Tata Motors: Serving an 'Ace' for Success

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Case Details:

Case Code: MKTG139
Case Length: 20 Pages
Period: 2001-2006
Organization: Tata Motors Limited
Pub Date: 2006
Teaching Note: Yes
Countries: India
Industry: Auto & Ancillaries

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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 'Ace' Delivers Contd...

However, with the success of Ace, many competitors began to set their sights on this new market segment.

Analysts expected Tata Motors to face stiff competition by 2008 when companies like Bajaj Auto Ltd. (BAL), Mahindra & Mahindra Limited (M&M), Ashok Leyland , Piaggio Vehicles Pvt. Ltd. (Piaggio), etc., brought out their own vehicles in direct competition with Ace.

This would lead to price competition and lower margins in the future.

Background Note

Tata Motors, earlier known as Tata Engineering & Locomotive Company Ltd. (Telco), was established in 1945 after its parent company, Tata Sons purchased a plant that manufactured passenger carriage underframes for the Indian Railways, from the Government of India. Telco used the plant to manufacture steam locomotive boilers and other engineering products, under the name Telco. The company also entered into collaborations with Marshall, Sons & Co, UK to manufacture steam road rollers, and with Krauss-Maffei to manufacture steam locomotives.

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