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1、Four short words sum up what has lifted most successful individuals above the crowd: a little bit more.-author-dateMarketing市场分析tata汽车BUMKT 5922 BUMKT 5922Competitive AnalysisIndustry Analysis ReportByXinyu Zhou(Michael)ID:30049689 Date submitted: 30/10/2012Introduction Rise in global oil prices has
2、 made it necessary for the world consumers to go with more fuel efficient cars these days. Many countries in Asia and America, people prefer small and fuel efficient cars where price of these cars are close to purchasing power of these people. One of the important things these days auto manufacturer
3、s are using to promote their cars is by raising environmental consciousness. Taking into consideration all these factors “Tata Nano” world cheapest car could be one of the best for any consumer around the world seeing the highest mileage (23.6 Km / litre) and lowest CO2 emission car. Apart from this
4、 it also offer various other facilities that any modern middle class car would have. The reason Tata Nano is so cheap, basically by making things smaller, lighter, do away with superficial parts and change the materials wherever possible without compromising the safety and environmental compliance.
5、It was first introduce in Indian market on 3rd march 2009. With the launch of “Tata Nano” which is specially designed for middle class families which are growing rapidly in majority of emerging markets, suggest Tata Motors vision of targeting middle class families. Tata Nano is produce by Tata Motor
6、s one of the largest automobile company in India with consolidated revenue of USD 32.5billion in 2011-2012. Tata Motors in its international footprint, established through exports since 1961, is expanding. The company commercial and passenger vehicles in Europe and in many parts of Asia and America
7、are already being marketed. Tata motors had already established franchisee / joint venture assembly operations in Bangladesh, Ukraine, etc. This report further relates to launch of “Tata Nano” in Mexico market. (Taken from TATA motors website) (JoyoFzoy, 2009)External Industry AnalysisMichael Porter
8、, a pioneer in the field of business management strategy has highlighted the importance of the external factors that impact a firms products and performance in the market place. These external factors provide the Opportunities and Threats while performing the SWOT analysis for the product / company.
9、 According to Michael Porter, one of the most important tools to analyse and understand the external factors impacting a firm is the Porter Five Forces model. The five components to the model areThreat of New EntrantsThe Auto Industry in Mexico is facing a recent surge in growth and investment. Seve
10、ral of the worlds leading automotive companies including Volkswagen ( VW ), Nissan and Chrysler have already set up operations in the country. There are relatively lower barriers to entry and the government is encouraging Foreign Participants to boost the economy and also help the rapid development
11、in the country. The threat of new entrants is considered low as many of the existing competitors are already established in the market and many of the other competitors have established operations in India or China, the other low cost destinations and options for the auto industry. Threat of Substit
12、ute ProductsThis is the lowest of all threats as there is not much options available to the consumers in terms of alternative products. There is realistically only one substitute for cars and that is motor bikes. Considering the drug cartel culture and the violent atmosphere within Mexico, this is n
13、ot considered to be a credible threat as a substitute. There is a differentiating factor associated with a car as it is considered to be an image of prestige compared with a motor-bike. Bargaining power of SuppliersThe products involved in making the Tata Nano come from all domestic producers who ar
14、e based in India. This has been an ongoing relationship with the product. The parent company of Tata Nano, Tata Motors is one of Indias largest auto manufacturers and has a world wide presence through other brands like Jaguar and Land Rover. The company has been able to maintain its strong relations
15、hips with suppliers and thus the bargaining power of suppliers is not considered to be a material threat. Bargaining power of ConsumersThis is not a credible threat for the company as consumers do not have the bargaining power to negotiate the prices of cars due to the fragmentation within the consu
16、mers. Internal Competition within the industryThe level of internal competition within the industry in Mexico is high. The MAIT markets in Mexico are quite open to international competition and there are no monopoly or oligopoly structures that can distort or exert significant influence on price set
