Strategic Marketing Analysis and CSR: Tata Group Case Study

This report provides a comprehensive analysis of the marketing strategies employed by the Tata Group, focusing on strategic marketing planning, including Porter's generic strategies and the Ansoff matrix. It examines their approach to event planning and marketing, emphasizing stakeholder engagement and the role of strategic CSR. The report also explores the company's segment acquisition strategies, internal marketing practices, and scenario building for forecasting future implications. Through a detailed examination of these aspects, the report highlights how the Tata Group integrates various marketing techniques to achieve its business objectives and maintain a competitive edge in the market. The analysis includes an assessment of how the company fulfills stakeholder expectations and adapts its strategies to changing market dynamics.

Running head: MARKETING MANAGEMENT
MARKETING MANAGEMENT
Name of the student
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Table of Contents
Introduction......................................................................................................................................2
Strategic marketing planning...........................................................................................................2
Porter’s generic strategies............................................................................................................2
Ansoff matrix...............................................................................................................................5
Event planning and marketing.........................................................................................................8
Strategic CSR.................................................................................................................................10
Fulfilment of stakeholder expectations..........................................................................................12
Segment acquisition.......................................................................................................................14
Internal marketing..........................................................................................................................15
Scenario building and forecasting.................................................................................................16
Future implications for marketing strategy....................................................................................18
Conclusion.....................................................................................................................................19
References......................................................................................................................................20

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Introduction
The marketing operations of an organization are grounded on the evaluation of the needs
of the customers. The planning, implementation and marketing processes are specifically
grounded on the changes in the customer behaviour. Lancaster and Massingham (2017) stated
that the growth of the organizational operations have brought about significant changes in the
businesses. In this connection, TATA Company have taken the initiative of planning the
different marketing operations grounded on the evaluation of the changing market environment
and the demand patterns of the customers.
The differentiation of the different propositions and cost leadership are the major
strategies that are employed by the Tata Group with the purpose of improving their market
scope. On the other hand, the organization also prioritized the interests of the business level
stakeholders with the purpose of improving the business performance. Therefore, the research
will take the initiative of analysing the strategic marketing activities and the manner in which the
organization developed strategic CSR while addressing the common interests of the stakeholders.
Strategic marketing planning
Porter’s generic strategies
The strategic plans on the marketing activities of an organization is grounded on the
evaluation of the varied customer needs. In this connection, the modifications in the
organizational operations are grounded on the effective functioning of the different systems
while expanding in the different markets. In this connection, the concerned organization, Tata
Group, has taken the initiative of improving the differentiation process for the products. The
differentiation of the products assisted the organization in maximizing the market scope through

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increased consumer engagement in the different processes. David, David and David (2017)
stated that the product differentiation strategy supports an organization in increasing the sales
volume while addressing the different needs of the potential customers.
Moreover, Banerjee (2017) opined that the product differentiation strategy of an
organization permits in improving the customer experience while proposing commodities in
adherence to the differential needs of the customers. In this connection, Tata Group has taken the
initiative of improving the differentiation process for the propositions with the purpose of
retaining the loyalty of the customer base. The differentiation in the broader international
markets permitted the conglomerate in achieving a vantage point over the existing players in the
markets. Moreover, Tata has been developing the line of propositions through the
implementation of a customer centric approach which assisted the venture in gaining a
competitive edge over the existing players in the market.

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Figure 1: Porter’s generic strategies
(Source: Tomczak, Reinecke and Kuss 2018)
The cost leadership strategy of an organization permits in improving the sales volume
through increased customer engagement. The cost leadership strategy of Tata Group supported
the same in providing customers with quality propositions at a cheap cost in the broader markets.
On the other hand, the cost focus in the narrow markets of India assisted the venture in gaining a
competitive edge over the existing players in the market. For an example, a part of the
conglomerate, Tata Motors introduced Nano in India for improving the rate of sales while
adhering to the affordability of the customers (Kim, Shin and Min 2016). Kirova (2017) stated
that the minimization of operational expenses enables an organization in providing customers

