BUSINESS STRATEGY [Name of Writer] [Date] 1 Table of Contents Introduction Learning Outcome 1: 1.1 Business missions, visions, objectives, goals and core competencies in-form strategic planning. 1.2 Factors that have to be considered when formulating strategic plans. Evaluate the effectiveness of techniques used when developing strategic business plans 2.1 Strategic positioning of a given organization by carrying out an organizational audit 2.2 Carry out an environmental audit for a given organization. 2.3 Significance of stakeholder analysis when formulating a new strategy 2.4 Present a new strategy for a given organization 3.1 Alternative strategies relating to market entry, substantive growth, limited growth or retrenchment for a given organization. 3.2 Justify the selection of a strategy. 4.1 The roles and responsibilities of personnel who are charged with strategy 4.2 The estimated resource requirements for implementing a new strategy for a given organization. 4.3 Contribution of SMART targets to the achievement of strategy implementation in a given organization. Conclusion References Tata Steel Europe 2 Business Strategy of Tata Steel Europe INTRODUCTION Nowadays, internationally, the core element of majority of the firms is the business strategy. Before entering into the market, majority of the organizations research market, the targeted / new segments, other successful organizations, latest trends of customers and their strengths and weaknesses, market trends to make suitable strategies to build a business. The main factors in building a successful business strategies are mission, vision, goals and objectives and core competencies. These factors will play a major role in analysing and evaluating different aspects and segments of business and its strategies. These factors, furthermore, will also help in demonstrating different functions of businesses like SWOT, PESTLE, and Poster 5 Forces. This report provides the information and will help in demonstrating different functions of businesses like SWOT, PESTLE, and Poster 5 Forces. This report will pay more attention to the strategic planning, environmental factors, stakeholders’ analysis, availability of the resources, and different techniques used in formulating different strategies. This report will also forecasts the possible outcomes and will highlights the major strengths and weaknesses to improve their current performances. Overview of the Company The second largest steel maker company in Europe is Tata Steel Europe (formerly Corus). This company not only operates in Europe but also is operating actively in U.K and especially in central Europe. Tata Steel is also one of the world’s biggest geologically steel producing company, having commercial offices in more than 35 countries and operating offices in more than 25 countries. (Shuen, 2008) This company is the merger of British Steel and KoninklijkeHoogovens in 1999, and Tata Steel Europe was than acquired by Tata Steel in January 2007. Tata steel is not the biggest steel producing company but also this company has entered internationally in many other demanding market segments involving in automotive and Tata Steel Europe 3 constructive industries, aerospace, security and defence, power and energy, lifting, customer products and packaging. Tata Steel understands that every customer’s needs varies in every market. The approach the company follows which makes them different from the market (Alai, 2006). To build a success, the strength is the main aspect of the company which build a collaborative relationship in creating new customers. Tata Steel Europe 4 Learning Outcome 1: 1.1 Business Missions, Visions, Objectives, Goals and Core Competencies Inform Strategic Planning Mission: The desire of organizations to meet the expectations of stakeholders and the commitments the organizations makes is the mission statement. The mission statement defines about the organizational approach, how they will identify their customers, what techniques they will apply to serve their customers, how they run their businesses, identification of products/services. For example: Amazon provides a mission statement by being the most customer-centre company in the world, where they can buy online anything they want, while Provide a global trading platform where practically anyone can trade practically anything (Madhuri, 2008). Vision: The vision statement explains the ideal condition of what the organization perceives, and how well the problems can be tackled in the future. For example: Citi Group’s vision is to be the most component, innovative and financial organization in the world. While, Barclays provides the vision as to achieve the growth timely by diversifying the business, and increasing its presence in the different market segments that are growing rapidly. Goals and Objectives: The business attempts to build a specific result in a specific period of time is known as objectives and goals. Objectives can be best describes as expressing more details in short-term plan, a step to gain the goals, while, on the other hand, goals are long-term plans with proper general statements (Murray, 2002). For instance: Levis Strauss’s organizational goal represents the value towards human rights, providing security and safety to their workers and to their families, while, GAP Inc. Represents by striving to create the organization more effective by proving diversity in workforce, open discussions, and availing of opportunities. Core Competencies: The process of identifying core values of the organization in defining the position of the company in the current market and having competitive advantage of it. For Tata Steel Europe 5 instance: the core competency for PUMA is openness, passion and beliefs, and that of Adidas, its passion, performance, diversity and integrity. 