Case Study Of Tata Steel

Challenges faced in branding TATA steel products
1. One of the key problem TATA steel faced is inexperienced market personnel, who had very less knowledge about what products they are dealing with and how to market them. They had doubts regarding how to target potential customer through proper interaction across all the touch points and thus loosing out profitability
2. Thus TATA steel organising seminars and workshops from different area and expertise so as to provide knowledge to the employee regarding the product line, positioning strategy of each product line, how to engage with customer and develop strategy meeting their needs.
3. Other key challenge is hiring the best key account manager who can manage profitable relationship

In order to tap the sustainable oriented customers, TATA steel has to develop environment friendly products
7. Improving customer centricity is going to be key area to focus for TATA steel.
8. Captive iron ore supply was stopped due to mine closure in Noamundi, Joda & Khondbond which resulted in reduction of iron ore to huge extent, thus affecting the operation and delay in delivery of products to customers leading to loss of strategic advantage. To solve this problem, TATA Steel is now integrating sourcing , logistics and manufacturing which is going to be exigent job.
Benefits of branding
1. Branding helped TATA steel in garnering top market share and expansion of customer and product base through creation of joint venture
 To become the most preferred supplier high grade cold rolled automotive steel, TATA steel ltd and Nippon Steel & Sumitomo Metal Corporation(NSSMC) came together to form Jamshedpur Continuous Annealing & Processing Company Pvt. Limited (JCAPCPL)
 The largest green field initiative of TATA steel , TATA Steel Minerals Canada (TSMC),is the 1st of its kind to be established encompassing mining and iron ore facilities in Canada.
2. TATA steel maintained its leadership position in the automotive segment as well as auto steel