TATA Group

Résumé du document

The Tata Group is one of India's largest and most respected business conglomerates. It grew during the last century by developing new activities. It was then internationalized by foreign acquisition. The Tata Group has business in more than 40 countries, and 140 nations purchase export products and services of its companies. In this scenario, it is determined that the company must refocus its activities to progress further.

Extraits

[...] vectors Employees ( 250.000 ) Product's packaging and services Website Agencies Brand communication C.I. System TATA's family name as the group name TATA's symbol and logotype TATA's slogan improving the quality of life Blue logo for trust, transparency and honesty Identity diagnostic Problems Opportunities Internal Unspecific mission - Redefine - Weak positioning - Specific attributes Identity diagnostic Identity problem Too much diversified P&S in different activity sectors which all use the corporate brand name. Identity issues How can TATA refocus their activities to have a clearer identity? [...]

[...] How can TATA with a coherent mission improve the strategic alignment of all activities sectors? Could a redefine of TATA's structure helps it to make its stakeholders perception become clearer? Identity options Refocus on its industries and companies” core business to have a coherent corporate identity To communicate externally on its culture and its values to strengthen its identity Identity recommendation Option 1 Refocus on its industries and companies” core business to have a coherent corporate identity ID criteria (success indicators) 1. [...]

[...] Corporate Identity reinforced towards industries and companies 3. A better perception thanks to a well managed brand portfolio Identity recommendation(summary) Mission more specific and distinctive Vision / Value no change New positioning industrials and firm's services offered Structure still combined but replaced elements Vectors less brands using the corporate name Identity system logo of corporate brand only for controlled brands The new CI structured Identity recommendationIn detail New positioning industrials and firm's services offered Identity recommendationIn detail Vectors less brands using the corporate name Identity system logo of corporate brand only for controlled brands Identity recommendation(objectives) To change its identity from an all-product maker» to a leader industrial company - To face the international market by reinforcing its strong industrial group identity. [...]