1.2 Factors That Must To Be Considered When Formulating Strategic Plans The business faces many factors and concerns while developing a suitable business strategy which can impact the strategic business planning. These strategic planning involves many factors including SWOT, PESTLE analysis, organizational environment (internal and external), risks involves in evaluating internal and external factors, advantages and disadvantages of current market condition and future market to hold, organizational environment, internal and external audit, budgeting, controlling, organizational structure and its cultural background, management and leadership styles, new inventions in the competing market, human resource management, production and improvement in any other area. These factors plays an important role in increasing the market of business and can help in managing the strategies. Organizational Framework: Managers can set the goals for their subdivisions after the organizational framework has been set. This will support the overall business strategies. These responsibilities and functions can serve as a general framework when allocating the written goals and tasks to their employees. Employees: Clear, authentic, objective, relevant, strategically proven and understandable tasks and goals should be given to employees. Culture: Goal alignment helps the organization in establishing accurate pay-for-performance culture by providing top-class rewards methods both individually and in team. Management: Strategic planning and goal orientation helps the organization to strengthen their leadership qualities. This will allow management to provide the better understanding of responsibilities attached to specific goals, and to communicate efficiently, boost employees with clear and continuous feedback. 1.3 Effectiveness of Techniques Used When Developing Strategic Business Plans. To use the strategic business plans effectively, companies should follow the below techniques / models to get more advantages, develop more effective business plans and acquire the bigger market segment. These models are: SWOT Analysis, PESTLE Analysis, Porter’s five force Model and the McKinsey’s 7S’ Model. Tata Steel Europe 6 GE McKinsey’s 7S Model The 7-S model of McKinsey can be applied to the elements of an organization or a team as well. The placement of the model can describes regardless of how the company decides to state the possibility of the regions the company wants to learn.These 7S model can be categorized as either “hard" or "soft" elements: Hard Elements Strategy Systems Structure Soft Elements Super-Ordinate Aims Skills Staff Style Advantages and Disadvantages of McKinsey’s 7S Model The management can easily influence these "hard" elements in their strategies which are also easy to identify and can be described easily. These elements can be described as the statements of the strategies, reporting lines, formal procedures, organization charts and IT systems. While, on the other hand, “soft" elements, are more influences by the principles, challenging to describe, and are less concrete. Though, if the organization is successful in making business and adopting new trends, these hard and soft elements plays a vital role in making the company more prosperous. BCG Matrix Analysis of Tata Steel Ltd: BCG Growth matrix analysis is developed by Boston Consulting Group of USA and universally known as BCG Matrix takes a two dimensional views. Those are industry growth rate and relative market share. Tata companies are significantly involved in other segments like: Tata Steel, Tata Motors, Tata Power, Tata Global Beverages, Titan, Tata Chemicals, Tata Consultancy Services, Tata Teleservices, Tata Communications and Indian Hotel Companies. Star: The minerals division and specially Ferro-Alloys in TATA (Tata Steel Ltd.) would fall into the group of stars of the BCG Matrix. It is the largest steel producing company, annually producing 25.3 million tonnes of crude steel. Cash Cow: The overall sale of the company is 6.170 million tonnes, producing about 6.439 million tonnes. Question Mark: Tata Steel’s tubes and bearing division falls in the question mark category. This Tata Steel Europe 7 division is having a rapid growth-rate in the market but with a low product-share. This division have the potential to become star and cash cow when the market growth rate is slow. Dog:All the divisions of the Tata Steel cannot be categorized in the Dogs, because every division have a good market growth rate and its share. Tata Steel Europe 8 Advantages and Disadvantages of PESTLE Analysis The PESTLE Analysis tool helps the organizations in developing the business, strategic and marketing plans, product development, research and better understanding of the external environment and technological factors. This