: LITERATURE REVIEW

1. SM Das, BM Dash, PC PadhY

Journal of Business Management and Social Sciences
Research 1 (1), 82-87, 2012 In this research paper
Green Marketing Strategies has been for sustainable
business growth has been discussed where
companies constantly try to find best ways to reach
the customers with their green message. As
customers are becoming more demanding and they
have started to pay more attention to the
environment. There is some light thrown at TATA who
launched a campaign through T.V. advertising that if
one will purchase TATA salt, a significant percent of
profit per pack would be contributed towards the
education of unprivileged children of the slum.

2. Aditya Shastri
In this case it is discussed how TATA Group makes use
of a variety of marketing methods and tools while
constantly enhancing and developing its marketing
strategy, which includes impactful and succesful
marketing campaigns, sponsorship campaigns, digital
marketing, social media presence, website design.
3. MBA Skool Team, April 08, 2017
In this work it is discussed how TATA Group marketing
strategy helps the brand/company to position itself
competitively in the market and achieve its business
goals & objectives and use several marketing
strategies like product innovation, pricing approach,
promotion planning etc and how these business
strategies based on TATA Group marketing mix, help
the brand succeed.

4. Robert E.

In this work Robert E. suggests how the market

strategy outlines the broad marketing logic by which
the business hopes to achieve its marketing
objectives and the specifics of target markets,
positioning, and marketing expenditure levels. It also
outlines specific strategies for each marketing mix
element and explains how each respond to the
threats, opportunities and critical issues spelled out
earlier in the plan.
5.Aviral Mishra, Mr. Atish Khadse, Saurab Kumar Srivastsava
In this work pricing strategy of TATA Group have been
mentioned as most effective measure under
marketing strategies. It also indicates how India is
largely price and value sensitive and a mix of both
price and value segmentation helped build the brand
value of TATA Group.

6.Shadman Siddiqui
In this research work it is discussed how TATA Group
also use marketing strategies to include better
communication of ideas, learning from other
companies and supporting collaborative, TATA Group
focuses on efficiency of ideas and this strategy
provides diverse ideas.

7. Akshay Bejgam
In this particular research work the importance of
brand image has been discussed. And how the brand
image goes far beyond the functional characteristics
of the product and services. The products and services
of TATA have numerous characteristics to them, but
when consumers think of it, they not only think of the
features but also the quality, performance, class. All of
these been added to the product by advertising. TATA
Group has been successful in creating and maintain a
professional image.

8. Hitesh Bhasin
In this case it is discussed how one of the subsidiaries
TATA Motors serves as a huge competition for the
company as it offers the brand low-cost labour base
with the help which company not only targets the
Indian market but also emerging markets with a huge
range of economical segment vehicles. The product
thus offered are manufactured at a much lower cost
and sold to new markets earning huge profits for the
company.

9. Piercy, 2000
The author reasons that marketing is a major
stakeholder in new product development, customer
management and value supply chain management
and thus marketing strategies provide concepts and
processes for gaining a competitive advantage by
delivering superior value to the customers.

