EXECUTIVE SUMMARY

Ever since man evolved into social animal he felt the need for
“Transportation “ As they feel the need for better transportation
system and moreover better transportation . On overall
development in the universe the first need is the Transportation
to be the best .
And here, I have come up with an advanced automobile company
which is one of the great leading automobile company in our
country .
The topic of my project is ”Marketing strategies of TVS Motors
company of india.” This is the greatest topic through which we
can easily learn how a company boosts its sales and enhance its
growth and there are a lot of secondary data which proves the
fact of this company’s real growth.
In terms of competition the TVS has neck to neck competition
with companies like Hero Honda and Bajaj. Still it has aleading
position in market.This report incorporates all sincere efforts to
show a best possible outcome of study but as we know nothing is
limitation free . but this is just a study on my perspective along
with the journal,internet

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 COMPANY PROFILE
TVS MOTORS COMPANY(“inspiration in motion”)

Company Flashback
Before any introduction it is important to know the past.
To learn about it let us learns as follows-

TVS Motor Company Ltd.was established in 1911 by T.V

Sundaramlyengara in India.The TVS group of companies is mainly
situated in Padi,Tamil Nadu ,in the outskirts of Chennai( formely
Madras).
TVS Motors Company limited is the flagship company of TVS
group the USD 2.2 billion group.The group is the third largest
two-wheeler manufacturer in India and globally among the top
ten,with an annual turnover of USD 650 million
1980 is the red letter year for TVS when Indias first two-seater
moped rolled out that redefined the realm of personal

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transportation. In 1980 is the company entered into a technical
collaboration with Suzuki Motors Corporation of Japan which

helped the fledging joint venture gain from the expertise of a

global two-wheeler giant like Suzuki.In 2000,the TVS group and
Suzuki Motor corporation parted its ways from their joint venture
with the former buying out of 25.97 percent stake of the Japnese
company for Rs 9 crore.
It commands a strong presence in the manufacturing of two-
wheelers ,auto components and computer peripherals
Brake Linnings also getting the Deeming Prize .This prize is “given
to organizations or divisions of organizations that have achieved
distinctive performance improvement through the application of
TQM in a designated year “.Sundaram Clayton went on to be
awarded the Japan Quality Model
They also have vibrant businesses in the distribution of heavy
commercial vehicles(HCV) passenger cars,finance and insurance.

Globally,TVS Motors Company is the first two- wheeler

manufacturer to be honoured with the hallmarkof Japnese Quality
–The Deeming for the total quality management.

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 INTRODUCTION

Before, learning about the TVS company marketing strategy let

us first learn about the company first the company works in the
automobile field beside all the tough competition the company is
able to have the greatest goodwill with a wide variety of products.
The TVS motors work more on its marketing so that it can reach to
the foreign market as well.
Currently,the group has more than 30 companies and employees
over 40,000 people world wide.with steady growth,expansion and
diversification.
It involve a brief about company,s real growth and value
increment with the passage of time.
The company act as a medium of facilities distribution for the
people .

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 Different marketing strategies

Various company follows different marketing strategy as such-

 Strategies based on market dominance – In this

scheme,firms are classified based on market share of
dominance of the industry.Typically there are three types of
marketing dominance strategies:-
o Leader
o Challenger
o Follower
 Porter generic strategies – Strategy on the dimensions of
strategic scope refers to the market penetration while
strategic strength refers to the firms’s sustainable
competitive advance.
o Cost Leadership
o Product Differenciation
o Market Segmentation
 Innovative Strategies – This deals with the firms’s rate of
new product development and business model innovation .
it asks whether the company on the cutting edge of
technology and business innovation . There are three types:-
 Pioneer
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  Close follower
 Late followers

 Growth Strategies – In this scheme we ask the

questions.”How sould the firms grow?”.There are a number
of answering that questions ,but the most common gives four
answer:-
o Horizontal Integration.
o Vertical Integration
o Diversification
o Intensification

A more detailed scheme uses the categories:

o Prospector
o Analyzer
o Defender
o Reacter
 Marketing Warfare Strategies – This scheme draws parallels
between marketing strategies and military strategies.

OBJECTIVE OF STUDY
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 1. The first and foremost objective of the study is to analyse the
customer buying behavior of the respondent in the
motorbikes of different brands .

2. To study the future prospect of TVS Motors.

3. To provide a fair picture of technology used by TVS Motors.

4. To study the sales trend of TVS Motors .

5. To analyze the quality of after sales services being provided

by TVS Motors.

6. To get a view on the specific marketing strategy performed

by this firm.

7. To get a fair view of their facilities towards the consumer

satisfaction.

History of tvs motor company

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TVS Motors Company Limited which is a part TVS Group . we are
all aware of the history of this eminent company.the company is
started by T.V. Sundram Lyenkar began with Madhurai ‘s first
busservice in 1911 and founded TVS , a company in the
transportation business with a large fleet of trucks and buses
under the name of Southern Roadways . Sundaram Clayton
Dewandre Holdings , United Kingdom. Here the parent
organization is accessed by Sundaram Clayton.
The company faces many difficulties during its early time.
TVS Motors Company have complete foundation on 1978.
TVS Motor started a joint venture between TVS Group and Suzuki
Motor Corporation of Japan . The company was initially named as
TVS-Suzuki and began producing two- wheelers in a factory
located in Hosur, Tamil Nadu. The first product to roll out of the
factory was the Suzuki – licensed moped, which was a popular
mode of transportation in India at the time . The company quickly

regained its popularity for its reliable and fuel efficient vehicles ,
scooters.
Suzuki Corporation sold its stake in TVS Suzuki , and the company
is renamed TVS Motor Company . The change in ownership did
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not affect the company’s growth trajectory , and it continued to
innovate and introduce new products in market.
GROWTH AND EXPANSION
In the early 2000s ,TVS Motors introduces several new products ,
including the TVS Fiero a 150cc motorcycle that was popular
among the young rider.TVS Scooty Pep a lightweight vehicle
aimed for women consumer .this way they have a stromg
foothold over their consumer.
In 2007 TVS Motors enters into three-wheeler market.with the
launch of TVS King, a passenger carrierthat quickly become
popular among commercial vehicle.
In 2016 TVS Motor entered the Apache RTR 200 4V a premium
motor bike that are designed for performance oriented riders.the
product gets a very good brand value and that lead to a strong
positioning in the premium motorcycle segment.
Since , after all these changes the company started expanding
their product portfolio.

COMPANY’S VISSION AND MISSION

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The company have dispersed their mission not only in only one
sector. Their mission is to get enhanced proportion of growth as
well as the expanded market with a good brandvalue and so on..
They are highly commited towards their consumer facilities and
satisfaction.

DRIVEN BY CUSTOMER
TVS Motor will be responsive to customer requirement consonant
with its core competence and profitability .TVS Motor will provide
total customer satisfaction by giving the customer the right
product ,at the right price, at the right time.

