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Marketing Strategies Tata

Consultancy Services
SMBA 16
Mitul Parikh
Nitin Chaudhari
Meena Salvi
Mohini Patwardhan
Ramdas Tarkar
Chetan Poojari
Phinsy Chariyath
Rahul Aiah

VISION, MISSION & VALUES


To create value by leveraging our co-innovation
network in a manner that has an impact on the
customers ecosystem
To be among the top 3 companies worldwide by
2011; Culture of accountability, delivering
certainty to customers.
Their values integrity, leading change,
excellence, respect for the individual, and
fostering an environment of learning and
sharing.

BACKGROUND
It began in 1868 as the "Tata Computer Centre", for the
company Tata Group whose main business was to provide
computer services to other group companies.
One of TCS' first assignments was to provide punched card
services to a sister concern, Tata Steel (then TISCO).
In the early 1970s, Tata Consultancy Services started
exporting its services.
In 1981, TCS set up India's first software research and
development centre, the Tata Research Development and
Design Center (TRDDC) in Pune.
In 1999, TCS saw outsourcing opportunity in E-Commerce
and related solutions and set up its E-Business division with
ten people. By 2004, E-Business was contributing half a
billion dollars (US) to TCS.
On 9 August 2004, TCS became a publicly listed company.

AS OF NOW POSITION
Tata

Consultancy Services Limited


(TCS) is a global IT services, business
solutions and outsourcing company
It is the second-largest India-based provider
of business process outsourcing services.
In 2011 it has billed a total revenue of $7.21
billion.
Total employee strength is 2,26,751.
Key People: Subramaniam Ramadorai(Vice
Chairman), N. Chandrasekaran (CEO & MD)

AS OF NOW POSITION
TCS has been ranked #20 in the list of top
companies, by Fortune India 500.
TCS has 142 offices across over 47 countries and
generates around 20% of India IT exports.
TCS Maitree has been a unit in TCS which is
developing itself bigger than the organisation.

Revenue Breakup

ETHICS & TCS

TCS has its own Values and


principles defined for
employees.
It was aiming global so the
ethical values defined are
across all Tata groups.
They have around 25 code of
conducts maintained.

ETHICALLY SOUND

A senior executive at the Vice President level


is designated as Ethics Counselor.
The LECs and the corporate ethics team and
its responsibility.
Policies related to the TcoC are reviewed
from time to time and changes if any are
communicated appropriately across the
Company.
At the Board level, the Ethics and Compliance
Committee oversees TCS compliance to the
Codes of Conduct to be followed by the
Directors, Officers and other employees.
Monthly Reports are sent to the Committee
on matters relating to the Insider Trading
Code and the CoC.

CORPORATE STRATEGY

Strategic Technological Changes.

Innovative Strategy

TCS is also
developing
solutions in
Healthcare, Retail
and Government
sectors.
Targeting Small
and medium
enterprises and
rural and
cooperative banks
of India

Acquisitions
that are
strategic in
nature
Strengthen
gaps in
services
portfolio
Easier
market
access in
specific
segments,
techonlogy
expertise and

Built a
customercentric,
domain-led
organization,
backed by
excellence in
execution

Consulting to products, providing


solutions and implementations to
support.
25 per cent of TCS revenues came
from newer services like BPO,
Infrastructure, Assurance and Asset
Leveraged Solutions, reflecting the
effectiveness of this strategy.

TCS unique Global


Network Delivery
Model (GNDM)
enables a seamless
delivery of services
from a network of
delivery centers
distributed across
India, China,
Europe,
North America and
Latin America
Teams working in
geographically
distributed delivery
centers can
collaborate on
projects,
with seamless
hand-offs and
leverage all the

Career Development
TCS caters to the employees aspirations, motivating employees to realize their
potential and providing them with a predictable roadmap and necessary tools for
personal growth to retain employees.
Personal Development Planning forms a central part of the annual appraisal and
goal-setting process.
Even focuses on soft skills development including team building, innovative and
creative thinking, cross cultural adaptation etc.
TCS keeps employees engaged and motivated by providing opportunities for
continuously upgrading competencies by rotation across roles, technologies,
customer and industries and geographies.
TCS has several schemes for recognizing and rewarding employees.

Employee engagement and motivation


Employee retention and motivation are greatly facilitated through closer
engagement with employees and by fostering a spirit of community, through shared
activities outside of work.
Developed forum for employees and their families to participate in and develop sense
of camaraderie is Maitree, which harnesses their energy and enthusiasm to
undertake activities for the betterment of the local communities and the
environment.
TCS actively supports athletic and sporting activities at the national, regional and
local level and encourages employees to participate.
Occupational Health and Safety
TCS is committed to provide its employees a safe and comfortable work environment,
going beyond accidents, injuries and occupational health hazards, to general the
physical and mental health and well- being of associates and their families.
TCS have implemented an Occupational Health and Safety Management System
(OHSMS) and have been recommended for enterprise wide certification.
TCS have a Hazard Identification and Risk Assessment process (HIRA) to identify
and analyze the levels of risk associated with the various activities at each the

Supplyside
Sustainability
The
total
number
of
employees
including
subsidiaries as at March 31,
2011 was 2,54,378 (compared
to 1,60,429 on March 31, 2010).