10. Hooley, Piercy and Nicoulaud 2008

Lays emphasis on the malleability of marketing
strategy in response to the dynamic changing market
environment, by clearly defining their STP. Suggested
that firms must adopt several marketing strategies to
accomplish their targeted goals and set up their
“competitive flag
CHAPTER 3: RESEARCH
METHODOLOGY
The process of research entails the logical as well as
systematic search for useful data and information with
regard to a specific topic (Jha, 2008). It is also
comprised of the investigation of the best, most cost
effective and appropriate solutions to both social and
scientific issues, following an objective and logical
analysis. Jha, (2008) defines research as the search for
knowledge and the discovery of the truth.
During this process, the data can be gathered from a
wide pool of sources among them interviews, books,
nature among others.The data can then be analysed
with the appropriate data analysis tools, so as to
report the findings the methodology enabled the
researcher to offer more insight into the issue of
housing and health and helped further in the
development of ideas as well as hypotheses for the
quantitative research. The researcher used the
qualitative methodology to uncover the trends
witnessed in the housing and health realm mostly
through thought and opinions which enabled him to
delve more into the issue (Chilisa,2012).
The main data collection techniques used by the
researcher included observations and interviews.
These set of techniques ensured that the data
collected was direct form the source increasing its
validity . The first journal article made use of the
qualitative methodology. The research team used this
approach with the aim of quantifying the issue of
housing and health through the generation of
numerical data that was transformed into statistics.
The researcher, by using this methodology,
attempted to quantify not only the attitudes, but the
behaviors as well as opinions and other variables of
the sample population and generalized the results.
Usually, there are two types of research paradigms
exist in conductive any scientific and industrial
research – inductive and deductive (Betz & Fassinger,
2011). In addition, managerial and social sciences
research can be market research can be classified in
three categories – exploratory, descriptive and casual
(Kothari, 2004).
First, decide how you will collect data:
• Qualitative vs. quantitative: Will your data
take the form of words or numbers?
• Primary vs. secondary: Will you collect original
data yourself, or will you use data that has
already been collected by someone else?
• Descriptive vs. experimental: Will you take
measurements of something as it is, or will you
perform an experiment?

Second, decide how you will analyse the data.

• For quantitative data, you can use statistical
analysis methods to test relationships between
variables.
• For qualitative data, you can use methods such
as thematic analysis to interpret patterns and
meanings in the data
3.1 Research Design
• The research used for this study is designed for
the purpose of finding out the market and sales
potential mainly.

3.2 THEORETICAL FRAMEWORK

Market Potential
While managing a product, managers are usually
interested in acquiring as estimates of the market
measurement of an aggregate level (that is for all
aggressive brands). Under sure assumed enterprise
stipulations in particulars sales potential refers to the
most feasible income chance of the product marketed
by way of a company. Where utilized to geographical
areas. It means the most income volume, which
should be generated by using buyers in the location
for some mentioned period. Area manageable can be
expressed each in absolute terms and as a proportion
of the total market. Generally, the sales forecast is
decrease than the market potential, due to the fact a
company might also be constrained by resources or
different locations or priorities. two Since most
merchandise is comparable to a number of others;
shoppers frequently interact in giant in the
improvement of potentials. The decision on whether
to consist of or cut out closely associated substitutes
would often have a suggested effect on estimated
sales potential. For example in considering the
relative income manageable for canned two peas one
would have to reflect on consideration on the
possible sales of concern frozen peas, due to the fact
the two can be viewed as close substitutes for each
other. Market doable and sales forecasts are no
longer the identical things, even though the two are
occasionally used interchangeably, Market
manageable typically refer to whole sales possibilities.
Several special potentials may additionally be viewed
depending on what prerequisites are assumed one
conceivable should have to do with the stipulations of
use for example the quantity of two two enamel paste
that would be used if all folks using toothpaste,
brushed after each and every meal. Another
achievable could be one based brushing solely as
soon as a day, and so on. Thus, the phrase practicable
has particular which means only in terms of the
assumptions used two when making the calculations.
Traditionally market used to be a physical area, the
place consumers and dealers accumulate to buy and
promote goods. According to Philip Kotler, market is
“An area of environment for a visible exchange.”
A marketer is someone who seeks a response
(attention, a purchase, a vote, a donation) from
another party, known as prospect, If two events are in
search of to promote something to every other, they
are called Marketing has been described as “the art of
promoting products” Marketing is the procedure of
planning and executing the conception, pricing,
promoting and distribution of ideas, goods, and
services to create exchanges that fulfil character and
organizational goals.” It is the restriction approached
by way of market demand as which includes market
costs method infinity for a given advertising
environment”

3.3 METHODS OF MEASURING:

Market Potential:

Different methods were used to estimate market

potential. They are:

1. Direct method
2. Correlation method
 • DIRECT METHOD:

In the direct method data on the actual product for

which one wishes to estimate the potential is used.
The correlation method is used. The correlation
method makes use of data related to but different
from the product at hand for example in direct
method a company used a total including sales
figures to estimates efforts are changed, the sales
figure is also likely to change. Thus, this method may
suggest subjective production based on some
assumptions about conditions and competitive
activities.

