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Internationalization of Tata Motors: Strategic Analysis Using Flowing Stream Strategy Process
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- Published: 03 January 2020
- Volume 14 , pages 54–70, ( 2019 )
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- Sushil ORCID: orcid.org/0000-0002-3118-5461 1 &
- Shamita Garg ORCID: orcid.org/0000-0001-8952-0309 1
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In the past few years, Tata Motors succeeded by exploiting international opportunities. Its percentage of revenue from international operations has increased from 9% in 2016 to 79.80% in 2018. Hence its strategy is worthy of study. ‘Flexible Strategy Framework’ is used to analyse the strategy of Tata Motors which evolved to gain its international presence in the automotive manufacturing industry. This framework is an attempt to manage change, along with the consideration of continuity forces in the organization. The ability of the firm to integrate continuity and change forces effectively has made the firm competitive in the international market. The organization is continually doing innovations to keep itself ahead of the competition. This study is a novel attempt to explore linkages between internationalization and competitiveness using the framework of flowing stream strategy.
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The authors acknowledge all those who have contributed in improving the quality of the paper, including the anonymous reviewers and editors. The authors acknowledge the value-addition by the Editor-in-Chief.
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See Figs. 10 and 11 .
(source: developed based on data collected from annual reports of Tata Motors)
Percentage of revenue from (international operations)
Continuity and change forces
Appendix B: Continuity and Change Forces for Tata Motors Over Time
See Figs. 12 , 13 , 14 , 15 , 16 and 17 .
(source: developed based on data searched on ACE equity)
Revenue from net sales (in Rs crores)
source: developed based on data searched on ACE equity)
Expenditure (in Rs crores) (
Profit and loss incurred (in Rs crores)
source: developed based on data searched on SIAM)
Number of vehicles (export)
(source: developed based on data searched on SIAM)
Growth in commercial vehicles
Growth in passenger vehicles (
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Sushil, Garg, S. Internationalization of Tata Motors: Strategic Analysis Using Flowing Stream Strategy Process. JGBC 14 , 54–70 (2019). https://doi.org/10.1007/s42943-019-00006-z
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Received : 14 October 2019
Accepted : 15 November 2019
Published : 03 January 2020
Issue Date : December 2019
DOI : https://doi.org/10.1007/s42943-019-00006-z
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