Section B Read the following information carefully and answer the questions, According to Emkay Global Financial Services Ltd, Tata Motors could post a loss of up to 23.212 crore for the September quarter while recording a 22% year-on-year decline in its consolidated revenues. The brokerage estimates that the company is also likely to post a near 58% drop in its earnings before interest, fares, depreciation and amortization or Ebidra... the company struggles to turn around and aggressively cut costs ar JLR" - Mint, October, 2020 "Tata Motors Limited (TML): Over the past two financial years, TML focused on refreshing its portfolio, improving structural efficiencies and streamlining internal processes. In doing so, TML turned a corner and delivered improved market shares, profitability, and positive free cash flows. In FY19, we delivered positive net income of 2,021 crore, after making losses for five years. In both FY18 and FY19, TML produced positive free cash flows, following five years in negative territory. However, in FY20, this turnaround journey has been interrupted, as demand deteriorated sharply on the back of an abruptly slowing economy coupled with the spread of COVID-19." -Mr. N.Chandraskharan, Chairman and Non-executive Director of TML in his letter to shareholders, 2019-20 annual report. For the last two decades, TML has been struggling to adapt to the market conditions, was established as locomotives and other engineering manufacturing company in 1945. responding to the tough competition from Maruti Suzuki in India. In order to become a strong player, Tata Motors has joined Fiat-India to start a Joint Venture in 2006. The objective was to share the distribution network, and manufacturing facility at the Pune, India unit to become years. One of the senior cuecutives of TML lamented that he was disappointed with the cost-efficient manufacturer. However, this joint venture too resulted in the losses in the further manufacturing facility at Pune and he further added that it is not a good practice to depend on the outsiders for the engine development. In the market, the other reputed carmakers such as Carbon emissions from all the cars of all the companies in the industry were not upto the dangerous levels. Additionally, there was no pressure on the carmakers from the government corresponding to the carbon emissions. Government policies were also favorable to the carmakers. Also, to reach the Europe market, TML has acquired luxurious or premium British brands Jaguar and Land Rover (LR) from Ford motors in 2008 during the crisis period. Media highlighted that the acquisition was out of the pride emotion of Rata Tata. From 2009 to 2012. fuel prices were continuously rising and as JLR cars were not engine-efficient cars but the premium cars, JLR struggled to make the sales. Albeit, JLR reported the tripled sales in 2017! compared to sale in 2009, however, TML has been struggling with JLR too as JLR is reporting the losses most of the times. TML imports 35 to 40% of the raw materials from the Europe and Brexit increased the cost of imports from the Europe. As reported by Mint (2020), JLR is expected to report the losses in further quarters in 2021 too as pandemic destructed the automobile sector too Questions 2: Use any appropriate strategic framework(s) to analyze the macro environment discussed in the context or the case, and suggest the recommendations for the better performance. (10 Marks) Questions 3: What kind of generic strategies that Tata Motors and JLR are using? Explain the aspects associated with those generic strategies. (10 marks)