A STUDY ON SALES AND COMPETITOR ANALYSIS OF MITHILA MOTOR PVT.

LTD

SUMMER PROJECT REPORT

Prepared and Submitted

By

RAMESH KUMAR
Reg. No. 471094032

BATCH (2009 – 2011)

VINAYAKA MISSIONS UNIVERSITY

Aarupadai Veedu Institute of Technology
Department of Management Studies
Old Mahabalipuram Road,
Paiyanoor – 603 104
CERTIFICATE

Project Guide
DECLARATION

I hereby declare that the summer project work titled A STUDY REPORT ON SALES
AND COMPETITOR ANALYSIS OF MITHILA MOTOR PVT.LTD is submitted to
Vinayaka Missions University in partial fulfillment of the requirements for the award of the
Degree of Master of Business Administration. It is a bona fide record of work done by me under
the guidance of Mr. Vashudevan Dean, Department of Management Studies, Aarupadai Veedu
Institute of Technology.

RAMESH KUMAR
 CONTENTS

PAGE
S.NO TITLES
NO
1. INTRODUCTION

2. INDUSTRY PROFILE

3. COMPANY PROFILE

4. ORGANISATION OBJECTIVES

5. CONCLUSION

6. BIBLIOGRAPHY
A STUDY ON SALES & COMPETITOR ANALYSIS IN MITHILA MOTOR PVT. LTD.

EXECUTIVE SUMMARY

The automotive industry is at the centre of India’s new global dynamics. TATA
MOTOR’S Commercial Vehicle Business Unit (CVBU) is a division of TATA MOTOR’S,
having a TATA MOTOR’S product range covers Medium and heavy, light commercial vehicle,
small commercial vehicle and buses.
As the project title “CUSTOMER SATISFACTION SURVEY” Suggests that the project report
is all about the technical and the commercial aspect of the company. While doing survey I realize
that the things learnt from the books are quite different from the actual practice in field.
The body of the project report takes a micro level approach, using each step of the marketing
research process. The main source of analyzing the data is through questionnaires. A complete
analysis has been done in research methodology part to find the advantages and disadvantages of
the company.
A complete Analysis of variance has been done to find the kind of satisfaction Tata Motor’s
Service Stations provides to their Customers. The best part of this project report is the analysis
and interpretation of the various services provided by Service Station. This part directly shows
whether the customers are satisfied with the products and services of Tata Motors and criticizes
the ill part of the company. At the last part I wrap up the project with suggestion and
recommendations to enhance
the future growth and prospects of the company.
 INTRODUCTION

Formed in the year 1958, Mithila Motors Private Limited is the Authorised Main Dealer
for TATA MOTORS commercial range of vehicles at Jamshedpur, Jharkhand. Located in the
Adityapur industrial sector of Jamshedpur under the Adityapur Industrial Area Development
Authority (AIADA), Mithila Motors, in the last 50 years, has traversed a path strewn with
obstacles and succeeded in creating a niche for itself. From its humble beginnings of selling a
few commercial vehicles in the Eastern State of Bihar with a handful of employees, the company
has expanded to having location offices in the whole of Jharkhand with staff strength of 200. It
has earned a name for itself as one of the largest automobile selling dealers in the region.

Pivotal to the company is…..

Journey of Excellence…
The company ensures quality at all levels, supplying technically advanced and popular models of Pick-
ups SCV, LCV, ICV, M & HCV range of vehicles, which are manufactured in the country.

Customer comes first...

Customer satisfaction forms a vital concern at Mithila Motors. At all levels and phases of work, the
employees are motivated to inculcate the capabilities, expertise and skills required to warrant customer
satisfaction. Towards this end, a customized Human Resource training programme has been prepared,
with focus on:

•    Strategic, conceptual and specialist tasks 

•    Leadership qualities and personnel development

The programme enhances the skills of the employees, improving their performance in systems- Sales,
Service and Spares and Hire Purhase. This module underscores the company’s philosophy of motivating
and honouring the skills of every employee. 
Business is not just profit

The company’s trading activities embrace a plethora of services, ranging from:

•    Advising the customers in the selection of vehicles 
•    The right kind of application
•    Assisting them in hire-purchase, loan and lease
•    Ensuring on-time delivery to after sales service.

INDUSTORY PROFILE
 The network of the Mithila Motors Ltd is in Jharkhand. So Mithila Motors Ltd sells Tata
motor products with different segments in Jharkhand. Mithila motors has largest range of
commercial vechicles with over 50 models and 250 varients.the company’s constant endeavor is
to achieve a high level of customer satisfaction by enhancing safety standards and incorporating
environment friendly technologies .

To grow along with time, moulding itself to the customer need and enhancing quality, is what
makes Mithila Motors Pvt Ltd unique. Over the years, it has grown manifold, not only in size
and reach, but also in facilities and services that it offers to the customers. It has attained the
status of being one of the largest automobile selling dealers in the region and amongst the top 30
in the country…

Tata Motors Limited is India's largest automobile company, with consolidated revenues of Rs. 92,519
crores (USD 20 billion) in 2009-10. It is the leader in commercial vehicles in each segment, and among
the top three in passenger vehicles with winning products in the compact, midsize car and utility vehicle
segments. The Company is the world's fourth largest truck manufacturer, and the world's second largest
bus manufacturer.

The Company's 24,000 employees are guided by the vision to be "best in the manner in which we operate,
best in the products we deliver, and best in our value system and ethics."

Established in 1945, Tata Motors' presence indeed cuts across the length and breadth of India. Over 5.9
million Tata vehicles ply on Indian roads, since the first rolled out in 1954. The Company's
manufacturing base in India is spread across Jamshedpur (Jharkhand), Pune (Maharashtra), Lucknow
(Uttar Pradesh), Pantnagar (Uttarakhand) and Dharwad (Karnataka). Following a strategic alliance with
Fiat in 2005, it has set up an industrial joint venture with Fiat Group Automobiles at Ranjangaon
(Maharashtra) to produce both Fiat and Tata cars and Fiat powertrains. The Company is establishing a
new plant at Sanand (Gujarat). The Company's dealership, sales, services and spare parts network
comprises over 3500 touch points; Tata Motors also distributes and markets Fiat branded cars in India.

