2.2.1.
INTRODUCTION

Tata
Consultancy Services (TCS) is a global leader in IT services, digital and
business solutions that partners with its clients to simplify, strengthen and
transform their businesses. We ensure the highest levels of certainty and
satisfaction through a deep-set commitment to our clients, comprehensive
industry expertise and a global network of innovation and delivery centers

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2.2.2. HISTORY

Tata Consultancy Services Limited (TCS) is a
global IT services, business solutions and outsourcing company headquartered in
Mumbai, India. It is the largest provider of information technology in Asia and
second largest business process outsourcing services provider in India. TCS has
offices in over 47 countries with more than 142 branches across the globe, with
over 65 offices outside India. TCS accounts for India’s 20 per cent IT
exports. It is a subsidiary of textiles and manufacturing conglomerate Tata Group.
Over
the past decade, TCS has grown dramatically, doubling its revenues every two
years, and is on the verge of becoming a billion-dollar company.

TCS’s
first international order came from Burroughs,
one of the first business computer manufacturers. In 1979, TCS delivered an
electronic depository and trading system called SECOM for SIS SegaInterSettle,
Switzerland. In 1981, TCS set up India’s first software research and
development center, the Tata Research Development and Design Center (TRDDC) in
Pune. 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.

On
the last trading day of 2011, it overtook RIL to achieve the highest market capitalization
of any India-based company.  In May 2013,
TCS was awarded a six-year contract worth over 1100 crores to provide
services to the Indian Department of Posts.  In Jan 2015, TCS ends RIL’s 23-year run as
most profitable firm.

 

 

 

2.2.3.
VISION AND MISSION STATEMENTS

Our mission reflects the Tata Group’s
longstanding commitment to providing excellence:

·        
To help customers achieve their business
objectives by providing innovative, best-in-class consulting, IT solutions and
services. 

·        
To make it a joy for all stakeholders to work
with us.

Our values: Leading change,
Integrity, Respect for the individual, Excellence, Learning and sharing.

 

2.2.4.
ORGANIZATIONAL STRUCTURE OF TCS:

The organization
structure adapted by TCS is mechanistic in nature. A mechanistic organization
is characterized by the following structural factors:

 

§ 
Degree of work
specialization is high

§ 
Departmentalization is
rigid

§ 
Managerial hierarchy has
many layers

§ 
Span of control is
narrow

§ 
Decision making is
centralized

§ 
Chain of command is long

§  Organizational structure is very tall

TCS
as an organization is decentralized as there are many functional groups and the
main head/corporate office does not have the entire ownership of various
processes. When it comes to different functional the process is centralized
within this functional.

 For example Recruitment, L and MATC are
centralized. For process standardization, TCS used industry standards to define
the fundamental governance processes for centralized services to be implemented
across locations.

As
the organization was going through a transformation, clients want a
step-by-step solution to minimize the impact of change. To deliver quick
results, the ERP function was chosen to pilot the implementation of the
governance 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 as
well as the values and missions to be pursued. It sets out the basic direction
of the company. TCS follows a cost leader strategy. The focus for TCS is to
attain competitive advantage is to reduce the per employee cost and attain
economies of scale. This is the reason TCS doesn’t lay much importance to
R.

 

2.      STRUCTURE:
The structure of the organization determines the placement of power and
authority in the organization. TCS has a mechanistic structure wherein the
there is a formal structure and control is imposed on employees. Rules,
procedures and a hierarchy of authority help in getting work done in time and
with minimum cost.

 

3.      PROCESSES:
TCS has vertical processes. The needs of different departments are centrally
collected, and priorities are decided for the budgeting and allocation of the
resources to capital, research and development, training. Communication tends
to follow formal channels and employees are given specific job descriptions
delineating their roles and responsibilities. Coordination is maintained
through the chain of command.

 

4.      PEOPLE:
Human resource policies when in the appropriate combination produce the talent
required by the strategy and structure of the organization, generating the
skills and mind-sets necessary to implement the chosen strategy. The employees
in a service organization are the biggest source of competitive advantage.
There is continuous investment in learning, and an active sharing of knowledge
with the aim to convert learning into action.

