The Costco Craze

BUS317A STRATEGIC MANAGEMENT TATA NANO

ELECTRONIC ASSIGNMENT COVERSHEET Student Number
31974931 Surname Cheong Given name Dominic Email [email protected] BUS 317C Stragetic Management Internal / external 11 October 2013 1 Short Essay

(Megafactories: Tata Nano) Mr Frankie Yee

Unit Code
Unit name Enrolment mode Date Assignment number Assignment name Tutor

Student’s Declaration:
x x Except where indicated, the work I am submitting in this assignment is my own work and has not been submitted for assessment in another unit. This submission

complies with Murdoch University’s academic integrity commitments. I am aware that information about plagiarism and associated penalties can be found at

http://www.murdoch.edu.au/teach/plagiarism/. If I have any doubts or queries about this, I am further aware that I can contact my Unit Coordinator prior to submitting

the assignment. I acknowledge that the assessor of this assignment may, for the purpose of assessing this assignment: o reproduce this assignment and provide a copy to

another academic staff member; and/or o submit a copy of this assignment to a plagiarism-checking service. This web-based service may retain a copy of this work for

the sole purpose of subsequent plagiarism checking, but has a legal agreement with the University that it will not share or reproduce it in any form. I have retained a

copy of this assignment. I will retain a copy of the notification of receipt of this assignment. If you have not received a receipt within three days, please check

with your Unit Coordinator.

x

x x

I am aware that I am making this declaration by submitting this document electronically and by using my Murdoch ID and password it is deemed equivalent to executing

this declaration with my written signature.

Optional Comments to Tutor:
E.g. If this is a group assignment, list group members here

1

BUS317A STRATEGIC MANAGEMENT TATA NANO

Content Page
1. Introduction……………………………………………………………. 2. The Value Chain……………………………………………………… a. Inbound Logistics……………………………………………. b. Outbound Logistics……………………………………………

c. Technology…………………………………………………… d. Human Resource……………………………………………… 3. Core Competencies…………………………………………………… 4. Recommendations……………………………………………………. 5.

References……………………………………………………………. 3 3 3 4 4 5 5 6 7

2

BUS317A STRATEGIC MANAGEMENT TATA NANO

Introduction
Tata Motors Limited (TML) is headquartered in Mumbai, India. Initially as a manufacturer of locomotives, turned India’s largest automotive leader in every categories

of commercial vehicles. TML is the world’s 5th extensive manufacturer of medium and heavy commercial vehicles and also the 18th largest manufacturer of motor vehicles

through the number of volume produced worldwide. Its growth and success over the past 68 years is attributed through the comprehensiveness of economic stimuli, having

the consumers in mind through understanding their needs and wants. TML portrayed competency to convey the meaning of the desired offerings to the consumers via the

advancement of its research and development (Tata Motors, n.d.). A good overview, succinctly presented.

The Value Chain
Inbound Logistics TML decided the price of the Nano at $2,500 in consideration of consumer affordability. TML engineers and partners of joint interest have worked

closely together towards manufacturing the Nano within the budget. Both parties have considered their targeted customers through understanding consumer’s cost of

living within India and through that discovering ways to minimize cost (Scanlon, 2013).

TML ingenuity approaches of the supply chain. In designing the Nano, TML have engaged with suppliers such as Bosch, a global leader in automotive components. Inviting

Bosch to be part of the Nano project through the development of components at a reduced price (Scanlon, 2013). Moreover TML have extended-term contracts whereby ¾ of

the components are from individual supplier source (Engineerlive, n.d.).

3

BUS317A STRATEGIC MANAGEMENT TATA NANO

Minimizing expenses through fastidiously chosen suppliers with the capabilities to produce quality standards, allowed TML to reduce cost. This savings will be able to

pass down to end consumers and likewise compete with competitors within the similar target market like Maruti. Good discussion. Outbound Logistics TML outsourced it

logistics and distribution to Tata Distribution Company, a wholly owned subsidiary of TML, that focused on its sales, logistics and distribution of both its passenger

and commercial vehicles. It is spread out across over 200 dealers across the country (Zachariah and John, 2008). This enables Nano agents to receive the cars from the

hub and distribute it within their nation. Logistics as a whole demands specialized skills and focus. TML have constantly looked in ways to reduce expenses. An example

partnering with a single transporter, assuring inbound logistics, return loads and increasing the number of units uploaded through a single transportation (Tata,

2010). Secondly, the selection of materials and operation procedures. TML have provided engineers with the aid in technological process and relevant training to

employees and suppliers, improving existing and new process knowledge and skills (Tata, 2010) The material of the Nano body kit that was previously used, like plastics

and adhesives was discarded as it cost more, was than replaced with metal (Engineerlive, n.d.). This initiative increase efficiency in production, likewise reduces

unnecessary wastage during the design and manufacturing process, and subsequently helped to effectively reduce the overall cost price to manufacture the Nano.

