ENGLISH

PRESENTATION
TITLE : A BUSINESS CASE STUDY OF A 31BILLION DOLLAR COMPANY
BEFORE THE COMPANY’S ARISE:
◦ IN 1970s AND 80s THE MARKET WAS RULED BY HINDUSTAN
MACHINE TOOLS(HMT),A PUBLIC SECTOR COMPANY

◦ AND THERE WAS NO FOREIGN

PLAYER IN THE MARKET
HMT’S MARKET SHARE AND THEIR
PRODUCT:
◦ MARKET SHARE :75%
◦ THEY WERE PROVIDING MECHANICAL WATCHES
THE DRAWBACKS OF HMT:
Foreign companies are providing Quartz watches with different model and
attractive design
Quartz watches have higher accuracy
Mechanical watches have a need to reset daily.
THE BIRTH OF THE IDEA:
TATA Industries were searching for the new market to enter and
expand their group.
Being socialistic country was a big challenge for its formation.
An state government was also interested to make French watches
but it was rejected by the central government.
So they both joined to form Questar investments.
THE BIRTH OF THE COMPANY:
◦ The TATA industries and the TAMILNADU INDUSTRIAL DEVELOPMENT
ORGANISATION was jointly formed an company.
◦
TATA INDUSTRIES TAMILNADU

TITAN
TITAN’S 1 STRATEGY:st

◦ Titan setted up an watch plant in Osoor (near to banglore).

◦ Absorbed the labor
◦ They trained them to work with quartz watches.
DIFFERENCE B/W QUARTZ AND
MECHANICAL WATCHES:
◦ Mechanical watches are working on the forces transmitting b/w the series of gears
◦ But the quartz watches are working based on the vibration of quartz crystal.
TITAN’S 2 STRATEGY: nd

◦ Training the retailers to sell the watch.

◦ They approached the other market retailers.
◦ No-model advertisement.
◦ Used the emotion of people.
◦ Made the consumers comfortable in service centres.
RECAP:
◦ The formation of Titan
◦ Choosing the right technology
◦ Implementing the different marketing strategy.
FACTS:
◦ This made them a 31billion dollar company and gave the investors to a
growth of 36,218% in 20yrs span.
◦ In simple,10000Rs invested in 2005
38 lakhs in 2022
 THANK YOU

REFERENCES:
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