TAFE Tractor: Trusted Friend and Allies

Overview of TAFE Company:
TAFE - Tractors and Farm Equipment Limited is an Indian tractor manufacturer established in 1960 in Chennai. It has an annual revenue of INR 10,000 crores. TAFE, the third-largest tractor producer of the tractor in the world and India's second-largest by volume, sells in domestic and foreign market. For more than 60 years, TAFE has worked with AGCO Corporation and the Massey Ferguson brand, demonstrating its dedication to developing long-term partnerships with its clients via fair and ethical business methods. TAFE is also a large investor in AGCO Corporation, a $9.1 billion tractors, and farm machinery manufacturer based in the United States.

Global Presence:
TAFE considers the entire globe to be its marketplace. Over five decades, it has amassed a knowledge base of various agro-climatic zones, crops, and cropping techniques, allowing it to design and manufacture tractors and combines to fit any weather conditions or application anywhere in the world. Its capabilities in product innovation and style have been proven by wide recognition of its goods and services. In addition to the Americas, Eastern Europe, Africa, and South Asia, TAFE has a presence in approximately 100 countries.

Also, TAFE has taken use of its long-standing relationship with AGCO Corp to satisfy increasing market demands by delivering a line of tractors that are developed, built, and produced in India. Furthermore, it collaborates with AGCO to provide equipment and aggregates for AGCO and its companies to produce tractors in different countries.

Through chosen dealers in different countries, TAFE distributes a variety of tractors up to 100 horsepower under its own brand "TAFE" with its unique livery of coral orange and grey throughout Europe, Africa, South Asia, and other growing markets. Distributors, in turn, have their very own routes for getting tractors to consumers and offering pre-and post-sale assistance and TAFE's presence in the EEM area extends from neighbouring countries in South Asia to countries in Europe, the Middle East, and Africa. TAFE is ideally positioned to deliver durable, fuel-efficient, and cost-effective equipment, backed by over five decades of expertise in addressing the demands of clients throughout India's broad diversity of crops and Agro-climatic zones. TAFE's goods have been highly accepted in several countries, and the company's products are dominating in several African and South Asian countries, despite severe international competition.

TAFE Distribution Network:
Customers in India receive TAFE tractors through a domestic network of over 1000 dealers and over 2000 sales locations. The company's own highly trained sales force of over 450 individuals, as well as close to 3000 dealer sales professionals, assist in the distribution and selling of its tractors. The tractor group is constantly increasing its reach by opening a huge number of sales shops, intending to have a state where each client in India may reach a selling point within 50 kilometres of his farm. Every major market is backed by strategically positioned regional offices, which help to coordinate all sales activities. Customers are served by a nationwide network of dealers, in addition to specialized parts wholesalers, to ensure product support availability in important areas. TAFE has a dedicated service staff that works out of each of its regional offices to give additional service assistance to dealers as needed. Also, distribution is done through big distributors that have their distribution and product support networks in foreign areas where TAFE sells its tractors directly.

Proficiency in manufacturing and R&D:
TAFE's manufacturing plants which located at 6 different places in India and 2 major locations globally. In India, centres are located in Tamil Nadu, Rajasthan, Madhya Pradesh, and Himachal Pradesh and to cater to global needs, it has located in Turkey and China. Also, TAFE’s has houses its R&D and the total machining operations of components and aggregates. Since its start in 1961, TAFE's R&D department has been a centre of expertise in agricultural machinery design and implementation. For many years, it has also been acknowledged by the DSIR, Ministry of Science and Technology, Government of India. It has created a line of products that have allowed TAFE to expand in both domestic and international markets, allowing it to be one of India's top tractor exporters and the chosen choice of consumers in over 82 countries. All these proficiency in manufacturing and R&D act as a major contributor to the growth of TAFE’s Tractors.

4P’s of Marketing

Product:
Tractors and Farm Equipment Limited offers various farm machinery includes TAFE’s Tractors, IMI Tractors, Harvesters, Implements, Agro Engines, Engines & Silent Gensets, Engineering plastics, Hydraulic Pumps, and Hydraulic cylinders. All these products having capabilities in product innovation and style have been proven by wide recognition of its goods and services.

Price:
TAFE is the famous worldwide tractor brand, known for its experience, innovation, and high build quality, offers one of the most extensive and diverse ranges of agricultural and utility tractors in the market. Also, TAFE has a range of products that are premium technological to standard, thus their pricing plans are designed accordingly.

Place:
As earlier mentioned, TAFE's manufacturing plants which located at 6 different places in India and 2 major locations globally. In India, centres are located in Tamil Nadu, Rajasthan, Madhya Pradesh, and Himachal Pradesh and to cater to global needs, it has located in Turkey and China. Also, TAFE’s has houses its R&D and the total machining operations of components and aggregates. Their widespread network across India helps them to make easy availability of tractors at any location.

Promotion: Along with the general promotional strategies, TAFE more focuses on scheme promotion such as free tractor rental schemes for different states. Also, TAFE comes up with new ways to help small farmers and arranges a tractor service campaign intending to create awareness about the product of TAFE’s which will drive the growth of the company.

SWOT Analysis

Conclusions:
The Indian tractor industry is been a leading indicator of the status of the rural economy as the demand for tractors is influenced by the social-economic status of farmers. Over the projected period, the Indian tractor industry is predicted to grow at a CAGR of 4.5 percent (2021 - 2026). As a low degree of tractor penetration is there in the Indian market, this will show the potential for tractor penetration in the domestic market. There is plenty of opportunity for market leaders like TAFE Tractors in the future, as the adoption of farm mechanization methods will raise demand for tractors. In addition, innovation and R&D will keep TAFE Tractors ahead of the competition on the global and domestic front.