Ultimately this would enable TML to align the Nano, keeping it within the targeted price and increase customer perceived value through value proposition. Excellent

Human Resource Management TML have a diversified working culture environment. Employees are either being selected from automotive industry or industry within the

similar sector. In ensuring consistency in the growth plan of TML, regular recruitment programs via engineering and management institute are

4

BUS317A STRATEGIC MANAGEMENT TATA NANO

conducted to ensure the employees hired, remains skillful, knowledgeable and kept up-to-date of the environmental surroundings and alike to its competitors or better.

Moreover also with programs (Mini-assessments and Fast Track Selection Scheme) to discover employees with aptitude, providing them with prospect and subsequently for

opportunities to lead. This sets as a platform to develop creatively thinking through sharing of skills and expertise among one another in the organization. TML

initiatives ensures that the firm stays performance-oriented and task-driven with the employees being well equipped on the skills and expertise to carry out their work

autonomously. Ultimately employees are motivated with a common objective, which would translate and reflect on the quality of worked being produced towards the end

product. (Tata Motors, n.d.). An excellent discussion of the value chain activities and how the values are created. Well done.

Core Competencies
Creativity and Innovativeness TML core competence contributed from the end product of the Nano, with radical approach from the designing, manufacturing to the

logistics and right down to the daily operations. The uniqueness and innovativeness of the Nano stands out from its competitors that comes from its modular design

alongside with various registered patented design. This assured TML design are not inimitable to competitors out there. In addition, the components for Nano can be

build, packaged up and be shipped separately in kits. This is than distributed to dealers in various country, assembled and serviced by the local personals

TML approach contrasts with the strategy of other manufacturers. Creating an opportunity for an open distribution and multiplying modularity in products and processes.

This added value to the organization, which would in turn be a source of competitive advantage (Hagel and Brown, 2008).

5

BUS317A STRATEGIC MANAGEMENT TATA NANO

Tata Group as a global conglomerate Tata Group has multiple joint ventures and collaborative products that have assisted Nano in bringing out solutions kept within a

cost structure. For example, Tata Johnson controls, developed the seats for Nano, and Tata Taco focusing on parts like interior injection moldings (Synder 2008). As

seen in the Nano, it is difficult to imitate and make cars at such low cost. Moreover the valuable resource that Tata have established through long-term relationships

with its suppliers will be difficult for its competitors to implement overnight. (The Economist 2009)

TML is able to leverage its competencies through various specialized expertise, thereby enabling TML to control and maintain its production quality level making it a

valuable resources and sustaining a competitive edge over it competitors. Excellent discussion.

Recommendations
With increasing threats from strong players from countries such as china, it will have an impact on TML external environment factor. A strong market competition in the

automobile industry would cause TML to lose it positioning in the market, and may result in TML to have difficulties maintain their relationship with it suppliers

(Steckel and Richard 1995). TML should consider creating alliances with its suppliers and its related firms. This allows a separation between its rivals and further

strengthening the company core competence against other firm. However firms who are not in the alliances, may lose doing business with TML, but with other TML related

firm (Land Rover) it will still stretch the company bargaining power over it competitors. With new alliances, it will further enhance TML core competencies, likewise

reinforce the rareness and inimitable as these alliance can only be created through larger organizations In summary, a core competency loses its value once it is no

longer in relevant against environmental forces. In order for TML to sustain their competitive edge within the market, it is imperative for them to be vigilant and

adaptive towards changing environment needs.
6

BUS317A STRATEGIC MANAGEMENT TATA NANO

Bibliography References
x Automotive Logistics. 2009. Nano is moving by rail. (accessed http://www.automotivelogisticsmagazine.com/news/nano-is-moving-by-rail September 29, 2013) x Automotive

