Tata Motors Limited (TTM) David, Fred R., David, Forest R. (2017) Mini-Case on Tata Motors Limited (TTM). In: Strategic Management, A Competitive Advantage Approach Concepts and Cases, 16th Ed. (pp.318-319). London: Pearson Education. Headquartered in Mumbai, India, Tata Motors in one of the largest multinational manufacturing companies. It manufactures commercial and passenger vehicles cars, trucks, vans, coaches, buses, construction equipment, and military vehicles. Tata Motors has several auto manufacturing and assembly plants, and research and development centers located across India, including in Jameshedpur, Lucknow, and Pune. With a solid base in the country, Tata motors has also built Xenon XT operations in Argentina, South Africa, Thailand, and the United Kingdom. In 2014 the company was ranked the world's 287th biggest corporation in Fortune's Global 500 list. Marketing its products through dealership, sales, services, and spare parts network, the company produces well-known models like Nano, Safari, Aria, Zest, Bolt, and Venture brand names, as well as Xenon XT brand name. For a fourth straight quarter, the decline in China sales of Jaguar Land Rover (JLR), a subsidiary of Tata Motors, dragged down the company's profits. Jaguar's net income fell 49 percent to 27.7 billion rupees ($434 million) in the quarter ended in June, 2015. Its retail sales plunged 33 percent in China that quarter, which led to a 1 percent decline in worldwide deliveries. The luxury unit has cut its sales Electric Bus targets and prices in China as all automakers brace for a slowdown in the world's biggest auto market. Tata Motor's earnings for the second quarter of 2015 were also hurt by a prolonged slump in sales of its light commercial vehicles in India. Tata's revenue fell 5.7 percent to 610.2 billion rupees. Sales at the luxury unit declined 6.5 percent to 5 billion pounds. Shares of Tata Motors stock has slumped 29 percent over the past six months making it the second- worst performer on S&P BSE Sensex, which has lost 1.7 percent in the period. Sales of the Tata's Evoque sport utility vehicle were also lower in China.The company's vision statement, posted on the corporate website, states that by 2024, the company will be the most aspirational Indian auto brand, delivering superior financial results, sustainable mobility solutions, exceeding customer expectations, and creating a highly engaged workforce. Its mission is to innovate mobility solutions with passion to enhance the quality of life. Case discussion: ILCV Tippers Tata Motors is facing strategy implementation issues. Using the Appreciative Inquiry 4-D framework, develop the firm's strategic analysis on: 1. The current strategic scenario (Discovery). Provide a brief description and explanation of Tata Motors current strategy. 2. The desired strategic scenario (Dream). Envision and describe an ideal strategic scenario where the firm would prosper and grow in its market segments. This scenario is a vision, a goal the firm wants to pursue. Consider Tata's sales decline in China. 3. Strategy (Design). Develop and describe a strategy to move from the current strategic scenario (Discovery) to the desired strategic scenario (Dream). The strategy is how the firm will accomplish its vision. 4. Strategy implementation (Destiny). Describe how the firm will implement the strategy outlined in Design