TATA CONSULTANCY SERVICES

Bhutesh Niroula UM15322Mahesh Prasad UM15333Pratik Singh UM15342Sanjog Saran UM15351Subhadeep Ray UM15362Aman Bharadwaj UM15372Piyush Virmani UM15384

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INDEX

Introduction TCS Product Offerings TCS Cloud Plus Target Markets Porter’s 5 Forces Analysis SWOT 4P’s Conclusion

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INTRODUCTION 3

• Tata Consultancy Services is a provider of information technology (lT) services

• Headquartered in Mumbai, lndia

• Started its operations in 1968, and pioneered the IT services industry out of India

• First and the largest- Software Research & Development Centre in

India- Software Exporter in India

Product Offerings 4

5Product Offerings

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o Cloud based IT service management solutiono Integrated platform for managing IT solutions and serviceso It offers a centralized solution to effectively manage IT service delivery

Products Offered

Target Markets 7

Government Organisations Defence Sector

TCS Cloud in Government 8

• Government organization which carries out work in a tight control and risk-adverse nature are turning to cloud computing.

• Benefits to organizations will be document tracking, ERP hosting, secured storage and records management.

• We will tailor our offerings to the government verticals.

• Most government agencies host their public data in the same network as their public data. By shifting public data to cloud, organizations can reduce the security risk.

TCS Cloud in Defence 9

• Availability of data in real time (network-centric battlefield) is the main requirement for modern militaries

• Offers numerous advantages over traditional information technology (IT) systems such as scalability, agility and interoperability

• Increased mission effectiveness and operational efficiencies

• Cost efficient

Porter’s 5 Force Model 10Competitive Rivalry:

High degree of sellersSignificant cost differenceHigh degree of differentiationHigh cost of switchingEasy entry barrier

Potential New Entrants

Significant economies of scaleGood access to distribution channelsDirect access to basic requirementsEasy access to technologyNo location barrier

Bargaining Power of Buyers

Large volume/revenue of purchasePresence of substituteHigh elasticity of demandTakes significant fraction of cost

Bargaining Power of Suppliers

Concentration of suppliersLarge volume of purchaseLess number of suppliersRelationship specific transactionForward integration of suppliers

Substitutes

High price elasticityAvailability of close complements

SWOT Analysis 11Strength: Ability to win and execute large, billion-dollar outsourcing contracts, increasingly viewed by customers in the same league as IBM and HP. 

Threat: People-led linear growth means Cognizant can beat it. That could pose a big challenge. Its Cloud computing business faces a direct threat from Amazon Web Service, Alibaba and Microsoft

Weakness: Made progress in commoditized services, but still lags some peers and multinational rivals in high-end consulting offerings

Opportunity: Best positioned among all Indian vendors to disrupt the global league of IBM-HP-Accenture. 

Product Objective and Strategy 12

Objective: To achieve 30% market share for all the major government functions in the next 3 years.

Benefits:

1.1.To CommunityTo Community: Coherent customer experience and enhance productivity in implementing government policies

2.To Government: Lead to cost savings, workload can be allocated flexibly and help in reduction of overall carbon footprints

STRATEGY

Place Objective and Promotion

Target different decision makers in Defence, PSUs, State and Federal

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Objective: Offering services through Cloud that can be accessed by general public from remote locations at any given time

Defence:Platform as a Service (PaaS)To enhance efficiency and cost-effectiveness in providing public services.

Government:Infrastructure as a Service (IaaS)Scalable and flexible computing resources for hosting e-government services

Common Service: Software as a Service (SaaS)Electronic information management, human resources management, electronic procurement

Pricing Objective : To achieve 35% operating margin in five years.

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MODERATE•Initial Cost• Lease Period• Quality of Sale• Age of Resources

• Best Price/Performance : Pricing is calculated on RAM and Bandwidth allocated. This is often the buying criteria.• Bids are Okay , Budgets are better : Revise proposals using agency relationships.

LOW • RAM usage• Bandwidth Allocated• Provide Cloud Charge Back• Charge for support service.

HIGH •Different charges• Technology Scaling• Resource Scaling

Annexure : Pricing 15

Promotion Objective : Stimulate demand by creating interest in govt. agencies

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• Go to resource for decision makers.• Product Sheets , White papers and online collateral.• Compelling content• Leverage B2G responsive landing pages

• Know the govt. cycles.• Research your competition.• Bundling of services.

• 80% govt. contracts are never put for bid.• Know decision makers • Trade shows : Defense and govt.• Get approval in Vendor list.• Procedure : Expression of interest < Tender Bid < Technical and commercial bid

• Provide research of need requirement.• Provide technical expertise.

Marketing Implementation 17

Tactic Due Date Responsible Party Design cloud platform for government services

 1 year TCS cloud design team

 Hire a team for updating databases with latest information on RTI, Aadhar, Startup India etc.

 1 year TCS Resource Manager

 Design multiple encrypted security levels for accessing cloud data

 1 year  TCS cloud design team

Tactic Due Date Responsible Party Design a lite version of the website for access using 2G services in remote areas

 1 year  TCS web development team

 Design a centralized platform for disaster management, agriculture related information

 1 year  TCS cloud design team

Product Action Plan

Place Action Plan

Marketing Implementation 18

Tactic Responsible PartyPropose a short term lease of 5 years and provide latest technology at price with surplus margin

Finance team

Tactic Responsible Party

Governmentize the existing promotion strategies. Focus on service delivery rather than profit making.

 Sales and Marketing team and agency

Pricing Action Plan

Promotion Action Plan

Marketing Implementation- Branding

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For further details contact our Toll free no. 80808080 or logon to www.tcscloud.com

Data Security at all levels using:•digital certificates•Biometrics•Encryption•authorized access levels

• Focus on making Government portals more user-friendly and secure.

• Real-time upgradation of portals

• Paper-less service delivery

• Mention details for further contact

• A brief description on products offered.

Aadhar portal

RTI

e-Commerce

Journals

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THANK YOU