THE INDUSTRY LEADER

TVS Motor will be one among the top two- wheeler manufacturer
in India and one among the top five two- wheeler manufacturer in
Asia.

GROWTH OVERVIEW

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TVS Motor will have profitable operations overseas especially in
Asian Market, capitalizing on the expertise developed in the areas
of manufacturing , technology and marketing .
COMITTED TO THE TOTAL QUALITY
TVS Motor is commited to achieving a self reviewing organization
in perpetuity by adopting TQM as a way of file. TVS Motor
believes in the importance of the process. People and projects will
be evaluated both by their end results and the process adopted.
AT THE CUTTING EDGE
TVS Motor will hone and sustain its cutting edge of technology
constant benchmarking against international leaders.
ENVIRONMENT , OCCUPATIONAL HEALTH AND SAFETY
POLICY
At TVS Motor Company , a leading manufacturer of personal
transportation products firmly believe in the integration of
environment , occupational health and safety aspects with all
business activities and safety aspects with all aspects with all
business activities and ensure the well being of employees and
society.

COMPANY’S CORE VALUE

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PHILOSOPHY OF CODE OF GOVERNANCE
TVS Motor Company Limited (TVSM) in line with TVS group
philosophy , truly believes in independence , responsibility ,
transparency ,professionalism ,accountability and code of ethics.
which are the basic tenets of corporate governance.
TVSM always seeks to achieve optimum performance at all the
levels in adopting adhering to best corporate governance
practices. TVSM always has focused on corporate governance as
a means to maximize long term stakeholder’s value through
disciplined and sustained growth nad value creation.
CODE
This code of business ethics helps to ensure compliance with the
legal requirements and standards of business conduct.
The board of directors (the board) has adopted a code of conduct
and ethics for all the board members of the senior management
personnel viz, all members of management one level below
executive directors, including all functional heads.

COMPLIANCE OFFICER

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Company secretary is the compliance officer for the purpose of
this code . They shall refer to the chairman of the board any
complaint received for necessary action.

HONESTY,INTEGRITY AND PROFESSIONAL CONDUCT

All the board members and senior management personnel shall:-
 Conduct their activities , on the behalf of TVSM , on their
personnel behalf with the honesty, and fairness uphold
standards of integrity.
 Act in the welfare of the general public and proper attention
on the stakeholders.
 Devote sufficient time to the professional obligation to
ensure the informed and balanced decision making.
 Comply with every code of its position and assist the
company to get on its peak to fulfill their objective.
 Not to engage in any conduct that will give discredit on
TVSM.
 Not to allow any extraneous activities that will violate the
objective of company their should always be the collective
judgement for any decision making.

DUTIES
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 All director and senior management personnel shall :-

 Undertake appropriate instruction and regularly update and

refresh their skills , knowledge and familiarity with the
activities.
 Seek appropriate clarification and implication of information
and whenever necessary take and follow appropriate
professional advice and opinion of outside experts.
 Strive to attention all meetings of the board commities of
which they are members;

Beside all these core values and duties that TVSM company
follows it also have the greatest vision which says that :-

“TVS Motor will be one among the top two two-wheelers

manufacturer in India and one among the top two-wheelers
manufacture in Asia .”

AWARDS
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 TVS Motors won the deeming application prize in 2002 ,
becoming the first and only India’s two-wheeler company to
win the awards given to companies that do outstanding work
in the field of quality management .it is considered to be one
of the world’s most prestigious quality awards , The same
year this work is done for same TVS Victor Motorcycle won
TVS Motor the national Awards for successful
commercialization of indeginious technology from the
technology development board ministry of science
technology , and government of India in 2004 TVS Scooty Pep
won the outstanding design excellence award from business
world magazine and the national institute of design,Allahabad
, the effective implementation of total productivity
maintenance practices won TVS Motors the TPM excellence
given by the Japan Institute of Plant Maintenance in 2008.

TVS Motor has won several management awards notable

among them being the emerging corporate giant in the
private sector awarded by the economic times and the
Harvard Business School Association of India .

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 Business today magazine awarded TVS Motor the best
managed company and the most Investor Friendly Company
awards . its advertising practices won it the good advertising
award by Auto India best brand awards in 2009.
Company chairman Venu Srinivasan is a recipient of several
award excellence such as the star of Asia award by
Bloomberg business week and the GRD TATA Corporate
leadership award . the university Warwick , united Kingdom
gave him an honorary dectorate of science degree well the
government of India honored him with the Padma Shri , one
of India’s highest civilian award destination
Innovative implementation of information technology has
won TVS Motor the Ace award for most innovative Net Weiver
implementation in 2007 award by technology major SAP AG , and
the Team Tech 2007 Award of Excellence for integrated use of
computer-aided engineering Technologies.

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 PRODUCT LINE

TVS Motors have a range of two-wheeeler under all the

categories and it is the only Indian two- wheeler
manufacturer that has a product line of moped to a premium
segment bike . it manufactures moped (XL Super/Heavy Duty)
and scooter etc.( Scooty Pep+/Streak) the entry/economy
segment bikes are the star duo(city/sport/JIVE) while flame is
in the executive WEGO is a unisex scooterate . TVS is also
venturing into three-wheeler market with king which was
bunked in 2008.

Apache RTR 180/160/ABS

TVS Motors have came up with another variants of Apache

The RTR 180 ABS Apache RTR has been very well received by
bike enthusiasts and the new RTR180 is going to take a step
further with more powerful engine and some interesting
additions in design . the bike retains the basic lines of the
current RTR and comes with all the high-tech features digital
speedometer with top speed 0-60 timer traps and other extra
functionalities plus stunning looks .

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 Apache RTR looks best in its class and has been priced very
competitively in comparison to other bikes in its segment .
The Apache RTR 180 is powered by a 177.4cc engine which
generates 17 Bhp of maximum power with 15.5 Nm of
maximum torque . the new 177.4cc mill is a bored out
variation of the 160 cc mill and has a longer stroke too. The
new engine still renxins and over square unit, but not so
much so as the 160 . power is up by 1.3 Bhp to 17 Bhp and
the new engine products 2.4 more units of twisting force at
15.5 Nm . the peak power is product at 8500 rpm similar to
RTR 160 though the peak torqe is now product at 6500 revs .
The aerodynamic air scopes at to the design plus it ensures
air is directed towards engine unit to help better cooling
efficiency .

JIVE
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 TVS India is trapped the market of gearless bikes with the
launch of TVS Jive . it is the first India’s two-wheeler features
automatic transmission .Jive comes with 4- speed
transmission but features a handfree gearshift and itcomes
with T- matic technology . TVS Jive comes with a gear
indicator under sheet space which can accommodate a
bottle, umbrella or any document . in terms of design ans
styling TVS Jive looks very balanced as simple as it is star city
from many angles the only change is the spruced up tank
which brings corrector to the Jive is powered by new 110cc In
the engine which also powers the TVS Wego . the 1100cc
engine of TVS Jive generates maximum 8.1 Bhp at 7500 rpm
with 8.1 Nm of torque at 5500 rpm .TVS has good experience
in manufacturing bikes with automatic clutch at they are
selling TVS Neo in Indonesia and it is selling good number.

