tata strategy
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LEVELS OF STRATEGY
LEVELS OF STRATEGY
Corporate level strategy (directional strategy) Growth Stability
Retrenchment
Business level strategy (competitive strategy) Cost leadership
Differentiation (product)
Functional level strategy Marketing strategy (4 p’s)
Financial strategy (sources of finance) R&D strategy (technological leader, innovation)
Operation strategy (production strategy)
BCG MATRIX OF TATA GROUP
SUCCESSION PLANNING STRATEGY
GROWTH STRATEGY
Tata Group's strategic alliance with Japanese telecom major NTT DOCOMO in November 2008.
Tata Teleservices has received a license to operate GSM telecom services in 19 of India's 22 telecom Circles-and has also been allotted spectrum in 18 telecom circles.
Tata company Acquired company Country Stake acquiredJanuary2011
Tata Communications
BT Group's (BT) Mosaic business
UK 100 per cent
August2011 Tata Chemicals EPM Mining Ventures Canada 30.6 per cent
December2010
Tata Chemicals British Salt UK 100 per cent (wholly-owned)
January2009
Tata Communications
Neotel South Africa 30 per cent
March2009
Tata Global Beverages
Grand Russia 33.2 per cent
June2008
Tata Communications
China Enterprise Communications Limited (CEC)
China 50 per cent equity interest
August2008
Voltas Rohini Industrial Electricals India 51 per cent
January2007
Tata Steel Corus UK 100 per cent
ACQUISITION’S
•Tata & Fait since 2006•Tata & Starbucks 50/50 JVStarbucks Coffee “A Tata Alliance”.•Tata Motors (SA)Tata Motors' joint venture with Tata Africa Holdings, has an assembly plant in the Gauteng province of SA.•Tata Automobile Corporation SATata Africa Holdings through a joint venture between Accordian Investments and the Imperial Group, to market and distribute Tata vehicles in SA.
JOINT VENTURE
TURNAROUND STRATEGY Tata Power Delhi Distribution by winning hearts and changing
mindsets, and through technology and commercial savvy transformed a loss-making government entity into an
efficient and profitable operation that has become a benchmark for public-private partnerships
DIVESTMENT STRATEGY
Tata Oil Mill (TOMCO) was divested and sold to Hindustan Levers as soaps and a detergent was not considered a core business for the Tata’s.
The pharmaceuticals companies of the Tata’s- Merind and Tata Parma – were divested to Wockhardt.
The cosmetics company Lakme was divested and sold to Hindustan Levers, as besides being a non core business, it was found to be a non- competitive and would have required substantial investment to be sustained.
BUSINESS LEVEL STRATEGY
Tata nano, the cheapest car in the world Swach, the cheapest water filter from
Tata Chemicals. less than Rs 1000. Tata Motors launched the Ace truck in
May 2005 for just above Rs 200,000.
PRODUCT DIFFERENTIATION STRATEGY
Tata Motors new launches like Aria and the new 2011 Safari to regain its lost market share.
Tata is looking at doubling SUV annual volumes to over 70,000 units in the next 12-18 months, including exports.
Tata Motors is set to offer utility vehicles at every price point right from Rs. 6.5 lakh to Rs. 15 lakh.
BLUE OCEAN STRATEGY
Red Ocean Blue Ocean
Compete in the existing market place
Create unconsolidated market space
Beat the competition Make the competition irrelevant
Exploit existing demand Create and capture new demand
Make the value cost trade off Break the value-cost trade off
Strategic choice of differentiation or low cost
Strategic choice of Differentiation and Low Cost
VALUE INNOVATION
Value Innovation is the cornerstone of blue ocean strategy.
Value innovation is the simultaneous pursuit of differentiation and low cost.
Value innovation focuses on making the competition irrelevant by creating a leap of value for buyers and for the company, thereby opening up new and uncontested market space.
R&D STRATEGY
Tata Group companies cumulatively spend Rs.12,500 crore on research & development.
knowledge-based engineering application software from Tata Technologies that speeds up results.
An engine ‘start-stop’ technology developed by Jaguar Land Rover that stops an engine when the vehicle isn't moving, thus saving on fuel;
High performance rail steel that saved £150,000 over five years was developed by Tata Steel Europe
High standard steel for safer and fuel efficient vehicles from Tata Steel Europe
The world's cheapest car, Nano, an innovation from Group company Tata Motors, launched in April 2009, has 37 patents,
Swach, the cheapest water filter from Tata Chemicals, has 14. Tata Steel, which acquired British company Corus in 2007,
meanwhile, files around 50 patents each year.
OPERATION’S STRATEGY
Jaguar Land Rover has re-hauled its supply chain to secure cost savings as well as a sustainability equation that gives the company a green edge
A re-designing of process equipment at Tata Chemicals' Haldia plant that cut process downtime by 40%.
SUSTAINABILITY STRATEGY
Corporate Sustainability (CS) is integral to value-creation in our businesses through the enhancement of human, natural and social capital complementing their economic and financial growth in order to give the enterprise an enduring future and also help create and serve a larger purpose, at all times.
It facilitates accountability to all stakeholders as a systemic practice.
“SUSTAINABILITY IN MOTION”
The two main sustainable strategies at Tata Motors:
Pollution Prevention (P2) Resource Recovery (R2)
P2 STRATEGIES
P2 or pollution prevention is a proactive strategy that uses fewer or smarter resources to begin requiring lesser cleanup at the final disposal.
It is done by reducing or eliminating waste at the source by modifying production processes, promoting the use of non-toxic or less-toxic substances, implementing conservation techniques, and re-using materials rather than putting them into the waste stream.
It assumes no waste will occur. It is an effective ‘getting more from less’ strategy.
Reducing packaging material by either using sustainable packaging (replacing wood with metal) or reusing existing packaging (recycling wood).
The company recycles close to 69 percent of the wood packaging thus eliminating use of fresh wood.
Development of Vendor Park The company aims to source 60% of its
components from the park thereby increasing its resource efficiency and reducing its emissions due to reduction in logistics and transportation.
R2 STRATEGIES
This is a ‘getting more from the same’ strategy where otherwise wasted resources are recovered by way of proper disposal – recycling or reconditioning.
Increasing life of aggregates – ‘Recon’ business
In 2010-11 a total of 13,788 engines and 8,690 other parts were reconditioned.
Other resource conservation techniques like reusing engine oil for multiple testing cycles has been employed.
A 200 litre engine oil barrel can now be used to test 170 engines instead of 85.
Reusing paint sludge and thinner Last year, approximately 390 tonnes of hazardous paint sludge was
converted to a low quality paint suitable for floor painting. Tata Motors has also developed a process to convert the incinerator
ash to pavement bricks that can be used in walkways within the plant. This model has been very successful and has significantly reduced the
amount of hazardous incinerated ash sent to landfills. Free Take-back network for Tata Motors’ ELVs (end-of-life
vehicles) Under the End-of-Life Vehicle (ELV) regulations in the UK, Tata Motors
has contracted with a national ELV service provider called Cartakeback.com Ltd. to provide owners of qualifying Tata vehicles, who wish to dispose of their vehicle at the end of its life, with access to a network of Authorised Treatment Facilities (ATFs).
Akshay AggarwalDeepanshu ChaudharyPreeti MadanGaurav AnandAbhigyan Bakshi