Analyzing Stakeholder Impact on TATA's Business During COVID-19

This report investigates the impact of stakeholders on the performance of TATA Motors during the COVID-19 pandemic. It begins with an abstract and table of contents, followed by an introduction outlining the aims, objectives, and limitations of the study. A literature review explores the concept of stakeholders, their importance, and relevant theories and models, including stakeholder analysis and power-interest grids. The research methodology is explained, followed by data analysis using primary data, presented with graphs and themes. The report concludes with findings, recommendations for TATA to improve stakeholder satisfaction, and a list of references and appendices. The study aims to understand how stakeholders, such as consumers, suppliers, and managers, influenced TATA's operations during the pandemic and offers strategic insights for enhanced performance.

IMPACT OF
STAKEHOLDER ON THE
SUCCESS OF THE
BUSINESS
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ABSTRACT
Current report has made different efforts to achieve the Aim of the study i.e. To investigate the
impact of stakeholders over the performance of the company during COVID- 19. A study on
TATA. In the Introduction section this report has highlighted Aims and objective of the
dissertation and reason behind selecting the same topic. After that in literature review section,
point of view of different author has been explained in regard to topic of the study. In research
methodology section of the research different methodology and approach which has been used
by the scholar has been explained and justification behind using the same has been also
explained. After that in Data analysis section of the research different data which has been
collected with the help of primary data has been presented with the help of different graphs and
themes. In the end in Conclusion and recommendation section of dissertation meaning full
conclusion in regard to outcome of the project has been mention. On the basis of conclusion
derived different recommendation are also presented in the same section.
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Table of Contents
INTRODUCTION...........................................................................................................................4
LITERATURE REVIEW................................................................................................................5
Understanding about concept of stakeholders and their importance within business............5
Range of theories and models in context of shareholder analysis or evaluation during
pandemic.................................................................................................................................6
Impact of stakeholders on performance of company in current pandemic............................7
RESEARCH METHODOLOGY.....................................................................................................9
DATA ANALYSIS........................................................................................................................12
CONCLUSION..............................................................................................................................20
RECOMMENDATION.................................................................................................................22
REFERENCES..............................................................................................................................24
APPENDIX....................................................................................................................................25
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INTRODUCTION
A stakeholder is a party or person who is interested or concern in something, especially a
business organization and profitable project, they can stake and claim in business. Hence,
shareholder usually concentrates on performance of venture and assures that it remains at an
acceptable degree. They do not have any specific role in administration of firm, but they do
affect organizational management during pandemic (Coibion, Gorodnichenko and Weber,
2020). For example, Consumers due to COVID 19, take major precautions. In recent time buyers
all over the world are purchasing food items and other products from those supermarkets or
stores who are taking appropriate precautions regard COVID-19 like sanitizing floor and shelf’s.
This kind of attitude influences current management activities and performance of companies
like TATA. It can change the way workers do their job and serve their target market at daily
basis. It can be said that during pandemic situation stakeholders such as consumers, suppliers and
other influenced decision making procedure, they assure that firm work environment remains
safe, dynamic, and healthy and there are good performing situations accessible in business so
that companies can perform well and sell products by following hygienic guidance’s.
The current dissertation will be based on TATA motors, which falls under category of
leading automobile manufacturing organizations in India. It is one of the biggest automobile
firms in the world with an extensive range of commercial, passenger and defence vehicles in
their portfolio. The scope to this study is “ To indentify influence of stakeholders on performance
of company during pandemic. It will base on specific topic with set aim and objectives, which
researcher will be achieved by using different approaches of research methodologies.
Furthermore, in this assignment investigator can use primary and secondary data collection
methods to gather relevant information about chosen subject. All the information within this
study will be divided into themes in form of literature review.
Rational-
The main reason behind conducting this investigation is to identify the impact of
stakeholders on organizational performance, especially during COVID-19. With the help of this
research, researcher can gather a lot of data about current topic which is quite beneficial for them
in term of gaining more knowledge about stakeholder attitudes. Other reason for doing
investigation in context of above topic is person interest of investigator. They want to know
which theories and models are used related to shareholder analysis.
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Limitations-
Lack of strategic management and data privacy are considered as main limitation in
regard to current study that can impact of further activities and actions can conduct or plan to get
desire outcomes by researcher.
