新西兰作业：塔塔化工有限公司的市场营销策略分析

塔塔化工有限公司(TCL)是一个全球性的公司,在化工，作物养分和消费者产品方面都是世界领先的，它也是世界上第二大纯碱的生产商，与在印度、英国、荷兰、肯尼亚和美国的生产设施相比，塔塔化工是世界上最分散的纯碱的公司,为客户提供一个高效的供应链,可以在全球范围内更好更快地服务客户。塔塔化工于1939年建立于米塔普尔(在印度古吉拉特邦)，塔塔化工是塔塔集团的一部分。塔塔化工是印度化工产业的市场领导者和先驱。
 

塔塔化工在全球范围内产纯碱的能力是每年550万吨左右,其中60%的电量来自于位于美国的怀俄明州，马加迪湖和肯尼亚等地，除了纯碱(碳酸钠),该公司还生产碳酸氢钠和散装化学品如硫酸、磷酸、磷酸和磷酸五钠(STPP)。公司业务还扩展到服务业，通过在农业、动物营养上的运用，同时还有涉及到建设、消费产品、玻璃、金属、制药、肥皂和洗涤剂、纺织和皮革工业等。塔塔化工致力于满足公司治理和商业实践的最高标准，所有的产品都秉持着可持续发展的原则。
 

About Tata Chemicals Limited Marketing Essay
 

Tata Chemicals Limited (TCL) is a global company with interests in chemicals, crop nutrition and consumer products. It is the worlds second largest producer of soda ash. With manufacturing facilities in India, UK, the Netherlands, Kenya and USA, TCL is the world’s most geographically diversified soda ash company, with an efficient supply chain that can service customers better and faster across the globe. Established in 1939 at Mithapur (in Gujarat, India), TCL is a part of the Tata group. The company is a pioneer and market leader in the Indian branded iodized salt segment and Indias leading producer of nitrogenous and phosphatic fertilizers.

 

TCL’s global soda ash capacity is around 5.5 million tonnes per annum, out of which 60 per cent capacity is from natural soda ash deposits at Wyoming, USA and Lake Magadi, Kenya. Along with soda ash (sodium carbonate), the company also manufactures sodium bicarbonate and bulk chemicals such as sulphuric acid, phosphoric acid, and sodium tripoly phosphate (STPP). The company has extended its operations into the services sector and touches lives through applications in agriculture, animal nutrition, construction, consumer products, glass, metals, pharmaceuticals, soaps and detergents, and textiles and leather industries. Tata Chemicals is committed to meeting the highest standards of corporate governance and business practices. All of its activities integrate the principles of corporate sustainability.

 

QUESTIONS Is TCL a dominant business corporation, related business corporation or unrelated business corporation? Why? (Draw Diagram. Considering four of Tata Chemicals Ltd’s SBUs (Soda Ash, Fertilizers, Table Salt and Fresh Produce), Comment on TCL’s horizontal scope based on relevant tests. Which of these four SBUs are recommended to be retained? Why?Identify and explain briefly any three CSI opportunity areas for TCL. Explain your strategic rationale.

 

Outline the key changes in TCL’s International Business Environment since July ’08. What are the key challenges facing TCL today? Outline your strategic recommendations for 2009-12 for TCL in terms of portfolio of SBUs and countries.Dominant or Related or Un-Related Business Corporation
 

TCL’s HORIZONTAL SCOPE BASED ON RELEVANT TESTS

csi OPPoRTUNITY AREAS FOR TCL
 

"In free enterprise, the community is not just another stakeholder in business but in fact the very purpose of its existence" — this principle is an inheritance from the founding fathers of the Tata Group. Central to the corporate philosophy of Tata Chemicals is its passionate commitment to the social development of the communities in which it operates improving the quality of life and fostering sustainable and integrated development in the communities where it operates is central to Tata Chemicals' corporate philosophy. This objective of social responsibility is equally well-entrenched in the minds of its employees, who play an active part in providing financial support and empowering rural communities to chart their own development.