17、ting processes for sales on those markets. Eighteen of the worlds most important light and heavy vehicle manufacturers have manufacturing and assembly plants in Mexico, which usually also handle foundry, production and stamping of body parts and engines. Most production centres are fully prepared to
18、 meet internal demand and export to the much sought-after North American markets. (See map of plants and heavy trucks) Eight of those corporations compete principally in the automotive and light vehicle markets (vans, pick-ups and small buses), offering approximately 50 different models, while the r
19、emaining 10, with the exception of Volkswagen, produce mainly heavy trucks and tractor trucks. SWOT AnalysisThe next step in strategy analysis for a new product development is to combine the threats and opportunities identified from the Porter Five Forces along with the internal analysis of the comp
20、any while provides the strengths and weaknesses for the organization and product. StrengthsThe core strength of Tata Nano is its low cost and the features that it offers. “Tata Nano” world cheapest car could be one of the best for any consumer around the world seeing the highest mileage (23.6 Km / l
21、itre) and lowest CO2 emission car. Apart from this it also offer various other facilities that any modern middle class car would have. The reason Tata Nano is so cheap, basically by making things smaller, lighter, do away with superficial parts and change the materials wherever possible without comp
22、romising the safety and environmental compliance.WeaknessThe inherent weakness of the product is the fluctuation within the price of the core components of the car. Also the business model followed by the company involves shipping the components of the car for assembly at the end dealership. This ra
23、ises the importance of end dealerships which are critical to the success of Tata nano and its ability to maintain the lowest prices to the consumers. OpportunitiesAccording to CCPA (Canadian Centre for Policy Alternatives) Mexico is the only country in North America that is gaining / benefited by Ur
24、banization, better education, social programmes, etc (Policy alternatives). Increase in wage rates as compared to inflation rate in Mexico, educating females about having fewer childrens and increased in number of female joining workforce has help middle class households to spend and save more money
25、 (Business week). The middle class of Mexico consists of around 35 to 45 million people. Education has help to reduce the size of families and has result increased in number of female joining workforce where many of them doctors, lawyers, engineers, etc. (YouTube) childrens in Mexico are getting hig
26、her education due to increase in set up of various affordable institutions, which in turn has provided skilled labour to Mexican market (Coha). Mexico has seen huge growth in sales of car and consumer products. During last decade or so Mexico has seen sudden increase in car dealership, retail store,
27、 etc. (YouTube).Expert says that automotive industry is an important driver for Mexico economic growth and is the largest contributor for country economy. Its strong position worldwide in automotive industry is expected to contribute to national economy. In 2008 it contributed 4% of national GDP and
28、 16% to manufacturing GDP. Also in 2008 it was manufacturing in automotive industry only that reached a growth in double digit (20%). Various government regulations on OEMs created growth opportunities for local business and also created almost a million of job opportunity in Mexico. With around 40
29、different brands in Mexico, make up a sale of almost 1 million cars every year. Seeing the increasing demand and market in automotive industry of Mexico various automotive firms like Nissan and Volkswagen had set up its production plant in Mexico. “The CEO of Negocios ProMexico says that many of glo
30、bally recognised automotive firms uses the parts that are made in Mexico as they are cheaper in price and better in quality as compared to other players worldwide, this is because Mexico has experienced labour in terms of automotive engineering and design which helps to respond to new trends or chal
31、lenges quickly at international level. The rapid growth in automotive industry has made Mexico an attractive destination for various automotive firms willing to investment, expand or enter into a new market.ThreatsThe high level of competition in the automotive market within Mexico is the biggest th
32、reat for the company and its product. The existence of existing competitors in the market and their wide range of offerings are threats to the product. BCG Product AnalysisThe BCG Product Matrix was established by Bruce Henderson who was the founder of Boston Consulting Group. The graphical form of