tool will assist the organizations in providing easyto-use backgrounds for the external research, helps in moderating and reducing the impact of the risks and the possibility of the coming threats. PESTLE tool also helps the organization in developing the potential strategic rationales within the organization, helps in exploring new market trends, opportunities, norms and cultural expectations. While on the other hand, disadvantages of using this tool are many. The organizations can easily generalized the data and can simply skip the main information. To use this tool more effectively, it has to be updated regularly. Majority of the data which is used by this tool is on the assumption basis. Because of the time and cost management, organizations are restricted to the quality external data collection. As the market condition is changing drastically, it is very difficult to exercise this tool to anticipate the market and the latest developments. Advantages and Disadvantages of Porter’s Five Force Model Though the Porter's Five Forces model have manyadvantages for using this model but there are someconcerns the company should keep it in mind. Many organizations find it difficult to Tata Steel Europe 9 function in current market situation because of the change in facts and figures and the market structures. Through this model the company can discover the speed of change management and stagnant market structure. This will only provide the blur image of the environment because it is very challenging to state the industry condition in the external market. It is totally based on the competitive market idea and can be applied in analysing the simple market structures (Porter, 2008). This model has a difficulty in inter-relating the current market with group of products of the organizations. Porter model is unable to incorporate the importance and implication of resources, skills and strategies of the organization to gain more opportunities in more effective way. To formulate organizational future strategies, this model delivers a foremost approach in gathering the aptitudes and research which will help the management in evaluating their current market environment. Tata Steel Europe 10 Learning Outcome 2: 2.1 Strategic Positioning Of A Given Organization By Carrying Out An Organizational Audit. The main objective of organizational audit is to provide the in-depth, independent, competencies in the market-share, reasonable guarantee of the risks that can be taken by the company, control processes of the firm, and the main objective of the company, the target, shares, and their stockholders. Organizational audit plays an important role in highlighting the value-added designs to the originations, helps the business in improving their processes, controls of the firms in functional and economical areas. SWOT ANALYSIS SWOT is an abbreviation which is used for describing specific strength, weakness, opportunity, and threat of specific organization to examine their strategic factors which the company faces during its operational pried of time. A SWOT analysis is important for Tata Steel to evaluate its current position and formulate strategies to tackle its competitors. Strengths and Weaknesses of Tata Steel Tata Steel is one of the pioneer steel business in Europe. The company is under different segments and enjoys its brand-equity (Starrou, 2005). This gives the company an edge over other steel manufacturing companies and gives an advantage of value-chain competencies, whereas, the companies can increase their productivity by producing more raw materials form its sistercompanies and can increase their production. While on the contrary, increasing debt-to-equity ratio is the biggest weakness of Tata Steel. In long-run business, it is very risky that the company financed its resources by debts. For producing business and new market, Tata Steel mainly depends on local and international market to increase their market-shares. The over-dependency of Tata Steel proves to be more fatal in cost-effective difficulties Opportunities and Threats for Tata Steel Tata Steel diversifying its business in overseas market. Tata Steel signed an agreement with one of the largest group Corus Group, which will also give access to the company yin the European Tata Steel Europe 11 market. Now, Tata Steel can have the privilege to exploit the copyrights of Corus Group and the research and development facilities. The company can now explore the new markets and technologies and can acquire the advantages from the current situation. Whilst, it is the biggest threat is the sudden exposure of the overseas markets (Sull, 2009a). The time, when company wants to starts its business in European market, the main threat will be the maintenance of Co2 emission standards, and lastly the economic slowdown challenges which the company has to face. The strengths and opportunities of Tata Steel can take the company at different level and can take advantage by anticipating the impact in the market. The company can easily identify its opportunities which can help the organization in acquiring new and creating different market segment. They can easily anticipate their threats and can make appropriate strategy to deal with the coming risks. On the other hand, if the business focuses more on their strengths, they will lose their business and cannot be able to produce. This will create many hurdles and cannot provide proper information about the market condition or cannot help in giving substitutes. 