BCG Matrix Analysis of TATA Steel Ltd

Star
The Ferro Alloys and Minerals Division in the TATA Steel Ltd. would fall into the category of Stars of the BCG Matrix. The production in this division is 1.302 million tones and the overall sales has exceeded to 1.508 million tones. Infrastructural investment in Asia resulted in improvement in the demand for stainless steel. Chrome Alloys exports (including Charge chrome from Tata Steel KZN Pte Limited) touched an all time high and the division recorded its highest ever global market share of 6% in FY 10. The first overseas hub of TSL was established in South Korea. In India, our Ferro Alloys and Minerals division is the market leader in Ferro Chrome business with a market share of around 27%. Manganese Alloys sales recorded an all time high in the financial year 2009-10 and Tata Steel attained the status of being the largest producer of Manganese Alloys in India.

Cash Cow
The Steel Division of the company falls into the category of Cash Cows of the BCG Matrix. The production is 6.439 million tones but the overall sales are 6.170 million tones. Despite sales being lower than the production in the FY10, the overall sales grew by 18% over last year (5.232 million tons in the FY09).

Question Mark
The Bearings Division and the Tubes Division fall into the category of Question Marks in the BCG Matrix. They are growing rapidly but have low market product shares. They have the potential to gain market share and become a star. It can also become cash cows when the market growth slows.

Dog
None of the divisions of the TATA Steel Company can be classified into dogs. All of them have good market share and a good market growth.

BCG TATA Steel

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