• CORRELATION METHOD:

This approach of measuring market achievable is

primarily based on the records notion that there is
some association between income and any other
variable known as a “Factor” for example population
measurement is a precise everyday element that helps
in estimating the sale achievable for numerous
products. two as such many statistical methods are
now on hand to measure the degree of association
between sales and the market factor.For instance, and
Automobile corporation was once interested in
finding out the market attainable of spare
components for its cars market in exclusive regions. It
is a life like to collection of clean data. So as to arrive
at a proper conclusion of there by means of advice a
realistic solution. The major facts for the survey have
been collected from the respective target audience.
The questionnaire method used to be used to reap
main data. two the questions had been made easy as
the manufacturer to count on that the demand in any
place is carefully related to he no of vehicles in the
area. The software of this method based on
hypothetical data.

DEFINING SALES TERRITORIES:

An income manager commonly tries to advance sales
territories that are equal in income practicable and in
work load so that every salesman has an equal
possibility to make sales. A find out about of the
literature in the discipline found that 4 territorial
characteristics were typically used in defining
territories. two Market viable was once used in each
case which attention dispersion and work land were
used to much less digress. two po entail used to be
discovered to have a high-quality impact on income
in nearly all situations and attention the extract to
which plausible was once targeted in a few bills
additionally tended to have a fantastic relationship to
sales. two Geographical dispersion and work land
(defined as No of accounts) the place not located to
be strongly related to sales, but this may also be
partially the end result of the reality that solely proxy
measures had been accessible to measure them.

Setting Sales Quotas:

Sales quotas should be set aftermarket potentials
have exciting derived and sales territories established.
The workable for every territory is then known, but
income quotas should also consider speedy income
performance modifications to be made in the amount
of aiding income performance modifications to be
made in the amount of aiding income effort
throughout the coming 12 months and predicted
activities of compotators. two Quotas are generally
set for such income territory and for every sales
representative. two They are generally no longer the
same as potentials are even of the same relative size.
two One market can also have twice the attainable of
another however might also have local competitors
that appear the market viable of a purchaser non-
durable, information used to be gathered from
exceptional income territories. Percentage
distribution was used as a measure of the relative
conceivable that existed in each of the territories. two
These percentage figures have been then used to
estimate the viable for every territory.
The principle advantage of the usage of total
enterprise sales to measure market possible is that
the genuine sales records are used which make the
approach effortless to operate often, it is challenging
to reap correct income figures for an industry. This
technique will fail to provide reliable estimates when
the market undergoes widespread changes. two Here
past income are used to point out market potential.
Two which tacitly consume, positive income efforts.
two If these incomes take so giant a share that a given
companies quota may additionally be smaller than in
are region which less potential. Sales quotas set in
light of income potentials furnish a a great deal better
groundwork for measuring the efficincy of sales
representatives than do quotas set by way of the
ancient position of thumb.

COMPANIES SALES POTENTIAL:

Company income doable is the sales limit approached
ny using organization advertising efforts increases
relative to competitors. The absolute limit of agency
demand is, of course, the market potential. The two
would be equal it the employer completed a hundred
percent of the market. In most cases, employer sales
viable is less than market potentials even when
employer market fees increased considerably relative
to competitors. two the motives that each
competitors have a tough core of loyal buyers who
are now not very responsive to different groups
efforts to woo them.

TOTAL MARKETING POTENTIAL:

Total Market doable is the most quantity of income
that might be handy to all the companies in are
industry during a given period underneath a given
degree of enterprise marketing effort and given
environmental conditions. two A common way to
estimate total market conceivable is a follow. Estimate
that attainable no of buyer’s times the average
volume bought via consumer times the prices.