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and clients with cheap cost propositions. The cheap cost propositions allows an organization in
increasing the sales volume. In this regard, the concerned business have taken the initiative of
minimizing the cost of the proposition through reduced wastes in the manufacturing process.
Moreover, Tata Group focused on improving the quality of the propositions in adherence
with the demand of the customers while minimizing the costs. Agic et al. (2016) stated that the
modifications in the organizational operations are mostly grounded on the low cost propositions
while addressing the affordability of the target base of customers. In this connection, the
concerned group has taken the initiative of differentiating the propositions in adherence with the
preferences of the customers. Therefore, the strategy supported the Tata group in improving the
scope of marketing the operations in adherence with the needs of the customers.
Ansoff matrix
The ansoff matrix aims at maintaining the effectiveness of the organizational operations
in adherence with the needs of the ventures. In this relation, the matrix assisted in identifying the
major marketing strategies that are implemented by the organization and the manner in which the
same permitted the same in gaining a competitive edge. Tata has taken the initiative of
penetrating the existing markets through effective sales promotions of the existing range of
propositions. The sales promotional techniques varied from offers, flash sales, and discounts
(Thrassou, Vrontis and Bresciani 2018). The varied range of promotional techniques supported
the venture in ensuring the growth of the sales volume in the existing markets through increased
involvement of the customers in the different processes. For an example, Tata Motors have taken
the initiative of proposing different innovative offers and seasonal discounts to the customers
with the purpose of empowering the sales volume of the same while operating in the existing
markets (Lancaster and Massingham 2017).

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On the other hand, the concerned venture have taken the initiative of empowering the
R&D operations of the venture with the purpose of increasing the rate of product development in
the existing markets. It would allow the organization in gaining a competitive edge while
operating in the different markets. Mullakhmetov et al. (2016) stated that the increased R&D
operations of the organization would allow the same in influencing the buying patterns and intent
of the customers. In this relation, the diverse R&D operations of Tata assisted the same in
gaining over the loyalty of the customers in the existing markets.
Figure 2: Ansoff matrix
(Source: Post and Leavell 2019)

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Moreover, it has been noted that the concerned organization undertook different
collaboration with existing organizations in the new markets. Tata’s collaboration, acquisition
and strategic mergers with the existing organizations in the other economies permitted the
venture in increasing the viability of the same in making expansions in the different international
markets. Finoti et al. (2019) opined that the strategic mergers and acquisitions supports an
organization in improving the rate of expansion in the different markets while increasing the
viability of increased customer engagements.
The strategic mergers and acquisitions permitted Tata in developing a loyal customer
base in the new markets while operating as per the common needs or demand of the customers.
The diversification of the propositions allow an organization in managing the risk proportions in
volatile market conditions. Tomczak, Reinecke and Kuss (2018) stated that the introduction of
new proposition or entering a new market supports an organization in empowering the
sustenance related objectives while operating in the different markets. Tata has been one of the
organizations which have diversified its propositions to suit the needs of the customers.
The organization took the initiative of classifying the customers and segmenting the
target market with the purpose of positioning their propositions more effectively. Papadopoulos
et al. (2017) observed that the continuous innovation in the organizational model through
diversification of propositions helps in increasing the sustenance. Therefore, the continuous
innovations in the product development, infested by the concerned conglomerate enabled the
same in improving the brand image among the customers in the new markets.
For an example, the designs that are created by the organization for the Indian markets
are different from that of the international markets. It helped the venture in increasing the
customer centric operations of the venture while maximizing the scope of sales in the different

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markets. The different changes in the organizational operations are grounded on the efficient
functioning of the systems in adherence with needs of the customers. The diversification of the
different propositions permitted the venture in increasing the viability of the operations in
adherence with the demand of the customers (Whalen et al. 2016). The development of the
diversified propositions thereby permitted Tata in maximizing the scope of sales in the
international markets.
Event planning and marketing
The event planning and marketing related operations of an organisation improves the
engagement of the community stakeholders in the different activities of the organization. On the
other hand, the maximized involvement of the community stakeholders in the varied
organizational operations are grounded on the awareness that is created among the same by the
business. Therefore, promotions and events play an important role in maximizing the
involvement of the stakeholders in the organizational processes through the transmission of
viable information. Du et al. (2018) stated that the increased involvement of an organization in
different social events permits the same in promoting the brand more effectively. In this
connection, it has been observed that the concerned organization, Tata Company, took the
initiative of promoting sports, art, culture, wellness and education through their events.
The organization have taken the initiative of holding collaboration with the different
other existing organizations while acting as sponsors for different events. McKinley (2017)
stated that events play an important role in improving the knowledge of the customers while
increasing the marketing communication. The concerned organization aims at making a
difference for the different communities while making most of the community members aware of
their propositions. Baker, Grinstein and Perin (2019) sated that events play an important role in