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 FLAME

Flame sports a new design and embraces the contemporary

black theme. Flame borrows the headlines , front fender ,
attractive rear view mirrors; body colored shock absorber
springs and special engine cowl from its brother Apache .
Flame is packed is attractive features like attractive body
graphics , alloy wheels , disc brake at the front , electric start
and handle bars weight to control vibrations . it has been
designed to capture attention in one go. The bike has given a
comtemporary urban look by having a black theme . The
Flame is technologically the most standard feature like backlit
Speedo with fuel guage . econometer for better milege and
ride switch shocks for truly smooth ride .

SPORT
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 TVS expanded its economic segment offering with the launch
of Sport – a stylish compact and affordable 100 cc
motorcycle, aimed at discovering urban motorcycle
customers who are on the look out for sleek and compact
style. TVS Sport looks more or less same like the star city
Body panels and tail lamps received some tweaking to give
sleeker and elegant appearance overall from rear. The fuel
tank is sleek and the dual toned side panel makes it
attractive. TVS Sport is fitted with alloy wheels , broad tires
and shoe type seat which gives it a sporty look. TVS Sport is a
bike good for average users who are looking for bike which
offers good features along with the decent milege.
TVS Sport is powered by a 99.7cc engine which generates
maximum power of 7.5 Bhp @7500 rpm with the maximum
torque7.5 Nm @ 5000 rpm . the engine is mated to 4 speed
gearbox .

The suspension has the same look as the star city , but the
rear one comes with 5 steps adjustable stroke that is little longer
than the Star city.

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 . SCOOTY PEP+/ STREAK

The pep + retains the familiar face with a friendly expression

but gets a tangy new set of graphics . The grab race also now
matches its body color . Dual tone shades spruce up the
scooter with a racy charquered look on the front apron and
rear panels Grips ,levers,switchgear and mirrors are top
notch, in a smart move , the key slot itself to fluorescent , so
as to allow grope free access in the dark. There’s also a new
cell-phone charging point.

Pep + lights up its lockable under seat storage bay and offers
yet another smart feature that will do well on any such
scooterate , a spring at the mounting pivot prevents from
accidently closely at a fuel station and crushing unsuspecting

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 fingers. It retains in quality feels in offering alloy rims both
front and rear. The Plus not only feels meaty where it matters
low at its low and midrange punch , but does manage a
relatively respectable top speed of 71 Kph delivered with
refinement .

The Scooty was always bold offering twin telescoping

forks as front suspension . while the rest of the industry sticks
with the dimunitive and far less effective front dampers the
Pep plus carriers forward this handling enhancing theme . At
the rear, there is a single shock absorber doing duty in the
conjunction with hinged engine .

With the scooty streak , TVS hopes to widen its customer

base . the 90cc TVS Scooty has always been associated with
women and the 100cc plus scooty streak could bring the
male customer in the fold .it inherits the styling of the
popular scooty which means the Scooty will not be able to be
full bodied scooter . Scooter streak is a typical gearless with a
prominent snout ,handlebar mounted head lamp , multi-
purpose die-cast rear grab rail and contoured seats.

TVS Scooty Streak comes with a razor sharp ,sleek unisex

styling features sharp head lamps and LED tail lamps Scooty
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 Streak also comes with broad anti-skid tires that provide
enhanced wet braking stability and it equipped with an
external fuel filled at the rear for refueling .Mobile charger
and lockable front glove boxes are the other usable features
in the new scooty streak

STREAK
TVS after enjoying huge success with the scooty pep has now
come up with the scooter called scooty streak . Scooty streak is
the TVS second attempt to conquer the 100cc plus scooter
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comfort , after its first attempt in 1999 with150cc four stroke
spectra . the geared scooter spectra failed to take off in the
market and it was withdrawn . Scooty Streak is 100cc plus four –
stroke scooter which is positioned above the scooty and it targets
urban customers .

WEGO
TVS India launched all the new gearless scooters – The
Wego in Nov 2009 .it is powered by a new 1100 cc engine.
TVS has good experience in manufacturing scooterate. With
athe automatic transmission as they are selling TVS Scooty
variants in good number. But scooty is generally considered
by only female buyer and TVS want to capture the market of
Suzuki access & Honda Aviator which are unisex scooter .
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 though Wego is not unique not too different in terms of style
and technology .

In comparison to its rival but it can be very successful as it has

been priced very competitively .TVS has made the use of
vehicle simulation models, computational fluid dynamics and
frequent responses analysis technique to ensure smooth and
noise free engine. And best in class ride comfort and handling
The all alluminium low friction ensures comfort Multi-
reflector halogen headlamps with optical guide gives the
scooter dynamics styling better described as urban
dynamism.

One of the unique features of TVS Wego is its Body

Balance Technology that enables lower steering effort,better
control and maneuverability through optimum vehicle mass
and mass distribution , making it the best scooter to handle in
city traffic condition other innovation that are first in its
category are twelve inch alloy wheels sleek contour body ,
LED Tail lamp with optical guides external fuel fill with hinged
cap , an integrated glove box twin ,maintenance free battery
gas filled rear shock absorber, under seat combo to charge
vehicle battery as well as a cell phone and patented EZ center
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 stand. The scooter’s under seat storage space that can hold a
full face helmet.

Apache RTR 200 4V

The TVS Apache RTR 200 is the flagship offering from the hosur
based two-wheeler giant. Though one can say that TVS made its
fan wait a long time for the bigger displacement Apache but, the
wait was worth it.The styling is chiseled and sharp while
maintaining the design DNA of the Apache family and is a good
looking motorcycle .The Apache RTR 200 also gets.LED DRLs and
all digital instrument cluster with a lap timer and top speed
recording.

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 XL HEAVY DUTY/SUPER

Its 70 cc engine provides easy kick start for smarter

beginning . Relaibility of this two-wheeler is assured by its
auto wet clutch system, wheel removal with QD Wheel
system safer suspension .The only difference between two
variants is of 9 kg weight more of a TVS XL Super HD .Its bold
tabular frame gives proper support to the rider’s to ride it any
road condition . Night riding becomes safer due to presence
of powerful 12V electrical system . it has detachable seat and
load carrier keeping in mind its passengers.
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 PHOENIX

The second 125cc offering by the Chennai based bike maker after
the not to successful TVS Flame ,the Phoenix is powered by all
new Eco Thrust engine that’s both refined and frugal , The
Phoenix comes with several attractive features such as the digital
speedo with amber backlight , a digital fuel guage , a low battery
reminder , petal disc brake at the front etc, though overall styling
is still very conventional compared to the competition.