Tata Motors, the first Company from India's engineering sector to be listed in the New York Stock
Exchange (September 2004), has also emerged as an international automobile company. Through
subsidiaries and associate companies, Tata Motors has operations in the UK, South Korea, Thailand and
Spain. Among them is Jaguar Land Rover, a business comprising the two iconic British brands that was
acquired in 2008. In 2004, it acquired the Daewoo Commercial Vehicles Company, South Korea's second
largest truck maker. The rechristened Tata Daewoo Commercial Vehicles Company has launched several
new products in the Korean market, while also exporting these products to several international markets.
Today two-thirds of heavy commercial vehicle exports out of South Korea are from Tata Daewoo. In
2005, Tata Motors acquired a 21% stake in Hispano Carrocera, a reputed Spanish bus and coach
manufacturer, and subsequently the remaining stake in 2009. Hispano's presence is being expanded in
other markets. In 2006, Tata Motors formed a joint venture with the Brazil-based Marcopolo, a global
leader in body-building for buses and coaches to manufacture fully-built buses and coaches for India and
select international markets. In 2006, Tata Motors entered into joint venture with Thonburi Automotive
Assembly Plant Company of Thailand to manufacture and market the Company's pickup vehicles in
Thailand. The new plant of Tata Motors (Thailand) has begun production of the Xenon pickup truck, with
the Xenon having been launched in Thailand in 2008.

Tata Motors is also expanding its international footprint, established through exports since 1961. The
Company's commercial and passenger vehicles are already being marketed in several countries in Europe,
Africa, the Middle East, South East Asia, South Asia and South America. It has franchisee/joint venture
assembly operations in Kenya, Bangladesh, Ukraine, Russia, Senegal and South Africa.

The foundation of the Company's growth over the last 50 years is a deep understanding of economic
stimuli and customer needs, and the ability to translate them into customer-desired offerings through
leading edge R&D. With over 3,000 engineers and scientists, the Company's Engineering Research
Centre, established in 1966, has enabled pioneering technologies and products. The Company today has
R&D centres in Pune, Jamshedpur, Lucknow, Dharwad in India, and in South Korea, Spain, and the UK.
It was Tata Motors, which developed the first indigenously developed Light Commercial Vehicle, India's
first Sports Utility Vehicle and, in 1998, the Tata Indica, India's first fully indigenous passenger car.
Within two years of launch, Tata Indica became India's largest selling car in its segment. In 2005, Tata
Motors created a new segment by launching the Tata Ace, India's first indigenously developed mini-truck.

In January 2008, Tata Motors unveiled its People's Car, the Tata Nano, which India and the world have
been looking forward to. The Tata Nano has been subsequently launched, as planned, in India in March
2009. A development, which signifies a first for the global automobile industry, the Nano brings the
comfort and safety of a car within the reach of thousands of families. The standard version has been
priced at Rs.100,000 (excluding VAT and transportation cost).

Designed with a family in mind, it has a roomy passenger compartment with generous leg space and head
room. It can comfortably seat four persons. Its mono-volume design will set a new benchmark among
small cars. Its safety performance exceeds regulatory requirements in India. Its tailpipe emission
performance too exceeds regulatory requirements. In terms of overall pollutants, it has a lower pollution
level than two-wheelers being manufactured in India today. The lean design strategy has helped minimise
weight, which helps maximise performance per unit of energy consumed and delivers high fuel
efficiency. The high fuel efficiency also ensures that the car has low carbon dioxide emissions, thereby
providing the twin benefits of an affordable transportation solution with a low carbon footprint.

In May 2009, Tata Motors introduced ushered in a new era in the Indian automobile industry, in keeping
with its pioneering tradition, by unveiling its new range of world standard trucks called Prima. In their
power, speed, carrying capacity, operating economy and trims, they will introduce new benchmarks in
India and match the best in the world in performance at a lower life-cycle cost.
Tata Motors is equally focussed on environment-friendly technologies in emissions and alternative fuels.
It has developed electric and hybrid vehicles both for personal and public transportation. It has also been
implementing several environment-friendly technologies in manufacturing processes, significantly
enhancing resource conservation.

Through its subsidiaries, the Company is engaged in engineering and automotive solutions, construction
equipment manufacturing, automotive vehicle components manufacturing and supply chain activities,
machine tools and factory automation solutions, high-precision tooling and plastic and electronic
components for automotive and computer applications, and automotive retailing and service operations.

Tata Motors is committed to improving the quality of life of communities by working on four thrust areas
– employability, education, health and environment. The activities touch the lives of more than a million
citizens. The Company's support on education and employability is focussed on youth and women. They
range from schools to technical education institutes to actual facilitation of income generation. In health,
our intervention is in both preventive and curative healthcare. The goal of environment protection is
achieved through tree plantation, conserving water and creating new water bodies and, last but not the
least, by introducing appropriate technologies in our vehicles and operations for constantly enhancing
environment care. With the foundation of its rich heritage, Tata Motors today is etching a refulgent
future.

COMPETITORS

The choice location of the Mithila Motors showroom, the state-of-the-art facilities, timely
delivery of vehicle, after-sale-service and a well-stocked Spare Parts Department with
components of any model of TDV, attributes the company its star status.

In Jharkhand there are five competitors of Mithila motors -

ASHOK LEYLAND

MAN FORCE TRUCKS Pvt. Ltd.

ASIA MOTORS WORKS

EICHER

MAHINDRA

ASHOK LEYLAND
 Ashokleyland has the estimated value of $23,564 and ranks # 249,881 in the World (Alexa). With
the daily ads revenue: $13 and page views per day: 673. The website is hosted on server that
locates in Chennai 25 India.

