2.1.INTRODUCTIONTataConsultancy Services (TCS) is a global leader in IT services, digital andbusiness solutions that partners with its clients to simplify, strengthen andtransform their businesses. We ensure the highest levels of certainty andsatisfaction through a deep-set commitment to our clients, comprehensiveindustry expertise and a global network of innovation and delivery centers 2.
2.2. HISTORY Tata Consultancy Services Limited (TCS) is aglobal IT services, business solutions and outsourcing company headquartered inMumbai, India. It is the largest provider of information technology in Asia andsecond largest business process outsourcing services provider in India. TCS hasoffices in over 47 countries with more than 142 branches across the globe, withover 65 offices outside India.
TCS accounts for India’s 20 per cent ITexports. It is a subsidiary of textiles and manufacturing conglomerate Tata Group.Overthe past decade, TCS has grown dramatically, doubling its revenues every twoyears, and is on the verge of becoming a billion-dollar company.
TCS’sfirst international order came from Burroughs,one of the first business computer manufacturers. In 1979, TCS delivered anelectronic depository and trading system called SECOM for SIS SegaInterSettle,Switzerland. In 1981, TCS set up India’s first software research anddevelopment center, the Tata Research Development and Design Center (TRDDC) inPune. On 9 August 2004, TCS became a publicly listed company,much later than its rivals, Infosys, Wipro and Mahindra Satyam.
During 2005, TCS ventured into a new area for an Indian IT services company – Bioinformatics.Onthe last trading day of 2011, it overtook RIL to achieve the highest market capitalizationof any India-based company. In May 2013,TCS was awarded a six-year contract worth over 1100 crores to provideservices to the Indian Department of Posts. In Jan 2015, TCS ends RIL’s 23-year run asmost profitable firm. 2.2.
3.VISION AND MISSION STATEMENTSOur mission reflects the Tata Group’slongstanding commitment to providing excellence:· To help customers achieve their businessobjectives by providing innovative, best-in-class consulting, IT solutions andservices. · To make it a joy for all stakeholders to workwith us.Our values: Leading change,Integrity, Respect for the individual, Excellence, Learning and sharing.
2.2.4.ORGANIZATIONAL STRUCTURE OF TCS:The organizationstructure adapted by TCS is mechanistic in nature. A mechanistic organizationis characterized by the following structural factors: § Degree of workspecialization is high§ Departmentalization isrigid§ Managerial hierarchy hasmany layers§ Span of control isnarrow§ Decision making iscentralized§ Chain of command is long§ Organizational structure is very tall TCSas an organization is decentralized as there are many functional groups and themain head/corporate office does not have the entire ownership of variousprocesses. When it comes to different functional the process is centralizedwithin this functional. For example Recruitment, L and MATC arecentralized. For process standardization, TCS used industry standards to definethe fundamental governance processes for centralized services to be implementedacross locations.
Asthe organization was going through a transformation, clients want astep-by-step solution to minimize the impact of change. To deliver quickresults, the ERP function was chosen to pilot the implementation of thegovernance model to deliver centralized services.STAR MODEL OF ORGANIZATION DESIGN FRAMEWORK 1.
STRATEGY:The Company’s strategy specifies the goals and objectives to be achieved aswell as the values and missions to be pursued. It sets out the basic directionof the company. TCS follows a cost leader strategy. The focus for TCS is toattain competitive advantage is to reduce the per employee cost and attaineconomies of scale. This is the reason TCS doesn’t lay much importance toR.
2. STRUCTURE:The structure of the organization determines the placement of power andauthority in the organization. TCS has a mechanistic structure wherein thethere is a formal structure and control is imposed on employees.
Rules,procedures and a hierarchy of authority help in getting work done in time andwith minimum cost. 3. PROCESSES:TCS has vertical processes.
The needs of different departments are centrallycollected, and priorities are decided for the budgeting and allocation of theresources to capital, research and development, training. Communication tendsto follow formal channels and employees are given specific job descriptionsdelineating their roles and responsibilities. Coordination is maintainedthrough the chain of command.
4. PEOPLE:Human resource policies when in the appropriate combination produce the talentrequired by the strategy and structure of the organization, generating theskills and mind-sets necessary to implement the chosen strategy. The employeesin a service organization are the biggest source of competitive advantage.There is continuous investment in learning, and an active sharing of knowledgewith the aim to convert learning into action. 5. REWARDS:The purpose of the reward system is to align the goals of the employee with thegoals of the organization.
