Strategic Management of Tata Steel
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Strategic Management Project
Group-11
Amit Kumar 100
Arkadip Gupta 101
Dipayan Ghosh 102
Giri Seshadri 103
Sri Divya 104
Values
stronger th
an
Steel
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Introduction Tata Steel, formerly known as TISCO Tata Iron and Steel
Company Limited, is the world's sixth largest steel company.
It is the second largest private sector steel company in India in terms of domestic production.
Ranked 315th on Fortune Global 500.
Vision statement: “To be the global steel industry benchmark for Value Creation and Corporate Citizenship”
Mission:
• Sustainable Growth
• Differential value creation
• Enhance employees' competencies
• Continuous improvement of business processes
• Being responsible corporate citizen
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Time-Line • 1907: Tata Steel was established by Indian Parsi
businessman Jamsetji Tata
• 1935: Production of high-tensile steel commenced.
• 1961: Industrial license is obtained by Tata Steel for an
Alloy-Steel project 1963: The government approves in
principle expansion by One-Million tons during the 4th Plan.
• 1965: The Steel Ministry agrees to expansion to 4-Million
Ingot tons with a Strip Mill.
• 1974: Amalgamation with West Bokaro Limited for coal mine
operations.
• 1979: Five-year Rural Development programme for
upliftment of the villagers near Jamshedpur taken up.
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1981: In 1981, Ratan was named Chairman of Tata
Industries; the Group's other holding company.
1985: Merger with the Indian tube company
1986: Started export cell
2000: Company was recognized as the world's lowest-cost
producer of steel.
2005: The company was also recognized as the world's
best steel producer by World Steel Dynamics.
2007: Won their bid for Corus .The joining of the two will
create the fifth largest steel company in the world
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INDIAN STEEL INDUSTRY
Step AnalysisSocial Factors:
• Rehabilitation of people in mining areas.• Impact on economy and climate change.
Technological Factors:• Popularity of Steel Portals.• Application of SML (Steel Markup Language).
Economic Factors:• GDP Growth Rate.• Reduction in Customs Duty.
Political Factors:• Recommendations on Captive Mines.• Mining Scams. Eg: Goa
`
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SWOT Analysis
ThreatsSocio Political Scenario/ Cap on mining activityAdvancing technology International CompetitionRegulatory requirementsRising prices of Coal
OpportunitiesCompetitive advantage by value of sizeGrowth of Infra Sector in IndiaHigher pricing opportunities in foreign marketsMovement along Value chain front
StrengthsAccess to Raw MaterialsStrong Brand ValueAccess to Corus talent poolRisk MitigationGood Corporate
Governance
WeaknessHigh debt loadsOperational InefficienciesLow demand for existing
products Less product innovationsHigh attrition rate
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External Analysis
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Michael Porter’s Five Forces AnalysisBuyers’ Power(low)• Increasing Demand for Steel.• Low customer preference.
Suppliers’ Power(high)• High Raw Material Prices.• Lack of Transportation.• Fragmented Coke Suppliers.
Competitive Rivalry(very high)• Competition from Foreign Players.• Spurt in Merger and Acquisition
Activities.
Threat of New Entrants (moderate)• High Cost of Basic Inputs and Services.• Industry is Capital Intensive.
Threat of Substitutes(moderate)• Use of Aluminium, Plastic, Carbon Fibre.
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Factors Score(S)
Weightage(W)
Total weighted value(S*W)
Threats
Technology Risks 1 0.15 0.15
Raw Materials Security and Price Volatility
2 0.12 0.24
Forex, Credit, Liquidity and Counterparty Risk
2 0.07 0.14
Regulatory and Compliance Risks
2 0.06 0.12
Health, Safety and Environmental Risks
3 0.11 0.33
Opportunities
Macro environment 4 0.18 0.72
Industry Cyclicality 3 0.15 0.45
Growth Projects 3 0.12 0.36
Financing 3 0.08 0.24
2.75
External Factor Evaluation Matrix
Weighted score is 2.75 Tata Steel is externally somewhat strong.