Aim-
 Aim- “to investigate the impact of stakeholders over the performance of the company
during COVID- 19. A study on TATA.”
Objectives-
 To develop understanding about the concept of stakeholders and their significance within
business.
 To examine the various models and theories related to shareholder analysis or evaluation
during pandemic.
 To critically analyse the impact of stakeholders on the organizational performance in the
context of TATA in the current pandemic.
 To recommend competent strategies to TATA that contributes in stakeholder’s
satisfaction and thereby enhancement of organizational performance.
LITERATURE REVIEW
Understanding about concept of stakeholders and their importance within business
According to Davis, (2017) each organization has its specific group of stakeholders, who
are able to take part in decision making and other activities. A stakeholder is defined as a group
or individual that has an interest in any activity or judgement of organizations. Suppliers,
consumers, workers, board of members, investors, local & regional communities and regulators
are included in list of stakeholders. All the stakeholders within any firm play vital role in term of
taking part in decision taking procedure and providing solutions. They are important for
organizations, because stakeholders give financial and practical support to ventures by investing
within current strategies, plans and projects that provide several benefits to owners in pandemic
situation in term of increasing profitability and sales rather than before.
Organizations with an engaged group of stakeholders can reap financial benefits from
these collaborations. Applicants who care about his or her work and see it as more than a specific
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job can give their best and consider as owner for businesses. Consumers who trust and faith in
firms and businesses offering can support owners with their long term ventures. They are highly
interested in those companies who are capable to provide many benefits to them in return after
key investment. Stakeholders are also interested in firms, ranging from workers to investors and
local buyers. They broaden pool of individual who care about well being and reputation of brand.
Vendors who see brand as more than just sales increasing chances can go longer with them to
make assure that firm have materials they need to make profit and generate revenue.
Jabbour and et.al., (2020) stated non-governmental companies, purchasers and business
owners are also considered as key stakeholders of a company. There shareholders are really very
important for companies as they help to comprehend internal and external market in effective
manner. For example, managers aid firms to understand current workplace environment and
workers needs while performing with companies. Manger is capable to comprehend overall work
area atmosphere in effective manner because he or she work closer with employees who are
working with organizations since for so long and perform harder to achieve business aims and
objectives. There are some external stakeholders accessible in market who can help to companies
to understand business environment in systematic manner by providing essential information
about current market trends, competitive level and changes in consumer’s lifestyles as well as
needs. Vendors are known as a key supplier who provide important info about all above things
and help to know more about target market.
They know people more about organizations and supply products accordingly which turn
into increasing sales and productivity of brands. With the support of above statement, it can be
easily understanding that stakeholders are important and beneficial for any firms. They help a lot
in many different terms to make business more successful and profitable rather than others. They
all aid to reach at global level and enhance performance of venture efficiently.
Range of theories and models in context of shareholder analysis or evaluation during pandemic
Raum, (2018) discussed that stakeholder analysis can be defined as tool that companies
can utilize to clearly determine stakeholders for a specific project or programmes, to comprehend
where stakeholder stand and create cooperation between them and project group. It can be said
that stakeholder analysis is frequently and effectively utilized during pandemic and is a great
way to assess their attitudes towards brand or changes. The whole analysis or evaluation can be
done by using different types of theories or concepts. Theory of entry and exist is one of the best
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models that can be used and applied within company, which make management able to analyse
their stakeholders and its performance. It can help to manage activities of stakeholders in
effective manner and aid to know detailed about their attitudes, preferences and likes.
Alaa and Pasławski, (2019) contradict that stakeholder matrix is one of the best and most
effective model that can be use to analyse a project shareholder to identify actions which are
important to align their aims with work or specific task. There are different kinds of stakeholder
matrix available in business world, but stakeholder analysis matrix is better than anyone because
it focuses on two different variables of interest and power, these elements are given plenty of
attention. As per this concept organization shareholder are examines based on several
components such as financial interests, religious beliefs, ethical & moral values, business
interests, environmental stewardship, demographics, communication preferences and value of
ownership. Company can have prioritized their shareholders into power & interest levels based
on these elements and their engagement tactic is effectively created from that. With the help of
this model, management can determine the most powerful stakeholders and have them obtain
desire outcomes and to shape existing plans in early phase. When company with this model gain
support from their powerful shareholders, they can win more resources in term of making project
more successful than others.
