tata business excellence model case study

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Job Title: Manager-Sales (Solar)

Qualification: Graduate Engineer (Civil / Mechanical) + MBA

Location: Pune Shared Service

Work Experience:  This role is responsible for sales/ business development/ product development/ Marketing Activities/ New product launch/ improve offerings & establish ILIOS™ brand of Lysaght products Pan India.

Responsibilities:

• Execution of strategies formulated for the business to achieve sales targets and market expansion in the region
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• Maintain relationships with EPC’s, Developers and consultants who are influencers for brand maximization in the market
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• Supporting the Solar Champions and guide them to perform & lead in their respective geography and achieve business results.

Job Title: DGM – Maintenance

Qualification: Engineering Graduate (Electrical / Mechanical) from reputed Institute

Location: Jamshedpur

Work Experience:  15+ years of plant Maintenance experience preferably in a similar manufacturing industry

• Ensures compliance to computerized maintenance systems
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• Coordinates and finalizes the preparation weekly, monthly and annual maintenance plan in consultation with other line Heads
• Coordinates the controlling of maintenance store inventory through continuous interaction with in-house agencies, stores, purchase and suppliers to ensure the availability of inventory when required.
• Plans recruits ,trains and develops manpower in the utility unit to provide a continual, competent and motivated workforce to meet established performance standards

Job Title: Executive/ Sr. Executive Market Development (Female)

Qualification: B.E. (Metallurgical /Civil / Mechanical), MBA Prefer

Work Experience:  2-3 years of Hard core work experience in sales and markeing of Industrial Products to B2B companies. Experiece Preferably Product specification activity in project tender, Interaction with Architect and consultants of Govt / Public sector/ private sector. Manage meeting with top / senior techncial officials, Group presentation on products etc.

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• Explore New Architects and Consultants in region and build strong customer data base
• Engage in the technical discussions with various value creating partners, like direct customer and indirect customer – i.e. consultants, Architects, EPC contractors & project owners. Manage meeting with top officials and arrange product presentations
• Generate project lead using (project data base, magazine, website, etc.), register in CRM data base and monitor its progress till sales conversion
• Plan the outstation meeting in advance and execute the same and submit the report to higher manager on time to time.
• Close working with sales team on converting specified project into actual sales.
• Explore new application for coated steel

Job Title: Dy Manager HR & IR

Qualification: MBA in Personnel Management/ MSW/MLW/MHRD/ PG Diploma in PM & IR

Location: Bhiwadi

Work Experience:  8-10 years in handling HR and IR issue. Experience of handling union negotiations, government liaison, conducting Domestic Enquiry, contract labour management, statutory compliances, Administrative supporting HR activities. Managing Sales Offices in Southern region

• Handling below HR related activities like Industrial relation, Administration & legal functions, Liaisoning, Administration

Job Title: Manager Corporate Strategy

Qualification : B.E with MBA from Premiere Institute

Location : Pune Corporate Office

Work Experience :  Experience in corporate planning and strategy preferably in manufacturing segment. Experience in strategy, planning, financial & business analysis, project management would be preferable.

Candidate with business/strategy consulting experience from 2nd level consulting firms

• Drive the Strategic planning process of the organization
• Strategize, plan and implement corporate level strategic initiatives to meet organizational goals.
• Work closely with the business and functional leaders to facilitate execution and progress of BU level strategic initiatives as per SPP
• Focal point for special projects undertaken by various departments, including preparation of Investment case, financial projections and ROI, evaluation and fitment to strategic objectives
• Monitor and report progress of strategic and annual business plan implementation

Send your resume to  [email protected]

Position: Executive Assistant to MD    

Qualification : B. Tech/ B.E Civil/Mechanical/Metallurgy + MBA from Premier/ Tier -1 Institute

Work Experience : Experience in corporate business planning, financial & business analysis, project management

• Good interpersonal skills and ability to build working relationships with people across seniority and age groups including CXO level and board members.
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• Assist Managing Director through analysis and presentation of organizational performance, generation of reports at regular intervals, facilitating preparations for periodic business reviews and board meetings
• Drive Business analytics at corporate level including macro and micro environment tracking, market research, industry and competition trends, qualitative and quantitative insights, growth opportunities to senior leadership team

Position: Senior Paint Technologist  

Qualification : B.E / M.Sc. (Chemical / Paint)

Location : Jamshedpur

Work Experience :

• Experience in the field of Paint – Research and Development or Quality
• Hands on in Paint Testing – both physical and chemical and including Accelerated tests
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• Nodal point for all paint related issues, improvement and innovation.
• Optimize Cost , Quality and Performance of paint
• Minimize variability in paint performance.

