COURSE: LEADING CHANGE FOR SUSTAINABLE FUTURES
CASE STUDY: ELECTRIC VEHICLES IN INDIA
Project Submission Template
Student name (full name): Sumit Mudgil
Part I
Question 1 Identify the change….
Tata Motors is undertaking the Transformative change initiative as it has
high complexity and high impact.
Which company among….
Question 2a
SWOT Analysis
Tata Motors Mahindra Electric
Strength Brand trust, R&D Strong Brand
Position, Good track
support from Jaguar
record, Diverse
Land Rover, product portfolio,
Strong Research and
Exclusive EV
Development,
ecosystem (Tata Advantage in last
mile vehicles – three
chemicals, Tata
wheelers and
Power, Tata ELXSI logistics vehicles
segment
etc.), Strategic
Partnerships, Private
segment penetration
Weakness EVs considerably Lack of penetration
more expensive than in private customer
ICE, Lack of segment, External
charging procurement of
infrastructure, Lower critical components
market share in
conventional
vehicles
Opportunity Strategic Market potential in
partnerships with last mile ride
ride hailing vehicles – e-
companies, EV rickshaws, Untapped
ecosystem will allow EV segment in small
tata motors to trucks and logistic
become exporter of vehicles
EV components
Threat Political change, Political change,
Entry of international other companies
competitors such as beating Mahindra to
Tesla capture last mile
vehicles
On the basis of your SWOT analysis….
Question 2b
Ans. Based on the SWOT analysis above, Tata Motors can cater to the
EV fleet segment better, in the current state. Tata Motors has already
penetrated the private EV segment, something which Mahindra has
failed to do till now.
With an advanced EV ecosystem which includes Tata Chemicals for
battery production, Tata Power for electric supply, Tata Steel for
supply of raw material, TCS and Tata ELXSI for technological
research and development – Tata Motors has much higher production
capacities when compared to Mahindra Electric.
A few years ago, Mahindra was leading the EV fleet segment with its
eVerito, but in recent times Tata has launched multiple rival models
with better features and value, thus beating Mahindra at a game it
started.
Tata Motors has been getting large orders to supply EVs to the fleet
segment. Some of those are-
• Tata Motors has recently signed a contract with BluSmart ride
hailing company to supply 10,000 Xpres-Ts, an electrical
passenger car. ( Source)
• Tata Motors receives order for 39,000 units of Tata Ace.
(Source )
• Tata Motors bags 1,500 e-buses order from DTC. (Source )
• Tata wins record contract for electric buses worth 5,000 crore.
(Source )
In its current state, Tata Motors can cater to the EV fleet segment
better as compared to Mahindra Electric.
However, Mahindra Electric is leading in the electric three-wheeler
segment –
• Mahindra Electric marks 50,000 electric three-wheeler sale
milestone (Source )
Part II
Going by the statements….
Question 3
Ans. The key features of Vision statement are:
• Inclusive: The vision statement emphasizes the role of shifting
to sustainable e-mobility being an imperative for the nation’s
development. This vision resonates with the whole population
of India. It is easy to understand and builds a sense of pride in
the employees as they are helping the nation develop.
• Logical and passionate: N Chandrasekaran mentions that India
has 14 out of 15 most polluted cities in the world, which makes
this vision logical as a shift to e-mobility will lead to reduction
in pollution; and the opportunity for nation building is a cause
which induces passion in people’s heart.
Recommend the various communication strategies…before the
Question 4a
change
Ans: Before any short-term project is undertaken, leadership team of
Mahindra and Mahindra should -
1. Emphasize that change is inevitable: Remind the employees
that change is an important part of life. Employees should be
encouraged to live by the quote – “The only constant in this
world is change”- Heraclitus.
2. Explain that change will happen incrementally: Employees
should be reassured that the change will take place
incrementally and they will be given adequate time to adjust to
the same.
3. Maintain a sense of urgency: Explain the consequences of not
acting to the employees in a simple and clear way. Remind
them that the change is not a choice; they can only decide how
they’re going to react to it.
4. Articulate what success looks like: A vision is not complete
unless it is clear what the result will look like. This encourages
the employees to buy into the change.
Recommend the various communication strategies…during the
Question 4b
change
Ans: After a short-term project is completed and the management plans
to scale up the change to entire organization:
• Communicate the success of the project to the stakeholders.
• Discuss and analyze what went well, what did not go well, how
to improve on it
Two elements of ideal communication strategy are:
1. Authentic: The use of original stories, ideas are sure shot ways
of winning your audience’s heart. Always be real to them.
2. Consistent: Consistency deals with being true to your words
and walking the talk. Your actions should be in sync with your
words. ¡
Critically analyze the major…
Question 5
Ans. Major Factors behind the short-term success of Tata Nexon EV:
• Pricing Strategy: The Nexon EV has been priced with only a
premium of 10-15% over the diesel variant. This attracts
customers as it is providing great value for money. Other
competitors have more than 30% premium in their EV pricing
as compared to conventional engine variant prices.
Other manufacturer’s cars cost 2 – 2.5 times more than the
nexon EV, while providing almost similar features.
• Meeting customer expectations: Customer demand at least
200km range from an EV to consider buying it. Tata Motors
provided the same with other features such as safety, style etc.
Source- https://www.eepcindia.org/download/How-TATA-made-HBL-
20201229101708.pdf
Recommend the potential solutions for…. new sales pitch for
Question 6a
selling EVs to customers.
Ans. Potential Solution to overcome resistance from the sales
department employees to developing a new sales pitch to sell EVs to
customers:
1. Design a coaching/mentoring program: The employees need
to be trained and educated about the new and complex EV
technology, so that they develop relevant skills and expertise to
develop effective sales pitches.
2. Facilitate and provide support: Make the transition easier for
the employees, with adequate support from immediate superiors
and provide required guidance.
Recommend the potential solutions for…. against a standard
Question 6b
onboarding timeline of 3 months.
Ans. Potentials solution for removing organizational barrier stemming
from onboarding a new vendor within one month, as against a standard
onboarding timeline of 3 months:
1. Modify existing process: The sponsors can modify the vendor-
onboarding process as it has become old – it was
institutionalized more than two decades ago. The timeline of 3
months for onboarding causes significant wastage, it should be
reduced to one month or less.
2. Redesign Change: The materials from the new vendor can be
sourced using alternative method of alliance, such as temporary
contractual partnership, which allows the transaction without
on-boarding the vendor as a permanent partner ( a process
which takes 3 months).
The Tata Group….
Question 7
Ans. The Tata Group should follow the Kaizen technique, or
continuous improvement. The scaling up of Nexon EV project should
be undertaken incrementally, and analysing ‘what went well, what did
not go well, is there scope for improvement’ at each step of the scaling
up process.