 

As TCL grew and touched new horizons, it strengthened it’s believe in this principle and the principles of good corporate governance while pushing the profitability envelope forward. TCL takes the greatest possible care to ensure the safety, health and welfare of its staff and the communities living around its facilities. Protecting the environment is a crucial component of this equation. The company is a signatory to Responsible Care, a voluntary global initiative of the chemical industry which calls on enterprises to demonstrate their allegiance to safety, health and environmental issues. TCL does all its CSR activities through a passion driven set of objectives which look on to create the shared value for the society and the organization both. The roots for this are entrenched deep in the corporate vision and mission of the company. TCL is a Signatory to UN Global Compact  Signatory to Responsible Care – A global Initiative of Chemical Industry Signatory to CORE (Corporate Round Table on Environment) Company addressing stakeholders expectations through The Balanced Score Card Approach Company having trusts and societies for driving community & conservation Initiatives TCL aims at corporate sustainability through Returning back to the society manifold  Reduction in energy consumption, Transition from chemical products / processes to those based on Green Chemistry

 

Most of the CSR initiatives of TCL have been proactive in nature and hence qualify to be a termed as strategic CSR. TCL, along with maintaining a good corporate citizenship, has mostly been involved in activities which hold the key for future. It has always believed in addressing the issues which affect its value chain and are affected by its value chain. It has always been at the forefront of transforming value chain activities to benefit society while reinforcing strategy and doing strategic philanthropy that leverages capabilities to improve salient areas of competitive context.

        

TCL has been involved in following CSI initiatives having the potential of shared value creation

 

Tata Chemicals Limited (TCL) set up the Tata Chemicals Society for Rural Development (TCSRD) in 1980 to promote its social objectives for the communities in and around Mithapur, where its facility is located. This service was further extended to the communities in and around its Babrala and Haldia facilities. The Society works to protect and nurture the rural populations in and around TCL's facilities, and helps people achieve self-sufficiency in natural resource management, livelihood support and the building of health and education infrastructure. Taking into account the different geographical spread of the three regions and their individual subcultures, different agricultural, economic and development programmes have been implemented in these regions. Some of the programs undertaken by the society include Land reclamation, Integrated Watershed development, Integrated agriculture growth program and pond management. The society has also promoted Okhai-Handicrafts to promote the exquisite handicrafts of the region along with other initiatives such as rural enterprise development and promoting women’s empowerment through Self-help groups.

 

TATA Salt’s Desh Ko Arpan Programme was launched by the pioneers and undisputed leaders in the packaged and iodized salt category - Tata Salt in association with CRY in 2002 and raised around Rs. 33 lakhs in a period of one month. Through the Desh Ko Arpan programme, Tata Chemicals Limited contributes 10 paise for every kilo of Tata Salt, sold during specific periods, to the education of underprivileged children and enable underprivileged children have an opportunity to develop their sports ability and pursue higher education.

 

Reinforcing the implicit beliefs the Tata group brings to its mission of sustainable development is an explicit set of structures, embodied most notably by the Tata Council for Community Initiatives (TCCI). A centrally administered agency that helps Tata companies through specific processes, TCCI's charter embraces social development, environmental management, biodiversity restoration, climate change initiatives and employee volunteering.

 

TCL’s fertilizer unit at Babrala is the most energy-efficient, uses the least amount of water, has achieved zero effluent discharge levels (100 % Effluent generated from plant used for watering of trees in Green Belt), has commissioned 30 Bio-Gas plants and 15 Plants are under construction and has started production of organic fertilizer (Vermi Compost ) plant. All these are having a distinction of either best or first in the Indian fertilizer industry. This has led to a tremendous value creation for the company and has led to significant gains for the environment by remaining pollution free. Finally, this has helped the company making strides towards compliance with the Kyoto protocol.

 

The initiatives of a dedicated group of people from Tata Chemicals and organizations such as the Wildlife Trust of India and the International Fund for Animal Welfare in the effort to save the whale shark has really paid off to a greater extent. Tata Chemicals had partnered with various organizations to create awareness among the population about the significance of these gentle animals and this had contributed to the success of the programme. The project succeeded in creating an emotional bond between the coastal communities and the whale shark, through interpretation of Indian traditions.