Branding a commodity - Tata Steel Free Essay, Term Paper and Book Report
About Tata Steel
Tata Steel was established in 1907 by JN Tata at Jamshedpur in Bihar, India. The company commenced production in 1911. In the early 1980s, the company initiated a modernization program for its steel plants. By the mid 1990s, Tata Steel was Asias first and Indias largest integrated steel producer in private sector. In 2003, Tata Steel declared a turnover of Rs 98.44 billion with a profit after tax of Rs 10.12 billion.
Q1. Discuss the reasons for aggressive branding and marketing by Tata Steel of its products in early 2000s?
1. The first reason was to reduce the dependence of Tata Steel on the external environment. The profitability of steel industry in India is strongly linked to variations in business cycle. Steel companies register heavy profits when there was boom in the economy and profits decrease when there is depression. In the late 1990s, the Indian steel industry was experiencing a glut and this affected the profit margins of players. To reduce its dependence on external environment, Tata Steel adopted a two-prolonged strategy in this per......
Word Count: 564
Page Count: 2.2 (250 words a page / double spaced)
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