It provides motivation and incentive for thecompletion of the strategic direction. The organization’s reward system definespolicies regulating salaries, promotions, bonuses, profit sharing, stockoptions, and so forth. Reward structure at TCS is primarily focused onindividual performances. 2.2.5.SERVICE LINE a. ADM: Asconsumers look for agile and customized solutions to enhance telecommunication,service providers need to have a streamlined and efficient ApplicationDevelopment and Maintenance (ADM) process in place.
By outsourcing ADM tothe right partner, they can also contain costs, deploy best practices andimplement innovative solutions. b. BusinessProcess Services: TCS helps take advantage of theopportunities created by the changing business landscape. Differentiatedservices provided are complemented by years of experience in transformingbusinesses and creating value through FORETM simplification methodology. c. EnterpriseSolutions: TCS rapidly respond to business opportunitiesand market changes by optimizing business functions and transformingenterprises.d.
ITInfrastructure Services: Transforms the IT landscape with effectiveinfrastructure management solutions offered by TCS’ IT Infrastructure Services.e. AssuranceServices: Reduce software development efforts, lower maintenancecosts and achieve faster time-to-market with TCS’ Assurance Services.f. BusinessIntelligence & Performance Management: The business environmenttoday is more dynamic than ever, with mergers and acquisitions, consolidationand regulatory changes. TCS’ Business Intelligence & Performance Management(BIPM) solutions help an enterprise get agile, adaptable and efficient.
g. Engineering& Industrial Services: TCS’ Engineering and Industrial Services(EIS) helps foster product innovation improve operational efficiencies andshorten time-to-markets, providing a competitive advantage to be a marketleader.h. Consulting:Businesses, today, need to respond to the rapidly changing market conditionswith innovation and agility. Staying ahead of that change and achievinglong-term success requires ongoing business transformation.
TCS’ ConsultingServices deliver integrated, end-to-end IT enabled solutions and services tohelp a business transform with certainty. 2.2.6.MARKET SHARE AND ITS COMPETITORSCompetitors: Infosys,Mahindra, Satyam, Wipro, HCL, Patni Computer, Financial Tech, Oracle, IBM.Tata Consultancy Serviceshave further cemented their positions at the top of the nation’s outsourcing industryin 2015, despite the worst slump in global technology spending since the2008-09 financial meltdown and top technology consumers increasingly opting toin-source software projects. Over the past three years, a clear separationhas emerged between the leaders and the laggards of India’s $146 billion informationtechnology industry. During the 12 months through September 2015, TCS addedclose to $1.
5 billion in incremental revenue over its base revenue of $14.6billion. More significantly, TCS alsocomfortably eclipsed that of global technology behemoths such as IBM andAccenture during the same period, according to data compiled from company reportsand regulatory filings.
The fight for supremacy in traditional IT servicescomes at a time when large customers such as AstraZenecaand Lowe’s are starting to cut back outsourcing and choosing to in-sourcesoftware development and maintenance projects. 2.2.
7.FUTUREPLANS1. Strong foundation:1. Focuson Execution – Delivery Excellence 2.
Innovation– Essential Catalyst for Growth 3. TalentManagement – Strong Set of Skills 2. Broad Diversification · Revenue spread across markets· Presence across industries · Offerings across services2.2.8.
STRATEGIES 1. KeyClient Focus: Agility & Entrepreneurial energy, Improved customer intimacy,Superior client metrics.2.
Integrated Full Services: Mature full servicescapability allows better up/cross-selling, Expands our footprint beyondtraditional IT services, fully leverages our model to deliver even greaterbusiness value to the client, Keeps us relevant through every phase of theclient’s business cycle, Deepens relationships and increases stickiness.3. GlobalNetwork Delivery Model GNDMTM: Global support for Globalcustomers, competing for significant local projects.
4. StrategicAcquisitions: Enter new geographies/ markets, gain domainexpertise, acquire intellectual property5. NonLinear Business Models 2.2.9.
.DISTRIBUTIONCHANNELTCS provides express and logistics servicesin the C2C, B2B and B2C segments. This is done through a wide network of”155″ offices making it the biggest network in the country, alongwith over ” 425 ” retail outlets and over 2000 online and offlinelocations nationwide ideally located for easy customer access. TCS has 1dedicated chartered plane Boeing 737 and over 230 fully equipped modernsatellite-tracked ground vehicles, 2700 plus couriers and more than 6000+experienced people to facilitate the swift and secure operations.C2C:C2C segmentations contains wide range of cities which being recently covered byTCS.
This segment consists of those cities which are backward and mostly thereare rare or sometimes no shipments to that areas. B2B:B2B segment contain wide range of cities as compared to C2C segment. Becausethis segment is mature now. Cities involves in this segment are BAHAWALNAGAR,BAHAWALPUR, ARIFWALA etc. A2A:A2A segment mostly called on-road segment, because of it’s linking on the sameroad and geographically look alike same as other.
