Portfolio Management based on Market Share and Market Growth - Assignment Example

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I. Introduction It was just three years ago that one of the most recognized British luxury car market Jaguar Land Rover acquired by Tata Motors. A company that was more concentrated on its domestic Indian market suddenly received a global recognition. Though the company grew to huge size ever since it was established, it had to face all the challenges of globalisation all throughout its growth path…
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Portfolio Management based on Market Share and Market Growth
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Download file to see previous pages It was initially formed as a joint venture with Daimler-Benz AG of Germany. The company received a breakthrough by the launch of its first passenger car, The Tata Indica, in 1998. The company is headquartered in Mumbai, India. The company’s global recognition can be established by the fact that it is the fourth largest truck maker and third largest bus manufacturer in the world. The first Tata car was rolled out in the year 1954. Most of the production facilities of the company are located in India itself. Globally, Tata Motors have significant operational presence in UK, South Korea, Thailand and Spain apart from the market presence in Europe, Africa, Middle East, South America, South Asia and South East Asia. (Tata Motors, 2011) Some of the big ticket acquisitions and joint ventures inside and outside the country have helped Tata Motors to grow at a higher rate. Some of the big acquisitions made by Tata Motors are South Korea’s Daewoo Commercial Vehicles Company, acquisition of 21% stake in Spanish bus maker Hispano Carrocera and UK’s Jaguar Land Rover. Some of the notable joint ventures of Tata Motors are Tata Fiat in India, Tata Marcopolo and Thailand’s Thonburi Automotive Assembly Plant Company. Tata Motors has also made impact by introducing the world’s cheapest car Tata Nano in 2008. Even during such tremendous growth period, Tata Motors is highly impacted by globalisation. Globalisation has impacted Tata Motors in many ways. Increased competitions, technological advancement, marketing challenges, etc. are some of them. This essay will make a closer look into the various impacts of globalisation on Tata Motors. II. Theoretical Framework The impact of globalisation on Tata Motors can be analysed based on the various theories and models. Some of the models that can be used in this case are Pestel Framework, SWOT Analysis, 4 P’s, Porter’s Diamond Model and Boston Matrix. Using these tools will help to look closely into the globalisation issues of Tata Motors. Pestel Framework: Pestel framework will help to analyse Tata Motors regarding the challenges like political, economical, social, technological, environmental and legal factors. It can be said that most of the impacts of globalisation can be discussed under any of these six environmental factors. “By using the PESTEL framework we can analyse the many different factors in a firm's macro environment.” (Oxford University Press, 2007) Understanding the factor(s) that has the most impact is important to formulate future strategies for the company. Therefore, a PESTEL analysis will help to identify which factor(s) cause the most impact on the businesses and operations of Tata Motors. SWOT Analysis: SWOT analysis is important in this case because it will help to identify the internal and external advantages and disadvantages for Tata Motors. “SWOT is the overall evaluation of a company’s strengths, weaknesses, opportunities, and threats.” (Wang, 2007) Understanding the strong and weak areas of a company is extremely important in order to decide how well it can make use of the market ...Download file to see next pagesRead More
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