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 SCOOTY ZEST

The Scooty Zest is TVS Motor Company ‘s 110cc scooter offering

targeted specifically at the female riders. Looking at the Scooty
legacy of TVS Motors , the Scooty Zest have ditched the small
moped-ish looks earlier Scootys and the Zest now is full –sized
scooter ,even though it looks sleekier and smaller than its
competition. Build quality is good and ergomics are well
sorted ,even for taller riders. In terms of looks , the design in all
new ; the front apron gets new styling with a new headlamp and
new twilight lamps. The leaf shaped mirrors are brand new as well

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and the Scooty Zest gets high quality grips and nice switchgear
with painted switches and useful parking brake as well. There is a
new LED tail Lamp at the rear and a smart looking grab rail and a
new exhaust muffler with a stainless –steel guard.

JUPITER

The Jupiter is TVS’s attempts to take on the Honda Activa which is

the undisputed king of the 110cc scooter segment in India. To
make the Jupiter stand from its rivals ,TVS has loaded the Jupiter
with an exhaustive list of features most of which were segment
firsts. The 110cc TVS scooter has been priced at Rs 49,034
example- showroom Delhi .
the Jupiter has been well received in Indian market and recently
was launched to commemorate the sale of 1 million unit of the
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popular scooter, the special addition of the Jupiter gets a unique
wine- red shade and also disc brake as an optional extra.TVS
claims a mileage figure of 62 Kmpl .

Group companies
With steady growth , expansion and diversification, to TVS
commands a strong presence in various fields –two wheelers ,
automotive components ,automotive spares , computer
peripherals and finance.
 Laxmi Auto Components LTD.
 Lucas Indian Service LTD
 Axles India LTD.
 Breaks India LTD .
 Harita Grammer LTD.
 India Motor Parts And Accessories ltd
 Indian Nippon Electricals LTD
 Lucas tvs ltd
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  Madras auto service
 Southern roadways ltd.
 Sundaram break linings ltd
 Sundaram fastners ltd
 Sundaram finance ltd
 Sundaram industries ltd.
 Sundaram motors
 Sundaram clayton ltd.
 TV Sundaram lyengar & sons ltd.

RECENT

These are some basic information obout the recent scenario of

the TVS Motor Company.

 Recent launches include the flagship model TVS Apache

RR310, The TVS Apache RTR 200,TVS Victot and TVS XL
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 100.TVS has recently won 4 top awards at J.D.power Asia
pacific awards 2016, 3 top awards at J.D Power Asia
pacific awards 2015 & two-wheeler manufacturer of the
year at NDTV car and bike awards( 2014-2015 ).

 In early 2015 , TVS Racing became the first Indian factory

team to take part in the Dakar Rally , the world’s longest
and most dangerous rally .TVS Racing partnered with
French Motorcycle manufacturer Sherco , and named
the team Sherco TVS Rally factory team.

 TVS Racing also won the Raide Himalaya and FOX Hill
Super Cross held at Sri Lanka .in three decade of its
racing history ,TVS racing won over 90% of the races it
participates in.

 In 2016 TVS started manufacturing the BMW G310R ,a

model co- developed with BMW Motorraid.

 On 6 dec. 2017 , TVS launched their most- awaited

motorcycle, the Apache RR 310 in an event at
Chennai .the 310cc motorcycle with an engine . which
was co-developed with BMW features first ever full
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 fairing on a TVS bike , dual-channel ABS , EFI,
KYB ,suspension Kits ,etc. it is expected to rival bikes like
KTM RC 390 , Kawasaki Ninja 250 SL , Bajaj Pulsor and
Dominar and Honda CBR 250 R Afer hitting the
market .the Apache RR 310 is designed and realized
entirely in India .

CURRENT STATUS

 TVS Motor Company Two-wheeler sales grew by 2% with

sales increasing from 186,376 units in October 2012 to
189,979 units in October 2013 . Domestic Two-wheeler sales
grew by 2% while motorcycle grew by 13% and scooter
showing a 4.2% decline in sales .
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  TVS Motor Company sees a significant increase in three-
wheeler sales at 95%, going from 4,062 units in October 2012
to 7, 926 units in October.

 TVS two-wheeler exports registered a growth of 4% with sales

growing from 16,750 units in October 2013 .

 Total export at TVS Motor Company increased by 47% in

September of this two-wheeler exports with great by 32%

 TVS Motor falls by nearly 10% as the company signs an

agreement with BMW .

 TVS Motor recoverded volume as of 165,696 units down

3.7% YoY & 5.8% MoM in February 2013

 TVS Motor Company has signed on Telugu film Hero Mahesh

Babu as its Brand Ambassador .As for as products are
concerned he will start the association with TVS .

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  Phoenix as of now , since it is the company’s latest product
offering and in due covers will endorse all TVS motorcycle
Brands.

GROWTH AND DEVELOPMENT OF

INDIAN TWO-WHEELER MARKET

After facing its worst recession during the early 1990s , the
industry with a 25% increase in volume sales in FY
1995 ,however the momentum could not be sustained and
sales growth dipped to 20% in FY 1996 and further down to
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 12% in FY 1997. The economic slowdown in FY 1998 take a
heavy toll of a two- wheeler sales , with the year-on-year
sales (volume) growth rate declining to 3% 0 that
year ,However , sales picked up refer mainly on the strength
of an increase in the disposable income of middle-income
salaried people (following the implementation of the fifth
pay Commision,s recommendation). Higher access to
relatively inexpensive financing and increasing availability of
fuel-efficient two –wheeler models. Nevertheless this
phenomenon proved short lived and the two-wheeler sales
declined marginally in FY 2001 .This was followed by revival
in sales growth for the industry in FY 2002 .Although overall
two-wheeler sales increased in FY 2002 the scooter and
moped segments fast de-growth FY 2003 also witnessed a
healthy growth in overall

two-wheeler let by higher growth in Motorcycle even as the

sales of scooters and moped continued to decline.

Healthy growth in two-wheeler sales during FY 2004 let

growth in motorcycles even as the scooter segment posted
healthy growth while the mopeds continued to decline.

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 And slowly gradually over the years (2005-2013) the sales
volume of two-wheeler has seen a drastic change in because
of its

39
Milestones

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 INTRODUCTION TO THE TOPIC

MARKETING STRATEGY

“Marketing strategy includes all the activities which are

related to increase in sales of the company “.

Today , the world we are living is constantly changing. Companies

are not limited to only one country or one market.Every market
has its own behavior patterns and the company needs to adapt
accordingly .In such ever changing environment a company’s
marketing strategies is crucial and significant for multiple market
scenes.

For every company and for every market ,there is a unique

marketing strategy .but again it is not logical for the business to
have multiple marketing strategy for every market it works in. In
order to achieve a reasonable sufficient and suitable marketing
strategy which ensures the success in various market . dealing
41
company is with. Marketing strategy is important for properly
manage and control all the different marketing campaigns without
causing confusion regarding companies brands in different
market. Marketing plan should be execute without loosing the
focus on companies individuality.