Logistics. 2009. Tata Nano could be saving grace for supply chain. http://www.automotivelogisticsmagazine.com/news/tata-nano-could-be-saving-grace-forsupply-chain

(accessed September 29, 2013) x Bajaj, V., 2010. Tata’s Nano, the Car That Few Want to Buy.

http://www.nytimes.com/2010/12/10/business/global/10tata.html?pagewanted=all (accessed September 30, 2013) x Black, G., 2013. The Tata Nano’s plan to market the

cheapest car in the world to India’s urban poor went up in flames. Now the little car that couldn’t is coming to the U.S.—and going x upscale.

http://www.onearth.org/articles/2013/09/tata-nano-can-india-brand-a-

better-smart-car (accessed September 29, 2013) Choudhury, S., 2010. Tata: Nano Sales Drop Not Linked to Safety.

http://online.wsj.com/news/articles/SB10001424052748703989004575652031100762438 (accessed September 30, 2013) x Engineerlive. n.d. How Tata has built a car that costs

less than a motorbike. http://www.engineerlive.com/content/20338 (accessed September 28, 2013) x Eyring, M., 2011. Learning from Tata’s Nano Mistakes.

http://blogs.hbr.org/2011/01/learning-from-tatas-nano-mista/ (accessed September 30, 2013) x Hagel, J., and S. Brown. 2008. Learning from Tata’s Nano.

http://www.businessweek.com/stories/2008-02-27/learning-from-tatasnanobusinessweek-business-news-stock-market-and-financial-advice September 27, 2013) (accessed

8

BUS317A STRATEGIC MANAGEMENT TATA NANO

x

Moneycontrol.

2013.

CNBC-TV18:

Tata

Motors

initiates

organisation

rejig.

http://www.moneycontrol.com/news/cnbc-tv18-comments/tata-motors-initiatesorganisation-rejig_808190.html?utm_source=ref_article (accessed September 26, 2013) x Munroe,

T., 2012. Tata Nano, world’s cheapest car, struggles to gain traction. http://www.reuters.com/article/2012/01/04/us-nanocar-idUSTRE80306A20120104 (accessed September

30, 2013) x Muralidhar, S., 2013. Rough ride for Tata Motors.

http://www.thehindubusinessline.com/opinion/rough-ride-for-tatamotors/article4610740.ece (accessed September 28, 2013) x Raj, R., 2012. Column: Globalising Tata

Motors.

http://www.financialexpress.com/news/column-globalising-tata-motors/898183/3 (accessed September 30, 2013) x Ramsinghani, M., 2011. The Trouble with India’s People

Car.

http://www.technologyreview.com/news/426282/the-trouble-with-indias-people-car/ (accessed September 28, 2013) x Scanlon, J., 2009. What Can Tata’s Nano Teach Detroit?

http://www.businessweek.com/innovate/content/mar2009/id20090318_012120.htm (accessed September 28, 2013) x x Steckel, Richard H. “Stature and the Standard of Living.”

Journal of Economic Literature, vol. 33, no. 4 (1995): 1903-1940. Synder, J. 2008. “Suppliers help keep cost of Tata car: mature technologies reworked to meet $2,500

price target.” (Accessed

http://www.utsandiego.com/uniontrib/20080126/news_lz1dd26tata.html September 28, 2013) x x

Tata Motors. n.d. Know Us: Company Profile. http://www.tatamotors.com/knowus/company-profile.php (accessed September 26, 2013) Tata Motors. n.d. Supplier Portal.

http://suppliers.tatamotors.com/Home/frm_main.aspx (accessed September 30, 2013)

9

BUS317A STRATEGIC MANAGEMENT TATA NANO

x

Tata Motors. n.d. Tata Motors 67th Annual Report 2011-2012 : Human Resources. http://tatamotors.com/investors/financials/67-ar-html/human_resources.html September 30,

2013) (accessed

x

Tata

Motors.

n.d.

Tata

Motors

Procurement

Process.

http://suppliers.tatamotors.com/Search/frm_attachment_details.aspx?cat_level=2&cat_id =0&par_cat_level=1&par_cat_id=1 (accessed September 27, 2013) x Tata. 2010.