AREA MARKET POTENTIAL

Companies face the problem of deciding on the list
territories and allocating their marketing price range
optimally amongst these territories. two Therefore,
they need to estimate the market practicable of
unique cities, states and nations. Two fundamental
techniques of assessing vicinity market possible are
available, the market construct up method, which is
used specifically by using commercial enterprise
marketers and the more than one element index
methods, which is used principally by using customer
marketers. Collection of Fresh Data. two So as to
arrive at a genuine conclusion and thereby largest
realistic solution.
CHAPTER 4: DATA ANALYSIS

4.2 SWOT ANALYSIS

• A SWOT analysis is a compilation of your

company’s strengths, weaknesses, opportunities
and threats.
• The primary objective of a SWOT analysis is to
help organizations develop a full awareness of all
the factors involved in making a business
decision.
 • Perform a SWOT analysis before you commit to
any sort of company action, whether you are
exploring new initiatives, revamping internal
policies, considering opportunities to pivot or
altering a plan midway through its execution.
• Use your SWOT analysis to discover
recommendations and strategies, with a focus on
leveraging strengths and opportunities to
overcome weaknesses and threats.

To run a successful business, you should regularly

analyse your processes to ensure you are operating
as efficiently as possible. While there are numerous
ways to assess your company, one of the most
effective methods is to conduct a SWOT analysis.

A SWOT (strengths, weaknesses, opportunities and

threats) analysis is a planning process that helps your
company overcome challenges and determine what
new leads to pursue.

The primary objective of a SWOT analysis is to help

organizations develop a full awareness of all the
factors involved in making a business decision. This
method was created in the 1960s by Albert Humphrey
of the Stanford Research Institute, during a study
conducted to identify why corporate planning
consistently failed. Since its creation, SWOT has
become one of the most useful tools for business
owners to start and grow their companies.

A SWOT analysis focuses on the four elements of the

acronym, allowing companies to identify the forces
influencing a strategy, action or initiative. Knowing
these positive and negative

elements can help companies more effectively

communicate what parts of a plan need to be
recognized.

When drafting a SWOT analysis, individuals typically

create a table split into four columns to list each
impacting element side by side for comparison.
Strengths and weaknesses won’t typically match listed
opportunities and threats verbatim, although they
should correlate, since they are ultimately tied
together.
Billy Bauer, managing director of Royce Leather,
noted that pairing external threats with internal
weaknesses can highlight the most serious issues a
company faces.

“Once you’ve identified your risks, you can then

decide whether it is most appropriate to eliminate the
internal weakness by assigning company resources to
fix the problems, or to reduce the external threat by
abandoning the threatened area of business and
meeting it after strengthening your business,” said
Bauer.

Internal factors
Strengths (S) and weaknesses (W) refer to internal
factors, which are the resources and experience
readily available to you.

These are some commonly considered internal

factors:
• Financial resources (Funding, sources of income
and investment opportunities)
 • Physical resources (location, facilities and
equipment)
• Human resources (employees, volunteers and
target audiences)
• Access to natural resources, trademarks, patents
and copyrights
• Current processes (employee programs,
department hierarchies and software systems –
like CRM Software and Accounting Software)

External factors
External forces influence and affect every company,
organization and individual. Whether these factors
are connected directly or indirectly to an opportunity
(O) or threat (T), it is important to note and document
each one.

External factors are typically things you or your

company do not control, such as the following:
• Market trends (New products, technology
advancements and shifts in audience needs)
• Economic trends (local, national and
international financial trends)
• Funding (donations, legislature and other
sources)
• Demographics
• Relationships with suppliers and partners
• Political, environmental and economic
regulations
SWOT ANALYSIS
STRENGTHS:

• TATA have ventured into new business and done

extremely well. This has helped with building new
revenue sources and growing the monetary cycle
peril in the business areas it works in.
• Over the years TATA’s strong distribution
network have the potential to reach the majority
of its potential market.
• It has assembled a culture among wholesalers
and sellers where vendors advance the
organisation’s items as well as put resources into
preparing the outreach group to reveal to the
client how he/she can discreet the most extreme
advantages out of the item.
• Over the years TATA has invested in building a
strong brand portfolio which is a valuable
assuming the association needs to venture into
new item classifications.
WEAKNESSES:

