tata indica ev presentation
TRANSCRIPT
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Iftakhar AlamZakia JamalRicky Singh
Umer SabzweriJaseem PKTong Vanichkobchinda
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Tata Motors
Established in 1945, Indias largest automobile
company with a portfolio of commercial, passengerand utility vehicles.
The company is the worlds fourth largest truck
manufacturer, and the worlds second largest busmanufacturer.
It is Indias third largest passenger vehicle player.
It has had a strategic alliance with Fiat since 2005.Tata Motors distributes Fiat-branded cars in India.
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TATA INDICA VISTA EV
SPECIFICATION
Engine : Permanent magnet motor
Max Engine output: 55 kW
Max Torque: 157 Nm
Transmission: Single speed
Top Speed: 114 km/h / 71 mph Acceleration: 0-30 km/h 4.5 sec; 0-60 km/h 9.0 sec
Driving range per charge: 160 km / 100 miles(European Combined Drive Cycle)
Battery type: Lithium ion super polymer
Battery Capacity: 26.5 kWh
On a single charge: Travels 177 km while hitting a top speed of 114kmph, 8hours to recharge.
Seating capacity: 4
Doors: 5
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TATA INDICA VISTA EV
Denmark, Norway and the UK are the first three countries on the plan tolaunch.
The Vista EV is being developed and assembled at the InternationalAutomotive Research Centre at the University of Warwick Campus,Coventry.
The battery comes from Swedish manufacturer Miljobil Grenalnd, thedrivetrain from Canadian electrical systems company TM4, and the restof the kit comes from India.
Base price falls between 25,000 to 30,000
The Vista EV does qualify for the UK's 5,000 ($8,041 U.S.) plug-in cargrant which drop its price down to a more reasonable level.
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PEST Analysis
Political Oil prices
Foreign regulation
Overloaded road network Restricting traffic flow by imposing additional taxation
Administrative barriers
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Economical
The target market size maturity of the target market
personal disposable income (PDI)
Currency stability
Labour costs expansion of existing political and economic blocs (EU)
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Social factors Demographic factors
Lifestyles
Technological factors development of information technologies
impact of new technologies on supply chain architecture
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Market Screening
External Environment
Social, cultural, legal, political,
Economic & technological factorsMarket Size & profitability
Internal Environment
Key player in Automobile industry
Own Plant & out sourcing Make the company globalizeInnovation and engineering
Potential Market (By continent)
Asia, Europe and USA
Specific Segment in the country- Middle class
Target Segment- Early adapter, Eco friendly, Young to Middle age
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SWOT Analysis
Useful Analysis to contrast between own andcompetitor activities
InternalAnalysis
Strenghts Weaknesses
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Strengths:
Large distribution network
Vast experience
Good mileage
Strong and robust R&D division
Sturdy body
Tatas brand name
(acquisition of Land Rover)
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Weaknesses:
Unattractive look Crude Interior
Opportunities: High growth rate of premium hatch back segment.
Strategic acquisitions - opportunity to develop its offeringand reach across various segments and geographies.
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Threats: The global automotive industry is intensely competitive.
Continuing globalization and consolidation in theworldwide automotive industry.
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Ranking Markets (Attractiveness)
Weighting UK USA Asia
Market Size 40% 8 5 3
MarketGrowth
20% 7 5 3
Risk of
Investment
20% 4 7 9
InternalConsiderations
20% 7 5 4
Total Score 100% 26 22 19
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Ranking Markets(Ability toCompete)
UK USA Asia
Product fit tomarket
demand
50% 9 5 1
MarketPresence
10% 3 0 2
Resources 20% 7 1 5
Obtainablemarketshare
20% 7 1 2
Total score 100% 26 7 10
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Ability to Compete Vs. Market Attractiveness
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CompetitionElectric vehicles bound for the UK market
Make and Model First UK delivery
Mitsubishi i-MiEV January 2011
Peugeot iOn January 2011
Nissan Leaf February 2011
Citroen C-Zero Early 2011
Tata Indica Vista EV Mid 2012
Vauxhall Ampera Early 2012
Toyota Prius Plug-in Hybrid Early 2012
Daimler Smart Fortwo E Drive Mid 2012
Chevrolet Volt Mid 2012
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Electric car prices
Mitsubishi i-MiEV 23,990
Nissan Leaf 23,990
Tata Indica Vista EV 24,000*
Vauxhall Ampera 28,995
*before the 5000 government subsidy
Current choice of electric car is limited in the UKSome of the designs are well, not overly easy on theeye.Prices are also currently quite high.
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Market Entry Strategy
Greenfield Entry approach.
Tata Motors European TechnicalCentre TMETC), a wholly owned
subsidiary of Tata Motors. Actively engaged in the design,
development, assembly and
commercialization of the Vista EV andAce EV vehicles on behalf of TataMotors.
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Pros & Cons of Greenfield
Advantages Avoids risk of overpayment
Avoids problem of integration
Still retains full control
Disadvantages
High risk and high commitment
Slower Startup Requires knowledge of foreign market
and culture
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Recommendation
Appropriateness Lack of proper acquisition target
In-house local expertise
Embedded competitive advantage
Recommendation
Correct entry approach has been taken.
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Questions?