Estimated
$23,564 USD
Worth:
Income
$13 USD
Per Day:
Daily
673
Pageviews:
Alexa
# 249,881
Rank:
Compete
# 2,651,746
Rank:
IP
203.189.5.35
Address:
Domain Ashokleyland.co
Name: m
Length: 12 characters
Age: 14 years 66 days
Country: India 
Region /
25 Tamil Nadu
State:
City: Chennai
Country
IN
Code:
Continent
AS
:
Time
Asia/Calcutta
Zone:

Ashok Leyland | Indian Automobile Manufacturer

Ashok Leyland is the first Indian automobile manufacturer to win the ISO 9002 certification. We
offer world class range of trucks buses and engines. Indian automobile manufacturer bus manufacturer
special application vehicle automobile engine truck manufacturer defence vehicle automobile industry
India.
 Viking BS3 (IL MECH) Viking BS3 (EDC) Viking BS4

Viking SLF BS3

Cheetah - BS3 (EDC)
Cheetah BS3 (IL MECH)

Vestibule Bus - BS3

Viking CNG BS3 Double Decker

Airport Tarmac coach Stag BS3 Lynx BS3

Trucks
4 X 2 Haulage Models 4 X 2 and Multi-axle Tippers Multi-axle Vehicles

Tractors ecomet

Defence & special vechiles

Largest provider of logistic vehicles to the Indian army.

Special Vehicles Defence Vehicles

MAN FORCE TRUCKS Pvt. Ltd.

 At MAN FORCE TRUCKS Pvt. Ltd. we strive to provide products and services that fully meet the
needs of our customers. It is our aim to increase the profitability of our customers by providing reliable
and innovative trucking solutions with low operating cost, high efficiency service and superior driver
safety and comfort.

MAN FORCE Trucks is committed to provide benefits of the latest technology to its customer at most
affordable prices with special emphasis on economy of operation & driver safety. MAN FORCE Trucks
believes in providing optimal solution to its customers by providing the most suitable product for his
specific needs.

Our business model is formed on ensuring success of our Customer's enterprise.

Our products & services help our customers to outperform their competition.

Our aim is to provide affordable, reliable transportation solutions to the customers, which we will do by
continuously improving the quality of our products & services.

MAN FORCE TRUCKS Pvt. Ltd. is a 50:50 Joint Venture betweenMAN Nutzfahrzeuge

AG of Germany and FORCE Motors Ltd. India.

Force Motors has played a pioneering role in the development of light commercial vehicle transport
in India, with iconic vehicle brands like Tempo, Metador, Trax and the Traveller.

Combining MAN’s proven leading edge technology with FORCE Motors 50 years experience in the

Indian Commercial Vehicle Industry; these Trucks are made for the Indian conditions and market, using
the Top Technology from MAN.

With an installed capacity of 24,000 trucks per annum at its ‘state of the art’ plant at Pithampur, near
Indore (MP), half the production is earmarked for exports through the global MAN Sales Organization.

The range of products manufactured includes Mining & Construction Tippers, Haulage Tractors and
Multi Axle Trucks, from 16t GVW to 49t GCW .

PRODUCT RANGE :-

Considering the wide range of requirements in the goods transportation sector, MAN FORCE
TRUCKS offers offerings a full range of vehicles, starting from 16 tonnes GVW to 49 tonnes GCW as
regular haulage trucks, tractor heads, tippers, etc. Developing applications has been the strength of MAN,
who have developed and documented thousands of applications. Drawing  upon  their  vast  experience, 
MAN  FORCE  TRUCKS will be offering  custom built vehicles specifically designed  for  India.
World class aggregates

Engine- Power and Performance

The 6.9 litre, 6 cyl, Turbo Charged - intercooled MAN D0836 engine developing 
• 280hp@2400rpm and
1100Nm torque@1300-1700 rpm, BSIII

• 220hp@2400rpm and

800Nm torque@1300-1700 rpm, BS II

 Gear Box
License ZF, Smooth shift- Latest technology nine speed synchromesh gearbox with planetary gears for
car like smooth gearshifts. Long life. Highest reliability.

Six speed ZF 6S 850 gearbox for CLA 16.220 and for CLA 25.220
* License ZF

Axles

Front :-
Heavy duty forged I-beam. 
Maintenance free unitized hub bearings. Straight axle for heavy duty mining operations.

Rear :-

MAN Planetary Axles with Hub reduction offering higher ground clearance and superior traction. Inter
axle differential lock plus stabilizers on twin axles of CLA 49.280. Heavy duty Hypoid rear axle for
CLA 25.220 6X2-MAV and CLA 40.220 4X2-Tractor

Suspension
Front:- Heavy duty leaf spring suspension
Rear:- Heavy duty MAN bogie suspension with high strength radius rods (2 Stage semi elliptical leaf
springs for CLA 16.220) 
Rear heavy duty bogie type suspension for 49.280; 2 stage heavy duty semi elliptical leaf springs for CLA
40.280 & 40.220; heavy duty leaf springs with bell crank mechanism for CLA 25.220.
Chassis
Extra strong ladder frame chassis, special high strength steel provides high Torsional and bending stress
capability.
Specially treated for corrosion resistance
Cast iron brackets for crocodile cross member

Brakes
Brakes- Safety first
Extra heavy duty, dual circuit drum brakes.
Drum dia of 410mm, for powerful quick response sure stops.

MAN patented Exhaust Valve Brakes (EVB).

Automatic Slack adjuster and asbestos free linings.
Parking brakes acting on rear axle.

Cabin
Comfortable, Convenient, Spacious, High visibility, steel shell
Day cabin for tippers and high roof sleeper cabin with twin beds for haulage series.
Insulation against heat and sound. ZF power steeringSteering column adjustable for height and rake.
Three way adjustable deluxe driver seat, Hydraulic cabin tilting mechanism.

ASIA MOTORS WORKS

Asia Motor Works is a company driven by energy, enthusiasm and positive attitude. We are in the
business of transport solutions for a new competitive age in India's fast growing industrial sector.
Innovation and customer satisfaction are at the core of everything we do at AMW. Behind our Global
Truck, is relentless passion for engineering, technological proficiency and people who are committed to
delivering value. From heavy trucks to specialized application vehicles, AMW has constantly delivered
products that increase productivity and profits for its customers.