The headcount is 140,619 on


a standalone basis (compared
to 126,150 on March 31, 2010).
TCS has highly educated
workforce whose technical skills
are much valued globally and
consequently.
It is a predominantly young
workforce, with an average of
~28 years.

Middle Level
31.9%

Senior Level
3.7%
Junior Level
64.4%

Breakup of workforce by
employee category
40-50 years, >50 years,
2.9%
0.9%

30-40 years,
19.9%

< 30
years,
76.3%

Breakup of workforce by age

Diversity in talent pool


TCS is an Equal Opportunity
Employer who has been able to
expand the talent pool in terms
of gender, geography and
academic discipline.
The growing diversity in our
global workforce is reflected by
the continuing increase in the
number of female employees
and non-Indian employees.
Non-Indian employees represent
80 different nationalities.
TCS has set up onshore or near
shore delivery centers where
engineering talent is easily
available or where there is
language barrier.

PERFORMANCE CRITERIA
Volume growth of 17.4%.
Gross Margin growth of
46.2%.
EBIT margin of 26.5%
Gross headcount addition
of 38,063
Net headcount addition of
16,668

MERGERS AND ACQUISITIONS


IDENTIFYING NEW MARKETS

TCS is set to report earnings


growth of 16.5 percent in the
year 2010-11 thanks to a
healthy deal pipeline.
TCS, part of the salt-tosoftware Tata conglomerate, is
the first private-sector company
to overtake Reliance in market
value. (Dec 30, 2011).
TCS was the first to start the
BPO Industry.

ACQUISITION OF CITI GROUP

TCS has acquired Citi Global Services on 8 Oct 2008.


Value of the deal was $505 mn.
After the acquisition of Citigroup Global Services Ltd
(CGSL), TCS will be the second-largest BPO player
globally, after IBM.
Citi has also signed an $2.5 billion deal through
which TCS will provide process outsourcing services
to Citi and its affiliates over nine-and-a-half years.
This will be provided through CGSL, the release said.

ACQUISITION OF PEARL GROUP

TCS has acquired Pearl Group in Oct 2005. Value of


the deal was $94.7 mn.
Pearl Group is one of the largest insurance provider in
United Kingdom.
With this contract, TCS will now manage some eight
million policies in UK using the same platform,
increasing the companys share of revenues earned
without having to hire additional staff.

OTHER ACQUISTION
Comicrom was acquired in Nov 2005. It is a
Banking BPO in Chile.
TCS Management was acquired in Nov 2006. The
company provides IT Services in Australia. Value
of $ 13 mn.
Phoenix Global Solutions was acquired in May
2004. The deal was of $ 13mn.

SYNERGY WITH THE MASSES


Corporate Social Responsibility:

TCS supports local communities and society at large through


(i) IT for community welfare, (ii) TCS-Maitree, our volunteer
corps consisting of TCS employees and their families and (iii)
the funding of philanthropic activities.
The key focus areas for TCS CSR work are: Health, Education
and Environment. The programs we launch and the
communities we work with are decided based on the needs
of those communities
In addition to benefiting the targeted community, our CSR
activities have the added benefit of giving our volunteer
corps meaningful projects into which they can channelize
their altruism.
Other CSR activities as TCS funded the restoration of some
274 old and rare books totaling over 100,000 pages in
theUniversity Library in Mumbai.

TCS Maitree
TCS Maitree:
Maitree was started with an objective of
bringing TCS associates and their families
closer and making them feel a part of the
TCS extended family
Soon after, with a view to carry on the
TATA tradition of enabling the community,
the scope of Maitree was enhanced to
include socially relevant activities and
endeavors.

TCS Maitree
Maitree and the TCS Community:
Maitree was established with an intention to strengthen the bond
between TCS employees and their families, as well as provide a
platform to encourage hidden aspirations and talents.
Workshops on theatre, yoga, origami, flower arrangement,
chocolate making, and a host of others have allowed the
employees to learn and know about things they always wanted
to.
All in all, Maitree provides everyone at TCS the opportunity to
establish relationships that extend beyond work and thereby,
help build bonds that makes work so much more fun.