2.2 Carry out an Environmental Audit for a Given Organization. Tata Steel Europe 12 PORTER’S FIVE FORCE MODEL In the past few eras, the steel industry has been in the list for a remarkable growth across the world by a healthy volume as well as a by having a good recognition. In the steel manufacturing industry, this situation was not safe for the industries, but, in actual fact, these industries had an upper-hand in having a massive growth rate of double-digit growth-rate (Watson, 2008). The liquidity rates in the steel producing industries seems to be very Though, the current liquidity crisis seems to be unsettled, so, in this scenario, we have to look into the matter and have some understanding to analyse the market situations of steel industries by using Michael Porter’s Five Force Model. This model can help in giving the rational understanding of the Tata Steel, so that the company can take those steps to compete with their competitors and knows the market situation. These five factors are: Entry Barriers: High Competition: High Bargaining Power of Suppliers: High Threat of Substitutes: Low Power of Consumers: Mixed Porter’s model relates to 5 factors that determined the type of competition in their industry areas: supplier power, buyer power, threat of new entrants, threat of substitute products and intense Tata Steel Europe 13 rivalry among existing players. The threats for Tata Steel are many, and if the company want to maintain its position in the market, the company have to focus on the following five forces of Porter’s, which can help in determining the type of competition in their specific areas, specifically: Threats of entering new entrants: The capability and willingness of organizations to enter into a new market / segment depends on the entry barriers which they have to face. Tata Steel faces such barriers including: government policies, economic scale-rates, capital 2.3 requirements, government policies and product differentiation. Existing competitors and their strengthsin the field of competition Bargaining power of suppliers Threat of substitute products, and Bargaining power of buyers Significance of Stakeholder Analysis when formulating a new Strategy. The process of gathering and analysing the qualitative research and information in a systematic way is by taking into account of who will develop and implement the specific policy and program. There are three types of stakeholders: Primary, Secondary and Key Stakeholders. Directly affected: Stockholders and |Employees Indirectly affected: Media and Government Mostly affected: Those who are mostly influencedby either of the groups. Tata Steel Europe 14 The Stakeholders’ Grid: The stakeholders are kept in 4 classes so that the stakeholder has their accurate privilege and obligations in address of the making the concepts for the association which will be directed for the betterment of the association (Wolff, 2010). Tata Steel has mapped the stakeholders; interest Tata Steel Europe 15 in association with the placement that the stakeholders’ buying power and interest to increase the organizational profit. 2.4 Present a new Strategy for a given Organization In alignment to confound the market, Tata Steel needs new planning and new divisions which can be obliging for them to grow the market. So, by considering the future market situation, Tata Steel with the help of their R&D division, they can discover the latest trends in the competitive market and can develop new products to expand their services and capture a new market segment. Learning Outcome 3: 3.1 Alternative Strategies Relating To Market Entry, Substantive Growth, Limited Growth Or Retrenchment For A Given Organization. Market Entry Strategy Organic Growth: organic growth is when the company achieves its development over other enterprise that it equally related to it, than it is rewared as organic development strategy. Merger and Acquisition: When one company takes over another and when the buyers become the sole proprietor, this act is known as the merger and acquisition. This take-over happens when the target-company don’t want to get purchased by any other company. In legal terms, to survive in the market, the target-company terminates and end-up with acquisition. Example: On January 2007, Tata Steel acquired Anglo Dutch Steel producer Corus Group for US$ 12 billion. Corus was 2 times bigger than the Tata Steel, which results in acquiring Corus after 8/9 rounds of bids. This acquisition comes to an end by the biggest acquisition overseas. After the acquisition Tata Steel gets the benefits from Corus through the supply-chain in Europe. Strategic Alliance: In the steel manufacturing sector, Tata Steel has the proficiency steel-making, and also having the proficiency in the manufacturing of steel at low-cost. Tata Steel Europe 16 Limited Growth Market Penetration means that penetrations are compatible by benefiting the customers; segmentation has the word of honour for Tata Steel to develop the market b geographically increasing the enterprise and returning to the purchasers, development gains the attention of customers by the allotment of services or goods diversification that are appealing to the customers and lastly, innovation suggests that searching exclusively new market (inside and outside) would like by the customers, it can help in replacing the innovatory goods or services to meet the specific requirement. 