Tata Steel Case Study

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Strategic Management
Credit Accumulation & Transfer Scheme (CATS) – Undergraduate – Degree in Business & Management Studies

“Position Analysis of Tata Steel”
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Table of content

Title page| 1|
Table of content| 2|
1. Introduction| 3|
2. Historical and cultural background| 4 – 6|
2.1 History| 4|
2.2 Strategic drift| 4 – 5|
2.3 Cultural background of Tata Steel| 5 – 6|
3. The environment| 6 – 9|
3.1 Pest Analysis| 6 – 7|
3.1.1 Political aspect| 6 – 7|
3.1.2 Economical aspect| 7|
3.1.3 Social aspect| 7|
3.1.2 Technological aspect| 7 |
3.2 SWOT Analysis| 8 – 9|
3.2.1 Strengths| 8|
3.2.2 Weaknesses| 8|
3.2.3 Opportunities| 9|
4. Strategic Capability| 10 – 12|
5. Strategic Purpose| 13 – 14|
5.1 Stakeholder expectations| 13 – 14 |
5.1.1 Employees| 13|
5.1.2 Customers| 13|
5.1.3 Government| 13|
5.1.4 Stakeholders| 14|
5.1.5 Suppliers| 14|
5.1.6 Competitors| 14|
6. Conclusion| 15|
7. Appendix 1| 16 – 23 |
8. References| 24 – 27 |

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1.Introduction

In the new global economy, determining of successful strategies has become a central issue for the growth of a company. Over the history, Tata Steel has become a very successful Indian group. One significant issue of the company is that it is the fifth largest steel maker in the world and is operating all over the world. Thanks to the acquisition of Corus in 2007, Tata Steel had the opportunity to develop itself across Europe, and recorded a turnover of Rs.102, 393 crore for the financial year 2009 – 2010. Additionally, it is the second largest private sector steel company in India regarding domestic production. However, the company is currently employing more than 81,000 people. Tata and its strong Indian inspired vision of business allowed the company to achieve many successful goals over the years. But it is now facing a changing world, and more than ever, has to adapt to this specific conditions. In an internationalized world where every detail counts, the company needs to work on strategies that will guaranty success, wherever it might want to impose itself. This report has been divided into four main parts, according to “Strategic position analyze” of JSW (2008:13) that is to say: Firstly, the report will try to obtain a clearer vision of the historical and cultural background of Tata, and how it influences the behaviour of the company in terms of strategy. It will then go on to analyze the environment that Tata is facing. This part will mainly analyze the Indian market, when it comes to the Pest Analysis. Nevertheless, the strategic capabilities will be discussed. The report will try to explain how the company uses his capabilities, facing today’s issues and challenges in the steel business. Finally, it will try to study the stakeholders’ expectations in Tata Steel’s case.

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2.Historical and cultural background

Nowadays, many companies have long historical and cultural backgrounds. There are strongly impinged on by their historical and cultural background. For that reason it is significant to understand it. The strategy of an organisation has historical and cultural roots, which might influence current and future strategy of an organisation for better or worse. Indeed, it helps managers to recognise how recent events have come about or how the history influences current and future...
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