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Tata Group: a marketing case study for the 21st Century

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Tata Group:
a marketing case study
for the 21st Century

Krunal Mistry, ISCAC Coimbra Business School, Portugal,

(Mistrykrunal86@yahoo.com)
Madalena Eça de Abreu, Instituto Universitário de Lisboa (ISCTE-IUL), BRU-IUL,
Lisboa, e ISCAC Coimbra Business School, Portugal, (mabreu@iscac.pt)
 Topic

How Tata group is facing

the challenges of the 21st
century trends in
marketing, especially
concerning CRS?

Tata Group: a marketing case study for the 21st Century

Main theoretical considerations

Improving society’s well-being” has become part of

many companies’ strategic plans and marketing
decisions… as costumers expect companies to be
driven by an ethical way of procedure and also to
engage in social responsibility activities.

Corporate Social Responsibility (CSR) behavior

and activities companies adopt are a 21st century
trend in marketing.

Tata Group: a marketing case study for the 21st Century

 Main theoretical considerations
Many companies invest
a part of their budget on different CSR activities in order to enhance their image.

According to the European Commission on CSR:

“CSR: a business contribution to sustainable development”.
(Euroabstracts 2004).

The World Business Council for Sustainable Development (WBCSD):

CSR as the commitment of business
to contribute to sustainable economic development,
working with employees,
their families,
the local community and society at large
to improve their quality of life (WBCSD, 2002).

Tata Group: a marketing case study for the 21st Century

 Methodology

This paper was investigates on the basis of a case study

methodology, as this research required an explanatory approach.

And case studies are considered an adequate methodology for these

kind of research, exploratory and explanatory research (Yin, 1994)

Tata Group: a marketing case study for the 21st Century

 The case of TATA
The Tata group is a global enterprise,
headquartered in India, comprising over 100
independent operating companies. The group
operates in more than 100 countries across six
continents

Tata Group: a marketing case study for the 21st Century

General view of TATA

Tata Group: a marketing case study for the 21st Century

General view of TATA – the background

Tata Group: a marketing case study for the 21st Century

General view of TATA – history

Tata Group: a marketing case study for the 21st Century

General view of TATA – capitalization
In 2014-15, the revenue of Tata
companies, taken together, was $108.78
billion. These companies collectively
employ over 600,000 people.

Tata Group: a marketing case study for the 21st Century

 The case of TATA
Tata group is an outstanding and quite
particular situation of a world famous
company born in an economic and social
problematic country, finding creative and
social ways of adaption to a complex and
difficult environment, and innovating
both at a marketing and social
engagement dimensions.

… with a mission 'To improve the quality of life

of the communities we serve globally, through
long-term stakeholder value creation based on
Leadership with Trust' (Tata group, 2016).

Tata Group: a marketing case study for the 21st Century

TATA Corporate Social Responsibility

Tata Sons is the principal investment holding company and promoter of

Tata companies.
Sixty-six percent of the equity share capital of Tata Sons is held by
philanthropic trusts, which support education, health, livelihood
generation and art and culture.

Tata vision is to be the most admired and responsible Integrated Power

Company with international footprint, delivering sustainable value to all
stakeholders.
Tata states its mission as earning affection of customers by delivering superior
experience and value, and thereby making them Tata’s ambassadors.

Tata Group: a marketing case study for the 21st Century

 TATA Corporate Social Responsibility
http://www.tata.com/sustainability/articlesinside/corporate-social-responsibility, 22 June 2016
Corporate social responsibility
The group's CSR activities are rooted in the knowledge that businesses have a duty to enable
all living beings to get a fair share of the planet's resources…
Businesses are powerful constituents of society and the most successful, respected, and
desirable businesses exist to do much more than make money; they exist to use the power
of business to solve social and environmental problems. The Tata culture of giving back
flows from the tradition of nation and community building sowed more than a century
back by Jamsetji Tata, the Founder of the group.

Tata Group: a marketing case study for the 21st Century

TATA Corporate Social Responsibility

… following Rattan Tata words, Tata Company is not

driven to grow over everybody dead bodies.
Ratan N Tata was the Chairman of Tata Sons, the holding
company of the Tata group, from 1991 till his retirement on
December 28, 2012. He was also chairman of the major
Tata companies, including Tata Motors, Tata Steel, Tata
Consultancy Services, Tata Power, Tata Global Beverages,
Tata Chemicals, Indian Hotels and Tata Teleservices. During
his tenure, the group’s revenues grew manifold, totalling
over $100 billion in 2011-12.
http://www.tata.com/aboutus/articlesinside/Ratan-N-Tata, 22 june 2016

Tata Group: a marketing case study for the 21st Century

 Conclusion

Data about this case clearly prove that there is a

greater positive perception towards corporate
social responsibility by TATA.

The research also reveals a positive relationship

between corporate behavior and the economic
performance of TATA.
This is so because, employee motivation and
satisfaction which is a core part of CSR, contributes
greatly to economic performance.

Tata Group: a marketing case study for the 21st Century

 Thank you!

References
• Euroabstracts (2004) CSR Europe sets the standard, European Commission, Vol 42-1, p. 28.
• Tata group (2016, April 12). Retrieved from http://www.tata.com/sustainability/sub_index/Tata-
Sustainability-GroupTata Sustainability Group
• Yin, R. (1994). Case Study Research: Design and Methods, 2nd Ed. Applied Social Research Methods
Series. Vol. 5. London: Sage Publications.
• WBSD (2002). The Business Case for Sustainable Development. Geneva.

Tata Group: a marketing case study for the 21st Century

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