Position: Sr. Executive/Asst. Manager – Sales

Qualification : B.E (Civil / Mechanical)

Location : Ahmedabad

Work Experience : 3 + years sales Experience of Pre-engineered Building business

• Offer efficient PEB solutions for Industrials & Institutional segments like  Steel Plants, Airport, Railways, Metro , High-rise Building ,Warehouse Buildings, Industrial Buildings in the region
• Formulate and execute strategies for the development of new markets in the region
• Track upcoming projects and enquiries and capture the same in data bank
• Establish and develop network of Consultants and Architects in the region
• Regularly meet Structural consultants, Project Consultants, Architects and EPC Contractors for relationship building and generating awareness about the products via technical presentations
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• Constant monitoring of competitors’ pricing & sales strategy
• Offer preparation, Techno commercial discussion and Price Negotiation in order to finalize the contract
• Ensure timely collections of receivables
• Should have good track record of meeting targets & Preparing ABP.
• Should have experience in interacting with inter department to execute sales order

Marketing Professional (Distribution)

Qualification : Graduate with MBA / PGDBM/PGDBA in marketing

Location : Pune

Work Experience : 3-5 years’ experience in Marketing marketing in retail market Distributor / Dealer management essential

• Assist in drafting Marketing strategy  and proper deployment
• Planning of PPA activities, Dealer and influencer engagement programs
• Initiating new ideas for training program / channel development etc.
• MIS/ research and Analysis orientation
• Maintaining distributor performance records on monthly basis
• Extensive visits to regions to assess deployment of marketing programs and take feedback

Position:  Senior Design Engineer

Qualification : B.E (Civil)

Location : Pune Hinjewadi

Work Experience: 6 years in design and estimation of medium to high complex PEB Structures.

• Proficiency in STAAD 3D
• Should be capable of handling the estimation/design project independently, by taking the inputs from customer drawings and tender documents.
• Coordinating with Sales Engineer, Draughtsman for accurate drawings and submitting cost to the client.
• Should be proficient in designing the PEB structures in 3D Stead in optimal timing.
• Design of structures with Cranes, Mezzanine, Pipe Rack, False Ceiling Structures as per IS & AISC Standard.
• Should have effective knowledge of Microsoft office tools namely word, excel, power point.

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Home Blogs Business Architecture Strategic Use of Business Models: Case Study

Strategic Use of Business Models: Case Study

• Business Model Management

This is the last post of this blog series which includes the case study. The case study helps portray the theoretical concepts that have been covered in the previous blog posts:  the strategy ,  the business model canvas , and the implementation.

The current strategy

The case study follows the example of the fictitious organization Travel Co. This organization is a travel agency which has recently been experiencing some troubles with generating enough revenues to sustain itself.

There are three main competitors in the market that divide between them equally the majority of the market share: Travel Co., JourneyTime, and Tourism Inc. All three agencies have been experiencing problems since the financial crisis started. In order to be able to remain competitive in the current market, Travel Co. will need to try to adjust their strategy.

According to the Value Propositions model, the current competitive strategies of the three main competitors in the market are as follows:

• Travel Co.: complementary products and services (Product leadership)
• JourneyTime: excellent customer service and support (Customer intimacy)
• Tourism Inc.: online purchase and payment of tickets (Operational excellence)

The Travel Co. agency relies heavily on the perceived value of their offering to their customers. They offer complementary products and services that help their customers arrange an all-inclusive travel destination (accommodation, transport, informational materials about the chosen destination, etc.).

For the past few years, Travel Co. has been employing the same business model which served the same general strategy. Until recently, their chosen path has been highly successful. The first step in helping the agency adjust to the new environment is to look at their current business model.