AMW trucks offer dependability, low cost of operation, unsurpassed handling, panoramic visibility, high
driver comfort and ease of maintenance. And much more. We aim to enhance the overall efficiency and
profitability of our patron’s business.

At AMW sprawling complex in Bhuj, in Gujarat, Western India, we also manufacture components for
the automotive and general engineering industries. We are the largest single location plant for wheel rims
in Asia and supply pressed metal components to some of the world’s most renowned automobile
companies.

Asia Motor Works is a company where excellence and innovation aren't just buzz words, they are the core
of our existence. Since we started rolling out trucks in 2005, our 49-tonners have quickly captured the
heavy haul market segment.

This is possible because we put the customers and his needs first. That demands excellence in
manufacturing through the use of contemporary technologies, management and processes, which we
implement at our sprawling 515-acre plant in Bhuj, Gujarat. For this AMW has formed collaborations
with world-renowned engineering suppliers to obtain the best in components and technology. We have
also set up a dedicated research and development facility to constantly deliver performance-enhancing
innovations.

Manufacturing Facilities: Integrating Quality, Speed and Scale

AMW’s vision rests on three pillars – providing world class quality, delivering on time and
maximising the economic advantage of large scale. Our integrated manufacturing facility at Bhuj is built
to optimise on all three.

Our commitment to quality permits us to use only the latest and world-class facilities. The plant at
Bhuj, Gujarat is spread over a sprawling 515-acre space that forms the backbone of the company’s truck
manufacturing in India. With state-of-the-art plants, assembly line, R&D and paint shop coupled with a
modern warehouse, AMW has ensured that nothing but the best trucks roll out from these premises.

AMW-MGM Forgings Pvt. Ltd.

AMW-MGM Forgings Pvt. Ltd.

 Incorporated in 2008, AMW-MGM Forgings is located on a 10-acre facility in Mysore, India. It has a
manpower of 286 and an installed forging capacity of 44,000 metric tonnes per annum. The company has
abilities in

 Conventional Forgings – for automobiles & earth-moving equipment

 Hollow Forgings
 Precision Machining & Assembly
 Machined Forging Components

PRODUCT RANGE :-

Tippers:

AMW tippers are suited for the rough and tumble of mining & quarrying operations, as well as for
carrying bulk loads in construction and infrastructure industries. Complete manoeuvrability, high
performance and long-term endurance are common to all trucks, resulting in lower operating costs.

The trucks are fitted with Euro III engines that deliver 180/235 HP and 800 maximum torque. Heavy duty
double acting shock absorbers and integral power steering with double UJ ensure a smooth and stable
ride. The spacious, air-conditioned cabin –  a first in India –  gives total driving comfort & satisfaction.

2518 TP Box Body

For bulk transport of sand, cement bags etc to construction sites.

2523 TP Box Body

Suited for carrying sand, cement bags etc. in tough terrain.

2523 TP Rock Body

Suited for all on-road and off-road load challenges.

Tractors: high performance for heavy loads

AMW tractor trailers are adaptable for multiple uses, and give you a high level of comfort and
endurance on long journeys. They have been engineered with HSLA steel chassis and 6-cylinder engines
to pull higher payloads at low operating costs.

The tractors  are fitted with Euro III engines that deliver 180/235 HP of power and maximum torque.
Heavy duty double-acting shock absorbers and integral power steering with double UJ ensure a smooth
and stable ride. The cabin is designed to offer a spacious, air-conditioned space –  a first in India – that
gives the driver comfort & satisfaction.

4018 TR

Suitable for transporting large loads over long distances

4023 TR

Suitable for transporting loads on any road. Adapts easily for lugging containers, tip trailers, tankers, or
other specific uses.
4923 TR

Award-winning truck, bulk carrier for long distances, adaptable for containers, bulk trailers, tankers etc.

Haulers: Performance for the long haul

AMW’s haulage trucks are designed to give you optimum performance on any kind of road – from
rural roads to expressways. The durable chassis and engine mean that payloads are higher and operating
costs are lower. The trucks are fitted with Euro III engines that deliver upto 180 HP and maximum torque.
Heavy duty double acting shock absorbers and integral power steering with double UJ ensure a smooth
and stable ride. The spacious, air-conditioned cabin –  a first in India –  gives total driving comfort &
satisfaction.

2518 HL

Your first choice for transporting containers, machinery, steel coils, plates & pipes, oil tankers and
cement bulkers over long distances

3118 HL

Ideal for heavier loads over long distances.

Transit Mixers: Laying a firm foundation for growth

AMW transit mixers are designed for optimum performance in any terrain. They provide complete
manoeuvrability, matched by high mixing efficiency. The engines are developed in collaboration with the
best automotive companies in the world and comply with Euro III norms. The spacious, air-conditioned
cabin –  a first in India –  gives total driving comfort & satisfaction.

2518 TM

Mixes upto 7 cubic metres of concrete. Suitable for small construction projects

Concrete Pumps: Powering infrastructure, powering growth

AMW concrete pumps are suited for construction and infrastructure operations. What is common to all
our trucks is the complete manoeuvrability they offer, matched by high performance.  The spacious, air-
conditioned cabin –  a first in India –  gives total driving comfort & satisfaction.

The HSLA steel chassis is designed for to withstand and manouevre any terrain, from urban construction
sites to dams & tunnels. The trucks are fitted with Euro III engines that deliver 180/235 HP and
maximum torque. Heavy duty double-acting shock absorbers and integral power steering with double UJ
ensure a smooth and stable ride.

2518 CP

Suited for large building projects; pumps to 36 metres.

 Fully Built Vehicles: Special needs, special performance

AMW manufactures a wide range of fully built vehicle solutions under the name of Tranztar Trailers for
on-road and off-road applications. The range of FBVS combines excellent driving characteristics on roads
and highways and also on difficult terrain and in adverse climate conditions.

Disclaimer: The Dimensions, Weights, Drawings, Photographs and the branding shown are for reference
purpose only.  The Specifications are liable to change due to continuous improvements and the Company
reserves the right to modify the Design/ Equipment, Photographs or to place the appearance of the Brand
on the product/photograph without prior notice.