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the marketing activities of the organizations while reflecting a mass-appeal for the people. The
events and promotional campaigns are initiated by the organizations specifically exhibit an
inclination of making the customers aware of the uniqueness of the propositions. In this
connection, the concerned organization undertakes different sponsorships in the events with the
purpose of improving the capability of the same in retaining the loyalty of the customers.
The active participation of the venture in Invictus Games located in London with JLR
(Jaguar Land Rover) since 2014 has been one of the major events that enabled Tata in increasing
the participation of the community stakeholders in the different business operations (Tata.com
2020). On the other hand, the TCS New York City Marathon event in the year 2014 has been one
of the major achievement of the concerned organization while drawing the attention of the sports
enthusiasts from different parts of the world to the propositions (Tata.com 2020). The event
planning mechanism of the organization is grounded on the empowerment of sports practices
while operating in the different Markets. The events sponsorships has helped the concerned
organization in improving the rate of awareness among the target range of customers of the
propositions that are made by the same.
Moreover, it has been observed that the event sponsorships are being initiated by the
businesses in mostly the populated regions that can afford to hold people coming from different
nations. It helped the conglomerate in improving the awareness among the target customers. The
improvement of wider range of promotional events through sponsorships enabled the
organization in improving awareness among the target audience while increasing the market
scope of the venture (Mitra 2016). Therefore, the conglomerate organizes different events and
sponsors in different sports related activities with the purpose of improving the engagement of
the target customers in the propositions that are being made by the same.

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Strategic CSR
CSR is identified as one of the important aspects for sustainability of a business
organisation. It is associated with not only the society or the local community and the
responsibility of the business organisation to facilitate a sustainable measure but the
environmental consideration is also associated with the organisational practice that can deliver
overall sustainability for a business company (Maas and Boons 2017). In response to this, the
role and efficacy of Tata Group in procuring an effective CSR strategy is definitely help the
organisation to deliver competitive edge in the market (Tatasustainability.com 2020). The CSR
mechanism within the organisation facilitates a deep insights into the sustainability of the
organisation. As per the official statement of Tata Group, it can be derived that CSR is the core
mission of the conglomerate and it attaches the environmental, social and the ethical principles
for creating a good brand image and trust building in the competitive market.
According to Rodrigo, Aqueveque and Duran (2019) a CSR activity must have some
ethical principles that can supplement a strong guideline to maintain the CSR activities. In
response to this, Tata Group also has 10 core principles that shapes the design of the organisation
to create a better approach towards the society and the environment. For instance, the core
principles are compliance, impactful, linked to the business, emphasising on the national and
local context, sustainable development, participation and bottom-up management and monitoring
interventions, figure out the potential disadvantages, strategic position in the market, partnership
and opportunity for volunteering. In response to this, the strategic CSR measure of Tata Group is
grounded on a four-step model that is initiated with the strategy and policy. The first step is
associated with the diagnosis of the existing CSR practice of Tata Group. The purpose of the
diagnosis is to find out the gaps in the existing CSR strategy of the organisation that can deliver