• Value proposition : all-inclusive travel packages, customization, services (e.g. travel insurance, pick-up service), average prices, seasonal dependent offering
• Channels : direct -> front office, website (mainly promotional)
• Customer segments : Niche market -> customers that desire a customized all-inclusive travel destination
• Customer relationships : personal assistance of staff in the front office
• Revenue streams : sales of travel packages, commissions from tour operators, hotels, resorts, etc.
• Key activities : sales, marketing, finding and designing new travel packages, CRM
• Key resources : skilled employees, good reputation and brand name
• Key partners : airlines, hotels, resorts, tour operators, insurance providers
• Cost structure : Salaries, marketing, rent and utilities

The business model by itself can only provide a limited amount of reconfiguration options for the agency. In order to be able to make a transformation, we need the help of strategic models such as the  SWOT analysis  and Confrontation Matrix, or of the  Blue Ocean Strategy .

The SWOT analysis with the Confrontation Matrix can help generate strategic options that are based on the competitive forces within the industry, which can help Travel Co. outperform its competitors. The Blue Ocean strategy can help the agency move away from the competition towards a niche market. If this is successful, it will mean that Travel Co. will no longer have direct competition from the other travel agencies. This is a riskier approach, but if it succeeds, it will generate higher returns. The choice of using either of these approaches is up to each organization. For this case study, I will exemplify the use of the first approach.

In order to use the SWOT analysis effectively we need to know enough information about both the internal and external environments of the agency.  The Business Model Canvas  provides sufficient information about the internal environment of the organization, but not enough about the external environment. Here is where the  Five Forces  analysis and the  PEST  analysis come into play.

With the help of the Five Forces analysis, we can take a look at the competitive tension within the industry by analyzing the level of several types of threats: new entrants, substitute products, industry rivalry, bargaining power of customers, and of suppliers.

• Threat of new entrants (low) : medium capital costs of entry, medium acceptability of new brands, market is stagnating
• Threat of substitute products (high) : two main alternatives from the main competitors (better services from JourneyTime, online purchasable tickets from Tourism Inc.), low switching costs
• Industry rivalry (medium): two large competitors, smaller agencies going bankrupt, market is stagnating
• Bargaining power of customers (high) : highly segmented market, loyalty programs, low brand affinity
• Bargaining power of suppliers (low) : many alternatives, low switching costs between suppliers, airlines remove commission fees, reduced amount of air fares

From this we can see that the main two concerns for Travel Co. are the threat of substitute products offered by their two main competitors, and the bargaining power of their customers which can relatively easily use the services of another agency if their needs are not fully satisfied.

The industry analysis helps put context to the external environment analysis but does not offer the complete information regarding the factors that can influence the agency. The PEST analysis helps complete the picture with information about the threats and opportunities from the agencies macro-environment: political, economic, socio-cultural, and technological. There are also more extensive versions of the PEST analysis which include additional factors to be analysed, such as: Legal, Environmental, Ethical, and Demographic. The choice of using the standard PEST analysis or the extended version depends on the type of organization using it and their interests. For this case study I will portray the use of the standard PEST analysis.

• Political : political instability, elections coming soon
• Economic : increase in unemployment, economic slowdown, increase in inflation
• Socio-cultural : all-inclusive vacations are perceived as a luxury
• Technological : noise pollution from airplanes is receiving more awareness

Opportunities:

• Political : minimum wage law
• Economic : better infrastructure, three new booming destinations
• Socio-cultural : increase in number of retired people, air transportation seen as safe, increased demand in three areas of the country
• Technological : information and communication innovations, innovations for air travel (higher speed, lower cost, higher capacity, longer distances)

From the macro-environmental analysis, we can see that one of the most influential threats for the agency is the fact that all-inclusive vacations are now perceived as a luxury due to the strains the financial crisis has put on the economy and population. Thus their customer base has dwindled. There are a number of opportunities the agency can use to counter both the industry and macro-environmental threats, such as trying to find new partners in the three new booming destinations, considering new customer segments (retired people, businesses, etc.), investigating the new options for marketing and promotion, and reconfiguring the offering of the agency to match the innovations in air travel.

With all this information, the SWOT analysis and the Confrontation Matrix can be completed. The SWOT analysis includes all the relevant strengths, weaknesses, opportunities and threats of the agency.