33、the matrix is provided below. Tata nano is a new entrant to the Mexico auto market. This would suggest that the company would have a low market share in the market. The auto industry is a high growth industry and this suggests that the product would fall under the Question Mark quadrant. The product
34、 suffers from uncertainty in its future as it is having a low market share in a high growth market. Tata Nano would need to continually invest large sums of cash to increase its market share and take advantage of its differentiation factors of being the cheapest car with the lowest CO2 emission to i
35、ncrease its market share. Target Market:For many industries it has become clear that the vast majority of growth in the near to medium term growth will occur within emerging markets and that companies that compete in that market should be there to participate in that growth.In order to decide a part
36、icular country or market any company need to come up with a perfect market entry strategy. A market entry strategy could be framed by mainly considering and analysing these two aspects which are market attractiveness and potential to create advantage.Market Attractiveness:The markets attractiveness
37、could be determined by :Total market size.GDP growth Population growth trendsIncome distributionQuality of InfrastructureConnections with other regional marketsPolitical ,Regulatory and Intellectual property Current state of competition.Potential to create Advantage The factors to be considered incl
38、ude many aspects such as:Companys ability to share infrastructure or leverage skills and assets in near by markets.Language skills and cultural fitExclusive relationships with local suppliersAbility to overcome entry barriersOpportunity to gain critical skills .Mexico ranks as the 8th largest vehicl
39、e producer in the world and the automotive sector accounts for 17.6 percent of Mexicos manufacturing sector and 3 percent of its national GDP contribution.In 2011, the Mexican automotive industry experienced a 13.1% percent growth of local vehicle production due to higher demand, domestically as wel
40、l as in the United States and other markets.Mexican vehicle sales in 2011 increased 10.4% compared with 2010. Market realities have led to new trends in car manufacturing, including smaller car sizes and increased fuel efficiency. Characteristics of Mexican Industry:Mexico is rapidly becoming a worl
41、d leader in vehicle production which includes cars commercial vehicles such as large trucks, pickups and SUVs .In 1995 Mexico produced fewer than a million vehicles and ranked 12th globally but by 2011 it was making 2.68 million becoming 8th in the world. During this 16 year period Mexico surpassed
42、France, Canada, the U.K, Russia ,Italy and Spain. Mexicos impressive 1995 to 2011 growth of 185% was third among top vehicle producers.2011 Production Statistics CountryCarsCommercial vehiclesTotalChange from 2010(millions of vehicles)China1.53.918.40.8%USA3.05.78.711.5%Japan7.21.28.412.8%Germany5.9
43、0.46.36.9%South Korea4.20.44.79.0%India3.00.93.910.4%Brazil2.50.93.40.7%MEXICO1.71.02.714.4%Spain1.80.52.41.4%France1.90.42.32.9%Canada1.01.12.13.2%Russia1.70.22.041.7%TOTAL59.920.280.13.1%Source of Data :Taken from Article “Rapid growth in Mexicos vehicle manufacturing and assembly sector.Internati
44、onal Organization of Motor Vehicle Manufacturers (the table)Why has Mexico become one of the worlds top ten vehicle making countries?Mexico already had a highly competitive manufacturing sector.Mexico has an excellent communications network, with several trans-border highways and rail lines, as well
45、 as several major ports. This means lower shipping costs.Stable exchange rate Significant domestic market (population 112 million).Competitive labor costs Responsible federal fiscal policies have increased the resilience of the national economy Availability of skilled labor and well-educated, multil
46、ingual managers.Proximity to the USA, both for investments and for markets Lower production costs: since 2009, the manufacturing costs for vehicles in Mexico has been between 80% and 90% of the equivalent cost in the USA. Total production and delivery costs: For vehicles sold in the USA, costs are l
47、ower for vehicles made in Mexico than for those made anywhere else, including China, India and Brazil. Government support: To stimulate higher-value activities (engineering, design, testing, R&D), Mexicos government offers numerous incentives, including job training and tax credits.Source: The reaso
48、ns why Mexico has become one of the worlds top ten vehicle-making countries (Geo Mexican)Competition:The market leader is Nissan (with 23.5% of the domestic market), followed by General Motors (19.5%) and Volkswagen (13.2%). Mexicos best-selling cars are the Nissan Tsuru/V16 and the Volkswagen Jetta. Nissan aims to have domestic suppliers for 90% of all its components by the end of 2011.Relations between India and