According to Liu and et.al., (2017) stakeholder analysis is really very essential for
company as it aid to identify actions and interest of a shareholder. With the help of power
interest grid firm can categorize their project stakeholders with maximizing power and high or
low interest. This model helps management to concentrate on key shareholders who can break or
make work or particular task. It is also known as power interest grid which contains four
quadrants that gives firm an indication or direction of degree of stakeholder’s management that
manager can have to employ and may also affect kind of communication style. The four different
quadrants of this model are keep satisfied, manage closely monitor and keep informed. This
model can help to understand what do people expect from specific project or contract and how
do they benefits firm and overall activities. It can also aid to know are there any issues or
conflicting interests that shareholder may have with work.
Impact of stakeholders on performance of company in current pandemic
Kujala, Lämsä and Riivari, (2017) stated that manager as main stakeholder of company,
is accountable for managing performance and productivity of organization in systematic manner.
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They assure quality work and appropriate working of business. Manager can put negative impact
on sale and overall business activities. Without analysing current market needs when they
develop strategies related to production and marketing it can harm performance of firm
negatively. Without showing interest in development and success of venture, manager cannot be
able to increase operational efficiency and focus on growth. They have the most affect, as they
make judgements about all activities of company and cater directions to make firm able to start
up and grow even better. It analyses that stakeholders can influence aim and objectives of
companies as well in negative manner when they could not create effective tactic.
Manager within small and large companies at behalf of seniors can make some
suggestions and decisions as well that influence business activities and productivity, but in
negative manner. Without taking interest in increasing sales and consumer base, manager could
not be able to work effectively as they can influence existing plans and strategies in negative
manner which is not suitable for growth of business. Each recommendation of manager should
be based on situational analysis because it directly affect employees and management
performance.
Alegre and et.al., (2018) contradict that stakeholders of each firm were determined based
on their respective vision and mission statements, including their values and how shareholder
management practices have affected on each of their social and financials performances were
also analysed. Shareholders such as workers may impact on business performance in positive
manner by performing together for achieving common aim and objective of brand like TATA
during pandemic. It can be said that when employees perform in effective manner and serve their
services by taking proper precautions during COVID they can enhance performance level of firm
successfully and allow management to gain many benefits in term of strengthening brand image
within marketplace or all over the world. Skilled and talented applicants are always ready to take
part in each activity of firm which makes them able to increase performance and revenue rather
than before. High employee engagement increase consumer’s satisfaction and achieve high
productivity as well as operational efficiency.
Simmonds and Spence, (2017) highlighted that consumers are capable and highly
powerful to increase and decrease sales. They can put negative impact on performance of brand
by changing their demands and needs as it put high pressure on management activities and
impact decision making process negatively. Buyer can buy items and services and give feedback
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to companies on how to improve them. They are also competent to influence others by
suggesting favourable products to friends and other people or by making negative comments
about same. They can pressure organization to change their pricing structure as well according to
income source and capabilities, which is not good for any company and create barrier in their
success.
RESEARCH METHODOLOGY
Research methodology refers to specific techniques or procedures that are used for
identifying selecting, processing and analysing information for the research topic. It provides
systematic design of the study for ensuring validity and reliability of the results for addressing
the aims and objectives of research.
Research Type
The research types as per the nature of research could be divided into two which are
qualitative and quantitative. Qualitative research refers to research based over concepts,
experiences and thoughts. It enables to get insights in deep for understanding the research topic.
It includes observations, open ended interviews and literature exploring theories and concepts.
Qualitative research on the other is concerned with testing and measurement using the numerical
data. Quantitative research is conducted when aims and objectives of research are confirmatory
in the nature. It is used for establishing generalizable facts for the topic. Quantitative research
method includes observations recorded in numbers, experiments and survey having closed ended
questions. Researcher has used qualitative research for analysing the impact of stakeholders on
success of business as it is theoretical and qualitative aspect that could be analysed based over
theories and concepts.
Research Approach
Research approach refers to plan and the procedures which consists of steps of the broad
assumptions to the detailed methods of the data collections, analysis and the interpretations.
Research approach is divided into inductive and deductive approach. The inductive approach is
aimed at developing new theory on the other deductive approach is focused at testing of existing
theory. Inductive method moves from the specific observations to a broader generalisations and
the deductive approach has other way around. Inductive approach contributes to emergence of
the new theories and the generalisations and deductive approach tests validity of the
assumptions. In deductive inference conclusion must be true when premises are true where in
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inductive inference premises are used for generating testable conclusions. In the research
inductive approach has been used by the scholar to assess stakeholders' impact on business
success.