Suitable for containers, steel coils or specialised applications. Both tandem and tridem axle versions.

 12250 mm X 2500 mm chassis dimension

 Main girder is a fabricated ‘I’ section of material ST 52
 Cross members/ outriggers at regular intervals
 Platform is covered with a chequered sheet
 2” de-mountable kingpin
 2-speed telescopic-type landing leg
 12 T heavy-duty axles
 15 T capacity heavy-duty tandem/ tridem multi-leaf suspension
 1-.00-20 16 PR tyres fitted on 7.50-20 wheel rims
 2-line pneumatic brake system with air tank, relay emergency valve and brake chambers
 Eight ISO twist locks suitable for one 40’ or two 20’ containers
 Suitable for many kinds of loads. Both tandem and tridem axle versions.

 9200 mm X 2500 mm X 2560 mm chassis dimension. (or as required)

 Side wall height 1050 mm or as required
 Main girder is a fabricated ‘I’ section of material ST 52
 Cross members/ outriggers at regular intervals
 Drop door & side panels of 2 mm pressed section
 2” de-mountable kingpin
 2-speed telescopic-type landing leg
 12 T heavy-duty axles
 15 T capacity heavy-duty tandem/ tridem multi-leaf suspension
 1-.00-20 16 PR tyres fitted on 7.50-20 wheel rims
 2-line pneumatic brake system with air tank, relay emergency valve and brake chambers

Suitable for carrying 22 to 45 cubic metres of bulk loads. Both tandem and tridem axle versions.

 Main girder is a fabricated ‘I’ section of material ST 52

 Cross members/ outriggers at regular intervals
 Platform is covered with a chequered sheet
 2” de-mountable kingpin
 2-speed telescopic-type landing leg
 12 T heavy-duty axles
 15 T capacity heavy-duty tandem/ tridem multi-leaf suspension
 1-.00-20 16 PR tyres fitted on 7.50-20 wheel rims
 2-line pneumatic brake system with air tank, relay emergency valve and brake chambers
 Front-mounted multi-stage tipping kit of HYVA make
 45 degree tip angle

Suitable for carrying stacked pallets across long distances, in both tandem and tridem axle versions.

 12250 mm X 4730 mm X 2500 mm chassis dimension

 Main girder is a fabricated ‘I’ section of material ST 52
 Cross members/ outriggers at regular intervals
 Platform is covered with a chequered sheet
 2” de-mountable kingpin
 2-speed telescopic-type landing leg
 12 T heavy-duty axles
 15 T capacity heavy-duty tandem/ tridem multi-leaf suspension
 1-.00-20 16 PR tyres fitted on 7.50-20 wheel rims
 2-line pneumatic brake system with air tank, relay emergency valve and brake chambers
 32 standard pallets of 1280 mm X 1600 mm X 1250 mm; or as required
 Side-sliding curtains with fixed sheet metal roof
 Suitable for carrying containers and for customising for specialised applications. Both tandem and tridem
axle versions.

 12250 mm X 2500 mm chassis dimension

 Main girder is a fabricated ‘I’ section of material ST 52
 Cross members/ outriggers at regular intervals
 2” de-mountable kingpin
 2-speed telescopic-type landing leg
 12 T heavy-duty axles
 15 T capacity heavy-duty tandem/ tridem multi-leaf suspension
 1-.00-20 16 PR tyres fitted on 7.50-20 wheel rims
 2-line pneumatic brake system with air tank, relay emergency valve and brake chambers
 Eight ISO twist locks suitable for one 40’ or two 20’ containers

Tipper Body Specifications:

 Available in a range of body options from 8 to 20 m3.

 Available in both Box Body and Rock Body options.
 Suitable for multiple purposes such as carrying mineral ores, rocks, sand, coal etc.
 The tipping force is transferred directly to the front axles by front-mounted single-tipping cylinder.
 Front-mounted tipping cylinder lowers the effective tipping force, and hence minimises stress exerted on
chassis frame and body.
 Complete dust and dirt protection ensured to avoid damage to the tipping mechanism.
 Maximum stability due to strong foundation, front-mounted tip cylinder and special tip stabilisers.
 Body exterior fully welded, sandblasted and painted with a primer/ topcoat.

COMPANY PROFILE

Mithila Motors Ltd believes in realizing business strategy through people. The company is
committed to the continuous development of its employees, which aims at ensuring managerial
effectiveness, quality and productivity. MML offers opportunities for growth through challenging
assignments and exposure, which would develop the ability of the employees to think laterally and come
up with innovative ideas. Towards this end, the company organizes training programmes to unfold the
talent of the staff and establish a mutually rewarding long-term relationship.

THE BIRTH OF Mithila Motors Pvt Ltd

 Mithila Motors Pvt Ltd started its journey 50 years ago on May 12th, 1958 under the
leadership of Late Shri Bipin Parikh, with operations as dealers for Morris and later as dealers
for Mico Bosch Group, for Bihar. In the same year, the company bagged the dealership of Tata
Motors, the largest commercial auto-maker in the country.

MML continued to grow at a fast pace, spreading its wings further, Mithila integrated with
Maruti Suzuki. Indeed, it was among the first ten dealers for Maruti in India, and it soon attained
the first-phase dealership for Tata Motors and Maruti. Traversing an obstacle strewn trajectory,
Mithila Motors now enjoys the status of one of the largest automobile trading houses in Eastern
India, sporting a plethora of commercial vehicles and staff strength of over a 100 employees.

There was a change with the formation of a separate State of Jharkhand, as Mithila’s dealership
for Maurti at Patna was ceded in January 2003.

A New Beginning

A new beginning had been made, and Mithila Motors, slowly but steadily continued the
uphill trudge. From an office at JMA Stores, MML, in 1948, shifted to a plot near the Ram
Mandir in Bistupur, Jamshedpur, and repair work of the Morris cars were undertaken there.

The year 1958 was a significant one for MML, as it bagged the dealership for Tata Motors under
Utkal Automobiles for eight cities in Orissa; Rourkela, BBSR, Cuttack, Sambalpur, Baripada,
Barbil, Jaipur Road and Behrampur.

