Climate and culture at tata motors marketing essay

Tata Group, of which Tata Motors is a part of, is well known for identifying and nurturing leaders. All these experiences have helped us to redefine the way we have looked at innovation. I would first touch upon three major areas to illustrate how Tata Motors has effected innovation in the past several years.

In this case the idea struck in the mind of our Chairman when he saw a family of four a man, his wife and two kids riding on a scooter on a rainy day. Hence the setting the price as target triggered a series of innovation which involved: This process was started some 20 years back and has progressively created a pool of very strong and effective leaders who have proven their capabilities in some very challenging assignments given to them.

Suppliers were challenged with the stringent cost target given to them, but they accepted the same and the result is in front of you. It will create a new benchmark in India in terms of power, speed, carrying capacity, operating economy and trims and a new experience for the drivers in terms of drivability and comfort.

Four other areas of innovation are: This helped the customers in becoming more aware of the product features. The achievement of price target was definite to create a major disruption in the car market as it fell midway between the price of a scooter and the cheapest car available which was priced at Rs 2 lakh.

The changing business environment and increasing complexity of business posed a huge challenge in achievement of business plans.

Putting them into challenging assignments and giving them International exposure — Key projects like ACE and NANO are examples of some challenging projects which constituted of young leaders and engineers. Tata Motors in case of Nano developed a portal, which got as high 30 million hits even before the launch of the car.

It requires assigning challenging tasks to the team, but with sufficient empowerment and encouragement given to them. The vehicle offered 4 wheeler functionality at 3 Wheelers price. Tata Motors in the past has adopted several innovative means to leverage its human resource capabilities for achieving extremely challenging goals.

And while innovation is normally understood as introduction of new and radical ideas in the area of products and services, our experience says there are several other areas that also require innovation in tandem, so as to effect an innovation in a company.

This has helped us to appreciate the need and importance of all the stakeholders and we achieve this in four stages. It is the largest deployment of a customer management tool across the automotive world till date.

Product design was choked for options because of the price target. Sustainability of innovation in products needed to be complemented with innovative changes in the organizational processes too.

Conscious of the fact that demand for such cars would be substantial from the remotest corner of the country, the sale of form for booking were facilitated through several banks. The price of Nano got fixed at Rs 1 lakh. While heavy trucks ply on the highways, research showed the need for a small sub one-tone truck for intracity and truck terminal-to-nearby locations connectivity.

This should be backed by involvement and support of the top leaders which helps in keeping the team committed and motivated to the task. Process However, our experience show that creating a congenial climate within the organization is must to foster innovation. Innovation lies in reaching the right customers always and communicating in a simple and effective manner.

Engine was packaged on the rear side. This was made possible through series of innovative ideas which led to acquisition of 37 patents by Tata Motors. Transition from in-house product development to a collaborative product Development, utilizing the capabilities of suppliers, design houses, Subsidiaries and associate companies specializing in different verticals.

This is only possible if innovation is led and supported well from the top.Innovation In Tata Motors. Print Reference this. Disclaimer: and requirements of customers in India and Britain will be varying in different terms because of the differences in the culture, climatic and economic conditions.

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Tata motors have diversity brands, culture integrity and a great employee leadership, which have effectively enhanced the development of worldwide market offices. Tata has expanded the Nano model in order to meet this market type because it is also the cheap model of cars. marketing, auto, essay.

Price calculation Categories Literary. People are persuaded by marketing, and so far Tata has not done a good job in this department. You want use the fact that it is so cheap as a huge selling point, but you cannot forget that you also have to appeal to a buyers wants as well.

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Climate and culture at tata motors marketing essay
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