Tata group strategic planning and implementaion

Abstract

This report is brief description of the Marketing Strategies planned and adopted by TATA Group. The Tata group is one of India’s oldest, largest and most respected business conglomerates. The group’s businesses are spread over seven business sectors.

Founded by Jamsetji Tata in 1868, Tata’s early years were inspired by the spirit of nationalism. It pioneered several industries of national importance in India: steel, power, hospitality and airlines. In 1874 the Central India Spinning, Weaving and Manufacturing Company was set up, marking the group’s entry into textiles and its first large-scale industrial venture. The Indian Hotels Company is incorporated to set up the Taj Mahal Palace and Tower, India’s first luxury hotel, which opened in 1903. In 1907 the Tata Iron and Steel Company (now Tata Steel) is established to set up India’s first iron and steel plant in Jamshedpur. The plant started production in 1912. In 1910 the first of the three Tata Electric Companies, The Tata Hydro-Electric Power Supply Company is set up. The second, Andhra Valley Power Supply Company was established in 1917 and Tata Power in 1919. The first two companies were merged with Tata Power in 2000 to form a single entity. In 1917 the Tata’s enter the consumer goods industry, with the Tata Oil Mills Company which was established to make soaps, detergents and cooking oils. The company was sold to Hindustan Lever in 1984. In 1932 Tata Airlines, a division of Tata Sons was established, opening up the aviation sector in India. In 1939 Tata Chemicals was established. In 1945 Tata Engineering and Locomotive Company was established which was later renamed as TATA Motors in 2003. In 1996 Tata Teleservices (TTSL) was established.

Task 1

This report is a brief understanding and presentation of an marketing strategy planning and its implementation for TATA Group. Tata group of companies operates in seven business sectors starting from communications and information technology, engineering, materials, services, energy, consumer products to chemicals. This is the largest group based in India and has significant international operations. The total revenue of Tata companies, taken together, was $70.8 billion in 2008-09, with 64.7 per cent of this coming from business outside India, and they employ around 357,000 people worldwide. The Tata name has been respected in India for 140 years for its loyalty to strong values and business ethics.

Stakeholders And Their Market Participation:

Every Tata company operates independently. Each of these companies has its own board of directors and shareholders. There are 27 publicly listed Tata enterprises and they have a combined market capital of approx $60 billion and a shareholder base of 3.5 million. The Tata Sons Limited has a 65.89% of shareholding and Tata Industries Limited holds a 28.62% of shareholding in the Tata Group. The major Tata companies are Tata Steel, Tata Motors, Tata Consultancy Services (TCS), Tata Power, Tata Chemicals, Tata Tea, Indian Hotels and Tata Communications.

Tata Steel became the sixth largest steel maker in the world after it acquired Corus. Tata Motors is among the top five commercial vehicle manufacturers in the world and has recently acquired Jaguar and Land Rover. TCS is a leading global software company with delivery centre’s in the US, UK, Hungary, Brazil, Uruguay and China, besides India. Tata Tea is the second largest branded tea company in the world, through its UK-based subsidiary Tetley. Tata Chemicals is the world’s second largest manufacturer of soda ash and Tata Communications is one of the world’s largest wholesale voice carriers.

The Tata group of companies has always believed in returning wealth to the society they serve. Two-thirds of the equity of Tata Sons, the Tata promoter company, is held by charitable trusts that have created national institutions for science and technology, medical research, social studies and the performing arts. The trusts also provide aid and assistance to non-government organisations working in the areas of education, healthcare and livelihoods. Tata companies also extend social welfare activities to communities around their industrial units. The combined development-related expenditure of the trusts and the companies amounts to around 4 per cent of the net profits of all the Tata companies taken together.

The group’s businesses are spread over seven business sectors:

• Information technology and communications:The Tata group has well-established enterprises in the fields of software and other information systems, telecommunications and industrial automation.

E.g.: CMC, Nelito Systems, Tata Elxsi, Tata Technologies(TTL)

• Engineering products and services:The Tata group has a robust presence in engineering, with operations in automobiles and auto components and a variety of other engineering products and services.

E.g.: Hispano Carrocera, Jaguar Land Rover, Tata Cummins, Tata motors

• Consumer products:The Tata group has a strong and longstanding business in watches and jewellery, and a growing presence in the retail industry.

E.g.: Tata Tea, Tetley Group, Titan Industries and Landmark

• Chemicals:The Tata group is one of the largest producers of soda ash in the world. Additionally, it has interests in fertilisers and in the pharmaceuticals business

Eg: Rallis India, Brunner Mond, Tata Chemicals, Tata Pigments

• Materials:The Tata group is among the global leaders in this business sector, with operations in steel and composites.

E.g.: Corus, Tata steel, Tayo rolls, JAMIPOL

• Services:The Tata group has widespread interests in the hospitality business, as also in insurance, realty and financial and other services.

E.g.: Hotel (Indian Hotels Company) and Financial (TATA AIG Insurance, Tata financial services, Tata Capital)

• Energy:The Tata group is a significant player in power generation and is also involved in the oil and gas segment.

E.g.: Tata Power, North Delhi Power, Tata Petrodyne, Tata BP Solar

Management Structure

The two decision-making bodies that define and direct the business endeavors for the Tata group are the Group Executive Office and the Group Corporate Centre.

1) Group Executive Office: The Group Executive Office (GEO) defines and reviews the business activities of the Tata group and is involved in implementing programmes in corporate governance, human resources, the environment, etc. The chief objective of the GEO is to make the Tata group more synergistic; it does this by strengthening the relationship between the group and its companies.

The GEO creates a shared understanding of a Tata company’s current activities, its strengths and its weaknesses. It then addresses the most strategic issues facing the company. Apart from this, the GEO has reviewed the group’s business portfolio and clustered companies into seven business sectors. The GEO assesses what unique value a company adds to a particular business sector and, conversely, what unique value the group can bring to that company.

2) Group Corporate Centre: The Group Corporate Centre (GCC) is a forum at which broad policy issues relating to the growth of Tata companies are reviewed and the entry into new areas discussed. The GCC also plays a key role in protecting and promoting the Tata brand in India and across the globe.

The GCC also provides advisory services to Tata companies in the areas of Human Resources, Finance, Legal, and other functional areas as and when required.