Mithila was suitably recognized by Tata Motors in 1959, for the highest sales of spare parts.
They had achieved an impressive figure of Rs 1.10 crores worth of sale in just nine months. The
business continued to grow by leaps and bound and MML had soon got the dealership for
Standard Herald cars, Vespa scooters and Standard Lamrata scooters on the Patna Exhibition
road.

Adityapur was also at the cross-roads of exponential growth, as Tata Motors had shut down its
plant for body building, and Adityapur had embarked on this new venture. In fact 1968, body
building for tippers and dumpers started in the industrial sector of Adityapur.
Mithila prospered along with the growth of Adityapur, as it bagged the dealership of Tata
Motors, under JMA Stores at Bokaro, Northern Bihar – Muzaffarpur, Chapra, Bethia, Patna and
Purnia. MML has also been dealers for Yamaha – two wheelers, MICO, Godrej, Escorts –
Tractors. Another major milestone for the company was, when it achieved a record sale of 100
dumpers in the Balimela Dam Project, Koraput in a month.

Founder & His Voyage

Mr Bipin Parikh took over the reins of Mithila Motors in his

hands,from the young age of 13, along with is brother, the Late Mr
Nagin Parikh. The first office was on the premises of the current
JMA Stores. He was still in school, when he embarked upon his
business career, and got the dealership for Morris cars.

Born to Sri Bhagwanjee V Parikh and Srimati Kamla V Parikh on

April 11, 1933, Mr Bipin Parikh was one among four brothers and
six sisters. Having completed his education from KMPM School,
Jamshedpur, while also taking care of the business, he travelled to
Europe in a Scout Jamboree as team leader in 1951.

As Mr Bipin Parikh toiled to make Mithila Motors a successful

business venture, he bought some land as personal investment on the
National Highway-33, and built a lovely farmhouse on it, which he
named- “Chitrakoot”. He married Mrs Dhiriya Parikh in 1960 and
they have one daughter and two sons from the marriage.
Construction of the Devi cinema hall at Bokaro in 1979, was another
of Mr Parikh’s gesture towards his social commitment to society.
VISION
To become a premium dealership with a clear focus on each business
MISSION
To deliver superior value to our customers, employees and society
VALUES
    * Integrity
    * Commitment
    * Passion
    * Speed
PHILOSOPHY
The further we go doing our Business… The Closer We Come to You…

MAJOR Products which are dealed by Mithila Motors Ltd :-

The network of the Mithila Motors Ltd is in Jharkhand. So Mithila Motors Ltd sells Tata
motor products with different segments in Jharkhand.
Small Commercial Vehicles
Light Commercial Vehicles
 Intermediate Commercial Vehicles

Medium & Heavy Commercial Vehicles

BUSES
Ambulance
HR PRACTICES IMPLEMENTED AT MITHLA MOTOR

Performance Management Systems

Talent Management Systems

Training and Development

Employee Engagement

MARKETING

TYPES OF SALES PROMOTION

Main tools sales promotion also known as methods of sales promotion may broadly be divided in
to two parts.

A. CUSTOMER PROMOTION METHOD

B. DEALER PROMOTION METHOD

CUSTOMER PROMOTION METHOD

Customer promotions methods of sales promotion are the methods which directly encourage
consumers to buy the product .

Discount Coupons
Discount coupons are distributed to consumers. A discount coupons is certificate which enables
a consumer to get a certain discount on the purchase of a particular product .Such coupons
encourage these consumers to go and to purchase the product.

Free Gifts

Free gifts will be given to consumers on the purchase of a particular in a particular quality. Thus
it is an open invitation to the consumers to come and purchase the product. Example –an
attractive coffee mug free with a pack of 200 gms of Nescafe coffee.

Reduction in prices

The producers or dealer announce heavy reduction in the prices of the product, generally on
some specific occasion or festivals. Example -20% to 30%discount on all the product of Gandhi
ashram on Gandhi jayanti.

Trade Fair and Exhibitions

India is a country in which various fairs and exhibition are organized at different level in
different parts. Some producers take part in these fairs and exhibitions and display their products.

Special prizes

Every purchaser of the product is given a prize coupon during a certain period. All the coupon
distributed during this period are put in to a box and a lottery is withdrawn there from. The
winners are given some attractive prizes. Thus this scheme also compels the consumers to
purchase and use the product.

DEALER PROMOTION METHOD

A dealer promotion method includes all the methods which are adopted with a view to encourage
the dealer and distributors to purchase and resell the product in more and more quality .Dealer
promotion methods include the following methods.

Advertisement Material

The advertising materials prepared by the company such as store signs banners self –sings
boards etc are distributed to sub dealer for display purpose.

Store Demonstration
In the premises of the whole seller or the retailer ,the producer’s sales personal will conduct
special demonstration to introduce a new product as its advantage can be highlighted and the
consumers doubt can be cleared, it can also be used to stimulate sale of old product . A goods

demonstration will draw heavy crowds in to the store and will draw attention of the consumer to
the product.

Dealer Premium

The dealer is offered a gift every time he purchase a given number of the company brands. The
dealer is given cash kind discount for such purchase.

PROBLEM DEFENITION (RESEARCH METHODOLOGY)

The problem definition part deals with the management decision problem and marketing
research problem. The management research problem deals with whether the product
introduced recently.

The market research problem deals with the product attributes that give satisfaction to the
consumers if they are satisfied at all and to also judge the effectiveness of the promotion in
increasing consumer awareness about the commercial vechiles of TATA MOTORS.

PROBLEM APROACH

The approach to problem solving for the marketing research problem determines the consumer
satisfaction in terms of price, brand, and features and after sale service schemes so that the
company can focus more on the popular parameter to woo the consumer.

In the similar way, the consumer awareness at time of buying the product in terms of various
types of promotion specifically electronic/print media, dealer point promotion, word of mouth
and hoarding/canopy promotion to see the medium to which people are mostly attracted to gain
information and to focus on the proper promotional positioning of the product via that medium.