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immense threat to the sustainability of the organisation. Acquier, Valiorgue and Daudigeos
(2017) advocated that a good organisation is always evaluate its CSR activity with the changing
needs in the market so that it can be relevant and effective to make an influence upon the society
and the environment. Grounded on the field studies and internal evaluation, Tata Group decides
its next CSR steps to make and the organisation is quite successful in managing a strategic CSR
measure. As per the research of Maas and Boons (2017) it can be stated that in CSR, it is
important for the business organisations to identify the vision and mission of the organisation
and set the goals accordingly so that it can provide enough impetus to the process of delivering a
better objective for the CSR activities. Tata Group is also focused on same notion of CSR design
by setting proper and clear vision, mission and values.
The third step is associated with the process review. Rodrigo, Aqueveque and Duran
(2019) asserted that in strategic CSR it is benevolent for the business companies to review its
current position of CSR in terms of NGO identification and impact over the society and the
environment. The process is depended on the monitoring and reporting of impact of the
organisation over the local and national community and environment. In case of Tata Group,
apart from the evaluation of its existing process review design of the strategy CSR activity is also
considered to be an effective measure in terms of capacity building so that the organisation
should put a great deal of emphasis over the community and the impact has to be positive and
deep down. The final step is associated with the evaluation of the measures which is also named
as the impact evaluation where the success and intensity of the CSR strategy will be mentioned
effectively. From the research of Maas and Boons (2017) the entire success of the strategic CSR
activity relies on its final evaluation so that it is very crucial for the business enterprises to take it

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very seriously. In response to this, Tata Group is also emphasises on the final evaluation in order
to build up a strong and effective strategic CSR initiative.
Fulfilment of stakeholder expectations
Fulfilment of stakeholders’ expectation is associated with the process of managing
stakeholders. It is important to note that the role of the organisation is to communicate with the
stakeholders in both verbal and non-verbal manner so that all the demands and needs of the
stakeholders can be addressed properly. In response to this, it can be stated that the process is
associated with a four step model where the evaluation of the stakeholders’ expectation is
attached with the recording of the stakeholders’ activity. It is important to note that the steps are
maintained in a chronological manner but each step is closely link with the previous one.
Therefore, for Tata Group, it will be effective to have an extensive stakeholders’ management
practice which is harnessing the organisational objectives with the needs of the stakeholders.
The first step is to manage the expectations of the stakeholder by understanding their
demands and will to assist the development of the organisation. From the research of Midin,
Joseph and Mohamed (2017) it can be stated that the role of the management is to negotiate with
the stakeholders in a continuous manner so that they will never feel deprived. In addition to this,
a strict conformity of the organisational goals has to be delivered to the stakeholders so that they
can understand the significance and motive of the organisation in a great manner. According to
Redante et al. (2019) a symbiotic relationship must be made between the organisation and its
stakeholders so that it will bring success to the objectives of the organisation.
The next step is associated with the managing perception of the stakeholders. It can be
stated that strict conformity of the organisational goals has a great deal of impact over creating a

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strong perception of the stakeholders about the intention of the company management. Secundo
et al. (2019) opined that the process can deliver a strong message to the stakeholders which is
working as a guiding line for the stakeholders to follow. In case of Tata Group, it is essential for
the management to convince the stakeholders about the goals and mission of the organisation and
make them aware of the current financial and operational situation of the organisation.
Transparency in relationship can play pivotal role in this process where a good relationship
between the management and the stakeholders can be created.
From the point of view of the management of an organisation, it is also important to
identify the willingness of the stakeholders and prioritise their needs accordingly so that both the
organisational objectives and the stakeholders’ interests can be met at the same time. In response
to this, the management often analysing the activity of the stakeholders so that a clear
understanding about the objectives and activities of the stakeholders can be developed.
Therefore, Tata Group also follows the same process of developing close recording of the
stakeholders’ activities and their response to the organisation. It will create a clear perception to
the management about different interests of the stakeholders.
The final part is to resolve the problems and conflicts among the stakeholders so that a
strong and effective stakeholders’ support will be achieved which is one of the most important
aspects of meeting the needs of the stakeholders through procuring an effective environment
(Mei, Carr and Weng 2017). Tata Group management is always trying to deliver general
solutions for any kind of conflicts among the stakeholders so that it can meet the interests of all
the stakeholders equally and resolve the conflict in a quick time. Tata Group also introduces a
direct interaction with the conflicting groups so that the problems can easily be solved. It is a
good gesture for the organisation to fulfil the expectations of the stakeholders.