The concept of marketing strategy

Marketing strategy is a substancial driving force that

differenciate the success of many businesses by
conceptualizing and implementing a good marketing strategy
with clear demarcation about how ,when and where the
business will compete and by choosing the best marketing
strategy decisions options.

Any marketing strategy can be divided into two basic

activities; marketing strategy planning and choice of
decisions implementation. Thus it is become necessary for
the management to decide the nature available for the usage
before charting out marketing plan . priorities need to be set
in order to understand the goals and objective of the
42
 company with clarity. According to Moorman and Miner,
(1998) marketing strategy can be formal and improvisional.

The marketing strategy as various significance as-

IMPORTANCE OF MARKETING
STRATEGY

A Marketing strategy is needed to take major marketing

related decisions before hand so as to ensure proper
implementation of marketing plans in future such decisions
include the objective, goals and priorities of firm, adapting
these objective marketing-related goals criteria, and
formulate and articulate the preferred achievement level for
each goal. Sometimes, these goals or objective can overlap
each other or can be incompatible to each other.
For example, the firm’s growth revenue and margin growth
are difficult to achieve simultaneously (Morgan et al.2009).
Marketing strategies help a firm to prioritise their objectives
in such conflicting situations. since, strategy planning helps in
achieving objectives , setting of logical and achievable
objectives is very important and marketing strategy help in
setting objective .Another important elements of marketing

43
 strategy is the selection of market. A good marketing
strategy helps in understanding the market and customers by
helping in segmentation, positioning and targeting
decisions.it helps in understanding the competition and
determing to whom the company is competing with in order
to achieve the set objectives. Value proposition in another
noteworthy feature of the marketing strategy as it is a
accountable for the choice of the specific products and or
service offered to the market.
The decisions neighbouring the value preposition is thus an
extent of the value offered to the customers that manager
believe to create ample demand at offered price to allow the
business to achieve its marketing objectives. Marketing
strategy helps in ensuring that the customer perceiving the
value of the products or services offered appropriate with its
price and the value preposition is exactly perceived as the
marketers anticipated in order to achieve good returns.
Marketing strategy planning also helps to determine the
requirement of specific resources and capabilities to deliver
the value offering that subsequently leads performance
required for the set goals.Timing is an important marketing
strategy decisions when examining new market target or
value proposition , like timing of entry or launch ( Green et
al.1995;Liebarman Montogomery 1998). Thus it is evident
44
 that a strong marketing strategies required to align a firm’s
marketing efforts to their business goals or the marketer can
loose focus and all the marketing efforts may go in vain.

MARKETING STRATEGY PROCESS

The steps involved in the process of planning and

implementation a marketing strategy are :-

CUSTOMER ANALYSIS

A good marketing strategy can only be charted out when a

firm understand their customers. First the company needs to
know who they are targeting. It is neither logical nor wise to
create a marketing campaign for all. One must have a specific
target audience that can relate to marketing message and
are the most likely users to the products and services
offered. The behavioural patterns , culture and segmentation
of the target customers must be understood in depth.

45
 MARKET ANALYSIS

Analysing the market helps in placing better strategies. It

gives the firm’s marketing efforts an edge over their
competitor .such analysis also helps in understaning market
trends market growth and untapped market opportunities .

COMPETITIVE ANALYSIS

Analysing the competitor helps to understand the pain points

of the costumers with respect to available product or server
in the market competitor in the studied thoroughly along
with USPs, marketing strategies strengths and weaknesses in
order to offering a value proposing that has not been offered
in the market yet .

DECIDE ON USP

Usually marketing compaign revolves around a unique

selling proposition which provides the customer with a
unique a feature that is not provided by any other Brand or
business in the market . A product may have many feature

46
 but one such unique proposition must be decided in order to
market it properly.

DEFINE THE MARKETING GOAL

Since strategy is formulated to meet certain goals, it is

indeed the important to make logical and achievable goals
which are time bound .most common mistakes while
defining goals in the management tents to go over board and
decide goals that may look achievable on paper but
practically can prove to the long shot. Moreover , setting
unachievable goals can demotivate the team working with
them.

DEFINE MARKETING MIX

Marketing Mix include considerations like price offered,

product or services provided. Place or geographical area to
be covered along with the space where seller meets buyer
and promotional technique to be used. These considerations
must be set for a marketing strategy to be successful.

47
 PRIORTIZE MARKETING TACTICS

The next step in marketing strategy planning is to have a

detailed analysis of various possible marketing activities
along with priorities that were set while setting objectives.
The riteria for marketing strategy would be based on the
differenciation achieved with respect to Brand’s competition
in the market, influence on the target customer base and the
abilities which help in achieving atleast one of the key
objectives .

Apart from these three considerations , these marketing

tactics must be in the budget as well.

ANALYSE THE FINANCIALS

Budget consideration play an important role in selecting

marketing strategy as there must be a clear idea about what
must be clear idea about what amount must be spend in the
set amount of time along with each marketing activities.

48
 REVIEW & REVISE

This step include continuous evaluation of implemented

marketing strategies in order to churn maximum advantage
for the brand. The results in marketing activities may differ in
various reasons. In such cases marketers need to come up
with a solution rather than keep following the strategy
blindly.

STANDARDISATION Vs CUSTOMISATION
While choosing the best strategy marketers often face a
common dilemma as to whether opt for a standard strategy

For all the markets or to adapt the marketing strategy

according to the market. Both have their own pros and cons
and selection should be based upon by the potential to
improve the performance of the business or brand in the
market.

49
 STANDARDISATION

In the standardization approach of marketing , companies

approach different markets with the same
packaging ,promotional mix and presentation because
changing them for every new markets is expensive. Levit
(1983) and Jain (1989) explains that all the culture and
marketing environment are common on some grounds that
can be used for a standardized marketing strategy . they say
that due to the lowering of the trade barriers and with the
help of technological advancement such as the
standardization strategy can prove useful for the
company .Also ,such firms depicts a global feel in their
marketing strategy which leads to the consistency in the
brands in all the market of presence .This helps in building a
consistent image of the brand and product across the globe
or markets .
Not only a standardize marketing strategy in manageable and
easy to execute and control,it also enjoy economics of scale
due to lower costs of marketing.

The supporters of the standardized marketing strategy also

argue that it is easier to focus on what everyone wants

50
 rather than focusing on individual preferences which will
prove expensive and hard to achieve.

CUSTOMISATION

Adaptation or customization of the marketing strategies

means adjusting the marketing strategies of the company
according to the needs of the market. Customisation of the
marketing proves helpful in affirmating the competitiveness
Of brands which leads to the brand which leads to better
performance in terms of customer preferences and
sales.Customisation of marketing strategies includes
customization of marketing strategies includes customization
of promotional mix , pricing strategies and packaging
according to the market needs . In other words adaptation of
the element of the marketing strategy to suit the needs of
the markets to achieve a competiveness to attain firms
performance is called customization of marketing strategy .it
does not necessarily means to change the marketing strategy
in the packaging of one promotional mix .

