Tata Motors and Fiat Auto: Joining Forces

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Case Details:

Case Code : BSTR248
Case Length : 24 Pages
Period : 2006
Pub Date : 2007
Teaching Note : Available
Organization : Tata Motors and Fiat Auto
Industry : Auto and Ancillaries
Countries : India

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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The Growth Strategy

Going Global

In December 2002, Telco signed a manufacturing and supply agreement with the UK-based MG Rover Group . Under the agreement, Telco was to supply the Indica, suitably modified to meet the applicable regulatory standards, to MG Rover, which would then sell it in the UK and in Continental Europe as the City Rover. Telco also planned to simultaneously market the Indica in Europe through its own distribution network. Ratan Tata said, "This agreement will enhance the volume throughput of the Indica plant [at Pune] significantly. More importantly, we look at it as an endorsement by a major international company of Tata Engineering's [Telco] capabilities in general, and the world-class acceptability of the Indica in particular..."

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Fiat Auto

Fiat came into existence on July 11, 1899. The company was established by Giovanni Agnelli (Giovanni) together with a group of investors. The first Fiat car manufacturing facility was opened in 1900 in Corso Dante, Italy. Giovanni became the managing director of the company in 1902. In 1908, the company started exporting cars to USA, France, Australia, and the UK. By 1911, the Fiat Group had diversified into the production and marketing of commercial vehicles, marine engines, trucks, and trams and by 1925, it had entered the steel, railways, power, and public transportation businesses. The Fiat Group's auto division used mass production to keep production costs low...

Tata Motors And Fiat Auto: Joining Forces

On September 22, 2005, TM announced that it was signing a Memorandum of Understanding (MoU) with Fiat Auto to explore the possibility of cooperation across different areas in the passenger car market. The two auto makers were examining the possibility of joint product development, manufacturing, sourcing, and distribution of products, aggregates, and components. A 15-member joint team consisting of senior officials from both organizations was set up to study the viability and the specifics of the nature of cooperation, both in the short and the long term. "If found feasible, the two companies will enter into definitive agreements in the course of the coming months," said an official statement...

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