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Segment acquisition
The segment acquisition related aspects will aim at identifying the market segments and
thereby develop strategic steps to acquire the customers while operating in the different markets.
The organization have taken the initiative of improving the market position of the offerings
through classification of the different customer groups. The evaluation of the customer groups
enabled the organization in improving the performance in adherence with needs of the
customers. Hong and Zhang (2019) stated that the segment acquisition related activities of an
organization empowers the same in increasing the sales volume while targeting the potential
customers as per their preferences. In this connection, the concerned conglomerate took the
initiative of conducting surveys with the purpose of finding the potential customers and match
the product categories in adherence to the demand of the customers.
Post the analysis Tata takes the initiative of developing marketing content with the
purpose of promoting the propositions to the target customers. Tata Company utilizes different
social media platforms along with the different events for empowering awareness among the
target customers. Nijssen, Guenzi and Van der Borgh (2017) stated that the acquisition of the
target audience is specifically grounded on keeping the same informed of the utility that is being
proposed by the same. The segment acquisition of the organization is chiefly grounded on the
effectiveness of the marketing communication. The utilization of the multi- channelled
promotions permits an organization in increasing the scope of the target markets.
Tata took the initiative of segmenting the baby boomers and the millennial populations
while differentiating between the specific range of preferences and dislikes. The distinguishing
factors between the segmentation helped the organization in gaining insights on the positioning
strategy that might be applied by the same for retaining the loyalty of the customers. According

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to Kasper et al. (2017), the diversification of the promotional campaigns through an evaluation of
the specific beliefs and preferences of the customers supports an organization in increasing the
marketing scope of the venture.
Acquiring the segments would be critically grounded on the promotional activities of the
organization and the manner in which an organization undertakes collaborative mergers with
other existing firms. Therefore, the Tata Company’s segment acquisition is specifically grounded
on the evaluation of the needs and preferences of the target customers and developing the
promotional campaigns for better positioning of the propositions.
Internal marketing
Internal marketing is a process where the business organisation promotes its products and
services to its own employees rather than the consumers. One of the major reason behind internal
marketing is to engage the employees to a great extent so that they can understand the value of
the product and the organisation as well (Kim, Song and Lee 2016). Another important aspect of
internal marketing is associated with the practice of facilitating better salespeople who are able to
create an extensive market value of the products. Therefore, for Tata Group it is essential to
create an internal marketing process so that more number of employees will engaged and the
organisation will get efficient employees for particular products.
The first step is to create a positive and transparent objective of the internal marketing so
that all the employees can understand the role of the organisation. The management will be
entitled to inform the people about the goal and the purpose of the organisation. Then sharing the
core values of the organisation with the employees can create a bridge of relationship between
the employees and the management (Paul and Sahadev 2018). The next step is associated with

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total quality management where the senior team is entitled to choose and coordinate the
employees as per their job description. Finally, a professional corporate culture will be
developed so that it can justifies the activities of the organisation properly (Papasolomou,
Kitchen and Christofi 2017). Therefore, Tata Group must follow those steps in order to design an
internal marketing practice.
Scenario building and forecasting
Tata Motors is planning to develop a range of electronic vehicles with the purpose of
improving the competitiveness of the same while operating in the international markets. Tata
Company has already started working upon the designs of Tata Nexon EV (Tata Motors Limited
2020). The initiative of the organization of introducing EV in the list of propositions will be
focused on the growing environmental concerns that are being faced by the business. Nguyen
and Simkin (2017) stated in a research that the growing emission rates on the different parts of
the world and the stringent environmental legislations have mandated changes in propositions
made by automobile companies. Therefore, most of the companies have already started
introducing the EVs through increased R&D efforts.
Tesla and BMW have developed expertise in improving the design of the EVs while
increasing the battery capacity of the cars (Davcik and Sharma 2016). In this relation, the
introduction of EVs by the concerned organization would provide the same with a competitive
edge over the existing players in the market while sustaining their position in the markets. It has
been noted that the carbon emissions and the excessive carbon footprints in the atmosphere has
been one of the major factors that influenced the growth of the EVs in the markets.
Mullakhmetov et al. (2016) observed in a research that EVs are a growing trend in the global
markets which is specifically grounded on factors related to demand of the consumers. The