The process of implementing a successful adaptation

strategies determing the specific intented decision on target
audience , marketing objectives ,marketing tactics involved
51
 and desired value proposition while deploying available
resources for obtaining optimal utilization .therefore , and
effective implementation of marketing strategy includes
determining strategy for the marketing strategy tactics . new
market and thus a suitable strategy is adopted in order to
achieve marketing objectives in the market.

IMPLEMENTING OF A MARKETING STRATEGY

The implementation of the chosen marketing strategy includes an

effective implementation of marketing strategy involves a detailed
understanding of tactical issues with respect to the resource
allocation and the strategy of an appropriate marketing program
and capabilities issues in endorsing of each of the particular
marketing tactics selected implementation is defined the process
of turning the plans into action .
There is a significant relationship between a successful
implementation of the marketing strategy and performance of
firm in the market.

Today , the world is constantly changing which adds a certain

factor of volatility to the marketing strategy in the business
52
environment .Brands can advantageous exploit on these market
prospects by either delivering superior customer value achieved
by proper segmentation of market and differentiate offerings or
by offering lower relative costs by controlling and successfully
implementing their marketing program .(Day & Wensley,1998).

This asserts the importance of the implementation of the

marketing strategy in proper manner as it results in taking
advantageous of the market opportunities with planned move at
the right time. Menon et al.(1999) conducted a study regarding
the three basic strategy of the three basic marketing steps of
marketing planning process.viz . formulation and implementation
of the strategies and the evaluation of marketing .
A good strategy cannot take the brand anywhere if not
implemented properly. A good example can be brilliant
advertising loosing its charm due to the selection of wrong time or
medium performed while executing the marketing plan.
Farjaun(2002) states that strategy formulation is not a significant
as implementation as suggested.traditional marketing approach
and concreate action.

53
MARKETING STRATEGY OF TVS MOTOR
COMPANY
The two-wheeler vehicles market in india is quite competitive
they share 75% of the total vehicles across india .Statistics show
that the sale of the Two-Wheeler in India decreased in 2021.
The previous year’s sale were recorded to be 15.12 million
units.TVS Motor sold around 2 lakhs 51 thousand units in
December 2021. It is among the largest two-wheeler
manufacturing vehicles with its popular models,-Raider
125,Apache RTR 160 4V and Ntorq125.through its innovation in
products and due to its efficient marketing plans and strategies of
high utilities the Company has reached new heights. The company
recently entered the two-wheeler electric space and launched its
electric scooter .

Let us get insights into the market analysis and the work of the
Company TVS Motors around its way towards all of its marketing
plan.

54
The company first stand to be the vehicles of only two –wheeeler
but after its all efficient over the strategies the company started
to get into some more varities of the vehicle and now, after all of
their efforts and their cooperate efforts the Company alone
reached to avery distinct position.
Now the company has a lot of numbers in varieties not only about
the different products but also they have various branches in all
over the country .
The TVS Motor Company have evolved its major stake and
proportion in the current market .
Marketing strategy have laid a leading path for the company to do
the work and have the opportunities to go over and over and also
with the launch of the various distinct products which is itself a
motivating element for every company.
The company worked on ground level to ensure their stability in
the current market as well as it prepares itself to be a subsequent
part of automobile industry . the company have started its own
launch of product to capture the untapped market and also to be
popular among every section of consumer.

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TVS MOTOR ROLE to capture WEAKER
SECTION OF THE SOCIETY

TVS Motor Company have a lot of respect towards their customer

the company have provided a lot of support for weaker section of
society. The company tries to capture the market of economical
group of society. As, we all know a country like India is full of the
economical group or middle class in a very large proportion .

So, to tape such group the company started providing discount on

the sales. The company also provides various off on the festive
seasons so that the people with low-budget can also be able to
get atleast a vehicle to make their life easy and comfordable.

The company a subsequent pathway to have a market for the this

group. The company have launched various affordable products
such as the TVS Scooty Pep plus , TVS XL100 Comfort and TVS
Scooty Zest 110 etc. this list does not end here it goes on and on
to capture the customer. And to have a market in this section too

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Marketing mix of tvs motor

Marketing Strategy of TVS Motor analyses the brand with the

marketing mix framework which covers the 4s ( product, price,
place & promotion) these business strategies ,based on TVS
Motors marketing mix , help the brand succeed in the market.

Marketing mix is actually a composition of how the particular firm

do their promotion in various aspect . The marketing involves the
promotion of company increases its brand value and also it helps
a company to grow in the market the method is used by each and
every company.

The marketing mix let the company to reach its heights and also
sometimes it is the reason to have a bad image. The brand value
laids to a very impactful thing for the company.

Through this the company can succeed and also helps them to
attain their objectives. The company can work on its product price
place as well as its promotional technique under one roof .

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 Tvs motor product strategy

The Product Strategy

The product strategy basically means to attain or manufacture the
different variety of product for the customers. It ensures to have a
proper pick up on customer and let the company to work
according to the need of the customer.
This strategy is so valuable because it let the company to expand
in a significant manner and to have the proper knowledge or the
variety of products or services required by a customer.
The strategy let you know what is needed among the cosumers in
the market and what variety the customers want .about how
much flexibility and features they want in the products, so that
the company can work on it. The strategy let the company to
implement the strength towards the development of data .
The product strategy provides a speedy way to reach the
customers .and to maintain a stability within the market. A lot of
companies follows this strategy.
The TVS Motors follows it in a significant manner as follows :-
The TVS Company caters a wide variety of automotives categories
58
Which includes mopeds (XL,Super XL , Super Heavy Duty, XL 100,
XL 100 Comfort), scooters (TVS Scooty pep, Scooty Zest
110 ,Wego 110 Jupiter), Motorcycle (Sport , Star city +110 victor
2016 Phoenix 125 , TVS Apache RTR 160, 180 AND 200 4V ).

Three –wheeler (King) , which all comes under the product

strategy in the marketing mix of TVS Motors
.
TVS has earnt the reputation of producing very innovative
solutions for its product lineups.
It has innovated such product as TVS 50, India’s first two seater
moped ,scooty , India’s first scooterate TVS Champ , India’s first
digital ignition , Apache , India’s first bike to feature Anti Lock
Braking System , Jive , first bike in India without a clutch .

Wego , first scooter featuring body balance technology, Victor ,

first indigeniously developed Indian bike.

