Mergers, Acquisitions and Takeovers Case Study

Acquisition of Prestige Brands by Tata Motors: The Challenges

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Abstract:
India's Tata Motors acquired British luxury icons Jaguar and Land Rover from ailing US car-maker Ford for $2.3 billion in March 2008. Tata Motors has been propelled into the position of the world's fastest growing car company, with its diverse product range. Its line-up includes low-end cars on one end of the spectrum, technology-partnerships with Fiat Auto for mid-range cars, heavy, medium and light commercial vehicles, and also special purpose construction machinery at the other end. Analysts are skeptical whether a company with such a divergent portfolio can successfully manage its entire range. Moreover, they have questioned how the Indian firm, which controls more than half of India's truck market and nearly 20% of its passenger car market, will absorb the high-end marques into its enduring, staid, but pocket-friendly vehicle line-up.

Pedagogical Objectives:

• To understand Tata Motors brand portfolio and the need for a makeover
• To evaluate the rationale behind Tata's acquisition of Jaguar and Land Rover
• To analyse Tata Motor's capability in managing the premium segment
• To assess the opportunities and challenges for Tata Motors in the Jaguar-Land Rover deal.

Keywords : Jaguar and Land Rover, Tata Motors, Ford Motors, Brand perception, Brand portfolio,British marques, Acquisition Ratan Tata, Bridge loans, Challenges

Contents : 
Tata Motors’ Brand Portfolio
Tata Motors International Business Revenue
Tata Motors’ Acquisition of Jaguar and Land Rover
Associate and Subsidiary Companies and Joint Ventures of Telco