Business Marketing Project

Group 3
TCS

Submitted By:
Submitted To: Khushboo Hanjura - 18PGDM217
Prof. Harshit Maurya Deepak Saxena –18PGDM209
Ria Singla - 18PGDM230
Roudrashwa Das Gupta - 18PGDM231
Soumyaprava Mukherjee - 18PGDM240
Sudatto Endow - 18PGDM243
ABOUT TCS
TCS
TCS isis an
an IT-services,
IT-services, consulting
consulting and
and business
business solutions
solutions provider.
provider.
MAIN FUNCTIONS OF THE
ORGANIZATION
Tata
Tata Consultancy
Consultancy Services
Services was
was established
established inin the
the year
year 1968.
1968. ItIt
began
began as
as the
the "Tata
"Tata Computer
Computer Centre",
Centre", aa division
division of
of the
the Tata
Tata
Group
Group ,, whose
whose main
main business
business was
was to
to provide
provide computer
computer services
services to
to
other group companies.
other group companies.

Has
Has over
over 3,94,000
3,94,000 of
of the
the world’s
world’s best
best trained
trained consultants
consultants and
and
142
142 offices
offices spread
spread around
around in
in 46
46 countries
countries

Generated
Generated consolidated
consolidated revenue
revenue of
of $19.1
$19.1 billion
billion for
for the
the year
year
ended March 31, 2018.
ended March 31, 2018.

First
First and
and largest
largest software
software R&D
R&D center
center in
in India,
India, with
with $9.6
$9.6 million
million
investment
investment
 Organizational Buying Process of TCS
• It involves seven steps
• Step-1: Problem/Need Recognition
• Step-2: Proper definition of the problem/need
• Step-3: Development of product specification
• Step-4: Searching and qualification of potential sources and collection of quotes through tenders
(optimized through software called TAP)
• Step-5: Evaluation of the proposals based on various factors
• Step-6: Final selection
• Step-7: Product feedback (Vendors connected through TAP)
 Decision making members and their roles

• Head of all the purchases is Product owner or Product Manager

• Centralized purchase committee
• Different technical teams work under the umbrella of the centralized purchase committee
• Specialized technical team which understands the product specifications and checks the validity
of the quotes received
• A support team to ensure that all technicalities are met in the purchasing process
• The support team acts alongside all the teams working under the Centralized purchase
committee
 Product and service strategy of TCS
• Low cost global delivery with the help of global strategy
• TCS global strategy structure tend towards its global operations to implement a Customer centric
and integrated approach which will help them to control external factors arising from the
Economic Meltdown
• TCS was the first one to set the global delivery centre in China which distinguished TCS from
other corporate companies.
• TCS mainly focus on customer relationship management & customer retention in order increase
the business revenue
• Timely delivery with help of iQMS
• TCS uses differentiation strategy by providing low end services in terms of cost, resources
• TCS also differentiates its high-end services such as consulting in term of niche offerings. TCS has
strong knowledge management system & resource
 Pricing strategy of TCS
• Success based pricing model for complete outsourcing
• Differential pricing model for iOn clients
• Differential pricing- Price differs as per different clients
Supply chain value analysis and distribution channel
• Sixty Seven subsidiary companies to facilitate the global delivery
• TCS has its footprint in forty-six global countries like Australia, Pakistan, Dubai, United Kingdom
and Germany
• Strong ethics and powerful brand backing have helped TCS in gaining widespread distribution
network
• It has 289 offices in 21 countries that include 147 delivery centers to offer world-class services
effortlessly to the required location
• Delivery centers are located in North America, China, India, Latin America, Europe and India
 Interviewee Profile
• Name- Mr. Niladri Paul
• Designation- Product Manager, TCS, Kolkata
• Brief Profile- The respondent graduated as an IT Engineer from Jadavpur University and
completed his Masters in Business Administration from IIM Lucknow.
• He has been working as a product manager for one year now and has an experience of around
twelve years in the IT industry in various companies
Social
media
Impact
Sales strategy
COMPETITOR ANALYSIS

 
 Vendor management

● Dedicated Vendor management platform

○ TAP™ Procure-to-Pay - TAP™ Contracts - TAP Purchasing - TAP Accounts Payable

- TAP™ Supplier Management

● Single automated platform that integrates budget checks, onscreen validation and adherence
to purchasing policies.

● Cloud, cognitive intelligence, embedded analytics, mobility, self-service, and Touch-less

processing

● Single point of accountability

 Global Marketing Strategies
• Global strategy 1

This global strategy of TCS will Increase Company’s market

growth rate at the rate of 40% every year. TCS is establishing
global delivery centers outside India which demonstrate TCS as a
Global company • Strategic Alliances
2
strategy
It creates joint engagements with (IT) vendors. It provide
new or improved solutions on problems. It helps to adopt
a Joint go-to-market strategy for the specific (IT) solutions
• Acquisition strategy 3

TCS divides its acquisition strategy into two components.

Organic means and inorganic means (Mitra, 2005). The Inorganic
way of acquisitions of companies this has business sense to TCS
as part of its strategy to look at expansion options has set up an
internal team which will focus only on acquisition strategies
• Generic strategies
• Co- innovation network (coin)
4
strategies
TCS have implemented a Co-innovation strategy in order to face the
competition in today’s globalization world. Where competition among the
IT companies is increasing day by day. TCS has developed & implement an
innovative technology which will result in collaborating a “Globally
5 Distributed Network (GDN)” (Mitra, 2005)

TCS provides low cost Global delivery with the help global strategy. TCS
mainly focus on customer relationship management & customer retention
in order increase the business revenue. TCS uses differentiation strategy
by providing low end services in terms of cost, resources.
THANK YOU