Cracking the cost code. (accessed

http://www.tata.com/media/reports/inside.aspx?artid=8M7LPPCLbzs September 27, 2013 x Tata. 2013. Tata Motors announces

HORIZONEXT. (accessed

http://www.tata.com/media/releases/inside.aspx?artid=PnkwCmxL7fU= September 27, 2013) x

Tata. 2013. Tata Motors launches Tata Motors Service for passenger vehicles http://www.tata.com/media/releases/inside.aspx?artid=00cuAvno5y0=#sthash.17Ie3MoQ .dpuf

(accessed September 28, 2013)

x x x x

The The

Economist. Economist.

2009.

Inside

the

Tata

Nano:

No

small

achievement.

http://www.economist.com/node/13381480 (accessed September 30, 2013) 2011. Tata Nano’s: Stuck in low gear.

http://www.economist.com/node/21526374 (accessed September 30, 2013) The Economist. 2010. Tata Nano’s: Nah, no. http://www.economist.com/node/17465427 (accessed

September 30, 2013) Zachariah, R., and S. John. 2008. Tata Motors to hive off distribution. http://articles.timesofindia.indiatimes.com/2008-07-

17/indiabusiness/27915134_1_jamshedpur-and-lucknow-tata-motors-vehicles-and-passengervehicles (accessed September 26, 2013)

10

Assignment;

You are required to write an essay on the following topic which is
to be based on 1 of the following 2 of the videos (“Megafactories: EA Sports FIFA 2012” or “The
Costco Craze”): “Construct the corporate value chain of either EA Sports: FIFA 2012 or Costco,
identifying the key activities behind the competencies that have been developed to create value
for the firm. How does the value created in the corporate value chain become valuable?” (See Fig.
2).This essay is to be based on information gleaned from the video as well as your own research. It
is to be fully referenced and grounded in theory.

PLACE THIS ORDER OR A SIMILAR ORDER WITH US TODAY AND GET AN AMAZING DISCOUNT 🙂

27.

For the deletion of a class

For this Assignment
I need a first Draft, a Self Review Feedback (I have the form Below) and a revised Draft after filling the Self-review Form.

You will make an argument, related to your major, and support it.  You will integrate citations when necessary and will write sentences that best reflect your good

ideas.  You will use ethos, logos, and pathos as you deem appropriate and ensure that your paragraphs center on one idea.

Prompt:

Have you ever thought about how you could improve your major? Perhaps you have taken a required class for your major that you found did not best serve the overall

major or you may have wished that a class was required for the major because it would better prepare students in your major for their future professions.

In an essay of 600 – 750 words argue for the addition or deletion of a required class for your major. To support your argument, use two relevant academic and general

sources, such as your department’s Web site or handbook, academic or professional journals . You will need a works cited page for this paper.  You may not use

Wikipedia or equivalent sources for this paper.

This is a thesis driven essay. I encourage you to use a “because clause” for your provisional thesis because doing so will help you use a claim and reason in your

thesis. Be sure to explain and support your reasons while also giving details about the class you would add or delete so that a reader outside your discipline will

understand what the class is about and how it relates to the major.

SELF-REVIEW FEEDBACK FORM
1) State your thesis.  Does your thesis address the writing assignment? Do you have any ideas as to how you can strengthen your thesis?
2) Does the introduction engage the reader and explain why the subject is important?
3) What are the “main points” of the paper?  Be sure to indicate whether or not the main points of the paper support your thesis.
4) What are your justifications (e.g., readings, logic, and evidence) for taking your position?  Note your justifications and indicate whether or not they are

effective.
5) Note what you think is the strongest evidence for your position.  Explain why you find this evidence strong.
6) Note what you think is the weakest evidence for your position.  Explain why you find this evidence weak.
7) For each paragraph of this paper, note the topic sentence, if there is one.
8) Note any sentences or passages that you had to read more than once to understand what you were saying.  Offer reasons that you think you had trouble reading your

passages or sentences.
9) Note any sentences that you find particularly strong or effective and explain why you find them effective.
10) Note mechanical errors (e.g., grammar or punctuation,) by paragraph number (e.g., “ My third paragraph the fourth sentences needs . . . “ )
11) Write a paragraph explaining what you find most compelling about your paper.
12) Have you correctly cited, structured and worded all quotations, paraphrases and summaries?  Are you using MLA or APA?

PLACE THIS ORDER OR A SIMILAR ORDER WITH US TODAY AND GET AN AMAZING DISCOUNT 🙂