 

5.     REWARDS:
The purpose of the reward system is to align the goals of the employee with the
goals of the organization. It provides motivation and incentive for the
completion of the strategic direction. The organization’s reward system defines
policies regulating salaries, promotions, bonuses, profit sharing, stock
options, and so forth. Reward structure at TCS is primarily focused on
individual performances.

 

 

 

 

2.2.5.
SERVICE LINE

 

a.     
ADM: As
consumers look for agile and customized solutions to enhance telecommunication,
service providers need to have a streamlined and efficient Application
Development and Maintenance (ADM) process in place. By outsourcing ADM to
the right partner, they can also contain costs, deploy best practices and
implement innovative solutions.

b.     
Business
Process Services: TCS helps take advantage of the
opportunities created by the changing business landscape. Differentiated
services provided are complemented by years of experience in transforming
businesses and creating value through FORETM simplification methodology.

c.      
Enterprise
Solutions: TCS rapidly respond to business opportunities
and market changes by optimizing business functions and transforming
enterprises.

d.     
IT
Infrastructure Services: Transforms the IT landscape with effective
infrastructure management solutions offered by TCS’ IT Infrastructure Services.

e.      
Assurance
Services: Reduce software development efforts, lower maintenance
costs and achieve faster time-to-market with TCS’ Assurance Services.

f.       
Business
Intelligence & Performance Management: The business environment
today is more dynamic than ever, with mergers and acquisitions, consolidation
and 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 and
shorten time-to-markets, providing a competitive advantage to be a market
leader.

h.     
Consulting:
Businesses, today, need to respond to the rapidly changing market conditions
with innovation and agility. Staying ahead of that change and achieving
long-term success requires ongoing business transformation. TCS’ Consulting
Services deliver integrated, end-to-end IT enabled solutions and services to
help a business transform with certainty.

 

2.2.6.
MARKET SHARE AND ITS COMPETITORS

Competitors: Infosys,
Mahindra, Satyam, Wipro, HCL, Patni Computer, Financial Tech, Oracle, IBM.

Tata Consultancy Services
have further cemented their positions at the top of the nation’s outsourcing industry
in 2015, despite the worst slump in global technology spending since the
2008-09 financial meltdown and top technology consumers increasingly opting to
in-source software projects.

 

Over the past three years, a clear separation
has emerged between the leaders and the laggards of India’s $146 billion information
technology industry. During the 12 months through September 2015, TCS added
close to $1.5 billion in incremental revenue over its base revenue of $14.6
billion.  More significantly, TCS also
comfortably eclipsed that of global technology behemoths such as IBM and
Accenture during the same period, according to data compiled from company reports
and regulatory filings. The fight for supremacy in traditional IT services
comes at a time when large customers such as AstraZeneca
and Lowe’s are starting to cut back outsourcing and choosing to in-source
software development and maintenance projects.

 

2.2.7.FUTURE
PLANS

1.      Strong foundation:

1.      Focus
on Execution – Delivery Excellence

2.      Innovation
– Essential Catalyst for Growth

3.      Talent
Management – Strong Set of Skills

 

 

 

 

 

2.      Broad Diversification

 

·        
Revenue spread across markets

·        
Presence across industries

 

·        
Offerings across services

2.2.8.   STRATEGIES

 

1.      Key
Client Focus: 
Agility & Entrepreneurial energy, Improved customer intimacy,
Superior client metrics.

2.      Integrated Full Services: Mature full services
capability allows better up/cross-selling, Expands our footprint beyond
traditional IT services, fully leverages our model to deliver even greater
business value to the client, Keeps us relevant through every phase of the
client’s business cycle, Deepens relationships and increases stickiness.

3.      Global
Network Delivery Model GNDMTM: Global support for Global
customers, competing for significant local projects.

4.      Strategic
Acquisitions: Enter new geographies/ markets, gain domain
expertise, acquire intellectual property

5.      Non
Linear Business Models

 

2.2.9.  
.DISTRIBUTION
CHANNEL

TCS provides express and logistics services
in the C2C, B2B and B2C segments. This is done through a wide network of
“155” offices making it the biggest network in the country, along
with over ” 425 ” retail outlets and over 2000 online and offline
locations nationwide ideally located for easy customer access. TCS has 1
dedicated chartered plane Boeing 737 and over 230 fully equipped modern
satellite-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 by
TCS. This segment consists of those cities which are backward and mostly there
are rare or sometimes no shipments to that areas.

