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 Establish in
mm
 intly held by Burmah Shell, Shaw Wallace, Tata Steel.
 Manufacture tinplate (packing kersene)
 At the mment, TCIL have uninterrupted supply f raw
material
 Supplied tinplate in  majr prduct segments:
 edible il cans,
 sft drink crwns,
 prcessed fd and
 batteries
1. Should it continue in the edible oil
segment?
2. How can TCIL compete with foreign
companies?
3. What strategies can TCIL formulate
based on organizational buying
behavior concepts?
 Owner
 Burmah Shell,
Product Shaw Wallace and
 Tinplate in fur Tata Steel
majr prduct
New Facility segments.
 Cld rlling
facility in

Established

mm in amshedpur,
India
  ree frm any visual defect
Prime grade 
sed fr fd packaging
tinplate  The custmer had high-speed can-
making equipment.

 Banned fr fd packaging

Secondary 
sed fr nn-fd prduct
grade tinplate packaging

nsuitable fr battery jackets.
Anther Dmestic Tinplate Prducer

reign Tinplate Prducer

Other Materials like: PET, Black plate, Aluminum,

Plastic, Tetra Pak, & Paper.
 Prduct distributed
TCIL factry in thrugh netwrk f

amshedpur India agents thrughut cuntry
in edible il can

A sales team f m
persnnel interacted with Dminated by persnal
custmers in ther selling
segments
Large prtin f the prduct being imprted under the lw cnsumer
tariff were secndary, which were nt prescribed fr fd packaging.

Differential duty structure was withdrawn in
 t
. Increase in

imprted secndary.

Secndary were used fr ´fd packagingµ in India.

Pr law enfrcement by gvernment and
pr ethical behavir f business man make
the widespread use f secndary in fd
packaging in India.

Cnsumers unaware f the negative

cnsequences f the sub-standard material
being used fr edible il prducts
 `
  
    
dible oil Sensitive to specific TCIL vsSAIL &
product parameters VS Unorganized Supplier
price sensitive
Consumer unaware of
negative consequences
of secondaries grade
Soft drink crowns High standard product Foreign comp.
parameters Domination
Processed food 22% dominated by TCIL
Batteries Very high quality standard Dominated by foreign
comp
Battery Market Edible Oil
 Price cmpetitive  t price cmpetitive
 t capable f respnding the  igh prduct specificatin
sensitive need f specificatin  d custmer service
 Lng lead time  Shrt lead time
 Pr custmer services

TCIL Psitining

Crwn Prcessed d

 Price is nt cmparable with the
specificatin
 uick lead time
 t capable f respnding the
sensitive need f prduct specificatin
 Price cmpetitive
 t capable f respnding the
sensitive need f prduct specificatin
 uick lead time
 0
 
 
0
0

10 TCIL TCIL
18 28
45 FRITZ FRITZ
SUKAI SUKAI
45 0
TMN TMN
54 0 0
unorganized supplier unorganized supplier
SAIL SAIL

0  `` 

0
0
0
10 TCIL
22 TCIL
45 00
FRITZ
FRITZ
SUKAI
45 SUKAI
TMN 78
TMN
unorganized supplier
unorganized supplier
SAIL
 Assumption:
Attribute Belief
(bi)
Price 90

Brightness 85

Delivery 70

Service 70
(Pre & Post)

! !` !"
#  `$%%& 

1395 1120 900
 ±' ( %&
25

20

15
battery
edible oil
crown
10
processed food

0
93 94 95 96 97
 The biggest prfit margin cmes frm battery business
 Edible il segment was prfitable, but the trend was
decreased
 In rder f custmer rating, TCIL has a better rating
(rather than battery & crwns)
 The best way is to strengthen TCIL market
in battery segment
 Improve specifications & speed of
flexibility to deliver customer needs
&($&(&&   (&$   )% 
(product/marketing/R&D)