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Introduction
This reports aims to evaluate Tata motor and its new challenge X1. Moreover, after analysing domestic market, it estimates South Africa as a potential market for the new car X1. And finally, it recommends some solution for the company in marketing mix perspective.
Tata group overview
The Tata Group was established in the 19th century by Jamsetji Tata, and The Tata group is currently operating 93 companies in seven sectors: Information Systems and Communications; Engineering; Consumer Product; Materials; Services; Energy; and Chemicals. In addition, they have spread their operations in over 40 countries across six continents [Anon 2006(1)]. As a family company, they have quite a different management style compare to Western companies [Cateora 2006].
Tata motors and why go global
Established in 1945, Tata Motors is India's largest automobile company. And also, the company is the world's fifth largest medium and heavy commercial vehicle manufacturer. With an expanding global ambition, they market their commercial and heavy vehicles in several countries in Europe, Africa, the Middle East, Australia, South East Asia and South Asia. In 2004, the acquisition of Daewoo Commercial Vehicle Company enhanced the company¡¦s global expansion strategy. And it is worthwhile mentioning that the Tata Indica, produced India's first fully indigenous passenger car. Within two years of the launch, it became India's largest selling car in its segment [Anon 2006(2)].
Tata¡¦s global expansion ambition starts with Ratan Tata who has renovated the company from a crumbling, inward-looking family into a global firm with revenues of $15.3 billion. Currently, the company obtains 20 percent ...