• Organisational structure is only viable with the

current plan of action accordingly restricting
development in contiguous item fragments.
• TATA isn't generally great at request anticipation
and this winds up keeping higher inventory both
in house and in the channel.
• Financial planning is not done efficiently than
what it doing as of now.
OPPORTUNITIES OF TATA:

• The market development will lead to dilution of

competitors’ advantages and enable TATA to
increase its competitiveness compared to the
other competitors.
• Economic uptick and expansion in client are
experiencing a slow development rate in the
business it a chance for TATA to catch new clients
and increment its market share.
• Diminishing the expense of transportation as a
result of lower delivery cost can likewise cut down
the expense of TATA’s items along these lines
giving a chance to the organisation either to
support its productivity or give the advantages to
the client to acquire a portion of the overall
industry.
THREATS:
• Pandemic was not only deadly to health but also
to the economy as well all around the world.
During the pandemic, - people lost jobs and lots
of companies went out of business. Pandemic will
always be a big threat to all the companies and
businesses out there.
• Tesla, Honda, Hyundai, BMW etc are big
competitors of Tata Group. Competitors market
share growth and customer’s market expansion
results in lower market share for the company.
• Their competitors have got lots of access to
skilled professionals and resources which helps
them to create innovative technology and
designs with better engineering in this industry.
Innovation is good for industrial growth but is
one of the threats to the industry
Conclusion:

To draw a conclusion TATA Group have

positioned themself amongst the top with
their strong brand image but there is always
some room for improvement in the areas of
financial planning, organisational structure
and also the international ventures in which
the pricing strategy is not their strong hold.
But there are plenty of opportunities for
TATA especially in market development.
However, there will always be some
inevitable threats like pandemic in which
most businesses suffer great losses. To thrive
in such conditions could be challenging to all
 CHAPTER5
FINDINGS, RECOMMENDATIONS
5.1 FINDINGS:

• The TATA Group’s strong hold has always been

their brand image that have built a loyal
customers along the years.
• The pricing strategy is the most effective. Even
though the different subsidiaries follow different
pricing methods for product and services but the
TATA Group in general follow a differential
pricing strategy.
• TATA’s advertisement campaigns connect
strongly with people as the Indian market is
mostly value and price sensitive.
• TATA is well aware of their corporate social
responsibilities and have served greatly during
the recent pandemic.
• Their strong distribution network has the
potential to reach the potential market.
• Financial planning is not the strongest hold.
• Organisational structure has been unclear
because of the various subsidiaries.
• TATA Group focus on various age groups of their
potential customer and set their pricing
accordingly.
• TATA Group’s marketing mix give them diverse
opportunities to set multiple target markets.
5.2 RECOMMENDATIONS:
• To re-evaluate its current orientation and try to
keep its focus on a limited number of priorities.
• The global expansion did not bring any results so
for the easier management and increased
profitability it is advised to consider before
branching out.
• It is also recommended to integrate social
responsibility efforts for retaining talent in the
corporation since the country is already
experiencing immense shortage of workforce
• Introduce measures for effective financial
planning.
• Train managers through coaching sessions and
courses.
• It is advisable to disregard underperforming
industries after 10 years.
• Introduce micromanagement through the
concentration of funds.
• It is advisable, for the next three years the
strategy of TATA Group should be focused on
increasing its local presence and revenue to break
the cycle of the negative attitudes shown by local
consumers.
• For long term success TATA Group should
concentrate on the highest earning departments
of the company such as TATA Motors, TATA
Consultancy Services in order to recover from
debts and increase the international revenue of
the company.
 CHAPTER 6: CONCLUSION

Upon the completion of the study, I can draw out

conclusion on the basis of TATA and its diverse
business ventures which has been both boon
and bane. Because internationally it hasn’t
yielded any credible success and it has only
weakened the customer. However, TATA Group
have positioned themself amongst the top with
their strong brand image but there is always
some room for improvement in the areas of
financial planning, organisational structure and
also the international ventures in which the
pricing strategy is not their strong hold. But there
are plenty of opportunities for TATA especially in
market development. The study found out
various marketing strategies of TATA which
included pricing strategy, product placement etc.
in order to build a succesful business.
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