B2B:
B2B segment contain wide range of cities as compared to C2C segment. Because
this 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 same
road and geographically look alike same as other. This is most old and mature
segment of TCS.

C2OTHERs: In
some cases of i.e. of sending UNIVERSITY form TCS allow C2B or C2A segment but
with the additional cost implements.

2.2.10.
CORPORATE SOCIAL RESPONSIBILITY

TCS supports local communities and society at
large through

(i)                
IT for community welfare

(ii)             
TCS-Maitree- volunteer corps consisting of
TCS 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 communities
they work with are decided based on the needs of those communities. In addition
to benefiting the targeted community, their CSR activities have the added
benefit of giving 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 the University
Library in Mumbai. TCS encouraged women’s empowerment; the program has now
expanded to children’s education and development of local infrastructure.

 

2.2.11.
MARKETING

·       
Marketing
Channels

A marketing channel is a set of practices or
activities necessary to transfer the ownership of goods, and to move goods,
from the point of production to the point of consumption and, as such, which
consists of all the institutions and all the marketing activities in the
marketing process. Keeping in mind the size of advertising budget, for this
Campaign we initially go with Print and Electronic Media.

Print Media: In
Print Media we should Emphasis on THREE aspects of the products

Electronic Media: To
attract the readers’ attention, both footage and words are being utilized to
communicate the concept clearly. Following aspects will be prominent and
identical in all advertisement.

1.     
Product, logo and slogan

2.     
Companies Logo And Slogan

3.     
Product Tag Line

4.     
Explanation of the footage

 

·       
Product Placement

Product placement, or
embedded marketing, is a form of advertisement, where branded goods or services
are placed in a context usually devoid of ads, such as movies, music videos,
the story line of television shows, or news programs. Product placement became
common in the 1990s, until the ramifications of product placement were clearly
understood.in services Business like TCS product refers to the Services
provided by them, whereas Placement refers to the offices of the institute
which are providing services, for the development and construction of society

Placement of TCS is as
follow:

I-                  
Regional OFFICES

II-               
Franchises

III-             
Agent

IV-            
Retail

V-               
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, the
franchise is an alternative to building chain stores to distribute goods and
avoid the need for investments and liability for a chain.

Agent: An
Agent 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 round
the nation to provide currier services of distant and backward area through
their representives.

Retail: At
TCS our main focus is on customer satisfaction. Over 430 conveniently located
Express Centers, backed by over 225 satellite-tracked delivery vehicles and
dedicated couriers astride motorbikes, extend the TCS outreach throughout the
length and breadth of the country, making it one of the most recognizable
brands in Pakistan. With its distinctive logo and corporate color, the TCS
retail environment is an ideal mix of tasteful decor, competence, and
hospitality geared to optimizing customer experience. The number of
computerized TCS Express Centers that are open 24/7 has been on the rise
ensuring an enabling environment, much to our valued customers delight. TCS
service standards are maintained through support teams comprising of Retail
Team Leaders and Mobile Maintenance.

Call
Center: TCS has taken yet another step as the
undisputed leader of the Courier Industry by setting up a state of the art 24/7
Call Center at its brand new and purpose built Head Office at the Karachi
Airport. Centralizing customer calls in Karachi, Lahore and Islamabad under one
roof, initially launching off with 30 seats and aiming to accommodate 300
employees at a time, the contact center offers TCS customers various channels
of communication.

 

2.2.12.RECENT
NEWS AND DEVELOPMENTS:

 

·        
Tata Consultancy Services signed an Rs
94-crore deal with the Karnataka government for six-year period to automate its
treasury and finance department operations.

·        
TCS hired 60,000 employees for the year
2011-12

·        
The MNC received projects from Credits Union
of Australia, and Application Support, Development Services for US- Based
Liquade

·        
 A book
titled The TCS Story… and Beyond published by the Penguin Group, was authored
by Subramanian Ramadorai

·        
On the Last Trading Day of Year 2011, TCS
overtook RIL to be anointed as the country’s most valued IT firm

·        
Recognized as “Big Four” IT Services brand by
Brand Finance in 2012

·        
76th Most Trusted Brand according to The
Brand Trust Report 2011

·        
The highest ranked Asia-based company

·        
 Second
highest ranked globally in the Information Technology & Services company
category.

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