Tata Motors is primarily targeting emerging countries (e.g., Africa, Asia Pacific, Middle Eastern, and Latin America) for its future export growth. Is this a viable and logical export strategy?
This case explores the international expansion of Tata Motors. The Indian multinational exports cars and other vehicles worldwide under its Tata Motor Cars, Jaguar Land Rover, Tata Daewoo, and Tata Hispano brand names. Tata Motors wants to double its exports within two years, with a particular emphasis on expanding its exports to the Middle East, Africa, Asia Pacific, and Latin America.
Exports are important to Tata Motors both as a means of expanding sales and as a way to offset cyclical sales patterns in India. Tata Motors is recognized as a major player in the production of buses producing a wide range of vehicles in various sizes and levels of luxury. The company currently exports its buses to more than 40 countries.
In addition to buses, Tata Motors also produces and exports other vehicles including cars, premium buses, pickups, and small commercial vehicles. Going forward, Tata Motors wants to build its global presence across all vehicle classes. Indeed, Tata Motors developed its Prima and Ultra vehicles with the goal of selling them along with its buses across multiple markets around the world.
Tata Motors is primarily targeting emerging countries (e.g., Africa, Asia Pacific, Middle Eastern, and Latin America) for its future export growth. Is this a viable and logical export strategy?
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