TCS Maitree
Maitree - Even beyond the TCS Community:
In addition to working towards bringing our associates
and their families closer, Maitree also strives to enable
the development of the society.
Of the projects TCS have undertaken include working
with the differently-abled, aiding under-privileged
children across various schools in Mumbai, and helping
rural community in Vazapur.
Many programs initiated by Maitree, like employment
opportunities for the differently-abled, HIV/AIDS
sensitization, peer education, Green Audits to check the
excess consumption of energy resources have now been
accepted as best practices by the organization.

TCS Maitree
With the belief that people with disabilities offer
incredible reserves of untapped potential and an
alternative talent pool, TCS-Maitree has recruited
more than 30 differently-abled people in various
branches of TCS.
The following are some of the roles in which the
visually impaired persons are working in TCS:
Infrastructure Services Management
BPO processes
Learning & Development coordinator
Human Resource Manager
Global Helpdesk
Accessibility testing

TCS Maitree
Rural Development:
Mid-day meal scheme for Balwadi kids
Computer literacy program
A state-of-the-art science lab
TCS-Maitree launched the WEP (Women Empowerment
Program) where the women of the village were taught basic
arithmetic and created awareness in health and hygiene.
More than 25 women from three villages in the area have
been trained in embroidery, stitching, and other textile
craftwork over the last one year with help from the
Women's India Trust.
A new Gram Vikas Abhiyaan Kendra was recently
inaugurated to facilitate income generation for the women.

TCS Maitree
TCS-Maitree has also made strides in the area of
health, conducting HIV/ AIDS sensitization sessions
as well as health check-up camps for the villagers
and school children:
Thalassaemia Drive
HIV AIDS awareness program
The highlights of this initiative are:
Commemorating World AIDS Day
Red Ribbon distribution at all offices
Online Quiz for creating more awareness
Removing myths and misconceptions through articles
Peer Educator Program - Communicating with associates
in their own language, through their 'peers'

TCS GO GREEN
TCS

is committed to optimize its resource consumption,


minimize its ecological as well as carbon footprint with the
ultimate objective of decoupling business growth and
environmental impact.
TCS implemented Environment Policy in December 2009 to
formalize key activities designed to minimize our
environmental footprint and mitigate the impact in terms
of the resources consumed as well as our outputs.
The policy is based on the following key pillars:

Climate change mitigation through commitment to reduce GHG


emissions and corresponding carbon footprint
Green IT
Green Procurement
Reduce, Reuse, Recycle
Resource Efficiency
Green Infrastructure Green Buildings

TATA CONSULTANCY SERVICES


Environmental Target and Performances

TATA CONSULTANCY SERVICES

Kalinga Park, Bhubaneswar

Greenhouses at Yantra Park, Deccan Park and


Shollinganallur;
use bio-fertilizers such as vermicompost and sludge from
our bio-digester plant and sewage treatment plant.

TATA CONSULTANCY SERVICES


Paper Recycling Initiatives:
Shredded paper waste generated from TCS offices is
sent to NGOs for recycling, instead of to municipal
landfills.
Many of these NGOs make cardboard files and notepads
using the waste paper and supply those back to the
organization.
Yantra Park facility in Mumbai, shredded waste paper is
recycled through an NGO named Stri Mukti Sangathana,
working for the betterment of economically deprived
women.
They purchase the waste paper for a nominal amount
and supply notepads made of recycled paper.
In 2009-10, 32 sites adopted the practice and sent 69
tonnes of shredded paper for recycling.

TATA CONSULTANCY SERVICES


Employee Engagement:
Employees buy-in is essential to the success of
Environment Management program at TCS.
TCS Environmental Policy aims to create greater
awareness among employees on pressing issues
like pollution, deforestation, global warming,
depletion of non-renewable resources, e-waste
disposal and bio-diversity awareness.
Recruits are trained on TCS Environmental Policy
during the Initial Learning Program (ILP).
In 2009-10, over 100,000 associates and
contractors participated in the classroom sessions,
floorwalks, awareness campaigns and web based
training.

TATA CONSULTANCY SERVICES


E-waste management:
The E-waste generated at the various TCS center includes
Computers, Monitors, Servers, and allied hardware. TCS has an
internal E-waste Management policy based on WEEE directive and
the Government of Indias draft e-Waste Rules 2010 that mandates
disposal of e-waste through specific e-waste handlers and recyclers
approved by the Government of Indias Ministry of Environment and
Forests (MoEF).
In 2009-10, 5,879 pieces of equipment from all centers, amounting
to 100% of our e-wastes, were disposed of through authorized
handlers / recyclers.
In addition, another 1,067 computers which were deemed obsolete
for TCS purposes but in full working condition, were donated to
government-run schools which often lack such equipment.
Recipients of such donations are advised to return the hardware to
TCS or to authorized recyclers once they reach end-of-life, for safe
disposal.

Porters Five Forces Analysis of TCS

SWOT Analysis of TCS


STRENGHTS

Thank
You

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