This is most old and maturesegment of TCS.C2OTHERs: Insome cases of i.e. of sending UNIVERSITY form TCS allow C2B or C2A segment butwith the additional cost implements. 2.2.10.
CORPORATE SOCIAL RESPONSIBILITYTCS supports local communities and society atlarge through (i) IT for community welfare(ii) TCS-Maitree- volunteer corps consisting ofTCS employees and their families(iii) The funding of philanthropic activities. The key focus areas for TCS CSR work are:Health, Education and Environment. The programs they launch and the communitiesthey work with are decided based on the needs of those communities. In additionto benefiting the targeted community, their CSR activities have the addedbenefit of giving volunteer corps meaningful projects into which they canchannelize their altruism. Other CSR activities as TCS funded the restorationof some 274 old and rare books totaling over 100,000 pages in the UniversityLibrary in Mumbai. TCS encouraged women’s empowerment; the program has nowexpanded to children’s education and development of local infrastructure. 2.
2.11.MARKETING· MarketingChannelsA marketing channel is a set of practices oractivities necessary to transfer the ownership of goods, and to move goods,from the point of production to the point of consumption and, as such, whichconsists of all the institutions and all the marketing activities in themarketing process. Keeping in mind the size of advertising budget, for thisCampaign we initially go with Print and Electronic Media.Print Media: InPrint Media we should Emphasis on THREE aspects of the products Electronic Media: Toattract the readers’ attention, both footage and words are being utilized tocommunicate the concept clearly. Following aspects will be prominent andidentical in all advertisement.1.
Product, logo and slogan2. Companies Logo And Slogan3. Product Tag Line4. Explanation of the footage · Product PlacementProduct placement, orembedded marketing, is a form of advertisement, where branded goods or servicesare placed in a context usually devoid of ads, such as movies, music videos,the story line of television shows, or news programs. Product placement becamecommon in the 1990s, until the ramifications of product placement were clearlyunderstood.in services Business like TCS product refers to the Servicesprovided by them, whereas Placement refers to the offices of the institutewhich are providing services, for the development and construction of societyPlacement of TCS is asfollow: I- Regional OFFICESII- FranchisesIII- AgentIV- RetailV- Call Center Franchises:Franchising is the practice of using another firms successful business model.
The word franchise is of Anglo-French derivation – from franc – meaning free,and is used both as a noun and as a (transitive) verb. For the franchisor, thefranchise is an alternative to building chain stores to distribute goods andavoid the need for investments and liability for a chain. Agent: AnAgent is one who acts for, or in the place of, another, by authority from him;one entrusted with the business of another.
TCS now launched Agent system roundthe nation to provide currier services of distant and backward area throughtheir representives. Retail: AtTCS our main focus is on customer satisfaction. Over 430 conveniently locatedExpress Centers, backed by over 225 satellite-tracked delivery vehicles anddedicated couriers astride motorbikes, extend the TCS outreach throughout thelength and breadth of the country, making it one of the most recognizablebrands in Pakistan. With its distinctive logo and corporate color, the TCSretail environment is an ideal mix of tasteful decor, competence, andhospitality geared to optimizing customer experience. The number ofcomputerized TCS Express Centers that are open 24/7 has been on the riseensuring an enabling environment, much to our valued customers delight. TCSservice standards are maintained through support teams comprising of RetailTeam Leaders and Mobile Maintenance.CallCenter: TCS has taken yet another step as theundisputed leader of the Courier Industry by setting up a state of the art 24/7Call Center at its brand new and purpose built Head Office at the KarachiAirport.
Centralizing customer calls in Karachi, Lahore and Islamabad under oneroof, initially launching off with 30 seats and aiming to accommodate 300employees at a time, the contact center offers TCS customers various channelsof communication. 2.2.12.RECENTNEWS AND DEVELOPMENTS: · Tata Consultancy Services signed an Rs94-crore deal with the Karnataka government for six-year period to automate itstreasury and finance department operations.· TCS hired 60,000 employees for the year2011-12· The MNC received projects from Credits Unionof Australia, and Application Support, Development Services for US- BasedLiquade· A booktitled The TCS Story..
. and Beyond published by the Penguin Group, was authoredby Subramanian Ramadorai· On the Last Trading Day of Year 2011, TCSovertook RIL to be anointed as the country’s most valued IT firm· Recognized as “Big Four” IT Services brand byBrand Finance in 2012 · 76th Most Trusted Brand according to TheBrand Trust Report 2011· The highest ranked Asia-based company· Secondhighest ranked globally in the Information Technology & Services companycategory.