Market Research on Effectiveness of Product Promotion Activities of Tata Shaktee GC Sheets

            
 
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Case Details:

Case Code : MKTG309
Case Length :20 Pages
Period : 2012-2013
Pub Date : 2013
Teaching Note :Not Available
Organization :Tata Steel
Industry :Steel
Countries :India

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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Background Note

The Tata Group, which was founded by Jamsetji Tata in 1868, had grown to comprise over 100 companies in seven business sectors – communications and information technology, engineering, materials, services, energy, consumer products, and chemicals. Initially inspired by the spirit of nationalism, the group had pioneered several industries of national importance in India – steel, power, hospitality, and airlines. As of early 2012, the major Tata companies were Tata Steel, Tata Motors, Tata Consultancy Services, Tata Power, Tata Chemicals, Tata Global Beverages, Tata Teleservices, Titan, Tata Communications, and Indian Hotels.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

The group had operations in 80 countries across the globe, and its companies exported products and services to 85 countries. It had revenues of US$100.09 billion in 2011-12. The Tata companies employed over 425,000 people worldwide. The Tata Group's contribution to the Indian exchequer for the year 2011-12 was US$7.72 billion out of the total US$265.09 billion. Each enterprise in the Tata Group operated independently, with its own board of directors and shareholders.

Tata Steel, one of the important group companies, accounted for nearly 28% of the revenues of the Tata Group. It was among the top ten global steel companies with a crude steel production capacity of 27 million tonnes per annum (MTPA). Tata Steel was the world's second most geographically diversified steel producer, employing around 80,000 people across five continents in nearly 50 countries. Established in 1907, Tata Steel had grown to become the world's second most geographically-diversified steel producer, with operations in 26 countries and a commercial presence in over 50 countries. Tata Steel‘s Jamshedpur (Jharkhand, India) plant had a crude steel production capacity of 6.8 MTPA, which was slated to increase further in the subsequent years. The company also had proposed three Greenfield steel projects in the states of Jharkhand, Odisha, and Chhattisgarh in India with an additional capacity of 23 MTPA and a Greenfield project in Vietnam...

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