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TATA STEEL INDIA
Reduced growth, reduced consumption Long steel growth remain prospective,
Cash cows
TATA STEEL EUROPE
Fall in demand; increase in diversified product offering
Star –question mark
TATA STEEL SE ASIA
High demand, High growth opportunity, High y-o-y growth
Star
NAT STEEL Automation implementation, up gradation of production units, increased performance, obtained multiple projects
Question mark
Iron Ore Project Canada
Ramping up of coal production, succesful completion of Direct shipping Ore project
Question mark (2013)
TATA STEEL GLOBALLY
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Profit Pools
Brownfield expansion Increase in capacity, more production, more dedicated production to flat steel
Cash Cows
Global wire business Largest wire manufacturer, Revenue US$ 496 M
Cash Cows
TATA growth shop Increased savings
Agrico Present in market for over 80 yrs, high popularity, high product diversification
Cash Cows
Tinplate Company of India Ltd
Largest producer, high growth opportunities y-o-y 14%
Star cash cows
TATA Sponge Iron Ltd
Improve synergies, future alternative
Question mark star
GreenField expansion Future growth opportunity for furthur product diversification
Question Mark
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Internal Analysis
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Balance Scorecard• Financial
• Turnover at 1,34,712 crores by 2013• EBITDA is at 12,654 crores by 2013• PAT is at -7058 crores by 2013.• India leads in geographical distribution of revenue at
29% and in capital employed by geographies by 46% for Tata Steel.
• Customer • Diversified customer base.• Automotive ,Construction , Engineering , Consumer
goods industries etc are major customers.• Increasing marketing efforts in industries like Railways ,
Ship Building , Defense etc.
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Internal business processes• Kar Vijay Har Shikhar ,a Continuous improvement
programme, a well-defined six step process involving TQM and statistical tools for improving quality.
• Some of the key themes through which process improvements are taken up are – Throughput, Value-in-use, Energy Efficiency, Opportunistic Plays, Logistics & Supply Chain
• Adoption of National Voluntary Guidelines to enforce transparency , ethics and care for the community.
Learning and Growth• Presence of four research centers supporting cutting
edge R&D in steel.• Tata Steel Group Process Improvement Teams
deployment for continuous process improvements.• Growth of the company as a whole has been affected by
weak global economy in 2013.
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Internal Factor Evaluation MatrixWeighted score is 2.56.Tata Steel is internally somewhat strong.
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Business Model AnalysisKey
Partners
• Nat Steel
• Millennium Steel
• Corus
Key Activities
• Mining• Extraction• Manufacturin
g
Value Proposition
• “Trusted Brand”
• Highly valued by all stakeholders
Customer Relationshi
ps
• Strong Base
• Value driven
Customer Segments
• Automotive
• Construction
• Engineering
• Consumer goods
Key Resources
• Access to Raw Material
• Strategic Alliances
Channels
Traditional supply
channels direct to
customers
Cost Structure
• Processing Costs• Interest on Debts
Revenue Streams
• Steel, Tubes and Alloys• Sale of minerals & bearings
• Sale of Power and water
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Major players in Steel Sector Main Producers (SAIL plants, Tata Steel and Vizag
Steel/RINL), Major Producers (Essar Steel, Jindal Steel & Power and
Ispat Industries) Other Producers Total production value :
Sector Production
Public Sector 12.579 M tonnes
Private Sector 38.015 M tonnes
Total 50.594(89% cap util)
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Major player in Steel SectorNAME MAJOR
PRODUCTSTOTAL CAPACITY (million tonnes)
REVENUE (Billion US$)
Tata Steel wire rods, bars, and steel flats
28 6.9
Jindal Steel & Power
mild steel slabs and sponge iron
20 3.2
Essar Steel sponge iron, steel and iron ore pellets
14 5.6
Rashtriya Ispat Nigam Ltd
liquid steel 30 1.7
Bhushan Power & Steel Ltd
iron Ore beneficiation
12 (incl of the expansions)
1.32
Lloyds Steel corrugated sheets and steel coils
Steel Authority of India Limited
Stainless steel and iron
25 7.8
Mahindra Ugene Steel Corporation
1.8 0.210
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Product Portfolio
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Market Share
Mar
ket G
row
th Hig
hLo
w
LowHigh
Ferro Alloys and Minerals
Division
Bearings and Tubes
Division
Steel Division
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External factor based decisions• Updating frequently on the latest technological
advancements• Improving storage facilities• Cash management and treasury management
techniques
Internal factor based decisions• Improving operational efficiency.• Merging with high technology foreign
companies in similar line of business.• Incentivizing employees for long term
association with the company.
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ANSOFF MATRIX
Market penetration: Bearings and tube division
Product development: Steel coils
and Corrugated
steel
Market developmen
t : International
markets
Alliance and Mergers
Diversification:Not
diversifying in the near future
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Long Term Strategic plan
2012 2020
28 mtpa60+ mtpa
Fewer Intnl Markets
Strong Intnl presence
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Thank you !!