59
TVS MOTORS PRICE/ PRICING
STRATEGY

PRICE STRATEGY
Price strategy means a complete determined price for every
product in a company according to various factor involved in it.
The strategy tells us how to set prices for the product and services
with taking the consideration of each external environment.
Price strategy let the company to understand about the demand
of product at own range.
Price strategy is one of the significant strategy within marketing
strategy. The pricing gives the wings to the marketing if it is
appropriate and according to the need of the consumers.
The pricing needs to be flexible that it can be easily change
according to the consumer .if must let you to adapt each &every
condition of the environment and it must be easily adaptable as
per the need of the company.

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The price must be ranges from the highest to the affordable prices
too. So that, it must be affordable for economic class people also.

The price strategy of TVS Motors Company is as follows :-

TVS Motor company is one of the largest selling motorcycle

brands in India. It is also one of the most trusted automobile
industry.
It strictly keeps in mind the sentiments and value of Indians. TVS,
prices its products competitively in case of scooters , scooterettes,
and entry level motorcycles .
Traditionally , TVS has been known for its value pricing for its
spare parts too, many of which are used in its own products. Since
buyers of these segments have constantly changing needs, TVS
uses survival strategy to remain competitive. Thus mostly the
pricing strategy in the marketing mix of the TVS Motors is based
on competition.

61
The hotly contested Rs 50000 to Rs 80000 segments sees a lot of
entrants each year but TVS continues to be profitable and drives
home good sales because of its pricing strategies .
Though new tie ups with financial institutions and launch of
updated profitable and drives home good sales because of its
pricing strategy.

Through new tie ups with financials institutions and launch of

updated variants, TVS is able to attract customers without raising
its product prices.

TVS MOTORS PLACE & DISTRIBUTION

STRATEGY :-

PLACE AND DISTRIBUTION STRATEGY:-

Place and distribution strategy means taking all the decisions

regarding the place at which the company is established to make
it easy to reach the market. Or at which place the product
62
demand is high as well as at which level the distribution is to be
held. The strategy let the company to determine the best and
suitable market for its product and services to flourish.
At what level the distribution is to be held , and at what intensity
they want their product’s to be boomed up.

The strategy is so significant to boost up the sales and must create

a market demand for its manufactured product.
Following is the distribution strategy of the of TVS Motor
marketing mix:-

TVS Motorcycle have a strong distribution network. Boasting of an

extensive dealer network exceeding 2000 in most states of India.
TVS has presence which is based on the only by competitors like
Hero Moto Corp. and Bajaj. With the manufacturing plants in
Hosur , Nalagarh , Mysore , karawang , Indonesia. With a strong
focus on rural market.
TVS as a brand is stretched in the memories of those living in
outskirt and rural areas and not just the cities and tier 1 town .
The wide dealerships also stock and sell TVS vehicles sometimes
paired with finance and loan schemes .
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Services camps are organized in the Hinterland for even better
rural penetration and reach.

TVS MOTOR PROMOTIONAL &

ADVERTISEMENT STRATEGY

PROMOTIONAL & ADVERTISEMENT STRATEGY

The promotional and advertisement strategy means a strategy
which is actually objectified with the complete raise in sales , and
also to influence more and more people to get its reach and to
have a demand everytime.
It helps to not only influence the near customer but also to create
its demand world wide . The promotional activities influences
people (employees) to work harder and harder for the core work
of the company. The employees of the company motivates with
the promotional mix strategy and satisfied employees can
eventually leads to the growth of the company.
It also has a major impact on the society that if a company is so
good with its employees it must be good for everyone.
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The shareholders trust increases due to the activities of increasing
dividend. And also with fair and just treatment.

The promotional and advertisement mix can leads to the satisfied

wonderfully growing company.
The advertisement and promotional mix have various elements.
The activities involve the personal selling , direct marketing , PR
and publicity , events and experience , sales promotions and
advertising .
The promotional or advertisement marketing can leads to
influence the whole dynamics of the company.

The TVS Motor Company follows the promotional activities are:-

TVS has been able to strengthen its brands in India with
extensive marketing. It has clearly understood its segmentation
and positioning and direct its promotional activities to specific
target audiences . a multi faced strategy of communication with
the strong online presence help it to go gain leverage as far as
back of the mind ,reacall its concerned.

65
Good media relations, and carefully targeted advertising
campaigns as the part of promotional strategy .
In the marketing mix of TVS , further help build the brand to grow.
Comprehensive brochures, ATL , Advertising , standees .

Direct emailers etc. all help boost TVS sales. Hence , all these
points summarise the marketing mix of TVS Motors.
The TVS Motors also enhances its growth with the various other
strategies. The company performs so many activities to get its
growth up to the mark. The TVS Motor lets its way open for each
and every marketing strategy.
One of the significant work is to express its various campaigns for
the increment of its sales.
The brochures of the company gives an impressive effect over the
consumer and also the shareholders get influence to invest in
the company.
The company’s campaigns totally expresses how the management
of company have thoughts toward their consumers, shareholders
and employees.
These are the basic fundamental through which a company can
increase its growth and development .
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 THE TVS MOTOR CAMPAIGNS

TVS Motor Company has unveiled a new marketing campaigns

“ Hum banayein , jo apka di chahe”.the campaign highlights TVS
Motor Company’s Customer Centric innovation by showcasing
India’s 1st and only dual-platform Fi technology and promising its
customers that “Hum banayein, jo apka di chahe “

For the very first time , two Indian legends share the screen , Mr
Amitabh Bachhan and Mr. MS .Dhoni. In the campaigns they
introduce TVS Motor Company’s and India’s first and only Dual
platform Fi Technology –Ecothrust Fuel Injection (ETFI) and Race
Tuned Fuel Injections (RTFI). Each tailored to suit a specific
customer need , ETFI delivering on superior Drivability and
mileage . while RTFI thrills with the throttle response and
performance.
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THE TVS APPROACH TOWARDS THEIR
WOMEN CONSUMERS

The TVS Motor company have a special place for the women’s
demand the Company leads a very good range of women
consumer since beginning . the company has always keep in mind
about the demand of their women consumers. It places a large
variety of the products and services for womens . and not only
various products it also enhances their selling and purchasing easy
for womens.
Not only for women consumers they also plays various roles for
the women employee of their company . the company have so
many variety of product for women .

68
Among them the best product is TVS Jupiter which is a variomatic
scooter launched in September 2013 by India’s TVS Motor
Company. The launch of the scooter marked the company ‘s
entry into the parts of the market that mainly targets females.
This Variomatic Scooter is launched as a rival for Honda Activa.

THE COMPANY’S APPROACH FOR

WOMEN EMPLOYEES
TVS Motor plans to increase women’s participation in women
workforce from 15% to 25%
“diversity plays a key role in fostering innovation. Over the past
decade,organization have focused on broadening their talent pool
to build an employer brand that is reflective of diversity
inclusivity,”says R AnandKrishnan , executive vice presient-
human resources and information technology, TVS Motor
Company.
Automotive industry is the biggest employment generator in the
country. Women represent one of the largest pools of untapped
talent for manufacturers , and closing in manufacturing’s gender
gap is key to busineses ‘s ability to evolve and expand .