The Confrontation Matrix uses the environmental factors from the SWOT analysis to help build up relevant strategic options for the agency. These alternative strategies are built by making the following combinations of factors: Strengths – Opportunities (attacking strategies), Strengths – Threats (building strengths for attacking strategy), Weaknesses – Opportunities (defensive strategy), and Weaknesses – Threats (building strengths for defensive strategy).

Two examples of strategies that can be built with the help of the confrontation matrix: ST strategy : Improve the CRM by adding loyalty programs in order to ameliorate the low brand loyalty of customers. Use marketing to make the new program known to the customers.  S3+S4+T1 WO strategy : Combat the seasonality of the offering (most sales during the legal holidays) and stabilize the customer base by focusing on a secondary customer segment in the off-season (retired people and businesses)  W1+W2+O3

The implementation

Now that we have the two alternative strategies, we can use the canvas and ArchiMate to see how they would impact the agency. The concepts in blue represent the already existing ones in the agency’s business model, and the ones highlighted in green represent the newly added ones.

The first strategy will add to the three new factors to the business model of Travel Co., namely the  Loyalty programs  which are meant to improve their  Customer Relationships , and the specialization of  Marketing  into  General Marketing  and  Focused marketing  for their  Key activities . This separation is made in order to introduce the Focused marketing which is meant to improve the awareness of their customers about the new program. This is supposed to have an indirect effect on the revenue streams of the agency by raising and stabilizing their monthly incomes during their main sales seasons.

This is a small example, based on this strategy, of how the changes in the business model of the agency would influence their architecture. The CRM business function will have a new business collaboration concept associated to it and the Marketing function will be now specialized into two new business functions, Focused marketing and General marketing.

The second strategy will introduce four new concepts into the business model of Travel Co. in the Customer segments and Value propositions building blocks. By following this strategy, the agency will try to focus on servicing the needs of Retired people and of Businesses with two new tailored offerings: Off-season offering and Business specialized offering , in addition to their existing customer segment and offering.

This is a small example, based on this strategy, of how the changes in the business model of the agency would influence their architecture. The main change that can be seen is with the business actors and the value of the agency. There will be two new concepts introduced to both of those to represent the two new customer segments and their associated value proposition.

We hope you found this series of blog posts helpful, and feel free to comment below.

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S Padmanabhan

Chairman - Governing Council

Tata Business Excellence Group

S Padmanabhan, Chairman - Governing Council, Tata Business Excellence Group (TBExG), is responsible for enabling the Business Excellence journey across the Tata companies globally.

Senior Vice President

NK Sharan is Senior Vice President at Tata Business Excellence Group (TBExG) and leads the area of performance excellence through the group’s Tata Business Excellence Model (TBEM) process.

Sanjeev Singh

Vice President

Sanjeev Singh has been with the Tata group for the last 24 years, and joined Tata Business Excellence Group (TBExG) in 2013.

Deepak Deshpande

Deepak Deshpande is Head – HR practices at Tata Business Excellence Group (TBExG), a role in which he overlooks overall HR improvement to lead TBExG on its HR excellence journey.

Vinod Kumar

Assistant Vice President

Vinod Kumar is Assistant Vice President at Tata Business Excellence Group (TBExG) and also heads the Deep Dive diagnostics practice.

Gautam Gondil

Gautam Gondil is Assistant Vice President at Tata Business Excellence Group and is responsible for Safety & Health activities in Tata companies.

Saurav Chakrabarti

Saurav Chakrabarti is currently Assistant Vice President and Head of BEBP and Corporate Services at Tata Business Excellence Group (A division of Tata Sons Ltd).

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Business Excellence

Operating in the international arena, we at Tata International have undertaken the business excellence journey through the Tata Business Excellence Model (TBEM) to constantly work towards meeting the exacting quality standards of our customers in terms of both products and services. TBEM is a Business Excellence framework adopted by the Tata Group, which is based on the Malcolm Baldrige National Quality Award of USA. TBEM is a tool that can be used to assess the maturity of the key business processes and results, which help an organisation to achieve its aspirations. Through the TBEM framework, we are working on building a process-centric approach at an enterprise-level in Tata International.

We are driving business excellence through continuous improvement, innovation and teamwork across the organisation, with a special focus on sustainability.

Tata International has been awarded several prestigious national awards and patents, and won international recognition for our quality and environment protection initiatives.

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