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implementation of effective technologies have helped the organizations in improving the quality
of mileage that is being provided by the EVs per charge.
Moreover, Cui and Wu (2018) forecasted in a research that an expected rise in demand
for EVs between the years 2019 and 2025 will be 5.7%. The growth of the demand might be
taken as one of the major opportunities that are being faced by the concerned organization while
operating in the different international markets. It has been noted that Tata develops the
propositions grounded on the principles of diversification which would support the same in
addressing the demand of wider range of customers. Therefore, it might be stated that the
development of the EVs by the concerned organization would support the same in increasing the
scope of the target market while drawing the attention of the potential buyers.
Tesla was unable to expand in the Indian markets even though they established charging
stations in the different locations, which might work as a greater opportunity for the concerned
conglomerate, Tata (Tata Motors Limited 2020). The development of the EVs would allow the
concerned organization in drawing the attention of the potential Indian customers, while
applying blue ocean strategy. Therefore, the conditions portray that the development of the EVs
in India would allow the venture in gaining the attention of prospective loyal customers from the
nation. Complete monopoly in the Indian markets would allow the organization in not only
boosting the sales volume but also gain reverence in form of funding from the government for
the sustainable projects.
The improvement in the employment statistics and the increase in disposable income of
the communities would allow the organization in improving the market scope for the
propositions. It has been forecasted that the unemployment rate in India might fall from 8.5 to
6.4 between 2019 and 2020 (Tata Motors Limited 2020). On the other hand, the development of

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the EVs in cheaper costs would contribute to the competitive advantage of the venture while
operating in the different markets. Therefore, the scenery of developing and introducing the EVs
by Tata Motors is specifically grounded on the evaluation of the market situation in India while
improving the market scope of the venture.
Future implications for marketing strategy
The marketing strategies that are developed by the organizations are grounded on the
evaluation of the market environment and the changes in the demand situations. Mullakhmetov
et al. (2016) opined that the exposition of wider range of marketing activities are grounded on
the effective understanding of the needs of the target customers. The evaluation of the needs of
the target customers allows an organization in designing and positioning content for influencing
the buying behaviour of the customers. The concerned conglomerate has been undertaking active
participation in the promotional campaigns through the traditional media vehicles. However, it
has been observed that the growing millennial population have brought about significant changes
in the promotional platforms. The millennial population are tech savvy and are more inclined
towards the utilization of different social media platforms for accessing and analysing
information (Kirova 2017). Tata has been focusing on the product development stages while
assessing the needs of the customers related to the purchase of cheap cost vehicles. However, the
event planning related activity of the organization was far- fetched than that of the expectations
of its customers. David, David and David (2017) opined that the customers in the present era
prefers information while making a purchase. Therefore, the concerned conglomerate must take
the initiative of improving the marketing communication through utilization of the most used
social media platforms.

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The future implications for the concerned conglomerate will be specifically grounded on
the extensive utilization of the social media platforms, over traditional media which would
enable the same in drawing the attention of the target audience. On the other hand, most of the
customers are more interested in buying experience grounded propositions. The marketing
activities of an organization will be judged specifically on the basis of user experience and the
quality of the propositions. According to McKinley (2017), the different changes in the
marketing operation of an organization will be grounded on the changing preferences of the
customers while operating in the different global locations. Therefore, subtle changes in the
market trends has been one of the major influencing factor that would shape the marketing
related activities of the organizations.
Conclusion
Therefore, from the above evaluation it might be noted that the Tata Company must take
the initiative of developing dualistic marketing strategies to adhere to the needs of every segment
of customers. The planning and development of the marketing activities in the TATA group are
reflected through the effective marketing operations through multi-channelled promotional
media vehicles. The research aimed at analysing the dualistic strategy of the organization which
might include a confluence of the traditional and the social or digital media platforms with the
purpose of improving the links of marketing communication with the customers. On the other
hand, the research also included the CSR activities and the manner on which the same might
influence the interests of the stakeholders for the success factors of the venture.

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