Hence firstly, the secondary data on various product attributes of commercial vechiles are
studied on the Mithila motors website and other sources on the internet.

Based on the information obtained, four different factors are taken as independent variable to test
both consumer satisfaction and consumer awareness individually .The secondary data on the
buyers of the Mithila motors commercial vechiles and their demographics are obtained from
Mithila motors branch at Jemshedpur.
Also a mathematical model was developed to judge the relation between dependent and
independent variable and extent of that relationship .The mathematical model of correlation and
regression was used extensively and lines of regression were determined in equation form that
best fit the independent factors. Moreover, hypothesis testing was employed to test the
relationship between independent and dependent variable. The null hypothesis’ was taken that
there is no relation between dependent and independent variable and ANOVA is applied to
check it at 95% confidence interval. Thus interpretation and recommendations were given based
on the result obtained.

RESEARCH DESIGN

The research done in this case is a type of CAUSAL research. Here the consumer satisfaction is
taken as dependent variable and is judged on four important parameter brand, price, features and
after sale service. In this case consumers presently using the Mithila motor commercial vechile is
taken as sample and is surveyed. In the similar manner, consumer awareness at the time of
buying of the product for existing user was measured against the promotion through
electronic\print media, hoarding/canopy, word of mouth through peers/relatives and dealer
promotion.

The need was to determine the association of dependent variable with independent variable i.e.
whether consumer satisfaction is related someway to the brand, features, price or after sale
service and also how the various types of promotion affects the product awareness level of the
customers who are using the products. Hence the relation between the dependent and
independent variables if it exists.

DATA COLLECTION

The data collection was mainly the primary data collected directly from existing user using a
well structured questionnaire .Few secondary data was also taken from the company of the
people who bought the purifier of whirlpool.

SCALING TECHNIQUE

The scaling technique used is itemized rating scale than the continuous one. The type of itemized
scale used here is LIKERT SCALE. It requires the respondents to indicate a degree of agreement
or disagreement with each of a series of statements about the product attributes. Here the scale
has five response categories ranging from “strongly disagree” to “strongly agree” which has
been given the rating from 1 to 5.

QUESTIONNAIRE DEVELOPMENT
A structured Closed-end questionnaire of 10 questions was developed individually for
commercial vechicles on likert scale .Questions were written in lucid language and in order so as
to minimize the response error rate. The questions indicated the measure of both the dependent
variable and independent variables through responses. The questionnaire was developed keeping
in mind the overall research objective. Apart from the responses taken, the questionnaire also
administered the demographic profile of buyers like age, contact, address and occupation.

PRETESTING

The questionnaire was pretested on a sample of 10 respondents. Based on the responses

obtained, the questionnaire was corrected and then employed for large scale survey

TARGET SAMPLE

The target sample taken is the decision maker of the users who are currently the user of the
commercial vechiles of the Tata motors.

SAMPLING TECHNIQUE

The sample size of 50 elements is taken and the type of sampling employed in case of Tata
motors commercial vachiles are Convenience Sampling where the sample size is selected
among the given list of commercial vechile user due to unavailability of large data size of users.

The 50 users were chosen by Simple Random Sampling by using the sampling function in the
Microsoft excel by entering the list of existing users in it. Thus the technique of probability
sampling is used.

FIELD WORK

The field work consisted of taking the survey and getting the questionnaire filled by respondents.
The questionnaire was filled by two methods namely personal interview and telephonic
conversation. The survey was done mostly in evenings and mornings between 1 st April, 2011 to
15 May, 2011.

DATA ANALYSIS

There was an extensive use of statistical tools for analyzing the responses of the questionnaire.
There was mainly use of:-

1. Correlation
2. Multiple Regression

3. Analysis of Variance or ANOVA.

CORRELATION: Correlation defines whether there is a some relation between the

dependent variable and independent variable. The coefficient of regression r lies between 0 and
1where r=0 signifies no relationship between dependent and independent variable whereas r=1
signifies perfect relation between them. Hence correlation determines whether consumer
satisfaction and consumer awareness depend on certain parameters or not.

MULTIPLE REGRESSION: Multiple regression determines how the dependent variable

i.e. consumer satisfaction and consumer awareness vary with certain factors and their degree of
association with them. The multiple regression gives the various parameters like value of
coefficients of independent variable and also the intercept value, also giving the standard error
and P –VALUE of each parameter. The parameter with the lowest p value indicates the relation
between dependent variable(y) and independent variables(x1,x2, x3,x4) at 95% confidence level.

ANALYSIS OF VARIANCE OR ANOVA: ANOVA is a used in this case to test the

hypothesis whether the means of the dependent variable are equal or whether there is
relationship between dependent variable and independent variable. The null hypothesis is taken
that there is no relation between dependent and independent variables where alternate hypothesis
is taken that there is significance relation between them .Then the f-test is taken and f value is
calculated. Also the f tabulated value is seen from f table with 95% of significance and n-k, k
degree of freedom where n is no of samples and k is no of regressors.ie independent variable in
this case. If f calculated is greater than f tabulated then null hypothesis is proved wrong thus in
dicating relation between independent variable and dependent variable.
 SWOT ANALYSIS

SWOT ANALYSIS FOR TATA MOTORS

STRENTHS

Tata Motors has major share in HMCV segment (60%) and second largest in passenger vehicle market.

• The company is the world's fifth largest medium and heavy commercial vehicle manufacturer.
•Tata Motors is the first company from India's engineering sector to be listed in the New York Stock
Exchange (September 2004).
• The company has made major mergers and acquisitions in the recent past viz. Ford and Land Rover
(U.K.), Daewoo commercial vehicles company (Korea).
• The company's commercial and passenger vehicles are already being marketed in several countries in
Europe, Africa, the Middle East, Australia, South East Asia and South Asia.
• It has assembly operations in Malaysia, Kenya, Bangladesh, Spain, Ukraine, Russia and Senegal.

WEAKNESSES
• There is a need for more service stations for its authorized dealers.
• The recent mergers and acquisitions were too expensive.
• Maintaining the good quality product at a comparatively low cost is becoming tough for the company.