3.2 Justify the Selection of a Strategy Tata Steel should follow the Growth Sustainable Growth Strategies to expand their endeavours. Two biggest contributors to in the growth of Tata Steel will be the tactically targeted mergers and acquisitions (Integration Strategy). The use of modern equipments makes them the cost-leader in the market. This strategy has two main subdivision; Integration strategy and Diversification Strategy Integration Strategy Horizontal Integration Vertical Integration Major Acquisitions Acquisition of Labrador Iron NatSteel, Singapore Mines to improves the security Millennium Steel, Thailand of raw materials and reducing of the transportation cost. Anglo Dutch steel producer (backward integration) Corus Steel-cum-mining, Orissa Greenfield integrated steel plant Major Mergers in the Bastar region, Tata Metaliks Limited (TML) Chhattisgarh Five-percent interest in the and Tata Metaliks Kubota Pipes Carborough Downs coal project, Australia Limited (TMKPL) Corus was a formed by a merger between British Steel and Koninklijke Hoogovens Tata Steel Europe 17 Diversification Strategy involves Plant modernization projects, Packaging projects, Mining coal, Greenfield projects, Energy and Power projects and Consumer Goods. External Audit To minimize the effect of possible threats and to maximize the advantages form the external environment, organizations should counter offensively or defensively. The purpose of external audit is to identify the major external factors that can response to actions effectively. Those forces are: 1. Economic 2. Social, Cultural Demographic & Environmental 3. Political, Governmental & Legal 4. Technological 5. Competitive Internal Audit The internal audit works closely with the external audit. The internal audit provides objective and independent statements to the Executive and Audit Committee and to the Board of the TSE Group which provides a disciplined, systematic and effective approach in improving and evaluating the risk management, governance procedures, and the control of all the functional areas. The internal audit involves in many categories to analyse the data and the company’s details. Those categories are: marketing, organizational management, accounting and finance, research and development, production, and MIS operations. To determine the strengths and weaknesses of their organization, managers and employees are involved in assisting in collecting the data. Tata Steel Europe 18 Learning Outcome 4: 4.1 Roles and responsibilities of personnel who are charged with strategy Functional Area Corporate Financial management Expertise in strategic regulation, and management of companies Encouraging and coordinating business components effectively Information Management Decision making process used in a comprehensive way Research and Development Ability in elementary research Product Design Design competence Marketing Brand management and promotion Promotion and reputation for the quality of the goods Understanding and the responsibilities regarding the market trends Executing the effectively executing it. Efficiency and speed of implementation Sales and Execution 4.2 Roles & Responsibilities sales and Estimated resource requirements for implementing a new strategy for a given organization. To evaluate and understand the resources of Tata Steel, the company should decide, what are Tata Steel Europe 19 their specific goods, where they will place them, what product provides what services. Tata Steel is one of the best service-provider company, and that can only happens when the company prioritize its human resources. The quality of the service and large number of man-power can fulfil their customers. In the given state of dealings, Tata Steel is economical in their resource designing and evaluating the resources totally to give the best service. Therefore, the company expands its large quantity by instructing, educating and developing their employees’ talent to produce effective service quality within the operational sector. By validating the durability and safety of the goods, quality maintenance, and timely delivering the products to its end-users, the company still enjoys the edge in the market. 4.3 Evaluate the contribution of SMART targets to the achievement of strategy implementation in a given organization. Tata Steel’s method for cost-reduction is totally on the strategic procurement, dependent upon their annual purchase and value of presentation. CONCLUSION We can conclude here after reviewing the company’s background, their market competencies that Tata Steel Industry plays a vital role and is one of the biggest and strongest player in steel producing industry. Tata steel puts its very effort in making the market more dynamic. The company sets its goal to become world’s largest steel producing company by following every aspects of SWOT, PESTLE and Porters’ factors in its private division. Business strategic is important to define the growth of business. 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