Research Philosophy
Research philosophy is concerned with nature, source and the development of the
knowledge and also states about the manner in which data about research area is required to be
gathered, analysed and interpreted. Research philosophy also reflects the important assumptions
taken by the author which serves as the base for research strategy. Research philosophy mainly
consists of positivism and interpretivism philosophy. Positivist believes that the reality could be
observed as well as described from the objective viewpoint. Primary characteristic of the
positivism is to solve practical problems and to determine through the statistical about the
existence of any causal relationship. Interpretivism is the branch of epistemology and is broader
philosophical perspective (Kumar, 2019). Interpretevist believes that the social reality is
subjective as it is constructed socially. Therefore, for exploring social world and obtaining
qualitative data for analysing impact of stakeholders on success of business, researcher has used
interpretivism philosophy.
Data Collection
Data Collection refers to the process of gathering information and data from all relevant
sources for finding answers for research problems, testing hypothesis and evaluating the
outcomes (Ørngreen and Levinsen, 2017). There are two approaches of gathering information for
undertaking research. Primary approach refers to information that is collected by researcher for
the first time and secondary data refers to one which is collected by others. Researcher has used
questionnaire under primary data collection and under secondary method books, journal and
scholarly articles have been used for gathering information related to impact of stakeholder on
organisational success.
Sampling
Sampling refers to the method which allows researcher to infer the information about
population based over the results from subset of population that is based results from the subset
of population without investigating every individual. It is subdivided into two methods which are
probabilistic and non probabilistic sampling. In the probabilistic sampling, samples are collected
from all the eligible individuals and they have equal opportunity of being selected. In non
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probabilistic samples are not collected at random but based on specific factor which gives them
opportunity of being selected in the study. Researcher in the study has used random sampling
method by taking 100 stakeholders of firms to analyse the impact of stakeholders on success of
organisation.
Data Analysis
Data analysis could be described as the process which is used for evaluating information
and data collected using analytical and logical reasoning for examining the component of data
provided or collected (Mohajan, 2018). Data is gathered from different sources for conducting
the research. Researcher has used thematic data analysis method as qualitative research
approach. The variables in each theme have been explained and described based on the
observations to derive reliable conclusions over the research topic.
Reliability and Validity
Reliability refers to consistency over time, over items and over the research. Validity
refers to extent to which scores actually represents variable to which they are intended to.
Validity is based over the evidences collected. Research has used research papers having
copyrights which makes them authentic, also information has been obtained authentic articles
and published sources that provides reliable and valid results for the research conducted over
effect of stakeholders over firm's success.
Ethical Considerations
Ethical consideration means that the research has been conducted ethically without
applying any force or harm to research participants. Dignity of the stakeholders was taken care
and consent form was filled by the participants that states that they were not forced and had
participated willingly free from any pressure or force of researcher (Zangirolami-Raimundo,
Echeimberg. and Leone, 2018). The reference list has been attached in the research which
provides that information has been taken from authentic sources.
Limitations
In the research had limited time frame for completing the research due to which
qualitative research has been used however the topic of research is based over analysing impact
of stakeholders over business that is better explained under this approach. The resources were
limited due to which research has been conducted over 100 stakeholders but they were selected
at random which will provide view of whole population.
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DATA ANALYSIS
Theme 1: Familiarity with the concept of stakeholder analysis for the improvement in
performance of organization.
Particular Respondent % of Respondent
Yes 96 96
No 4 4
Total 100 100
Interpretation: After going through the data which has been collected with the help of primary
data collection method it has been understood that almost all the respondent in the research is
having understanding about the concept of stakeholder management in the organization. This is
very good sign for the company in the long run. As data collected shows that out of the pool of
100 respondent pool 94 respondent has gone with the alternative of yes in the survey. This
ultimately shows that any decision which will be taken by the organization to manage the interest
of stakeholder in the organization it will be understood by them very easily. Remaining 6
participant in the survey has only gone with the alternative of No in the survey. This outcome of
the survey is well-supported by the Literature review section of the study as well. As Author in
the study used to highlights that it is very important for the organization to give proper
understanding to the stakeholder in regard to changes which company is looking bring in the
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