69
TVS Motor Company, a leading manufacturer of two-wheeler,
runs an engine assembly line with 90% women employees. This
assembly line, according to the company, has contributed to zero
effects, extremely low re-work and nil discipline issues .

The company also provide various facilities to its women

employees such as –
The company provides maternity leave with pay for 30 weeks.
Along with personal assistance and flexible work arrangement
post joining. Further more , we have set up an on- campus
professionally managed crèche at discounted rates.

‘ our flexi time program ‘ is a big value add.

The’ Employee health well being program’ through well equipped

occupational health centres ensures round the clock support for
physical, pshycological, prenatal or post partum requirements.

Our POSH Module is compulsory and regular workshops are

undertaken for sensation of the workforce.

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The company provides flexible working time and place
sensitations. And provide supportive work environment.

THE SWOT ANALYSIS OF THE TVS

MOTOR COMPANY

THE SWOT ANALYSIS

The SWOT stands for strength , weakness , opportunity & threat.
It is an advance analysis technique to know the company on to its
depth the company . it also let you know the opportunities that
are available for the respective company in the market. The
analysis enables you to get the marketing at its peak .
It is one of the important or significant feature that will let you to
analyse how the company will attain its futuristic goal. The
analysis program enables you to go easy on the smooth path
towards the work.

71
The analysis is also tells us about the strength of the companies to
which a company can sustain and also through this way the
company know where to expand its wings .
The threat let you to know who are your real competitors and
what can not be suitable for the company’s growth and
development.
Through knowing the weakness the company know their lackness
the company will be able to work on it. Imagine if do not know
about your weakness then how can you imagine to solve it. So to
have a proper knowledge about the weakness .we can easily work
on it.
Through the understaning of the opportunities of the company
can work on it.
The company can get to know opportunities and start to work on
it . and try to grasp all the upcoming opportunities. The analysis is
suitable for every type of business firm.
The company can lay a smooth circle of development through this
analysis.
Not just the company but, it also let you to enhance the product
usability and also contribute towards the increasing changement
consumer wants in its product.

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SWOT Analysis is a process of evaluating your company’s
strength, weaknesses , opportunities, and threats. It allows you to
maximize your strengths , overcome your weaknesses , reduce
risk , and increase your chances of success .SWOT analysis helps
corporate decision-makers to develop strategic plan according to
the internal & external factors of the company.

1- Strength of TVS Motor Company.

Following are the strengths of TVS Motor Company which has

helped them gain a strong position in the Indian automobile
Industry .

 Many sub –brands – TVS offers motorcycles mopeds, scooters

,three –wheelers and features popular brands across all
categories. Motorcycles , for example , include well-known
brands such as Apache RTR and Star City.

 Strong financial performance – In recent years, TVS has had a

strong financial performance. It recorded revenue (12.3%)
and operating margin.(4.8%).

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  Excellent Research & Developed skills:- TVS Motor’s strength
lies in its extensive research and development process,
creating products that lead the industry in innovation .TVS
has established a strong research and developed department
that enables continuous innovation and also the latest
technologies.

WEAKNESS OF TVS MOTOR

COMPANY
Following are the weaknesses of the TVS Motor Company they
need work on-
 Lack of Scale :- although , TVS has had a recent increase in
revenue , it still doesn’t stand out from big players like Bajaj
Auto and Hero Motocorp . These companies have big
advantage over the TVS.

 Reliant on the Indian market – India is the main market for

TVS engines. Any downfall can leads to financial loss.

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 OPPORTUNITIES FOR THE TVS
MOTOR COMPANY

Following are the some of the opportunities the TVS Motor

Company can benefit from –
 Growing Market – India has experienced the rapid growth in
the two-wheeler market , it is also expected that it will
continue in near market.

 Growing Indian three-wheeler Market – In India, the three-

wheeler passenger and load carrier businesses is expanding ,
between 2005 and 2015 , the three wheeler industry grew at
a CARG of 4.4 percent.

 Global Expansion – To capitalize on the favorable forecast for

the global motorcycle industry, which predicted to increase
at the CARG of 6.3 percent until 2019 , TVS must look forward
to expanding operational globally.

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 Threats to tvs motor company

There are a lot of threats to TVS Motor Company as well they are
follows:-
 Intense Competition – with multinational and national brands
such as Yamaha, Bajaj Auto , Honda and Hero Motocorp,
India’s two-wheeler business is fiercely competitive .TVS
being subjected to such competition must constantly
innovate to thrive in such a fiercely competitive atmosphere.

 Environmental Regulations – The Company is subject to

several strict environment standards that are constantly
updated , leading to rising compliance expenses.

 Improvement in public transport – In India , public

transportation is improving , posing a challenge to the
passenger automobile industry as whole.

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CORPORATE SOCIAL RESPONSIBILITY
PROJECTS OF THE TVS COMPANY

The company shall implement the CSR policy in accordance with

the requirements under Section 135 of the companies act 2013,
and the rules framed there under , and currently the company ,s
CSR activities will focus on .

 Economic Development - Empowering womens through self

help groups ; promoting improved agricultural practices
through improved equipments and also providing the
livelihood enhancement projects and career counseling ;
survival protection and education of girl children will be given
primary focus to improve child sex ratio .

 Education – promoting education specially providing

education specially to the children, establishing adult level
education at villages by building up of the education centre.
At both primary and secondary level for improving the quality
of education.

77
  Environment – ensuring environmental sustainability ,
ecological balance, protection of flora and fauna , animal
welfare , agroforestry , conservation of natural resources, and
maintaining the quality of soil, construction of periodic
cleansing of drains for the free flow of the liquid waste .
undertaking aforestation and conserving the natural
vegetation. Construction of various water and soil
conservation structures , including rainwater harvesting
system to increase the ground water level and reduce soil
erosion and increase crop cultivation area.

 Health – Reduction of infant mortality and maternal mortality

rate. Reduction of malnutrition among children . reduction of
anaemia among women by conducting nutritional
demonstration program and provide iron and calcium
supplements to the women especially people belonging to
the weaker section of the society . setting up old age homes,
construction of toilets and various other awareness program
to show the disadvantages of open deflecation, and also
promoting access of pure drinking water.

 Hunger, poverty , malnutrition and health – Eradicating

extreme hunger , poverty and malnutrition , promoting

78
 preventive health care and sanitation , malnutrition and
providing safe drinking water.

 National heritage art and culture - Protecting national

heritage art, and culture including restoration of the building
and sites of historical importance and work of art, and
handicrafts .

The CSR activities shall be undertaken within the territory of

Republic of India , and the company shall give the preference

to the local areas . area around where it operates , for the

spending the amount earmarked for CSR activities .

CSR projects, programmes or activities that benefit only the

employees of the Company and their families shall not be
considered as CSR also, the activities pursuance of the normal
course of business . company wwith any direct/indirect
contribution to political party shall not constitute as CSR .

79