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Presentation1
1.
2. Type Joint venture
Industry Watches
Founded 1987
Founder(s) Ratan Tata
Headquarters Bangalore, India
Area served 4 continent and 40 countries. India and other
countries esp.Middle east, Asia
Pacific and Africa
4. • REPORT:-
• Titan Industries is the world's fifth largest wrist
watch manufacturer and India's leading producer of
watches under the Titan, Fastrack, Sonata, Nebula,
RAGA, Regalia, Octane & Xylys brand names. It is a
joint venture between the Tata Group, and
the TIDCO. Its product portfolio includes watches,
accessories and jewellery, in both contemporary
and traditional designs. It exports watches to about
32 countries around the world with manufacturing
facilities in Hosur, Dehradun, Goa and manufactures
precious jewellery under the Tanishq brand name,
making it India's only national jewellery brand. It is
a subsidiary of the Tata Group.
5. INTRODUCTION
• Titan industries limited- a joint venture of The
Tamil nadu industrial development corporation and
Tata group of industries was setup in 1987 under
the leadership of Xerxes desai who was the vice
chairman and the managing director of the
company. Initially, Titan entered the market as a
watch manufacturing company. Then later in 1995,
it entered into the manufacturing of precious
jewellery segment under the brand
name “Tanishq”.
6. Cont………
The company also manufacturers charismatic
decorative table clocks in many classical and ethnic
styles. Titan watches currently hold 25% of share in
Indian watch market. Its manufacturing facility
includes a buildup area off 33000 sq.meters that
employs around 3700 personnel’s. Its main
manufacturing plants are located in Hosur in Tamil
nadu with an assembly unit in Dehra Dun in Uttar
Pradesh. It has also come up with an electronic
circuitry manufacturing division in Goa. The
companies headquarter is located in Bangalore.
7. • Cont…….
• In a short period of time, Titan has built an
inevitable name for its products, services and
corporate practices. In a survey conducted by
Economic times, Titan was voted as “India’s most
admired brand”. Infact Titan industries were also
ranked as India’s leading consumer durable
marketing company for seven consecutive years
from 1993-1999.
8. SCANNING
Environmental scanning can be defined as ‘the
study and interpretation of the political, economic,
social and technological events and trends which
influence a business, an industry or even a total
market’.
9. Modes of scanning:--
• There are three modes of scanning the business
environment: -
• Systematic scanning
• Ad – hoc scanning
• Processed-form scanning
10. • Systematic scanning
• Information related to markets and customers,
changes in legislation, regulations having a direct
impact on the organization's activities, government
policy etc are collected continuously by taking
relevant factors into account.
11. • Ad-hoc scanning
• Conducting special surveys and studies to deal with
environmental issues from time to time.
12. Processed-form scanning
• Using information in a processed form available
from different sources inside and outside the
organization.
15. POSITIVE/ HELPFUL NEGATIVE/ HARMFUL
to achieving the goal to achieving the goal
INTERNAL Origin
facts/ factors of the Strengths Weaknesses
organization Things that are good now, Things that are bad now,
maintain them, build on remedy, change or stop
them and use as leverage them.
EXTERNAL Origin
facts/ factors of the Opportunities Threats
environment in which the Things that are good for the Things that are bad for the
organization operates future, prioritize them, future, put in plans to
capture them, build on manage them or counter
them and optimize them
16. • Strengths
a) The quality of watches is impressive.
b) Innovation is core to its strategy.
c) Visual Merchandizing has been Titan’s strength ever
since its inception.
e) Good retail network by “WORLD OF TITAN”
f) Excellent customer service.
17. • Weaknesses:--
a) Waterproof watches not a part of its kitty.
b) Rural India does not form a substantial part of
customer base.
c) Kids are fascinated with mobile phones rather
than watches and incidentally, they show the time.
18. • Opportunities
a) Under-penetrated market for watches as only
35% (approximately) of Indian population possesses
watches.
b) Watches positioned as a fashion wear rather
than just utility products.
c) Huge market in the exchange business.
d) Introducing water proof watches.
e) Rural market may be tapped
19. • Threats
From competitors -
a) Japanese- Citizen, Casio
b) Chinese watches
c) Unorganized sector/ Grey market.
d) Mobile phones and wall clocks are a substitute to
watches.
e) The fashion trend keeps on changing.
21. PEST analysis:-
A PEST analysis is an analysis of the external macro-
environment that affects all firms. P.E.S.T. is an
acronym for the Political-legal, Economic,
Sociocultural, and Technological factors of the
external macro environment. The PEST analysis is
particularly useful for strategic managers in
international business which operate in a number
of different national environments.
22. • Political-legal
• Political-legal factors include government
regulations and legal issues and define both formal
and informal rules under which the firm must
operate. Some examples include:
• political stability
• level of freedoms, for example freedom of
expression and association
• incentives to foreign investors
• competition law and policy
• employment laws
• trade restrictions and tariffs
23. • Economic
• Economic factors affect the purchasing power
of potential customers and the firm’s cost of
capital. The following are examples of factors
in the macro economy:
• level of economic development
• trends in gross domestic product (GDP)
• rate of inflation
• wage levels and level of unemployment
• strength of currency and convertibility
• rates of taxation and exchange
24. • Sociocultural
• Sociocultural factors include the demographic and
cultural aspects of the external marcoenvironment.
Some Sociocultural factors include:
• growth rate of population and age distribution
of population language.
• main religious and cultural groupings.
• educational attainment levels.
• level of social cohesion
25. • Technological
• Technological factors can lower barriers to
entry, Some Technological factors include:
• government spending on R&D
• energy availability and costs
• transport infrastructure and cost
• innovation system, including availability of
skilled workforce.
• level of technology transfer
26. CONCLUSION
• Titan is growing rapidly and has successful
operations. All these can be confirmed from lots of
information. Titan has obtained a high reputation in
a short period. As a latecomer of watch industry
of India, the company surpassed the formers and
has got the first position of marketing share. As a
watch company, Titan founded a famous jewelry
brand successfully. It adopted appropriate
marketing strategies which defeated
competitors, meanwhile expanded its marketing
share on local market.