OPPORTUNITIES
• There has been a continuous increase in the exports of both commercial and passenger vehicles of Tata
Motors.
• Government has provided the companies with SEZ’s and EEZ’s with flexible policies and also
providing concessions for manufacturing plants meant for export.
• Though the urban market has been penetrated, the rural market is still open for penetration.
• The average annual income of people in India has increased which ensures the demand for both
passenger and commercial vehicles.

THREATS
• The biggest threat for the company is the increasing prices of the raw material, most important among
them is steel.
• The interest rate on vehicle loans has been increased by the government several times during the past
few years which has lead to fall in the demand.
• Since the government has allowed 100% FDI in automobile sector lot of foreign players have entered
into the Indian automobile sector e.g. Hyundai, Toyota.
• There is also a rise in the number of domestic competitors in the recent years
 QUESTIONNAIRES
CUSTOMER FEEDBACK
Q1 When was the last time your TATA vehicle was serviced with a TATA dealer/
TASS?
Q2 Where did you take it for service? (Name of the dealer)
Q3. How was the overall experience?
Q4. How many TATA commercial vehicle have you used in the past 5 years?
Q5. What type of work was required in your vehicle?(FC/ PS/PR/ WR)
Q6. Did you have to make an advance booking

Q7. If your vehicle was under warranty was it immediately accepted or it took time for
a decision to be taken?
Q8. Were you asked to pay a deposit or charged for lubricants?
Q9. When the vehicle arrived at the dealership/ TASS, how long did it take for the
vehicle to be taken into the workshop and open job card?
Q10. Are you with the performance quality of Tata novus?
Very satisfied.....................................................
Quite satisfied....................................................
Very dissatisfied................................................
Q11. How frequently the maintenance costs occur?
Q12. Did you interact with service advisor about your problem? Did he understand the
problems? Was a road test taken?
Q13. Did the workshop give you a proper estimate of time and cost?
Q14. Was it delivered on time?
Q15. How frequently you change the tyre?
Q16. What is the mileage of the vehicle?
Q17. Did you go back to the workshop for the same problem shortly afterwards?
Q18. How do you find the competence of mechanic in the workshop? Do they know their jobs
well?
Q19. Will you recommend others for service in this workshop?
Q20. Are you happy with the cleanliness and workshop infrastructure?
Q21. If you could make one suggestion that will help the dealer/ TASS improve their service to
customers like you, what would be it?

CASE STUDY
THE RACE FOR ACE
ABSTRACT:
This case study is an endeavor to unfold the success story and the challenges of one of the
most successful commercial vehicles manufactured by Tata Motors i.e. “ACE”. The company
realized that the entry level for the semi-urban and rural market was a product between three
wheeler and a pick-up truck, at a price sensitive level. It put together a team to develop such a
vehicle, and it came up with an ACE.
Ace made a new segment called small commercial vehicle segment and is seen as an ideal
vehicle for short, narrow village roads as well as long highway hauls, for the small bulky loads
and large heavy ones. India’s first mini-truck- Tata’s ACE was launched in May 2005 and sold
6,500 units in a month. Since May 2005 till date Tata’s Ace has dominated the one ton four
wheeler truck segment (SCV’s).

Ace is the only commercial vehicle of Tata Motors whose demand exceeded the supply. The
Tata Motors plant at Pune which manufactured Tata’s Ace had to increase it’s production to
100% i.e. annual increase of production from 30,000 units to 60,000 units in the period 2005-
2006. Though Ace has performed exceptionally well for Tata Motors since it was launched in the
year 2005 and still dominates in the market in its own segment, but the future of Tata Motors is
full of challenges with all its competitors viz. Bajaj Auto, Force Motors, Eicher, Piaggio, Atul
Auto and Ashok Leyland are all ready to counter ACE, though it’s always a tough task to
compete with the products of Tata Motors. The case study tries to find out the reasons for the
success of ACE and the challenges ahead.
 CONCLUSION

Looking at the present market scenario we can say that it was Tata who owns the credit of giving
a new commercial vehicle segment to India i.e the small commercial vehicle segment. Before the
introduction of Tata’s Ace the market was dived into the following segments viz., heavy
commercial vehicles, medium commercial vehicles and light commercial vehicles including the
three wheeler cargo carriers.

Tata was lagging in the light commercial vehicle segment. The credit goes to Tata as it
performed a survey of the customers and understood the need of a low cost commercial vehicle
which is between a three wheeler carrier and a pick-up truck. The Ace was then the gift to the
price sensitive customers.

Its almost three years when Ace was launched in India by Tata and since then it has performed
well and has forced the other automobile manufacturing companies to think and come up a
product which can compete with the Ace. And the time has arrived when the competitors have
replied and replied well with Piaggio’s Ape-Truck being the first one and the companies like
Bajaj, Eicher, Atul auto an Force Motors will follow in the race to capture the Ace.
Tata will have to think in order to maintain there supremacy in the small commercial vehicle
segment and may be bring some changes in their product. They will have to look into the cost of
there production and also the marketing strategy which has to be more competitive now after so
many companies are entering in the small commercial vehicle segment. Since the number of
companies providing the small segment commercial vehicles will increase, the customers will
now be poised of various choices.
Prices are bound to decrease further as there will no more be monopoly enjoyed by Tata’s Ace
and monopolistic competition will rule the prices. This also indicates that Ace which is till now
experiencing the growth stage may now enter into the mature stage of the product life cycle.
Decline stage may also follow unless a good strategic decision is taken by the company.
Aggressive marketing will also become the need of the hour.
Product modification and changes as per the market demand is needed even for a product
which may have ruled the market in its own segment for consecutive three years.

NOTE
The brand Tata is itself more than enough to speak the success story but to maintain this success
story in this cut throat competition in automobile sector.Tata not only needs to maintain cost
efficieny but it also has to maintain its century old brand image to retain its position as the leader
in the automobile sector.
 REFERENCES

http://www.automobileindia.com/india-automotive/automotive-trends.html
http://www.tata.com/tata_sons/articles/20060818_rural_india.html
http://www.mithilamotors.com